Why Are Architects Different?

To design successfully, architects must draw and calculate, understand structures and materials, comply with regulations, and stay ahead of trends. They create buildings that are functional, beautiful, efficient, and life-enhancing — all while keeping up with evolving technologies and building standards. No surprise, then, that becoming an architect takes seven years of study, on par with doctors and vets.

Why architects need manufactures’ support

Architects rely on manufacturers more than most people realise. Having to continually balance a multitude of requirements, it stands to reason that they’d need trusted partners who can simplify complex choices with accurate, up-to-date product information — but timing and relevance are everything.

At this point you have to factor in two things. Firstly, architects are the most sold to profession in the construction industry. Secondly, they are not superhuman. They have so many things to consider (as listed above) that they will only want to hear about your products and services when they have a relevant project.

This is why having an ongoing communications programme to architects is so important in keeping your brand and products top of mind when they need to find you.

Read our case study on marketing for architects.

How brand visibility influences architectural specification

A brand that stays visible earns a place in an architect’s shortlist long before specification begins.

If your brand is strong and you continue to invest in the touchpoints where architects are going to be exposed to your brand messaging, then you’re more likely to be specified as part of an architect’s project detailing.

Find out how we got a construction manufacture sale’s team in front of 160 architects at once!

Key touchpoints for engaging architects

Architects consume information across multiple channels, but some channels remain far more influential than others. Knowing where architects turn for inspiration can transform your marketing impact.

Recent research, The Construction Media Index 2017, tells us that the vast majority still read hardcopy magazines and journals more than they access online publications. Articles and case studies are a good source of quality content and information, with case studies, especially in the younger cohort, being valued for the inspiration that they can provide.

Unsurprisingly, those under 35 are more likely to read online blogs and articles, with more than half of respondents reading blogs and online articles at least once a week.

The pace for professionals to use social networks has increased over the last 3 years, with 84% of respondents using social networks for work, compared to 2015 when only 60% used them in this way, with the three main platforms, LinkedIn, Facebook and Twitter being used by 81%, 75% and 45% of respondents, respectively.

When it comes to accessing information and learning, a high percentage refer to the leading product directories, with many attending conferences and exhibitions, mainly to learn about new products and services, but also to be updated on current thinking.

CPD continues to be a very important method of learning and therefore a key tool for manufacturers, with 90% of respondents attending between one and six during the past year. The preference is still for CPDs to be delivered in their practice, but organised events and online CPD’s are also widely used.

The power of quality content in building trust with architects

Data from the Construction Media Index points to a need to invest in quality content to win the favour of architects. Whether that’s placing feature articles, case studies, or writing and disseminating white papers or compiling and presenting CPD’s, specifiers will seek them out, at the time of their need.

Leveraging the key architectural media, both in print and digitally, through forming strong editorial (and commercial) relationships will gain you site visits, extended case studies and comment pieces that give you valuable brand visibility.

But as well as looking at how you gain greater traction for your brand, it’s what you do as a supplier which is key to gaining an architect’s trust and ongoing loyalty.

Why relationships with architects are more important than ever in the construction sector

When it comes to product choice, architects don’t just pick brands; they pick partners they trust. A great relationship often outweighs price or promotion.

From recent research by NBS, it is clear that many specifiers want a relationship with manufacturers. Nearly four out of five respondents considered their ‘relationship with, and previous experience of, the manufacturer or product’ when deciding which product to choose. A similar number were influenced by the available ‘manufacturer support or assistance during design and construction’.

On an ongoing basis, the same set of results show that specifiers valued a good relationship with manufacturers, with a high percentage agreeing that ‘the process works best when manufacturers are involved at an early stage’, and that they ‘rely on manufacturers for help and support when selecting products’.

This is a point of focus for manufacturers. The more accurate, standardised and up-to-date the information provided to the specifier at the point of specification, the easier it is for the specification to be defended. Similarly, any strong technical advice that manufacturers can offer will help specifiers to create a robust specification ensuring their original design intent is retained.

How manufacturers can win architects’ trust

Architects will reward brands that consistently show up, offer genuine expertise, and respect their process. They are complex individuals with an extensive knowledge base facing requirements that seem overwhelming at times. They need all the help and assistance that they can get, but, only on their terms.

From an architect’s perspective, the added value elements and technical back up you can provide is crucial. So, in short:

• Be visible – Maintain consistent, meaningful presence across their trusted channels.
• Be credible – Back every claim with solid information and real results.
• Be supportive – Provide responsive technical help when it’s needed most.

Once their trust is gained and, as long as you don’t let them down, they will come to trust and rely on your continued support.

Reach architects through CIB

We know architects at CIB. Not only do we keep up with all the hard data on their information-seeking preferences and presence across channels – we work with them on their own campaigns and projects.

This gives CIB a crucial window into the needs and behaviours of architects, helping us create impactful marketing campaigns that ensure your message is heard by and resonates with theses multifaceted professionals.

Contact the team today to discuss your requirements.