Advertising / marketing ....

[selos69]

Hi Guys and Gals,

 

I thought it would be interesting to share specifics on your marketing techniques.

 

Basic things like:

1. Percentage of profit spent on marketing

2. Advertising mediums (i.e magazine, internet, newspaper etc)

3. Success of various methods of advertising

4. Where you work comes from (i.e architects, home builders, industrial design etc.)

 

All of my work has come from word of mouth and I'm really looking to expand so I thought this to be an interesting thread for the small timers to look to the future.

[WAcky]

Hi Chris,

 

I was lucky enough to get into the business with the help of an architect and now he is my biggest client.

 

I had some flyers printed and went through the phone book and cold called a bunch of architects and building designers. Once I got names I posted out the flyers and although I posted out about 100 I have only got one call from someone who was recommended to me. They are now another on-going client.

 

Even though I only have 2 steady clients, I've been working 18 hour days 6 days a week for the last three weeks.

 

An interesting note is that I couldnt find any Arch Viz people in the yellow pages... Could be a golden opportunity...

 

I really dont think you need to spend much money and I believe a call backed up by a meeting with a client along with a small presentation is a pretty safe bet.

 

Word of mouth is a great tool too You've just got to not piss anyone off

[SandmanNinja]

I listed (for free) at guru.com

Ugh - LOTS of people offering to do renders for $10, $50, etc...

 

I DID get a client, local to Australia, and I'm starting one project with them (4 apartments, internals & externals) and they like the work so far. They've asked if I'd be interested in their next project firing up next month! And the architect they use likes my work and we're talking as well.

 

Since I'm just a one-man operation, this may be enough to get me on my feet.

 

I'll always be on the look-out and will have to consider other ways to get more clients when these clients run out of projects.

 

The good thing about Architects is they often have continuing work - wether the plans ever get builts or not.

[pickle]

Hi,

 

Ive found that calling and sending stuff out will only work in the short term if you have a good portfolio [which you may not when you are starting out]. If you can get a few good clients and the rest will follow from word of mouth if you can keep producing good work. After a while [maybe a year or so] your initial cold calling inquiries will start to come to fruition.

 

I think the best way to market yourself is to empathize with your potential client. Is there a magazine or website which they will always read. Ask your current clients if what they read or where they would go on-line. This way you can put something under their nose.

 

Also make sure that you can be found easily on-line.

 

Rich

[brianzajac]

Hi Guys and Gals,

 

I thought it would be interesting to share specifics on your marketing techniques.

 

Basic things like:

1. Percentage of profit spent on marketing

2. Advertising mediums (i.e magazine, internet, newspaper etc)

3. Success of various methods of advertising

4. Where you work comes from (i.e architects, home builders, industrial design etc.)

 

There are many aspects to arch. vis. and how you can market - teaching/training, consulting, and production are just a few ways you can direct your company. So, I will try to answer these in a production point-of-view.

 

1. Percentage of profit spent on marketing

This all depends on the market conditions and the years your company has been in business. Typically the less supply and less years you are in business, the more you should market. But, if there aren't many to market to (like we are facing in the U.S. housing situation), then monies should be allocated with new ventures for the company. If the business is established and the market conditions are good, then you should not need to market too much unless you want to grow the company fast & have the internal support (good workers who can find other good workers).

 

2. Advertising mediums (i.e magazine, internet, newspaper etc)

I am biased on this one. For us, internet marketing has worked out much better than any other medium. This is because the production done is not just limited to images. Plus developers and architects are savvy enough these days to understand how internet searching works. Some of our most successful internet campaigns were in search engine marketing, email marketing, video sharing sites (i.e. sites like YouTube), social portals, blogs, and an updated web site.

 

3. Success of various methods of advertising

Out of the ones I've mentioned, search engine marketing has the best ROI...especially organic marketing. For follow-up services, we recommend a strong email marketing system and calling them afterward.

 

4. Where you work comes from (i.e architects, home builders, industrial design etc.)

All of the above - both directly & indirectly. The big question is who is your center of influence (COI)? It's the person/team that can continually recommend your services to their other businesses. If you don't have COI's, you better get them quickly. And, if you do, treat them well. They are your bread & butter.

[Tommy L]

Biggest lesson Ive learnt through experience is that print (magazine) advertising is very expensive in comparison to the return.

I just use three methods: email campaign, phone calls, networking events. Very cheap and a good return. I have also got jobs through the ASAI listing.

 

In the past Ive got jobs through sending out postcards as well. It basically comes down top luck I think. Its just if your marketing material happens to appear when they are looking for a renderer.

[Nic H]

word of mouth followed up with high quality work and a willingness to say yes seems to be the best way!

[Tommy L]

3 things Ive heard that seem to be very true:

 

1: Never promise what you cant deliver. You will never work with that client again.

2: its better to do one image for $20,000 that 20 images for $1000 each.

3: its better to earn $1000 for a $2000 dollar job than $0 for 0 job.

[nycL45]

1: Never promise what you cant deliver.

 

I would like to finish Tommy L's sentiment: And, always deliver more than you promise.

 

Sorry, I could not help myself. It *is* important.

 

Leonard

[Tommy L]

I would like to finish Tommy L's sentiment: And, always deliver more than you promise.

 

Sorry, I could not help myself. It *is* important.

 

Leonard

 

Leonard, I would actually disagree with you. Whatever you deliver extra, they will come to expect and consider it part of your obligation. Maybe the quality should exceed expectation, but not throw in freebies.

[selos69]

Very good input guys! Much appreciated:D. At the moment I've reached the point of having to hire employees as I've had too much work to cope with, and that's just via word of mouth with absolutley 0 marketing so I'm quite curious as to how far I could get spending some time and money wisely. Your advice is very helpful as usual.

