RIBA CPD Forum on 15 March 2011

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How to raise your profile and set yourself apart from your peers

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  • Construction client logos My personal communities: professional, personal, political 10 years as a communications agency Experienced strategist / creatives in every discipline including brand advertising, design, direct marketing In-house studio and design team Strong digital capabilities
  • You’re only good as the person you deal with
  • Downsizing, divorce, single parent families – housing defies their lifestyle choices Pockets of students within ethnic communities
  • Personal reputations very important within business
  • Personal reputations very important within business
  • Shared professional goals eg RIBA other trade associations
  • Downsizing, divorce, single parent families – housing defies their lifestyle choices Pockets of students within ethnic communities
  • Downsizing, divorce, single parent families – housing defies their lifestyle choices Pockets of students within ethnic communities
  • Downsizing, divorce, single parent families – housing defies their lifestyle choices Pockets of students within ethnic communities
  • 62% of word of mouth conversations are mostly positive 9% mostly negative
  • Identify your and your clients’ communities – become a part of them… Online communities: LinkedIn The Construction Network Geographic Professional bodies & trade associations Networking groups
  • Posting online regularly Attendance at events Tie in with regional development consortium Sustainability Environmental concerns
  • DMs Cskills – offline and online communities (eg cut the carbon) 7T Groundwork
  • DMs Cskills – offline and online communities (eg cut the carbon) 7T Groundwork
  • RIBA CPD Forum on 15 March 2011

