Slaying Goliath Through Effective Marketing Planning

In the Era of the Megafirm, A/E/C firms must implement effective marketing plans to position themselves to win work, no matter how large or small the competition. Marketing is about branding, and this presentation will focus on looking at the big picture to position your firm to win larger commissions.

  1. Attendees will recognize the elements of an effective marketing mix and utilize the various tools to gain a competitive advantage.
  2. Attendees will utilize a marketing action plan template provided during the presentation and customize the document for their firms.
  3. Attendees will analyze newer marketing tools being successfully utilized by A/E/C firms and determine if these tools make sense for positioning their firms to gain larger commissions.
  4. Attendees will improve their marketing comprehension via real-world examples and case studies.

Presented by: Scott D. Butcher, FSMPS, CPSM. Another of Scott’s presentations typically given with William R. Long, PE, LEED AP, FSMPS, this presentation was originally developed for Philadelphia’s annual Design on the Delaware regional conference. Scott has written numerous articles and blogs about marketing planning, and his first book (2001’s Marketing in the Building Industry) was largely about marketing and sales planning. He has previously spoken about marketing planning to AIA Central PA, SMPS Central PA, and SMPS Philadelphia.