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and enhanced productivity through a motivated, engaged workforce. Marketing personnel can play a big role here. ■ Enhancing client engagement and satisfaction. Marketing extends into client engagement and satisfaction, ensuring your firm wins projects and builds lasting relationships that lead to repeat business and referrals. By understanding client needs and consistently delivering value, your marketing team enhances client loyalty and satisfaction, critical for long-term success in our industry. This aspect of marketing contributes to a sustainable business model where client retention rates are as important as new acquisitions. Marketing teams in the AEC industry should be seen as a collaborative partner in achieving strategic objectives. It’s not just about keeping the firm in the public eye but strategically positioning us to seize opportunities and mitigate challenges. Your marketing initiatives should be designed to align closely with business development goals, ensuring that every dollar spent is an investment in your firm’s future. To my fellow executives and project leaders, I encourage a shift in perspective. See your marketing team as architects of opportunity – a strategic asset that constructs the very pathways through which our business grows. Together, let’s build on this foundation to elevate our firm’s position in the industry and achieve new heights of success. Kraig Kern, CPSM is vice president and director of marketing at WK Dickson. Contact him at kckern@wkdickson.com.
KRAIG KERN, from page 7
■ Networking and event coordination. When we host or participate in industry events, each handshake and exchange opens doors to new partnerships and opportunities. Facilitated by your marketing team, these interactions are critical for business development. A well- executed client dinner can be the difference between reselection and rejection during the next GEC renewal period. Investing in well-organized events means investing in the growth of your professional network, directly correlating to new business leads and enhanced industry positioning. ■ Recruitment and retention through marketing. Our marketing efforts also play a crucial role in attracting and retaining top talent. A robust onboarding experience and strong internal brand draws the best in the field. They inspire loyalty, reduce turnover, and foster a healthy culture. The ROI is twofold: reduced recruitment costs marketing team not as a line item cost but as a pivotal resource driving substantial ROI.” “Skeptics still view marketing professionals as just overhead expenses. It’s time to view our
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THE ZWEIG LETTER JULY 8, 2024, ISSUE 1544
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