Dodge recently hosted a webinar Exploding 9 Myths: How Architects and Contractors Really Select Building Products for over 900 clients and prospects.
The popular online event explored ways building product manufacturers (BPMs) can more effectively market to architects and to general contractors (GCs). Findings were based on attitudinal surveys to 170 architects, 150 contractors, and 99 BPMs. The survey investigated how architects and GCs research, select, and purchase building products vs. how BPMs perceive they do.
The differences are striking are underscore areas of opportunity for BPMs. In some cases, BPMs are over-valuing “tried and true” marketing tactics, which architects and GCs note are of little value. Conversely, they are under-valuing other tactics, which architects and GCs say play a key role in purchase considerations.
The webinar identifies 9 myths of BPM marketing, shows graphs of survey data, and presents the opportunity. One example is the “myth” that once a project has commenced, BPMs have little reason to market their products. Yet the survey shows this is untrue. More than half of surveyed architects say they have pre-selected fewer than 50% of products they intend to use. Consequently, the window of opportunity for BPMs to introduce their products to architects is larger than what is commonly thought. Therefore, marketing efforts should not cease after a project has commenced. Furthermore, a BPM may have a higher chance of being seen by an architect at this stage because the time may be considered billable.
Another myth is that architects only choose products they have formerly used. The prevailing notion is why would the architect risk trying a different product? While most architects note “prior use” as a reason for their pre-selected product choice, other factors count. These include meeting project technical requirements, a reason BPMs often under-estimate. The implication is that architects need easy-to-access info on a product’s functionality, reliability, sustainability, efficiency, and dimensions. Online displays of this information with a competitive search rank become important. Other effective vehicles for demonstration this include case studies, lunch-and-learn programs, and sales teams.
A third myth considered is that most specifications are proprietary. Over a third of surveyed BPMs say that over half the time they run up against proprietary specs that do not allow for substitutions. Yet, contractors do not share this assessment. Most believe the majority of specs allow for acceptable alternatives. Therefore, there are more opportunities for product selection and substitutions than manufactures think.
The webinar explores several more myths and their underlying opportunities.
You can hear the on-demand webinar here.
You can also download our guide on this topic.
: Dodge Data & Analytics is a technology-driven construction project data, analytics and insights provider. Dodge provides trusted market intelligence that helps the construction industry and professionals grow their business, and is redefining and recreating the business tools and processes on which the industry relies. Dodge is creating an integrated platform that unifies and simplifies the design, bid and build process, bringing data on people, projects and products into a single hub for the entire industry, from building product manufacturers to contractors and specialty trades to architects and engineers. The company's products include Dodge Global Network, Dodge PlanRoom, Dodge PipeLine, Dodge SpecShare, Dodge BuildShare, Dodge MarketShare, and the Sweets family of products. To learn more, visit www.construction.com.
: Benjamin Gorelick | Spector & Associates +1-212-943-5858, email@example.com
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