One of the major challenges Marketer’s often complain about is working with the technical staff and getting them to see marketing in a better light. I was made aware of this issue when interviewing for my current position. One of the Principal’s first questions to me was, “The marketing and technical groups often have a […]
February 22, 2010 by 1 Comment
Conduct AEC Market Research You Can Be Proud Of
Research is just one of those activities that most marketers don’t like doing. But many will agree it is also one of the most critical marketing tasks. Maybe research gets a bad rap. Let’s not think about research as simply crunching numbers, there is a purpose to it. If you are not basing your marketing […]
February 15, 2010 by Leave a Comment
Five Steps to Creating a Winning Brand
For an organization of any size, its brand is one of its most critical business assets. Yet, while the word “branding” officially has entered the buzzwords category, the strategic and systematic act of branding is often overlooked. Organizations fail to make it a part of their business strategy, and therefore they are unable to take […]
January 18, 2010 by 1 Comment
What Everybody Ought to Know About A/E/C Marketing Costs
Mary, a marketing manager, recently posted a question to the SMPS listserv. Her question was as follows: I am looking for a way to compare a company’s total annual Marketing costs that includes everything: marketing staff cost for labor and expenses, technical staff labor and expense cost for both business development and proposals, and the […]
November 30, 2009 by Leave a Comment
Press Release Services for AEC Marketing
A while back, I asked the SMPS roundtable which press release service was the best to use. I also asked whether these services were better than sending out press releases yourself. Joan Capelin of Capelin Communications (and the author of the SMPS Handbook chapter on this subject) responded with this answer. It is certainly worth […]
November 30, 2009 by Leave a Comment
How to Control Your Personal Brand
Here’s a question I was recently asked. “Matt, what’s your personal brand?” Let me think about that. What does my box say when you pick it off the shelf at the grocery store? Most of us don’t go through the day thinking about our personal brand. But the books tell me everyone has one. […]
November 24, 2009 by Leave a Comment
Loss Leaders and A/E/C Marketing
A loss leader is something the seller losses money on, but puts the buyer in a position where he/she will spend more and cover the loss. This tactic is used a great deal in marketing, probably more than you realize. Let me give you an example. This weekend, my wife and I went to Disney […]
November 2, 2009 by Leave a Comment
The Perfect CRM Update
Some people have asked about the results of the perfect CRM exercise. The result was that the objective of the exercise was realized. The seed has been planted in the brains of CRM users and, in some cases, CRM developers. I can tell you that CRM companies like Deltek and Cosential have visited the site […]
October 29, 2009 by Leave a Comment
5 Must Read Business Books
I hate to read books. Not just business books, but any book. It’s true. All day at work all I do is read and edit letters, emails, proposals, etc. So the last thing I want to do when not at work is read any business books. But there are a few books that I consider […]
October 27, 2009 by 1 Comment
What is a Marketing Expert?
I just read a ton of blog posts and comments about the general topic of “what is a marketing expert?” I caught wind of this discussion when Mel Lester posted what I thought was a good piece on how a marketer can increase their value. Mel got the age old comment. It goes something like […]
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