There is always something else to do.
There is always another RFP, another conference, another brochure, another meeting…another bright shiny object.
What distinguishes the bright shiny object from the light at the end of the tunnel is your marketing plan. There are five questions I think AEC marketers should ask before any new endeavor. I like to think of these questions as my litmus test. If the answers aren’t suitable, we’re probably doing the wrong thing.
What problem are we trying to solve? (This could be the client’s problem, an internal communications challenge…anything.)
Who are we solving this problem for? (Be specific.)
Will solving this problem help us achieve our firm’s business or marketing goals? (The goals have to be clear.)
Can someone else handle this task quicker, cheaper or better than we can? (Know your strengths and capabilities.)
If we have done something similar and were unsuccessful, what are we doing differently? (Learn from your mistakes and retool your approach.)