Know-How Exchange : Advertising/PR

A few thoughts: while you can certainly do a mass mailing (or drip emails) or sponsor a lunch/educational seminar, you might be better off focusing on the local Builder's Exchange (advertising through their newsletter) as well as local "glossy" high-end lifestyle magazines that are likely to be read by your target audience. Make sure you also have a website that's has good SEO for your target audience as well.

Before you spend the money on your advertising though, focus on your message. Why are you better/different? Why should someone switch to your company? Why should they trust their business to you? Make sure that's crystal clear, and the message is repeated in all your communication.

If you want to sell to architects-- personal contact is the best way. They aren't going to trust their project to someone they met only via mail. they have established contacts-- you have to make the case why. that will only be done by direct, consultative selling.

I market a lot to architects. To get an appointment, it is best to start with an existing project. Visit the plan rooms and see what you can dig up. Then call the office and ask who is handling the xyz project. And leave your best 30 sec commercial. Sell the appointment and the appointment only.

Be a resource. Architects have lunch and learns (some firms weekly) where vendors can come in with non commercial presentations. Then you can present to a group of 8 or more -- establish yourself as an expert and make contact for present and future projects. You can tap your reps-- your window, roofing, siding etc guy is calling on architects. Make joint calls and presentations. In fact, riding along with those types can train you to go it alone-- and give you a base of contacts.

Orgs they might attend are National Assoc Home Builders, USGBC, AIA.

Hope that helps, Carol
Sell Well and Prosper tm

I agree with all of the above, especially networking at your local Builders Association. But I would certainly use direct mail in some way, maybe a nice over-sized postcard, you can refine the list easily, I would also check to see if you have any local card decks that might match your target.