How Marketing Works
The logic behind the tactics
‘Winning work’ was never a subject covered as you pursued your technical degree. So it’s no wonder there’s so much confusion swirling around marketing in the AEC world. From disagreements about terminology, uncertainty on where to focus your efforts, to chasing too many ‘can’t-win’ RFPs, design and construction professionals frequently tear their hair over the topics of marketing, business development and sales.
The AEC world is full of misconceptions, misunderstanding and misinformation about marketing. So this myth-busting program will get everyone on the same page with a full understanding of the objectives, methods and tools of a comprehensive marketing program.
With a high-level perspective on how marketing works and a detailed discussion of the logic behind the tactics that we use, this session covers the territory from strategic planning through brand-building, sales, business development and customer service. It clearly explains the distinct objectives and methods for each stage of marketing and the relationship and interactivity between them.
Following this session you’ll see your marketing strategy and efforts in a new light and be able to get far more return for your efforts and investment.