Let’s say you’ve got a bad case of acne. Trust me, I’ve been there. You’ve tried just about every face wash at Target, not to mention the creams, pimple patches, and serums. Nothing is working and it’s time to call in the big guns: a medical professional.
Now, you could just visit your general practitioner because chances are, they might know how to help. But – more often than not – they’ll end up recommending you to a dermatologist. You know, the person who specializes in all things skin-related.
While a general doctor makes recommendations for solutions that might work, the dermatologist knows exactly how to help, sending you on your way with prescription zit cream and a plea to stop touching your face (and, for the love of God, wear sunscreen!).
AEC Marketing Specialists exist for a reason
In that same vein, marketing firms that specialize in specific fields or industries also exist for a reason – they are much more effective than generalists.
Pattern matching. When someone does something enough times they begin to understand the nuances and idiosyncrasies involved. It doesn’t matter if someone is digging a ditch or simply driving to work, the more they do it, the better they will be at it. The same can be said for marketing firms – the more experience they have, the more patterns they pick up on and the more industry-specific expertise the marketplace will benefit from.
Higher likelihood of efficiency. From discovery to execution, timelines are generally much shorter. Diagnosing the problem is generally much quicker, as the right set of questions have likely been crafted. Deploying solutions that work and doing so with near absolute confidence is also a benefit, as similar plans of attack have likely been deployed many times as well.
Reduced risk. Specialists, having dealt with the same set of challenges and circumstances time and time again, get it wrong less than their generalist counterparts.
Network and connections. Specialists are often well-connected within certain circles and oftentimes love making connections to others in the same space.
So, when it comes to choosing the right marketing agency for your AEC firm, it makes sense to go with people who are experienced in all things Architecture, Engineering, and Construction, rather than an agency that does a little bit of everything.
Ready to learn more about the benefits of working with an AEC marketing specialist?
Specialist vs Generalist
Still not convinced that specialization is the way to go? I mean, any marking agency worth their salt should be able to devise a successful marketing strategy regardless of industry, right?
Yes and no.
A generalist marketing agency can typically provide an adequate strategy that could work. However, it will probably take some time to research and understand the AEC industry and its audience – wasting time, money, and resources (but who cares about these things, right!?). Essentially, these marketing agencies know what to do but not how to do it. They lack strategic and executional know-how.
On the other hand, a marketing agency that has experience in AEC (and actually specializes in developing strategic branding and marketing for AEC firms) already has an understanding of the field. They know what works, what doesn’t, and how to propel AEC firms forwards under evolving market conditions.
(Check out this article on The Future of AEC Marketing for an in-depth look at marketing trends in the AEC industry.)
AEC firms who work with specialized AEC marketing agencies may find that the outcome is much more successful. That’s why AEC firms should be looking for these types of marketing specialists because they create strategies that provide results.
The Bottom Line – Choosing the Right AEC Marketing Agency
Plain and simple – AEC marketing specialists are well-versed in the AEC industry’s ins and outs. These specialists bring their marketing expertise to the table, contextualizing it within the world of AEC.
- Pattern matching
- Increased efficiency
- Reduced risk
- Utilizing network and connections
If you’re in need of a marketing strategy for your AEC firm, why go with a generalist when there’s a specialized agency with the passion and experience to create a strategy designed specifically for AEC?
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