Advertising To Architects, The Basics

I think it is fair to say that an architect is not a single person but rather a homogeneous entity defined by age, gender, race and social influences. Therefore, to target such an entity in advertising, no one focused approach will be successful. Rather, a combination of thoughts and execution will be needed.

One first needs to understand who he or she is, and whether any commonalities can be deduced. This can only be achieved by focus grouping the audience to identify the motivational triggers and conversely the motivational turnoffs.

Ludlow Group, Website Creation, Client: ALPOLIC Materials USA

As an advertising agency we are constantly talking with architects and any other influencers involved in reaching them such as product sales people and distributors. The more background research you can obtain, the better.

Once you have a grasp on the audience you can begin to strategize your creative direction. Yes, architects are visual people but don’t be fooled. Architects also require hard, provable facts to back up your assertions. After all, the vision they are creating has to be around for at least fifty years. Untested and undocumented claims may be visually appealing, but they will not get you past first base.

Ludlow Group, Print Advertisement, Client: GKD Metal Mesh

We have found that the most effective advertising to architects is one that blends visual appeal and hard facts. From a creative standpoint you can still receive accolades and awards from creative peer groups. More importantly, your clients will be successful in driving their business forward and hopefully yours as well.

Also important, once you have great creative product, how do you reach the architect? What ways does he/she gain access to product information? Here again we have found it is a blended approach.

Ludlow Group, Print Advertisement, Client: ALPOLIC Materials USA

Print is still a very viable medium along with interactive to make that initial contact. But also remember a strong web presence is essential along with a strategically driven social media action plan. To be successful with architects it is just as important to find out how they receive, monitor and research product information, as it is to grab their attention.

Architects may not be a single entity but, if done right, you can appeal to them with a single advertising approach.