July 2023 Newsletter

**** The 4specs Perspective

Exhibiting at Major Shows

Mark Mitchell (See The Whizard) will challenge your thinking about exhibiting at the AIA show and other major trade shows in his blog article:

Why Building Product Companies Should Stop Exhibiting at the AIA Show

I agree with his statement:

"In fact, if you’re a small to medium-sized company, exhibiting at AIA can be a large portion of your marketing budget. You should not be gambling so much of your budget on a chance to sell some uninterested architects over two days. That same money would be far better spent on marketing initiatives that could reach far more architects, 365 days a year."

Many small and medium building product manufacturers have a specific niche market they need to develop. One example is the pull-out bleacher found on high school projects. There is no need to try and market to hospital design firms. I call this my sniper approach as covered in an earlier newsletter:

Manufacturers with products found on most projects need a completely different approach to marketing. The products would include paint, windows and doors, toilet partitions, and firestopping.

Mark followed up with a second blog article: 8 Tips for Selling Building Materials to Architects

Two of his 8 Tips I want to emphasize are:

Contact me if you have any questions or suggestions.



Colin Gilboy
Publisher - 4specs
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