May 27 2008 | posted by Andy Cassie | comments [0]

21 years’ experience has taught us quite a lot and our Ten Top Tips are a starting point—but treat with caution as architects are creative individuals and can never be trusted to react in similar ways.

1. Challenge their creative nature with interactive marketing campaigns—you are talking to creative people with an artistic flair.
2. Keep it regular—it’s proven that being consistent works best. Architects are consumers in their own right and buy or specify more from manufacturers and service providers that have consistent visibility.
3. Get the creative message right—make sure that they know what you are selling (it’s not a dirty word) and get them to think it’s worth contacting you—humour does work well if delivered correctly.
4. Technically speaking—incorporate product or technical detail: especially where you are marketing a brand that will be unfamiliar.
5. Make sure copywriting is succinct and relevant, keep the bullshit to a minimum, it’s a turn-off that can be seen straight through.
6. Always incorporate a response for technical support. If you provide good support it will help no end in creating confidence in your organisation and improving the specification hit rate.
7. Peer group activity is always of interest. Events showcasing the work of established or up and coming practitioners are generally a huge draw and provide excellent brand exposure for the sponsoring company.
8. Ensure that your credentials for product sustainability are credible—if you let them down they will not forget
9. Give an excuse to get in touch and avoid sexist and confrontational creativity, you are likely to alienate far more than you will win over.
10. If you really have got as far as reading this then I think you should email Gavin Tadman at .(JavaScript must be enabled to view this email address) right now. He has many more suggestions at his fingertips and, by the way, the vast majority of this market take a drink or two so if all else fails go for the lowest common denominator.