Architects Love Products

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It is said that architects shy away from engaging with building product manufacturers – this is simply not true, writes Insight Data’s Kirsty Winter.

Winter bases her opinion on a recent AIA study, which gathered responses from over 400 architects. The study is entitled The Architect’s Journey to Specification: Rethinking the Relationship Between Architects and Manufacturers. It examines how architects choose products for their projects and how manufacturers can effectively capture their attention. Contrary to popular belief, architects heavily rely on manufacturers as a vital resource in their decision-making process.

The study uncovered a disconnect between architects' preferences and manufacturers' marketing strategies, with only around 60% of manufacturers recognising the architect’s desire for proactive engagement and relationship-building.

An overwhelming 88% of architects emphasised that forging strong relationships with manufacturers is important to their success.

 

Enormous opportunity

This suggests that there is an enormous opportunity for manufacturers to effectively market to a willing audience of architects and designers to help secure product specifications.

While some may advocate for a passive approach, waiting for architects to request information, the reality is that architects are always seeking insights into new products and materials to stay ahead of evolving design trends. Being proactive ensures that manufacturers are kept in mind and increases their chances of being considered for projects.

 

Ask the right questions

That said, understanding the nuances of architectural preferences is fundamental to crafting a successful marketing strategy. Manufacturers must ask questions such as:

• What criteria do architects prioritise when selecting building materials and furnishings?
• How do architects seek out product information and where do they find it?
• At which stage of the project do architects seek out product specification?
• Who are the key-decision makers are and how do manufacturers effectively reach them?

Establishing robust connections with architects and designers is the first step in creating a well-informed marketing strategy and the key to answering these all-important questions. By continuously educating themselves about architects' needs, manufacturers can position themselves as indispensable allies in the design process.

 

Communications

Soliciting feedback, understanding project requirements and maintaining open lines of communication are pivotal steps in nurturing these relationships.

As the architectural landscape continues to evolve, staying ahead of design trends and building strong relationships is more crucial than ever.

Insight Data provides access to 20,600 verified and updated architectural email contacts through its architects marketing database available on Salestracker.

 

Picture: Insight Data’s Kirsty Winter

www.insightdata.co.uk

Article written by Cathryn Ellis
05th September 2024

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