The document discusses key trends in the economy, hot markets, and professional services marketing based on input from a team of advisors from various specialties. It finds that: 1) Growth markets like China, India, and Brazil are expected to rise significantly and impact all markets by 2020. 2) Six of the top 10 fastest-growing industries relate to healthcare and aging populations, while others involve technology, education, and construction. 3) Three distinct marketing trends were identified: extreme competition due to lower business levels, financing challenges for projects, and mushrooming use of social media.

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Society for Marketing Professional Services
A
s unpredictable as it can be, planning for
the future is critical to an organization’s
livelihood. Forecasting is risky, so in addition
to completing research for this article, I conferred with
a trusted team of advisors, listed in the sidebar.They
represent architecture, engineering, construction,
subcontractor, finance, and legal specialties and
cover regional, national, and international markets.
So while this column is called “My Turn,” it’s really “Our Turn,”
a collection of our thoughts on the future in terms of the economy,
hot markets, and marketing trends.
The Global and Domestic Economy
According to J. Michael Evans, vice chairman of Goldman Sachs,
growth markets—Mexico, Korea, Turkey, Indonesia, Brazil, Rus-
sia, India, and China—are expected to rise, equating to a total of
56 percent of the U.S. Gross Domestic Product (GDP) by 2020.
Experts claim this transition will impact all markets.
With mortgage rates likely to remain favorable, stable inflation
projections, and an expected two percent rise in GDP, consumer
and business confidence is presumed to rise, along with
employment rates. Risks that could affect actual outcomes
include fiscal struggles in Europe, a potential Chinese recession,
and a U.S. national election, among others.
“Although firms cannot control global or domestic events,” said
Zeel Patel, marketing director, Cardno USA, “they can focus on
scenarios to consider market extremes during annual strategic
planning cycles and position accordingly. They can also offer
opportunities to leaders to gain global experiences to foster
broader thinking across markets.”
Hot Markets
According to the U.S. Department of Labor, 6 of the top 10
fastest-growing industries for employment through 2020 relate to
healthcare and the aging population. The others are associated with
technology, education, and construction. “The Baby Boomers will
now affect the healthcare industry as they pass through the elder
years,” concurs Ron Goodin, senior project manager with Fletcher
Thompson and president of the Connecticut Building Congress.
“The educational space built for the Baby Boomers also needs to
be repurposed to meet the needs of the smaller Gen Y group and
society’s other changing needs.” Rail, transportation, utilities, and
environmental work will continue to be in demand as economies
fight to be competitive in the global market.
Professional Services Marketing Trends
Three distinct marketing trends were identified: extreme
competition, financing challenges, and mushrooming use
of social media.
Hyper-Increased Competition
Although the economy is picking up, business is much lower than
pre-recession levels. As a result, the market is very competitive.
Robert Heslin, director of business development for Loureiro
Engineering Associates, Inc., commented, “We work to create
opportunities rather than just track prospects. With limited
resources, we are more selective about what we pursue—it’s a
no-go for us unless we have a relationship.”
Cross-selling is becoming more important than ever. Pitting
divisions against each other can’t be tolerated, and teamwork
is essential.
Project Financing Pressures
“Financing projects will continue to be a challenge for clients,” says
Ann Schiola, CPSM, director of marketing for Finley Engineering
Group. “A combination of alternative delivery methods, public-
private partnerships, new technologies, innovative designs, and
regulatory reform will be needed, and A/E/C firms must help
bridge the gap between design and construction.”
Looking to the Future:The Economy,
Hot Markets, and Trends
BY THERESA M. CASEY, FSMPS, CPSM
my turn

2. 47
Marketer/August 2012
With the current pressures on the industry and increased use
of building information modeling and other tools, owners
and architects are expecting more from subcontractors. “Our
main effort going forward,” explained Rich Bergan, director
of marketing for Bergan Architectural Woodworking, “is to
educate team members as to how subcontractors can help
with project efficiencies.”
Price is definitely becoming more important in the selection
process. A client is more likely to choose a firm close to the top
in ratings if that firm can work more efficiently. Firms need to
demonstrate an understanding of the client’s needs to the point
of interacting with the client as an integral, almost internal,
team member who understands the processes, as well as the
desired outcomes.
“We’ve seen an increase in mandated fiscal monitoring and ethics
compliance programs in the public sector,” noted Joe Spagnoletti,
CPA, CCIFPm partner for JH Cohn. “Contractors should invest
in internal controls to present a competitive advantage when
bidding. We expect this trend to cross over into the private sector.”
Social Media and the Internet
Most agree that traditional marketing will never go away, but
the internet has a huge influence. More firms are developing plans,
guidelines, and training to obtain the desired use of the new
media by their associates.
The purpose of social media is to create and get involved in the
conversation, to position your firm as a thought leader, to draw
traffic to your web site, and to identify potential opportunities.
Online content creation is key, and social media expands the
reach of your reputation, so there is a lot of re-branding and
web site updates taking place.
Clients are savvy in the new media, searching on a specialty to
see which firms and professionals pop up. “We need to help our
colleagues understand that these new tools can aid in business
development,” said Chris Watson, national director of marketing
services at Gilbane. “With that, greater participation and additional
resources will follow.”
Trusted Team of Advisors
(Presented in alphabetical order)
Rich Bergan, Director of Marketing, Bergan Architectural
Woodworking
Joe Spagnoletti, CPA, CCIFPm Partner, JH Cohn
Ann Franks, Associate, Corgan Associates
Matt Ferrucci, Business Development and Marketing Manager,
Robinson & Cole
Ron Goodin, Senior Project Manager, Fletcher Thompson
Robert Heslin, Director of Business Development, Loureiro
Engineering Associates Inc.
Zeel Patel, Marketing Director, Cardno USA
Ann Schiola, CPSM, Marketing Director, Finley Engineering Group
Chris Watson, National Director of Marketing Services, Gilbane
“Six of the top 10 fastest-growing
industries for employment through
2020 relate to healthcare and the aging
population.The others are associated
with technology, education,
and construction.”
The Role of the Marketing Professional
While the objectives of the marketing professional remain the
same, the tools available to do the job have been expanding at
a rapid rate. Marketers need to be educated on the tools and
determine which ones make the most sense for their companies.
“This challenge comes at a time when internal resources are
limited,” advised Ann Franks, associate with Corgan Associates,
“so focus efforts on areas that give the best results.”
“The development of quality relationships is the core of a successful
marketing strategy,” explained Matt Ferrucci, business development
and marketing manager with Robinson & Cole. “Technology is
just another resource for relationship building.”
“Communicating strategies in meaningful IT terms is important,”
commented Patel. “The technology can either enhance or prevent a
strategy from being successful.”
While the economy is slowly recovering and financial pressures
are weighing in, firms need to make the most of their human
and technical resources and hone their messages to position for
the opportunities that lie ahead.
About the Author
Theresa M. Casey, FSMPS, CPSM, founding principal
of Connecticut-based OnTarget Marketing &
Communications, has 25 years of experience in
professional services marketing on a regional,
national, and international level. A two-time
winner of the SMPS National Marketing
Communications Awards, she can be reached
at tcasey@on-target.biz or (860) 228-0163.