September begins the new program year for SMPS Ozarks. Happy New SMPS Year!
Last month we held our Annual Strategic Planning Meeting to lay the foundation for 2020-21. Our focus this year is "Re-Energize and Re-Focus." Our goals include encouraging new members to join us in exploring the myriad of educational tools, regional programming, and opportunities to expand our network of marketing & business development professionals. By re-energizing our members and re-focusing on programs that will benefit our colleagues and ourselves, this should prove to be a great year, even with the challenges posed by COVID-19.
If you are looking for ways to expand your skillset, we welcome your participation by volunteering with our small group of dedicated Ozarks members to make this year very successful.
Finally, we extend a warm welcome to our newest SMPS Ozarks member, Bill Hodge, of HP Engineering, Inc.
Calendar of Events
Economic Development in the Ozarks
We are excited to be offering the 2020 Client Panel virtually. Grab some lunch and join us for insight from local decision makers. Topics will include regional economic development opportunities, forecasting what types of development are coming, and what are the most pressing needs in our region.
Lindsay Young, MBA, CPSM, of nu marketing, will moderate this virtal event.
Marketing 2022 Highlights
A recent survey conducted by the Society for Marketing Professional Services (SMPS) Foundation revealed some interesting trends and forecasts in A/E/C marketing. Marketing 2022 is a survey exploring current and future A/E/C marketing practices. There were 330 responses to the SMPS survey in first quarter, 2019. Of the 330 responses, 29% were from engineering firms, 22% construction, 16% architecture, 18% architecture/engineering, 12% other and 3% geotechnical or environmental. Here are some of the more interesting results.
- The top 5 marketing approaches predicted by 2022 are,
- Client Experience: Ongoing activities for engaging clients and collecting feedback – then reacting to that feedback as appropriate.
- Networking: Engaging in events, trade shows and similar business gatherings for the purpose of building and maintaining professional relationships from which to give and receive referrals.
- Thought Leadership: Various methods of providing insight into the talents and knowledge base of your organization (presentations, blogging, publishing, whitepapers, webinars, etc.)
- Branding: the set of experiences, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one firm over another.
- Content Marketing: Closely aligned with thought leadership, education-based content delivered to increase awareness, consideration and decision phases of the buying process.
- 70% of respondents stated that they believe competition will increase over the next three years. This is a wake up call that there is a new norm in the industries; price pressures will continue.
- 70% of survey participants noted that their firms are currently utilizing Thought Leadership Marketing. By 2022, 80% believe their firms will be utilizing this approach.
- Only 18% of firms represented in the survey currently have an in-place Client Experience Strategy, and yet, Client Experience is projected to become the top marketing approach by 2020.
*Note: Clients are no longer handing work directly to design firms. Instead, they’re increasingly requiring three proposals, or even going through a drawn-out prequalification process, and then asking the prequalified firms in their database to submit proposals.
- The easiest sale to make is an existing service to an existing client. The most difficult service to sell is a new service to a new client.
- Firms who value their relationships and place a high level of emphasis on enhancing the quality of their client interactions will experience growth and lead the way in Client Experience Marketing.
- Roughly 61% of firms who have not refreshed their Branding in the past 3 years, plan to do so over the course of the next 3 years.
- Related to the firm’s Branding, a Personal Brand is the perception a person has of an individual within the firm. Much like the mid-20th century architect or engineer-of-record, a professional’s Personal Brand is becoming more important and effective in winning work.
- Personal Brands are becoming more effective due to the rise in Social Media Networking and Thought Leadership Marketing delivered by videos, webinars, articles and the like via social media and websites.
Additional topics addressed in the survey included podcasting, video marketing, corporate culture, account-based marketing, personal selling, proposal automation, lead generating websites, client relationship management (CRM) software, marketing and business development top skills.
Scott D. Butcher, FSMPS, CPSM, presented the research in a slideshow earlier this year. A copy of the webinar presentation is available free to SMPS Members here.
Our thanks to Gabe Lett, FSMPS, CPSM, LPC who compiled these highlights. Gabe is Senior Marketing Specialist at Allgeier Martin and Associates in Joplin.