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FROM THE FOUNDER
I ’m sure I spend too much time on LinkedIn (thanks, Dr. Matt Waller for telling me years ago I needed to be on it in spite of my prejudices against it!), but I have found it educational and helpful for the most part. If anyone gets political or too wacky, I just unfollow them. Most AEC firms play it safe with bland marketing, but bold, consistent outreach is what actually drives results. Various thoughts on AEC marketing
So being on LinkedIn often with the network I have that includes thousands of people involved in the AEC business, I read a lot of stuff about AEC marketing. Some of it is good and some of it mediocre. But let me share my thoughts on some of what I’ve read that confirms my own experience as an AEC firm marketing director and owner in a number of other firms in this business: 1. Most AEC marketing is boring. It’s what you expect. Pretty pictures of projects – most of which aren’t all that unique – with tons of cliches describing them. It doesn’t matter whether we are talking proposals and qualification docs or social media posts. There is nothing noteworthy about them. 2. In general, architects and engineers are afraid to do two of the three things they should do
to make their marketing stand out. First is humor. That is deemed “unprofessional.” Next is controversy. We shy away from that and are afraid of it. The third thing that we do sometimes but not often enough is provide helpful, useful information. Examples would be publishing “10 things to consider when planning new office space,” or “Eight things that happen over time that keep your HVAC working like it was designed to work,” etc. 3. AEC firms don’t do enough original research that they can share with their clients and potential clients. Research on problems and issues those clients are facing. Survey Monkey surveys are great. So are white papers based on secondary research. Then publish it for them. It’s useful
Mark Zweig
See MARK ZWEIG , page 6
THE ZWEIG LETTER JULY 28, 2025, ISSUE 1595
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