Deliver client-focused messaging on the firm website, on proposals and across marketing collateral. Topics include points of difference, selling benefits vs services, and accessible language.听
Module 3: Stand Out with Value-Based Marketing
罢辞辫颈肠蝉:听Marketing / Practice听
Length:听2 Hours |听What's Included:听Videos, Readings, Course Workbook, Activities, Quiz, Certificate of Completion听
This course is available to stream!听
Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.听
听
Learning Outcomes
At the end of this lesson unit you will be able to:
- Differentiate between client-focused and firm focused marketing听
- Differentiate between client-focused and firm focused language听
- Analyze the audience鈥檚 needs, motivations and sense of value
- Define a firm鈥檚 value based on the client鈥檚 terms听
- Evaluate the effectiveness of value-based marketing examples
-
Identify opportunities to apply value-based marketing and accessible language
听
Required Resources:听
-
Selling the Invisible: A Field Guide to Modern Marketing by听Harry听Beckwith.听New York, Business Plus.听2012.
- Amazon:听听|听
- Indigo:听
- Book Outlet:
This is Module 3 of the Marketing for Architects course, Fundamentals of Marketing. See here for Fundamentals of Marketing bundle.
听
In Marketing听for Architects,听you鈥檒l learn the fundamentals of marketing, business development and networking, and how to apply听them directly听to听your professional service firm. Learn how to create a marketing plan focused on听your ideal client and designed to deliver on听your business goals. Learn how to communicate听your brand鈥檚 message and unique value to clients, referrers, and听your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.听听
听
This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary听to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry.听
听
Course Features:听
- Tailored course workbook that participants can complete as they take the course
- FREE* first lesson unit听
- Flexible learning - pick and choose the modules that you want to take and learn at your own pace.听
- Content is tailored to architects - find everything you need in one spot
- Feel confident in your marketing plan and practice goals
*Free for RAIC Members
Subject Matter Expert
听
Sandra听Bekhor听
Practice Development Consultant听
M.B.A., B.Sc. Architecture听
听
Pricing:听
Member: $90.00 / Non-Member: $112.50
Intern Member: $58.50 / Intern Non-Member: $67.50
Student: $45.00听(must be an听RAIC student associate member)听