July 2021 Newsletter

How Has "Specified" Product Marketing Changed

**** The 4specs Perspective

Covid-19 has changed how manufacturers direct their marketing to architects and specifiers. In-office visits, CSI dinners and remote working have made face-to-face presentations and interactions difficult. The question is how will you effectively market your "specified products" and new products to architects and engineers as time goes forward?.

I was thinking about marketing 20 years ago where the Sweets brochure was dominant. The brochure was typically featured in the manufacturer's 3-ring binder. I suspect that Sweets had a heavy hand in developing the brochure so it was useful to the design team and specifier. Many Sweets brochures had a CSI-formatted specification in fine print on the back.

I suggest you read and then send your reps and distributors the link to the 4specs
"Getting Specified" series of newsletters as a way to encourage them to start to understand the process. I also recommend subscribing to Phil Kabza's free email series
CDT One Day at a Time even if you are not planning to take the Construction Specification Institute's Construction Document Technologist certification.



Colin Gilboy
Publisher - 4specs
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