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O P I N I O N
Turning overhead into revenue
I f your firm is like most, you have someone dedicated to cranking out proposals – unfortunately, for too many firms in our industry, this is the extent of their “marketing.” Fortunately, there is a solid recent trend changing that focus. More firms are increasing their investment in marketing teams, resulting in real revenue growth. Marketing has a role in building brands, developing strategies, winning work, and more – and the firms that invest heavily in marketing reap the rewards.
and Starbucks, just to name a few. What are your favorite brands? Why? Successful consumer marketing has laid the groundwork since the inception of their brands, and their methods are tried and true. For whatever reason, the AEC industry and other professional service industries have been slow to capitalize on branding and marketing has laid the groundwork since the inception of their brands, and their methods are tried and true.” “What are your favorite brands? Why? Successful consumer
Tammi Nagucki
Zweig Group does a fantastic job of capturing this data as proof that marketing drives success. Check out the Awards page on their website for evidence of success. The “Hot Firms” and “Rising Stars” are made up almost exclusively by firms that invested heavily in marketing. Marketing has a role in building a brand, developing strategies, winning work, displaying company culture, recruiting, and client experience (for internal as well as external clients). WHERE TO START. If you want to be successful, look at what the successful brands do. Don’t be afraid to explore ideas in the B2C world. The consumer product marketing environment has excellent examples of companies tying success to their brand – Google, Amazon, Coca-Cola, Southwest Airlines, Marriott, Netflix, Chic-fil-A,
See TAMMI NAGUCKI, page 10
THE ZWEIG LETTER JULY 20, 2020, ISSUE 1353
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