How to engage architects with content

Creating compelling, engaging and ‘sexy’ marketing content within the construction industry is a task in itself, let alone for the hidden products of a build. By ‘hidden products’, we mean the non-visual core elements and products behind a build (foundations, piping ducts, SIPs panels etc) and the products within (underfloor heating, insulation etc.) So, to market these effectively, we must ask ourselves two vital questions – 1. Who are we targeting, and 2. How do we engage the target audience appropriately?

Who is our target market?

Let’s start with the first question. Who are we targeting? Ideally, architects, they are the designers of the build; they specify the main elements, materials, and products. Like people, there are many types of architects, for instance, some are inspired by innovation that push boundaries and others by the aesthetic, looking for beauty throughout. Sustainability maybe a key focus for an architect that seeks a BREEAM rating or WELL accreditation or reaching net-zero and so on. To successfully engage architects surrounding hidden products, content needs to be inspiring and technically clear, creating a connection between the target audience and product. This leads us nicely to our second question –

How to engage architects with captivating, detailed content

The main objective of marketing hidden products is to show how it works, how it’s used and installed, and the benefits. The following techniques demonstrate this.

  • Photorealism
  • Video
  • BIM
  • Technical drawings
  • Technical content, accreditations, and representation
  • Interactive software
  • CGI

All options listed above will be more relevant and engaging to architects depending on their focus or overall objective for the building design or build requirement. Interactive tools will capture the minds of many architects, whilst BIM (a process that incorporates digital representations of buildings in 3D models to facilitate better collaboration) is now a staple requirement that the ever-detailed architect will expect to be readily available from a building product manufacturer.

At BFM we understand the importance of creating meaningful and engaging content and the absolute need for technical detail conveyed in a way that is easily understood and absorbed, often we seek the expert guidance of our wider partners to achieve the optimum result for our clients.

Animation and interactive experts, DURTY, highlight that “technology has evolved dramatically in the last decade, with interactive software’s and photorealism taking over from hand-drawn blueprints and technical drawings. Enhancing the detail, look and feel of a project visually into generating 3D representations. While interactive tools such as VR and digital walk-throughs provide benefit in terms of controlling and changing colours and opacity, the placement of a product, and showing the inside of a build.”

Whilst a different approach to providing authentic and detailed content is via video. Going hand-in-hand with the ever-developing social media platforms, its popularity is only set to increase. Discover the benefits of videography here.

Furthermore, the Construction Products Association (CPA) is launching an industry-wide new code with the aim to set the benchmark for how product information is presented and marketed by manufacturers in a bid to increase the industry’s reputation. Learn more here.

Marketing hidden products no longer needs to be uninspiring or complicated. Digital software provides so much detail, creates engaging content and is always there in the digital stratosphere to refer to and promote again.

Take a look at our works for how we market our client’s hidden products or contact us to learn more and how we can help you.