20 RCI 0714

RCI JULY 2014

NBS FEATURE it is linked to and what sort of audience you will get. You also need to ensure that the organisation has the relevant expertise to author your information in the correct industry standard. Get to know your specifiers It is essential you know your specifier audience and what they need from you as a manufacturer. Look for commonality in projects, sectors, architectural practices and target your activity to meet their requirements A simple and effective way to get to know your specifiers and develop relationships with your chosen specifiers is via a Continuing Professional Development (CPD) programme – all architects have to complete 35 hours of CPD every year. Meeting specifiers face-to-face in this way allows them to provide feedback and an opportunity for you to question them on what they want from you, in what formats they wish to see your product information, and what motivates their selections. Good CPD can be used as a sales tool; use it wisely and pitch it to the specifiers’ advantage, for example, provide the necessary core information about the roofing industry, regulations and ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ �������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 020 JULY 2014 RCIMAG.COM guidelines, whilst carefully linking this to the benefits your product can offer. Specifiers know why you’re there, but both parties can benefit: the specifiers get their CPD points and you get to develop relationships. The old adage people buy from people may be dated, but its premise is still very current and very true in the construction industry. Specifiers also like to see case studies showing how a product has been used previously as this adds value, status and confidence in your products. Take advantage of this and showcase the great work you do. You can develop your own CPD material or use one of the accreditation services in the market such as RIBA CPD Providers Network which allows architects to get double credits. Look great Standardise all your marketing materials, content and customer facing collateral. A professional approach to your external marketing will strengthen your brand image, instilling trust and confidence in your product portfolio, ensuring product selection time and time again. It may Above: BIM object for Big Foot Systems on www.nationalistically. com seem simple, but it’s the little things that often determine success or failure. Be social In today’s world, a multi-channel marketing strategy is required, and social media is playing an ever-increasing role in this. This is no longer a new concept, but it is forever changing and with the future of the built environment firmly on a digital path, effective communication needs to have a strong social element, so if you haven’t done so already, get tweeting! *NBS National BIM Report 2014 - http://www.riba-insight.com/bim-report/ theNBS.com “The greater the detail you offer on your products in the recognised industry formats, the greater the advantage to the specifier. Increasingly, specifiers are looking for more manufacturers to provide content rich digital data on their products” a total solution for architectural glazing �������������������� �������������������������������� �������������������� ������������������������������ ���������������������� ������������������������������ �������������������������� �������������������������������� ������������������������ ���������������������������������������� �������������������������� �������������������������������������� Tel: 01842 816080 sales@glazinginnovations.co.uk www.glazinginnovations.co.uk


RCI JULY 2014
To see the actual publication please follow the link above