Here is a collection of 64 peer-reviewed articles from 72 leading professional services marketing experts, addressing evolving practices, rapidy-changing technologies, and emerging concepts in this constantly developing industry. Presented by the Society for Marketing Professional Services and the SMPS Foundation, these articles cover every aspect of marketing in the design and construction industry from initial market research, to getting leads, to making presentations, to website development.
Featured Article of the Week:
3.7 Leveraging Social Media to Connect with YOUR Audience ♦
Table of
Contents
Part 1: Market Research
1.1 Market: Research: The First Step to Finding Market Trends and Leads
1.2 Metrics I: Measuring ROI of Marketing
1.3 Metrics II: Measuring ROI of Sales
1.4 Surveys: A Critical Component of the Marketer's Arsenal
1.5 Market Forecasting: Researching Analytics, Creating Scenarios, and Determining Your Firm's Responses to Prepare for the Future
Part 2: Strategic/Business/Marketing Planning
2.1 Strategic Planning and Marketing Business Planning
2.2 Casting Your Net: Defining Who You Are and Positioning Your Firm for Success
2.3 Focus and Expertise: Establishing Clear Direction for the Firm is Key to Success
2.4 The Niche Strategy: Strength through Focus
2.5 International Marketing
2.6 Budgeting for Business Acquisition
2.7 Technology and Marketing
2.8 Developing and Implementing an Effective Marketing Program
2.9 To Go or Not To Go: That IS the Question
2.10 Change Marketing: The Impact of an Acquisition, Merger, or Ownership Transfer on Marketing and Communications Strategy
2.11 Sustainability and the Domains of Practice
2.12 Evidence-Based Marketing: Conducting Original Research to Position Your Firm as an Expert
2.13 How Marketers Can Help Prepare for the Risks and Problems Associated with Construction Projects
2.14 Revenue Risk Management
2.15 Building Consensus
2.16 What Must You Say to the Media During a Crisis?
Part 3: Client and Business Development
3.1 Sales and Business Development
3.2 Networking: Lead Development and Other Gains
3.3 Making Potential Client Contact
3.4 Lead Tracking and Client Relationship Management
3.5 Finding Common Ground
3.6 Marketing the Design-Build Team
3.7 Leveraging Social Media to Connect with YOUR Audience ♦
3.8 Establishing a Business Development Culture
3.9 Developing a Targeted Business Development Plan
3.10 Working with Public Agency Clients
Part 4: Proposals and Qualifications
4.1 Successful Teaming Strategies
4.2 Proposals/Qualifications
4.3 The Last Word: Oral Presentations That Nail the Sale
4.4 SF 330 and SF 255/254 Preparation
4.5 Debriefing: Building Positive Relationships from Client Feedback
4.6 Particular Proposal Challenges for Small Firms
4.7 Answering an RFP's Unspoken Requirements
Part 5: Promotional Activity
5.1 Strategic Planning Leads to Relationship Building Communications
5.2 Strategic Branding: More Than a Name or Logo
5.3 Working with the Press: Putting Relations Back into Media Relations
5.4 Brochures in the Age of the Web
5.5 Advertising: How Can It Be Used to Benefit the Professional Services Firm?
5.6 The Great Publicity Quest
5.7 Develop a Photography Program That Uses Your Resources Wisely
5.8 Using Tradeshows to Achieve Your Marketing Objectives
5.9 Promoting Your Firm By Leveraging Web 2.0
5.10 Inspired Reading: How to Write a Newsletter Your Readers Can't (Won't) Put Down
5.11 Creating Special Events
5.12 Internal Marketing: Growing Your Firm From the Inside Out
Part 6:Marketing and Business Performance
6.1 Business Development During Project Execution
6.2 Using Quality to Build and Expand Client Relationships
6.3 Professional Organizations
6.4 Hiring Consultants and Managing Consultant Relationships
6.5 Marketing Powerhouse: Building a Robust Marketing Team
6.6 Staff Development: Creating Rainmakers
6.7 Navigating the Marketing + Operations Equation
6.8 Financial Information for Marketers
6.9 Value Pricing: Don't Wait for Tomorrow!
6.10 Contracts
6.11 Key Areas of Potential Marketing Liability
6.12 Customer Relationship Management
6.13 The Chief Marketing Officer: An Evolutionary Role
6.14 Special Opportunities/Challenges with Integrated Project Delivery