9
O P I N I O N
Cutting through
You must constantly rethink your marketing strategy, using traditional and trending methods, if you want to be effective.
S top me if you’ve heard this recently: “Marketing for AEC firms is changing.” Of course it is. Much like anything in our industry, innovation and technology are forcing our methods of marketing and business development to constantly evolve.
true service offerings, we are faced with new and innovative ways of marketing our firms. For my team, we are constantly striving for a healthy balance of what is now seen as traditional marketing versus digital marketing. “Regardless of your resources, there are avenues to explore to see change and be disruptive in an ever- evolving AEC landscape. You must constantly rethink your marketing strategy in your effort to cut through all the noise.”
I’m fortunate enough to be in a leadership marketing role at an AEC firm that is forward- thinking and innovative. At Pennoni, we do what we say we’re going to do. We invest in new technology and trends, we’re committed to growth, and the efforts of my team are aligned with both the operational and strategic initiatives of the firm. In recent years, we developed a firm- wide marketing plan that aligns with the strategic goals of the firm. With the support of our senior leaders, this plan serves as the playbook for our marketing efforts, including website, social media, proposals, conferences, and tradeshows. Today, we offer cutting edge services such as design visualization and energy management. However, we wouldn’t be where we are now without the success of our core service offerings as the backbone of our firm. The same goes with marketing. Just like our core, tried and
Robert McGee
See ROBERT MCGEE, page 10
THE ZWEIG LETTER August 19, 2019, ISSUE 1309
Made with FlippingBook Annual report