Communicating with architects

Architects are busy people. Marketers that sell to them know that communication is essential. A recent event at the RIBA headquarters provided Deborah Rowe of CIMCIG with an opportunity to catch up on their changing requirements.

The theme of the half-day seminar, organised by the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and hosted by RIBA Enterprises, centred around communication. The key question: what are the most effective methods of getting specifiers' attention and convincing them that our products are better than our competitors? Emphasis was on reviewing and refining the information we provide architects to make sure that we give them what they need, when they need it, and in a way that suits them. Classic marketing practice really.

The session began with an overview of specifying from the architects' perspective. Peter Mayhew of Alford Hall Monaghan Morris and Sarah Hamilton of Barbara Weiss Architects provided an insight into the likes, dislikes and wish lists of two very different practices. It was worth attending just to hear how busy architects really source product information and put specifications together, and also which forms of communication they appreciated and which they found a turn-off. Later we heard from sustainability consultant Huw Blackwell of Hoare Lea Sustainability, who showed us how his role fits into the specification process and why we should also be talking to people like him.

Interestingly, all were in agreement over their reliance upon quality specification writing software. NBS was referred to time and again, much to the satisfaction of the next speaker, Richard Teale of NBS! He proceeded to guide us through the NBS suite of tools and illustrate how manufacturers should make the most of them. Given his predecessors' comments it soon became clear to all present that NBS Plus provides a golden opportunity for marketers to get their products in front of specifiers.

There was much debate following Rick Osman of Highwire's presentation on how to use, and get the most out of, CPD events as a promotional tool. As he pointed out, architects take CPD very seriously. One of the best ways of getting their attention is via a well thought-out, well presented, seminar that gives them all the information they need. That, and a good lunch. His arguments were supported by numerous examples.

A review of appropriate communication channels, followed by a lively panel discussion chaired by Ross Sturley of Chart Lane, rounded off the day. Chris Ashworth of Competitive Advantage provided an overview of recent research findings on architects' attitudes to our marketing efforts. The conclusions of his report Specifier Communication Channels supported much of what had been said throughout the afternoon. A full copy of the report can be obtained at www.cadvantage.co.uk.

If you missed out on this event then there are still plenty more to look forward to across autumn.

Deborah Rowe is a member of the organising committee for the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and principal consultant at Sheba Marketing.

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