Domain 5: Promotional Activity
Posted by Communications2 on Oct. 29, 2021 / Member Resource / Subscribe 0
Planning Promotional Activity for a New Year
Written by Josh MacAvoy, Spectrum Engineers
As we move quickly to the end of the year, it is helpful to reflect on the milestones and lessons learned from the past year, while simultaneously planning for business success in the coming year. One aspect of your business and budgetary planning should focus on Promotional Activities. But what does that include?
Within the SMPS community, it is commonly understood that “Promotional Activity involves developing, implementing, and coordinating efforts to promote the firm through advertising, public relations activities, and media outreach.” But even with that understanding, how should we, as Utah marketers, be thinking strategically about Promotional Activity for the coming year?
- Create Clarity: With the growing number of AEC firms in Utah, combined with the increased attention to our state due to our strong economic forecast, it is essential that your firm creates clarity around your brand, clearly communicating your unique place in the market. How can you clarify your corporate identity in the coming months? How will you clearly and consistently communicate your unique value in conversations, proposals, and interviews? Do the hard work to create clarity today.
- Produce Content: The creation of content is an important process that is never, ever complete. Since your company, experience, and knowledge continue to expand, your content should be under a continual process of improvement and development. This includes the in-house communication materials that promote your company culture, the creative writing and skillful presentation of content to your clients, and the necessity of fresh content for your website, social media, podcasts and videos.
- Engage Clients: Now comes the fun part! Let’s engage our clients with that clarity and truly helpful content. Strategically plan where you will engage your clients in the coming year. As we continue to work through virtual, hybrid, and in-person event styles, commit to engaging your clients at an even higher level. This could be through industry events (like SMPS, AIA, AGC, ACEC, or WIA) or discipline-specific events (like NAIOP, USHE, ULI, EDCUtah). Or it might be through Chamber events company open-houses, celebrations, and milestone anniversaries. No matter where you engage your clients, be sure you do this in both a professional and inviting manner.
- Receive Recognition: Your Promotional Activity strategy for the coming year should include awards recognition. You have done the hard work and completed the project within the built environment, now go get that recognition that your company deserves! There are a number of industry, state-wide and regional awards that you can pursue. But let me highlight one: the SMPS Cornerstone Awards. Each year in January, AEC firms submit their entry for the annual SMPS Utah Cornerstone awards. After a thorough review process by a panel of judges, the awards recipients are announced at an Annual Gala in February. Be thinking now about which of your projects you should submit in the coming months.
So, with those few thoughts in mind, how will you strategically plan your Promotional Activities for the coming year?
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Learn more through the following links:
- Insights from outside the AEC Industry
- 10 Tips for Promoting an Architectural Business
- Recent SMPS National Article on becoming a Subject Matter Expert
- SMPS Article on who benefits from a good case study
Are you interested in learning more about Promotional Activity? This is the 5th Domain in the SMPS Domains of Practice. It could be that one step of professional development for you this coming year is pursuing your CPSM certification through SMPS national. Talk to a SMPS Board Member today with any questions you might have.
Josh MacAvoy works at Spectrum Engineers, a fully-integrated MEPT+ engineering firm. He has been a part of the Marketing and Business Development team there for the past 3 years. With over 15 years in professional services, he loves strategizing, clarifying, collaborating, and communicating across a number of market sectors. Josh is always glad to grab a good cup of coffee and talk.
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