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be a need for an experienced employee
with a specialised background, but not
on a full-time basis.
Marketing the ability to collaborate
with a contractor in a design-built
relationship or another architect and
providing technical support or project
management will open doors and
conversations. Speaking to the heads
of companies, such as those in realestate management, can help them to
see the need to add a building or a park
to their apartment complex. Making
the potential client aware of the need
for an experienced person who can
identify the areas of work and develop
the set of construction documents,
tender for the work, and follo w through
with construction administration can
generate possible opportunities.
“Niche marketing in architecture
and design is like threading a needle.
It takes time to develop the steady
hand and skills that are needed to
really hit your target audience with the
information you want.” – Michael Foster,
Marketing Manager, Wine Trend Inc
Niche marketing is similar to
freelancing and acts as a sole
practitioner, with the exception that
they target very specific market sectors,
like hotels or wine storage facilities, for
example.
Sometimes they target not the main
part of the projects but specific pieces
of the larger projects. Niche market
architects are generally used by either
specialised clientele or as a consultant
to another architect.
The last and most important tool for
marketing a niche firm is networking.
It cannot be emphasised enough:
Getting return business is vital. Getting
recommendations is vital. Decide who
you want to make your client and
establish a rapport with him. Make him
feel that your firm is the only one he
would want to work with.
desIgn Namibia October - December 2013
Researching various market sectors,
trends and what projects are going on,
helps any architect. There are various
locations to search (via RFPs, blogs, RFP
collecting websites, newspapers and
trade journals) to find potential clients
and whom you need to contact and
when. Then put together something that
will be attention grabbing, specific and
to the point. People do not want to be
fed fluff. They want you to state your
intentions and how you can help take
this project over the top. This is sales
and marketing in the most specific form.
Searching out requests for
proposals (RFPs) from public
institutions, educational clients and
large corporations has become a
major marketing strategy for many
architectural firms. Finding RFPs can
however be like looking for a needle in a
haystack. Some firms use subscriptions
to websites that collect RFPs posted
on the internet, while others scan
newspapers, company websites and
trade journals. In this economic climate,
businesses see more economic benefits
by issuing an RFP for architectural
services. Therefore, the more RFPs
issued, the bigger the possibility of
being selected. It also means more
competition between architecture firms.
Technology has created a plethora
of opportunities for architecture firms
to market their services. More and
more firms are taking advantage of
websites like LinkedIn, Twitter, Facebook
and other social networking venues to
promote their services. Also, creating
a firm website that is up to date with
current projects and an easy-tonavigate site is a sure way to generate
leads. Optimising search words and
website information enables anyone
searching for an architecture firm in a
certain area to find it.
All firms network. They have
friends, colleagues, family and common