    1. 1. <ul><li>How to raise your profile and set yourself apart from your peers </li></ul><ul><li>RIBA CPD Forum </li></ul><ul><li>David Patrick </li></ul><ul><li>Yes Agency 15 March 2011 </li></ul>
    2. 2. <ul><li>M.D. of Yes Agency </li></ul><ul><li>Community marketing specialist </li></ul><ul><li>Wide experience in construction marketing </li></ul><ul><li>Member of the DMA North Council </li></ul><ul><li>Fellow of the Institute of Direct Marketing </li></ul>My credentials
    3. 5. <ul><li>Lack of confidence in traditional media </li></ul><ul><li>Peer-to-peer recommendations are increasingly important </li></ul><ul><li>Consumers and businesses less reliant on corporate spin </li></ul><ul><li>Merging of the personal with the professional </li></ul>What’s changing? “ Customers are becoming less brand-loyal and more trusting of each other” Mary Kemp
    4. 6. <ul><li>People assert their individuality more than ever </li></ul><ul><li>Trend towards individual rather than collective responsibility </li></ul><ul><li>Proliferation of media channels </li></ul><ul><li>One size no longer fits all </li></ul><ul><li>People no longer defined by where they live </li></ul>It’s true of consumers
    5. 7. <ul><li>Information transfer faster than ever </li></ul><ul><li>Global economy means fierce competition </li></ul><ul><li>New business models and new niches appearing </li></ul><ul><li>Proliferation of media makes it harder to control your marketing messages </li></ul><ul><li>Yet it’s also easier to personalise your message </li></ul>It’s true of business
    6. 8. <ul><li>Time is precious </li></ul><ul><li>Numerous approaches from providers </li></ul><ul><li>Too many cold callers and irrelevant approaches </li></ul><ul><li>Wary of the hard sell </li></ul><ul><li>Already using a bank of trusted suppliers </li></ul>It’s true of architects and specifiers
    7. 9. <ul><li>Communities are based on:- </li></ul><ul><li>Shared values </li></ul><ul><li>Shared professional goals </li></ul><ul><li>A common interest </li></ul><ul><li>A level of trust </li></ul><ul><li>An understanding of each other </li></ul>New communities are being formed
    8. 10. New communities are being formed
    9. 11. What this means for you This will inspire greater confidence and trust and result in more word-of-mouth recommendations Tapping into these communities will help to set you apart from your peers
    10. 12. <ul><li>Communities:- </li></ul><ul><li>Share information </li></ul><ul><li>Make relevant recommendations </li></ul><ul><li>Give feedback </li></ul><ul><li>Communicate regularly </li></ul><ul><li>Work to address common issues </li></ul>So what’s the benefit to me?
    11. 13. <ul><li>Get to know your audience </li></ul><ul><li>What do they specialise in? </li></ul><ul><li>Which suppliers are they currently using? </li></ul><ul><li>Who are the key personalities? </li></ul><ul><li>Which of their ‘needs’ can you identify? </li></ul>So what’s the benefit to me?
    12. 14. <ul><li>BDA Case Study </li></ul><ul><li>Architects </li></ul><ul><li>Specifiers </li></ul><ul><li>Engineers </li></ul><ul><li>Builders / contractors </li></ul><ul><li>Landscapers </li></ul><ul><li>Property owners </li></ul><ul><li>Home owners </li></ul>What kind of communities exist?
    13. 15. <ul><li>Severn Trent case study </li></ul><ul><li>Home owners </li></ul><ul><li>Online </li></ul><ul><li>Ethnic BME, Polish </li></ul><ul><li>Professional </li></ul><ul><li>Political </li></ul><ul><li>Voluntary sector </li></ul><ul><li>Local community groups </li></ul>What kind of communities exist?
    14. 16. <ul><li>What you need to do is: </li></ul><ul><li>Build relationships within your communities </li></ul><ul><li>Focus on promoting best practice </li></ul><ul><li>Keep in mind your commercial objectives </li></ul>How does it work?
    15. 17. <ul><li>What you need to do is: </li></ul><ul><li>Reach people within communities they’re part of </li></ul><ul><li>Harness power of peer-to-peer recommendations </li></ul><ul><li>Use genuine insights to inform your communications </li></ul><ul><li>Achieve buy-in from your target audience by involving them in the process </li></ul>How does it work? “ If people are talking about you it’s going to be good” Mark Ralphs
    16. 18. <ul><li>What you need to do is: </li></ul><ul><li>Understand your client’s world </li></ul><ul><li>Shape your message around their needs </li></ul><ul><li>Demonstrate how your product/ services meets those needs </li></ul><ul><li>Always act strategically </li></ul><ul><li>Get feedback and act on it </li></ul>How does it work? “ Be quick but be smart” Amanda McDonald
    17. 19. <ul><li>What you need to do is: </li></ul><ul><li>Use word-of-mouth in a cost effective way </li></ul><ul><li>Engage more effectively with people on an individual level </li></ul><ul><li>Introduce your services to warm audiences </li></ul><ul><li>Make your marketing work harder </li></ul>How does it work?
    18. 20. What this means for you “ Marketing is moving from making messages to nurturing connections ; from delivering push to creating pull interactions ; and from orchestrating campaigns to facilitating conversations ” Peter Kim
    19. 21. What this means for you Community Consult How do I identify and tap into my communities?
    20. 22. What are its core principles? Identification Introduction Involvement Intimacy Integration Immersion Identification Introduction Involvement Intimacy Integration Immersion
    21. 23. Identify relevant groups within your community Identify key influencers within each group Validate name and contact IDENTIFICATION
    22. 24. Get an understanding of their needs Immerse ourselves in their primary issues and motivations Interact with the community through their lead channel IMMERSION
    23. 25. Introduce your product/service to them Explain how your product/service meets their need Encourage them to spread the word within their community INTRODUCTION
    24. 26. Engage them in paid research Involve them in the development process Advise them of new developments INVOLVEMENT
    25. 27. Develop a personal relationship with your community Invite key people to share in the creative process Offer brand-related benefits and offers to them INTIMACY
    26. 28. Integrate the process into your marketing Utilise traditional media on the advice of the community Maximise the impact of traditional media channels through advocacy INTEGRATION
    27. 29. Community Consult Introduction Immersion Involvement Introduction Intimacy Integration
    28. 30. <ul><li>Identify communities your prospects are a part of </li></ul><ul><li>Listen to their issues </li></ul><ul><li>Introduce your product/service – do they meet their needs? </li></ul><ul><li>Involve them – get feedback </li></ul><ul><li>Get intimate – build the relationship </li></ul><ul><li>Integrate what you’ve learned with other clients </li></ul>Top Tips
    29. 31. <ul><li>Know your community </li></ul><ul><li>Build relationships </li></ul><ul><li>Always add value </li></ul><ul><li>Champion best practice </li></ul><ul><li>Work your networks </li></ul><ul><li>… and engage with them </li></ul>Summary “ Be patient, keep educating, be respectful” Kevin Singh
    30. 32. <ul><li>David Patrick 01889 564 931 </li></ul><ul><li>david.patrick@ yesagency.co.uk </li></ul>Thank you “ Client service and day-to-day support is what sets Yes Agency apart” Ibstock

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