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As the discussion for marketing/advertising for the AIA continues, I would like to pose these questions to the group...
1. Why are there no AIA ads in magazines such as Better Homes and Gardens or Ladies Home Journal? These are main stream publications for the general public. I continuously get told that not everyone can hire an architect for their house (I get told this by other architects by the way), but I disagree, if you own a home, and do any work from decorating to a new custom building, an architect can help - at most budget levels. So...doesn't it make sense to put ads into the publications that reach a wide variety of the public? These magazines are the ones that are in every doctor's office in the US!
2. Does anyone hold programs for realtors in their local area? Recently a family member was searching for a new home and had a realtor give them a definition for a 1 1/2 story house. Unfortunately I don't remember what it was, but it was completely incorrect. I am in the selling/buying process now personally and find that most realtors are well meaning but simply uneducated about architecture. Wouldn't it be beneficial to offer architectural seminars to them (either free or at a minimal cost) in order to give them correct architectural history? I've also had realtors tell me what a renovation of something might cost...they are certainly not the best resource for giving that information!
3. Building on #2...is it worth working with a team to offer mini weekend seminar/workshops to people who are starting the home buying experience? Why not offer educational programs that talk about home financing (bring in a banker), buying a home (the realtor), construction tips and how to spot a lemon (home inspector and/or contractor), what it take to renovate a fixer-upper (contractor/architect), how to design/decorate with existing features (interior designer/architect), how to add on to an existing home (architect), can I add a garage (architect) and so on... These are things that can be done in our local markets by us, not the AIA (although they could help). With the proper plan (we know how to make those!) this could be a great marketing opportunity.
4. What about radio or advertising with the local cable company? I would imagine that both of those are less per commercial than a spot on HGTV, probably different time slots, but I don't think we should put all our eggs into one large, national tv basket.
5. Just a note...I've looked for many jobs over the past 5 years in three different states. I haven't always had the luxury of knowing the firms in a new state so I look at their. A) Website...I don't apply to firms with dated websites, ones that don't work, or are too difficult to navigate, your potential clients look at the same thing I do, B) The yellowpages - either physical or online. There doesn't have to be an expensive ad, but your name listed with a website gets me to your portfolio C) Facebook pages...but personally, if you have very few pictures, no link to a "real website" or haven't posted anything within the past 10 days...I move on. Your clients are looking for you the same ways that I am only I want you to pay me and they want to pay you!
Just some other "advertising" that I think could help out in addition to a tv campaign.
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Brenda Nelson Assoc. AIA
Woodruff Design, LLC
Cedar Rapids IA
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