 

I find Tommy's and Leonard's point very interesting. Ive been in the position of fulfilling the clients expectation + more with mixed results. On one hand, I've been screwed over by having to do more work than has been quoted but by doing so have recieved referrals from those customers!

[Tommy L]

A slightly cheeky way of boosting a fee is to render more views and then sell them as an add-on. For example, if I have an interior Im working on where the client wants 2 views, I send him 6 low res views to choose from and say I could render the extra views for a small fee.

[WAcky]

Thats not cheeky! Thats a perfectly valid sales method called "upsizing"

 

I did the same thing on my last job. He wanted to try and squeeze way too much into one shot so instead I gave him a render that he wanted as well as two nicely polished drafts of some different angles.

 

He bought the two other renders and is better for it. Win win.

[leoA4D]

Leonard, I would actually disagree with you. Whatever you deliver extra, they will come to expect and consider it part of your obligation. Maybe the quality should exceed expectation, but not throw in freebies.

 

Since most projects have a different scope/scale, even with a repeat client, the client is unlikely to expect it each time. Quality or early delivery and even a view not agreed to originally (freebie), all accompanied by a cya explanation to avoid the client from thinking this is the norm are ways to show you appreciate the client's business. This is about building a lasting relationship. The car repair service for my old car wash and vacuum the car each visit. I like that and yes, I know it is in their hourly rate.

[Tommy L]

You are right Leonard. I read an interview with a guy who has successfully opened 3 bars in Chicago. He said "Its not about high dining, but I want people to be surprised by the quality of the food."

[Virtuality]

I have seen differing opinions on the email marketing issue... some people say that it's a valid way to reach potential customers and others seem to hate the idea. Personally, i'd rather have people send an email than bug me over the phone....

 

Do the pay-per click ads actually work for anyone? I did those a few months back, but it produced no results.

[Tommy L]

Melissa,

It took me a year to get any clients in Chicago. One just seems to lead to another now though. Show your face around. I havnt landed a single job through advertising. Its all been word of mouth, except for two jobs that came through the ASAI listing.

[brianzajac]

I have seen differing opinions on the email marketing issue... some people say that it's a valid way to reach potential customers and others seem to hate the idea. Personally, i'd rather have people send an email than bug me over the phone....

 

Do the pay-per click ads actually work for anyone? I did those a few months back, but it produced no results.

 

 

Email Marketing is a valid way and we use it to reach out to our clients. However, you've got to be smart about timing and the type of content used. If you're selling a product (like we sell our books), you can get away with sending out emails 1-2 times a month. But, if you're reconnecting with clients/potential clients, you better not email them more than once a month. And, I would only work with lists of people whom you have contacted previously and have gotten their email address (email, in-person, telephone, etc.).

 

As for pay-per-click, it works if you have a unique service. For example, we also do training, consulting, and sell books. I've run our PPC ads and we've had excellent ROI (Return on Investment) - even better results than running banner ads on some arch. vis. targeted sites. But, if you're trying to sell something that others can deliver in quality/price/time, then your ROI's not going to be there.

[Virtuality]

Thank you!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

 

It took me a year to get any clients in Chicago.

Thank you!!!!!!!!!! I thought it was just me... or my work sucked... or I was just doing something completely wrong. Everyone told me it would take time, but I didn't believe them. For some strange reason, I thought I would be up and running at full capacity within a month or so.

 

I do have a few clients now - either the other architects I used to work with, or people I have met through email... but its a very slow build (esp. right now - my old friends aren't very busy).

 

As for pay-per-click, it works if you have a unique service.

This explains why it didn't work for me I guess - there are a lot of people doing the google marketing... and they're all basically the same. You see the same companies up there over and over again though, so I was wondering why it worked for them and not for me.

 

Awesome thread by the way

[Spooner04]

I've been thinking about this myself quite a bit lately. Glad to hear that print advertising is a waste. Maybe it's time to start leaving some flyers in the restrooms at local architecture forums. : )

[SandmanNinja]

Here's a wild thought that just struck me:

1) get a bunch of books of your portfolio printed at http://www.blurb.com

2) reverse shoplift at architectural sections of bigname book stores!

 

hehe

 

just kidding

 

Welcome Melissa - i'm trying to do a home-based business with ArchViz as well.

[Virtuality]

You just have to wait around and see what happens if someone were to try and purchase the book... that would be pretty funny to watch. Their books actually look quite nice too!

 

Hope your business is going well!

[Spooner04]

Hey sandmanninja,

I've heard/read of advertising agencies and advertising subs having books made and sending them to their clients. The idea being that the client uses it as a coffee table book. Advertising constantly laying around. Also showing your work to the clients of your clients, letting them know what is available.

[SandmanNinja]

Hey Jeramiah,

 

Yeah, I found out about blurb.com from this website and I think for a limited run of portfolio books, it's a great idea.

 

I was thinking of printing a dozen or three of my new portfolio (currently under construction), with interiors and exteriors of residential and commercial properties and sending them to some big companies in some capital cities. I'd had to keep a few for myself and for 'emergencies' (i.e. last minute meeting with new and important potential client).

 

Damn, I need to finish my portfolio.

[Spooner04]

I'm trying to figure out the best way to assemble my portfolio right now. Also to integrate the design with a website, leave behinds, blog etc. so that it all looks like one cohesive set.

 

Most of my work was part of a group. I guess as long as I give the other guys credit for what they did that is acceptable. The artistic style of the images the group produces is different than what I like to do myself, so I've thought about redoing textures and lighting and just giving the company credit for the model. Maybe even show a before and after for fixing renders.