ARC 086

MARKETING
Prepared by: Ar. Roselle C. Cayat, UAP
PRAYER
Heavenly Father, we come before you
today to ask for your guidance and
wisdom as we begin this class. We ask for
your help in understanding the material
and retaining the knowledge we will gain.
We ask for your protection as we engage
in discussions and activities. Please bless
us with the strength and patience. We
trust in your provision and love, and we
pray all these things in Jesus’ name,
Amen.”
AGENDA
FIRM IDENTITY, IMAGE & EXPERTISE
1
MARKETING & BUSINESS
2 DEVELOPMENT

3 HOW CLIENTS SELECT ARCHITECTS

ANNOUNCEMENT
4
 MARKETING

➢ MARKETING – is a human activity to satisfy needs and wants,

through an exchange process.
• Aim of marketing is to make sales in order to earn reasonable
profit for producer
➢ DEMAND – a want for which the consumer is prepared to pay a
price.
➢ WANT – is anything or service the consumer desires or seeks.
➢ NEED – is anything the consumer feels to keep himself alive and
healthy.
➢ TRANSACTION – consists of a value between two parties.
 STRATEGY
➢ WHY, WHAT, WHO, WHEN,HOW
➢ START-UP THINKING

PRODUCTS
➢ ARCHITECTURAL SERVICES
➢ FIRM OR COMPANY

MARKETING
➢ IDENTITY & IMAGE
➢ EXPERTISE AND BRANDING
 IDENTITY VS IMAGE
IDENTITY BRAND
VISUAL AND TANGIBLE ELEMENTS
THAT A COMPANY USES TO
PORTRAY ITS PERSONALITY, VALUES
AND CHARACTERISTICS TO THE
PUBLIC.
IMAGE
PERCEPTION THAT COMSUMERS
HAVE OF A BRAND BASED ON THEIR
EXPERIENCE ASSOCIATIONS, AND
EMOTIONS RELATED TO THE BRAND.
• SMALL FIRM
• LARGER FIRM
 IMAGE
OFTEN – OVERLOOKED
ASPECT OF AN
ARCHITECT’S IMAGE WHAT
BUILD AN GOOD
❑ REPUTATION FOR BEING NEEDS TO

IMAGE WORK
ETHICAL (MORAL PRINCIPLPES)
❑ RESPONSIVE TO CLIENTSBE DONE?
CONCERNS
❑ RESPONSIVE TO CLIENTS
• Cultivation of the press, social
CONCERNS
REINFORCING THE media and broaden network
REPUTATION • Published work
• Creating apps or computer-based data bases • Entering and winning design
relevant to the typical clients awards
• Writing textbooks or articles • Participating design activities
• Attending and speaking at clients-oriented
conference
 EXPERTISE

MARKETING
❑ SPREAD THE WORD – ARCHITECTURE CLIENTS
PROSPECTING & EXISTING ❑ CREATIVE &
CLIENT TECHNICAL SKILLS

REINFORCING THE • Individual expertise and ability of

team members
REPUTATION
• RATIONAL – Best experience, capabilities, fee
• EMOTIONAL FACTORS
o whom they like and trust
o Be good to work with
o Help them achieve their desired results
• PORTFOLIO
 BUSINESS
DEVELOPMENT
❑ ARCHITECT’S PERSPECTIVE

HEARING
ABOUT THE PRESENTING PROPOSAL
PROJECT

WINNING A NEGOTIATIONS PROPOSAL

PROJECT PRESENTATION
 MARKETING
STRATEGY
KEY QUESTIONS
➢ WHO IS MY TARGET MARKET?
➢ WHAT MARKETS DO WE SERVE?
➢ WHAT ARE OUR STRENGTHS?
➢ WHAT ARE OUR WEAKNESSES?
➢ WHAT ARE SOME OPPORTUNITIES TO TAKE ON?
➢ WHAT THREATS DO WE FACE?
➢ WHAT’S OUR VISION FOR THE FIRM?
➢ WHAT’S OUR MISSION?
➢ WHAT ARE OUR GOALS? (SMART)
➢ HOW DO WE COMMUNICATE OUR STRATEGY?

IT IS A PROCESS BY WHICH A
BRAND
- Is a name, term, sign,
symbol or design or
combination of them by
which buyers can identify
the goods or services of one
seller and differentiate them
from those competitors.
BRANDING
PRODUCT IS BRANDED
BRAND BRAND
NAME MARK
- That part of a brand - That part of a brand which
which can be spoken. can be recognized but
Ex. Sony TV, Toyota car, cannot be spoken, such as
adidas
symbol, design, coloring or
lettering
 Reasons for
BRANDING
➢ MAKES ADVERTISEMENT AND PUBLICITY EASY
➢ USEFUL FOR SALES PROMOTION IN THE MARKET
➢ CREATES INTEREST IN CONSUMERS/CLIENTS
➢ SALES CAN BE INCREASE THROUGH BRANDS
➢ GETS THE IMMEDIATE ATTENTIONS
➢ ENSURES STANDARD QUALITY AND SATISFACTION TO BUYERS
BUILDING YOUR BRAND
➢ DEFINE YOUR TARGET AUDIENCE – WHO?
➢ GET A CLEAR PICTURE OF HOW YOUR FIRM IS PERCEIVED
➢ IDENTIFY THE FIRM’S MESSAGE – KEY POINTS
➢ DETERMINE HOW TO TRANSMIT THE FIRM’S MESSAGE
➢ MAKE SURE YOUR FIRM IS “WALK THE TALK”
 PACKAGING
PACKING A GOOD OR PRODUCT OR
SERVICES BEFORE THEY ARE
TRANSPORTED OR DELIVERED TO A
CONSUMER.
POSITIONING – application of a firm’s brand to a specific market.
“HOW CAN WE PRESENT THE FIRM TO THIS MARKET, AND HOW
CAN WE DIFFERENTIATE OUR FIRM FROM THE COMPETITION”
DEVELOPING POSITIONING STATEMENT
➢ What is the market? – SERVICES
➢ What does the market need? –IDENTIFYY OPPORTUNITIES ON THE MARKET
➢ Who is the competition? – HOW THE COMPETITION IS PERCEIVED (SWOT
ANALYSIS)
➢ What do we offer?
MARKETING PLAN
➢ Provides structure to marketing efforts on a continuing basis.
 How clients select
Architects
• Direct hire – rehires an architect
• New Clients – crucial for the architect
• Existing Clients – keeping existing clients

COST – VALUE –
BASED QUALIFICATION BASED
SELECTION – BASED
SELECTION
SELECTION

• Cost is always an • Experience and • Value

issue quality • Moral Principles
• Cost- driven clients • Architect’s fee is • Passion and
fair interest
 ANNOUNCEMENT

January 30, 2024 (Tuesday) – QUIZ

February 1, 2024 (Thursday) – ONLINE REVIEW
February 6, 2024 (Tuesday) – P2 EXAM