7
OPINION
Building value
Shift your perspective to view your marketing team as a strategic asset that constructs the very pathways through which your business grows.
W ith more than 30 years in the trenches of AEC industry marketing, I’ve witnessed the transformative power of strategic marketing. From behind-the-scenes crafting of winning proposals to the front lines of brand management, the contributions of marketing professionals are not just essential – they’re an investment in our firm’s future.
Kraig Kern, CPSM
At its core, marketing in AEC firms is about building relationships and reputations as much as constructing buildings and infrastructure. Even as modern and sophisticated as we have become in business, skeptics still view marketing professionals as just overhead expenses. It’s time to view our marketing team not as a line item cost but as a pivotal resource driving substantial ROI. Here are just a few of the ways marketers are building value in your firm: ■ Proposals that win business. Every proposal is a strategic endeavor, blending market insights with compelling narratives that showcase our unique capabilities. The ROI here is clear: a well- executed proposal secures contracts, drives revenue, and expands our business reach. Think of each successful proposal as a direct
contribution to our bottom line – this is marketing that doesn’t just pay for itself; it pays dividends. ■ Branding that builds business. Consistent and strategic branding extends beyond logo placement and conference sponsorships. It’s about carving a niche in a competitive market and positioning your firm as the go-to expert in your field. For instance, when my firm’s name is associated with resilient engineering solutions, it attracts and retains more clients and reduces the cost and effort required to win new contracts. Here, marketing ROI is measured by increased market share and a stronger, more recognizable brand.
See KRAIG KERN, page 8
THE ZWEIG LETTER JULY 8, 2024, ISSUE 1544
Made with FlippingBook flipbook maker