AEC marketing survey

In January as I read economic forecasts and industry surveys I got curious, and decided to create and conduct my own. I wanted my colleagues’ perspectives about the AEC industry in the Puget Sound region. 

questions

1) What were your firms’ greatest challenges and greatest successes in 2010?

2) What do my colleagues see as most important for effective marketing in 2011?

3) How have firms’ approach to marketing adapted to meet the demands of 2011?

4) What are my colleagues greatest concerns regarding marketing this year?

5) How are local AEC firms engaging in social media and networking? If they are using social media, what results have they seen?

overview

I surveyed 25 AEC firms in Puget Sound region. The interviews included a mix of marketing professionals and principals. The firms ranged from 10 people to branch offices of companies with thousands of employees. Definite patterns emerged, both expected and unexpected.

The economy is a crucible requiring businesses to adapt to a different marketplace. One person observed that the pressure of the economy plus increased competition has put added pressure on any weaknesses firms have, such as debt, marketing, or capital investments in real estate (for example).

Opportunities exist. Several firms in this survey had very profitable years in 2010. Many other firms are hanging in there after making adjustments, while others are struggling. If you’ve been talking to your colleagues, then you already know that the results are all over the map.

Public money hasn’t gone away. There is less of it, and it is being spent more slowly on smaller projects.

Increased competition for work was the primary driver for adjustments to marketing practices.

Networks and relationships are getting more attention across the board, and have never been more important.

Ongoing, proactive marketing and sales have never been more important. Firms are getting more rigorous about marketing basics: clearly defining areas of strength and key audiences, developing and using a core marketing message to tell prospective clients how the firm provides value. Technical people are getting trained in marketing. Some professionals and companies are learning the discipline of sales.

Social media is getting more attention, and in some cases implementation, but is far from being universally adopted by A/E/C firms, even in the tech savvy Puget Sound. The value and applications are still not clearly understood.

I would like to conduct this survey again in January 2012 and compare the results. In 2010, many firms were still doing work won or begun before the recession. 2011 may give us a more realistic picture of where we are, and where we are going. Participants in the survey received this overview plus a summary of the answers to each question.

How has your business changed or adapted to the economy this year?

Thanks to my friend Luke Celt for his photo of horses in NE Washington State.