Having work at several architectural firm of various sizes, I have always wondered about the marketing practices common to our field. Having little or no revenue generating asset, the only way to stay afloat for most architects is through the acquisition of new clients.
So how do we do it? According to First Research, most firm spend very little money marketing but instead rely mostly on the reputation and the network of the leading partners. Larger firms receive 50% of their projects through repeat or referral customers, while smaller firm relies 70% of their business from repeat or referral customers. Although the cultivation of long term working relationship ensure client loyalty, there are limitation to the size of network a single partner can maintain and as a result most of the architect practices remain small.
There are lots of companies with successful mass market strategies in the same field, the furniture manufacturer for instance. So we are convinced that it is a viable road when properly implemented. In the following articles I will describe my effort to begin the process of researching alternate means of finding clients.
Our initial approached involved several decisions. First of all we have decided to target small business and startups. In addition we intent to focus on clients in the metropolitan area located no further than a 3 hours drive. Even with these restrictions we were convinced that we are still dealing with a sizable market.
Our marketing consultant suggested that we use the Standard Rate Data Service (SRDS) which is the largest media rates and information catalog service in the US to help us determine our target market size. By finding a publication with the same target audience as we do, we will be able to speculate the size of our market base on the size of its circulation. In addition SRDS also provide detail breakdown of the circulation base on position and industry which will provide better definition for our data.
My initial search in the category of “Architecture” yielded familiar publication such as Architectural Record or Interior Design, their circulation base mostly targeted A/E firms and offers few opportunities for potential clients. Out of 38 listed printed publications, only 3; Design Solution, Environmental Design & Construction and Metropolis had aspiration of targeting consumers as well as professionals.
Subsequent search in the category of “Building Management & Real Estate” and “Business- Metro State & Regional” yielded significantly more relevant publications. Below is a list of publications I found that share similar target market with relevant information attached:
Buildings http://www.buildings.com (total circulation 73,100) estimated 30% market match
Three largest territory being E.N. Cen 18%, Mid Atl 14%, S Atl 15%.
Three largest circulation group being Building Development Firm 14%, Education Buildings 30%, Government Buildings 11%.
Buildings helps senior- and middle-level building ownership and facilities management professionals make smarter decisions relevant to the design, construction, modernization, management, and operation of commercial and institutional buildings. By offering practical information on best practices and critical issues via in-print, online, and in-person opportunities, Buildings keeps these professionals on top of changing trends in their profession and accelerating technology in the buildings industry. The editorial staff is committed to being their No. 1 information resource by focusing on quality, unbiased content.
OfficeSolutions http://www.allthingsoffice.com (total circulation 61,341) estimated 40% market match
Three largest territory being EN Cen 19%, Mid Atl 17%?, S Atl 16%,.
CRAIN'S NEW YORK BUSINESS, a print and digital publication, is a source for New York area business news covering all important industry sectors. Each week, in-depth special reports and key lists delve into specialized topics such as banking, real estate, health care, small business and law. The Business Lives section runs provocative lifestyle stories targeted to New York business executives along with a new Insider page which focuses on city politics.
Crain’s New York Business http://www.crainsnewyork.com (total circulation 50,438) estimated 60% market match
Three largest territory being Mid Atl 99%?, N Eng 4%, EN Cen 0%.
Three largest circulation group being Others Allied to the Field 49%, Services 23%, Real Estate 7%.
CRAIN'S NEW YORK BUSINESS, a print and digital publication, is a source for New York area business news covering all important industry sectors. Each week, in-depth special reports and key lists delve into specialized topics such as banking, real estate, health care, small business and law. The Business Lives section runs provocative lifestyle stories targeted to New York business executives along with a new Insider page which focuses on city politics.
New York Enterprise Report http://www.nyreport.com (total circulation 28,442) estimated 70% market match
Three largest territory being Mid Atl 91%?, N Eng 3%, EN Cen 0%.
