June 2016 Newsletter
**** The 4specs Perspective
While working with a new marketing person at an existing advertiser, I started to write an introductory email to explain the specification process and decided to develop the thoughts into this newsletter.
"Specified Product Marketing" is a complex process extending over multiple years. It starts with the architect and specifier and ends with a sub-contractor buying and installing the products, perhaps 3 years and 4 states away. Few other commercial sales cover this amount of time and distance.
I see three types of products used in commercial / institutional construction:
The problems of marketing and selling each type of product are very different. Some types of products are marketed to the contractor and distributor and some types require extensive working with architects and specifiers to be included in the specs or accepted as a substitution. The focus on 4specs is on products specified by manufacturer and brand name.
Liz O'Sullivan has great blog article:
"The person who writes the specifications for a project is often not the project architect. Why is this important to keep in mind? A story from real life..."
So who writes the specifications? And just how many architectural specifiers are there?
These numbers can be projected using the data in the newsletters 4specs did last year in "Our Selling to Architects Series"
One of the best 4specs newsletters about understanding specifiers was about Liz O'Sullivan. Our exerpts from her blog and the video she did for CSI are worth reading and listening to.
More to come next month in Part 2.
Feedback, comments and suggestions always appreciated.
Publisher - 4specs