Sometimes it feels like you can throw a rock in any direction and hit an integrated marketing agency.
But what separates them? All marketing firms serve various types of customers with a similar arsenal of tactics, from white papers to websites and everything in between. However, finding an agency that specializes in a particular industry — in our case, architectural building products (ABP) — provides customers with a distinct competitive advantage.
Pipitone Group's (PG) Architectural Building Products Team recently attended the 2017 American Institute of Architects (AIA) Convention.
Along with supporting our clients, we were afforded the opportunity to asses the architectural building products landscape and learn best practices from industry leaders. A special perk was sharing in our clients' experience as they were recognized for their advertising efforts at the Architectural Record Advertising Excellence Awards Breakfast.
Developing a marketing strategy geared toward architects is a complex process.
In the past, building product manufacturers would simply rely on feedback from their sales teams, or use networking opportunities like lunch and learn events to earn face time and get inside an architect’s head regarding the specification process.
The merits of trade show effectiveness within the architectural building products arena — and trade shows in general — are a hot-button issue in today’s marketing culture.
Over the course of my 30 years of strategic planning experience in the architectural building products space, I have worked on a wide range of integrated marketing campaigns. Over that time, most of them have been memorable, but did they move the business forward?