The New York Enterprise Report, in print, online and in-person, is the only media exclusively serving the New York tri-state area's small and mid-sized business market. With solution-based editorial written by experts, every page of NY Report is written exclusively for decision makers of growing businesses. Advertising in NY Report is the most efficient and effective way to deliver your message to the hard-to-reach decision makers of growing companies. Our readers rely on NY Report for ideas and solutions to help them grow their businesses. By advertising in NY Report, you can be part of their solution.
The Cooperator http://www.marketing.cooperator.com (total circulation 27,000) estimated 40% market match
Circulation breakdown not available.
THE COOPERATOR, is a publication for the cooperative and condominium community containing articles and advertisements relating to co-op and condo ownership. Regularly featured articles include but not limited to Board Operations, Building & Finance, Building Maintenance, Management, Buying & Selling, Interior Design, Law & Legislation, Legal Q & A, plus much more.
Design Solutions http://www.awinet.org (total circulation 24,108) estimated 10% market match
Circulation breakdown not available.
DESIGN SOLUTIONS is directed to Architects, Designers, Specifiers, owners and Corporate Design Departments addressing the utilization and specification of architecture woodwork in interior architecture. Editorial coverage of both new construction and restoration is presented in a visual format accompanied by technical data and detailed shop drawings of architectural woodwork. Special features include technical solutions and specification details on major topics: Doors, Paneling, Laminates, Architectural Woodwork, Hardware and Finishes. AIA continuing education learning units in each issue.
New England Condominium http://www.yrpubs.com (total circulation 9,800) estimated 60% market match
Circulation breakdown not available.
NEW ENGLAND CONDOMINIUM magazine is edited for association presidents, trustees, property managers, real estate professionals and service providers in Massachusetts, Connecticut, Vermont, New Hampshire, Rhode Island and Maine as well as vendors and service professionals that cater to the condo, HOA & co-op marketplace. Each issue covers a specific theme from maintenance and landscaping to legal affairs and community budgeting. In its pages is advice on lawn care, maintenance, HOA rules and saving energy, plus profiles of the distinctive neighborhoods and communities that make up the Bay State and beyond.
Habitat http://www.habitatmag.com (total circulation 8,212) estimated 90% market match
Circulation breakdown not available.
HABITAT MAGAZINE covers co-op/condo property management in the greater NYC metro area. Habitat focuses on education, awareness and empowerment for co-op, condo and home owner association decision makers: board directors, property management executives and real estate professionals. Habitat delivers industry advertising, news, features and monthly departments written by our own staff writers and editors. Every issue of Habitat features objective, credible, readable human-interest stories and articles with in-depth coverage of the complex issues of residential co-op, condo and HOA living and property management. Topics range from explorations of effective decision making, how to buy property insurance, energy and environmental issues, to the impact of legal decisions, taxation, vendor monitoring and zoning.
First of all a curious statistic, the largest regional subscriber for both Crain’s New York Business and New York Enterprise report were shown to be in the Mid-Atlantic region instead of New-England region where New York is located. I can only speculate that this is caused by large amount of NYC business incorporating in Delaware to take advantage of its favoritable regulation.
Out of the eight publication listed, Crain’s New York Business has the largest potential demo of interest. Although it is unclear to me what “Other Allies to the Field” is consist of. Habitat on the other hand, has the smallest circulation base but has a much better alignment with our target audience group.
In addition to data for the print publications, metrics measuring the traffic of online publications were also available through the SRDS. But the account available at the Technology and Business library for SRDS did not provide access to the more detail metrics necessary for regional breakdown of their individual traffic.
Identification of the print advertising landscape of our intended target market is really only the first step; there are several different direction we can take here.
SRDS also provide information on subscription based mailing list, and a suggestion was to conduct a survey using one of the smaller lists in the same target market. Something as simple as “please visit our website if you like to learn more about recent regulation changes that might impact your office selection decision” would provide us with an accurate sense of the response rate we can expect.
Another step would be to research the effectiveness of an “impression” for an architectural firm in any publication, an Impression being any instance where the architect’s name is mentioned whether in ad or an article.
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