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1. |
Hire a public
relations agency to help plan and carry out a CUSTOM ADVERTISING PROGRAM. Work closely with PR specialists and
maintain final approval of all materials. |
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2. |
OR - Create and maintain a DO-IT-YOURSELF CAMPAIGN.
Measure the balance between expenses for a professional service versus your own efforts.
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3. |
Have a clearly defined GAME PLAN. Know where you want to go and plan
how to get there. |
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4. |
Select a SPECIALTY and commit to it. Explore a niche by developing
specialized letters and packets geared to specific markets, i.e. Corporate, Hospitality,
Medical, Tenant and so on. |
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5. |
Become an EXPERT in your field by focusing on specific clients and
types of projects. Learn the "expected" jargon. Provide goods and services
within your niche. |
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6. |
Discuss with your STAFF the firm's marketing plan. Every employee
within your firm helps you sell your services and unless you ask, you may never know who
has an important connection with a potential client, perhaps making the difference in
securing a project. |
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7. |
RESEARCH your client's problems, concerns and frames of reference. |
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8. |
Build a PRESENTATION to energize your message. |
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9. |
Check your COMMUNICATION ATTITUDE and delivery skills. |
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10. |
PHOTOGRAPH WORK and attempt to have features published in trade
publications. |
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11. |
Create a PORTFOLIO in an easy-to-update format. |
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12. |
Establish MEDIA CONTACTS: Radio or Television - Print Media - Trade
Shows - Internet |
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13. |
Issue PRESS RELEASES telling prospects about personnel changes, new
contracts, design awards, senior personnel, and special events on a regular basis.
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14. |
ADVERTISE in local publications on a regular basis announcing
promotions, projects and items of interest. |
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15. |
Develop an introductory BROCHURE stating your mission and providing
contact information. |
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16. |
Create SALES PACKETS with Scope of Services and Client References. |
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17. |
Seek SPEAKING opportunities to reach decision-makers.
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18. |
Maintain HIGH VISIBILITY within the community. |
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19. |
Enter DESIGN COMPETITIONS whenever possible. |
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20. |
Plan MEDIA APPEARANCES publicizing your successes. |
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21. |
Create an IMAGE that builds higher value to demonstrate your level of
professionalism and ability to do the job. |
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22. |
Remain VISIBLE in your field and make sure clients and prospects are
aware of your services. |
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23. |
A LETTER is one of the most important and effective
ways to communicate to customers one's capabilities, knowledge and professionalism. Be
sure correspondence conveys an appropriate, error-free response, while highlighting the
benefits of your services to the customer. |
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24. |
Create a NEWSLETTER to send out periodically. Announce new projects,
firms' background, trends within the industry, upcoming events, organizational
involvement, completed projects, projects in progress or other pertinent facts clients
might be interested in learning. |
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25. |
Develop a specific DIRECT MAIL media marketing campaign. |
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26. |
Write and PUBLISH books, surveys, articles, and newsletters. |
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27. |
Offer SEMINARS. Meet with individually specific market groups on an
individual basis. |
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28. |
SPONSOR MEETINGS at your facility. |
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29. |
Develop a REFERRAL NETWORK of associate, business and client contacts. |
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30. |
NEGOTIATE with a manufacturer's representative for client listings.
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31. |
PARTNER with appropriate businesses to increase visibility. |
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32. |
Find time to PROSPECT. Contact the 500 fastest growing companies in
your area.
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33. |
DIG UP LEADS from Construction Reports, Cold Calling, Personal
Contacts, Business Contacts, City Planning Offices, Architectural Firms. Seek to be
considered when others accept multi-disciplined assignments. |
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34. |
Contact large "OUT OF STATE" FIRMS for
small jobs in the area. |
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35. |
Never
pre-judge a lead. Make it known all LEADS ARE WELCOME. |
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36. |
Tackle COLD CALLS with a goal of obtaining an appointment with the
decision maker. Know your purpose, research telephone techniques, project an attitude of
enthusiasm, talk about solving problems, ask open-ended questions, make observations,
listen, and use positive statements. Prepare a checklist with answers to possible
questions and objections. |
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37. |
Ask
permission to place INSERTS on letterhead in trade magazines and
books at your local bookstore or within local news venues. |
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38. |
COMMUNICATE with clients and future prospects on an ongoing basis,
perhaps every three to six months. |
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39. |
NETWORK in client circles. There is no substitution for
"face-to-face" interaction. |
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40. |
VOLUNTEER when possible for community activities and promote good
will within the community.
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41. |
Keep a MASTER LIST OF 250 CLIENTS, which you contact or call on a
regular basis. Send thank-you letters for client support and patronage. |
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42. |
Develop RELATIONSHIPS with clients. As your clients needs change, be
there to help them implement the changes necessary. |
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43. |
CUSTOMER SATISFACTION. Resolve customer complaints immediately. |
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44. |
Offer one day of FREE CONSULTATION to your top 10 clients. |
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45. |
Search for new business from old business. Ask for REFERRALS. |
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46. |
Invest in first-rate TECHNOLOGY and resources to enhance your
perceived value. |
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47. |
Visit local design schools to discuss and SHARE KNOWLEDGE of the
industry with up and coming designers.
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48. |
Offer a MENTOR PROGRAM at your place of business. |
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49. |
Become a PERMANENT fixture in your industry. |
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50. |
Keep your ears and
eyes open for any opportunity to PROMOTE your
business or DEVELOP a new contact.
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