Industry insights
Michael Smith is the lead consultant of Spec Up and consulting architect for Built Environment Channel.
How well do you understand Architects?
Understanding the decision-making process of architects is critical for building product suppliers who rely upon specification for sales. It is one of the most common mistakes to assume that the considerations of a home renovator or end user will be broadly the same as the architect. This misconception is particularly noticeable in suppliers that market both to the public and to architects.
The table below highlights how are they different.
Note that this table is a generalization across all building products.
Individual product categories can have specific nuances that also need to be understood.
This is why we say “Marketing to architects needs specific marketing”.
Spec Up understands architects, because we ARE architects.
If you need assistance with industry insights or marketing strategy, to assist your sales and specification teams, please get in touch.