Thomas Fallon & All ---
Hello
A. NO ADVERTISING:
1. Professions' Dictates:
Advertising was prohibited in all 3 "classic Professions" (Medicine, Law, Architecture), until SCOTUS decided in the '60s that such practices were illegal. The theory was, if I recall, "restraint of trade".
2. Rates "suggested":
The AIA even had published a rate schedule, with rather generous percentages (of budget/construction cost) given for a wide array of project types and sizes. As jobs got bigger, the percentages declined. In one of the first offices in which I worked (late '60s), one of the principals gave me a copy of that rate sheet. It was a good guideline, but I think its numbers would be very high for our contemporary economy. (I thought they looked high then!) Sad to say, I've since misplaced that sheet.
3. Or else...
With rate schedules, etc., came "discipline" by each professional organization. However, I have no idea of what was involved, or how it was done. We can only imagine...
B. NOW ADVERTISING:
1. Wide-open:
Now, of course, we're wide-open for advertising options. What I call professional "decorum" keeps us still at modest levels of aggressiveness. Approaches are all-over the range.
2. Our Big local office:
Our by-far-the-biggest firm here, Kerry Dietz Architects, has a distinctive name-logo, and I see it in program books for major events and series of events. Kerry has about 30-or-more people working for her, and has just committed to several thousand sq. ft., upstairs in our finally-restored, large, late-'20s train (now "intermodal") station!
She'll be leaving an old, 3-story brick block, which she gradually filled over a couple of decades. Its front doors are up about 6 risers from the sidewalk. Why mention that? Well, she has a sense of humor; when some idiot ran a Lincoln Continental up those steps and into the pair of doors (10-to-15 years ago), she put out a 5x7 photo-postcard, w/ something like; "Dietz & Co. Architects is pleased to announce the introduction of drive-in service!"
Her project sites always seem to have nice job-signs.
3. Other local offices:
Different folks do zero formal ads, or count on repeats and referrals, or do online ads/websites, etc., and/or more traditional methods. One office runs a 2-1/2" x 2-column ad in the yellow pages. Nearly everyone keeps the listing in the yellow pages, which will now include websites in the listings.
4. My office:
I'm a small-projects, solo guy, on the other end of the scale, complete with manual drawing! At 71, I'm a firm believer in my line, "Most Architects never retire, we just draw to a conclusion!" This is how I'm gonna ride-it-out... Anyhow, after trying many different marketing efforts, what's worked for me includes:
a. Yellow pages, 2-1/2" in-column ad (older prospects like that).
c. Referrals.
d. Selective print ads, w/ modest results.
e. 3-fold flyer, w/ brief intro., outline of services, several projects in color.
f. Member, Home Builders' Ass'n. (Mixed feelings)
g. And, the biggie; Home Show, in March (36 Prospect cards this year!).
One thing I'm considering is "prospecting". Over time, I've noticed 10-to-12 "special" houses in the area, that would be especially challenging to modify, and/or update, and/or add-on to. So, I'm thinking of getting the Owners' names, and sending a cover letter with my 3-fold flyer, introducing myself as good at challenges, if they're contemplating any work.
Well, that's about it for now --- good luck!
Thanks ---
Bill
william j. devlin aia, inc.,
ARCHITECT
Springfield, MA