How                Specifiers                Communicate                Su Butcher                JustPractising.comOpte.o...
Su Butcher    • Su Butcher    • BA (Hons) BArch University of Liverpool    • Practice Management         maap         Inkp...
Kent Bye
Jeffery Turner   Article
tylerdurden
We pretend we’re good at it
…but we aren’t
What do Specifiers Want?• Quick Answers• Trusted Advice• The Right Products• Free Information
“ Architects don’t care about your product. They want to solve their problem.”               Richard Gay
When?   JamesCridland
Myth #1
Myth #2
Push marketing iswhen the customerdoesn’t want yourproduct or service.Pull marketing iswhen the customerdoes want yourprod...
Architectmap.net ArchitectMap
History           • ArchitectmapJan 2012
iPhone App and..
Find  • Collaborators   • Contractors• Local Expertise• Local Suppliers       Architectmap.net
ESI.infoTV        ESI.info
#ESIinfoTV
Results• Traffic• Conversions• Advertisers
How to Start                    • Audit                     • Plan                    • Train                 • MeasureWil...
A Strategic View                   © Su Butcher
AuditHiggySTFC
Competitors… are on Linkedin
PlanCharlie Phillips
Integrated Strategy                      © Su Butcher
Train        smi23le
2,337 shares
Engaging= Sharing
Make Social ObjectsVincent Des Jardins       http://gapingvoid.com/so/
Fr ee Your Data            Sika Sarnafil
Go Hunting and Farming
Measure what matters
#RIBAvillage
Recap:   • Talk to each other                    • Do it online                          Twitter Stream Graphs
Visit JustPractising.comfor a (Free!) pdf of links and postsThank You.@SuButcherwww.justpractising.comImages: Creative Com...
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
How Specifiers Communicate
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How Specifiers Communicate

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Presentation given to the CIMCIG (Chartered Institute of Marketing Construction Industry Group) on Thursday 27 September 2012 at the Building Centre, London.

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  • 1. Some Unintended Consequences
  • 2. Some successes
  • 3. How to get started
  • What is more an entire army of people are employed by architects to stop people like the Marley Rep from talking to them. There was more than one reason why they called me the Rottweiler in one firm I worked in as PM. One of my jobs was to keep people away from the architects.
  • The changing Face of Specification and Selection - CIMCIG 22nd September 2011
  • 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links The changing Face of Specification and Selection - CIMCIG 22nd September 2011
  • Value Engineering But Hits your radar at Planning – public domain Call when planning registered Contact when determined Send literature, try and meet named agent Try and find out who is to tender , when going to tender Offer to reduce value after tender Not to mention other procurement methods you need to be talking to architects all the time. So you contact them. All the time. The changing Face of Specification and Selection - CIMCIG 22nd September 2011
  • The myth that architects are interested in different issues at different times The changing Face of Specification and Selection - CIMCIG 22nd September 2011
  • But of course we know that the construction procurement process is not linear. It is cyclical. Iterative. Everyone is talking in circles. So you need to be talking to the architect all the time.
  • The ArchitectMap by Mark Schumann and Su Butcher The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • Early versions The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • iPhone App and low cost Mini- apps for everyone The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • Applications for the ArchitectMap The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • ESI.info The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • © Su Butcher
  • Marketers are beginning to realise makes the internet work - Social Objects. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object. http://gapingvoid.com/so/: Hugh McLeod aka @gapingvoid
  • If you don ’ t have a lot of products, then make sure wherever your information is listed the suppliers or directories have this kind of level of usefulness. Help your specifiers find what they need. The changing Face of Specification and Selection - CIMCIG 22nd September 2011 10/05/12 View online at http://slideshare.net/subutcher - Online version has notes and clickable links
  • Thank You.
  • How Specifiers Communicate

    1. 1. How Specifiers Communicate Su Butcher JustPractising.comOpte.org/maps
    2. 2. Su Butcher • Su Butcher • BA (Hons) BArch University of Liverpool • Practice Management maap Inkpen Downie Barefoot & Gilles • Social Strategist Associations Product Companies ConsultantsSteve J Obrien
    3. 3. Kent Bye
    4. 4. Jeffery Turner Article
    5. 5. tylerdurden
    6. 6. We pretend we’re good at it
    7. 7. …but we aren’t
    8. 8. What do Specifiers Want?• Quick Answers• Trusted Advice• The Right Products• Free Information
    9. 9. “ Architects don’t care about your product. They want to solve their problem.” Richard Gay
    10. 10. When? JamesCridland
    11. 11. Myth #1
    12. 12. Myth #2
    13. 13. Push marketing iswhen the customerdoesn’t want yourproduct or service.Pull marketing iswhen the customerdoes want yourproduct or service. Robert S. Donovan
    14. 14. Architectmap.net ArchitectMap
    15. 15. History • ArchitectmapJan 2012
    16. 16. iPhone App and..
    17. 17. Find • Collaborators • Contractors• Local Expertise• Local Suppliers Architectmap.net
    18. 18. ESI.infoTV ESI.info
    19. 19. #ESIinfoTV
    20. 20. Results• Traffic• Conversions• Advertisers
    21. 21. How to Start • Audit • Plan • Train • MeasureWildxplorer
    22. 22. A Strategic View © Su Butcher
    23. 23. AuditHiggySTFC
    24. 24. Competitors… are on Linkedin
    25. 25. PlanCharlie Phillips
    26. 26. Integrated Strategy © Su Butcher
    27. 27. Train smi23le
    28. 28. 2,337 shares
    29. 29. Engaging= Sharing
    30. 30. Make Social ObjectsVincent Des Jardins http://gapingvoid.com/so/
    31. 31. Fr ee Your Data Sika Sarnafil
    32. 32. Go Hunting and Farming
    33. 33. Measure what matters
    34. 34. #RIBAvillage
    35. 35. Recap: • Talk to each other • Do it online Twitter Stream Graphs
    36. 36. Visit JustPractising.comfor a (Free!) pdf of links and postsThank You.@SuButcherwww.justpractising.comImages: Creative Commons

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