A Different Offense Altogether

Coach: MEFFORD

2009 1

Session Agenda

• What’s in it for you?• About the Architectural

Community• History• What’s Next• Recap and Timeline• Q&A

2009 2

What’s in it for you?

2009 3

“The Beast” Tools & Resources Specifications & Partnerships

Timing & Availability Specified = Sales!

Understanding “The Beast”

2009 4

About the “Architectural Community”

 • Architectural Community (AC) = Architects,

Interior Designers & Consultants• A different mindset,

a different sell– Aesthetics = Visual– Environment– Functionality/Unique – Specifications

• Vast majority online-savvy

2009 5

What have you done for me lately?

2009 6

History• Became an AIA Cornerstone

Partner in 2007

• Attended AIA Expo– Good traffic– Tracking leads

in SF

2009 7

AIA Show Lead Counts

San Francisco

Boston

San Antonio

History• Launched Chief’s Design

Center Website in 2007 • Clean, visual design,

focused on AC• Simplified product offering• Free Spec Binder Offer

(2600 requests to date)

2009 8

History

2009 9

History

• AC and the Environment – 2008/2209 Launched Milestone Green initiatives– Released first Green statement and

manual download on the web– LEED Research

Leed Process

2009 10

History

• Architects and Consultants – Current database analysis – Total Leads: 6,239– Total Contacts: 2,322

2009 11

Architects Leads vs. Contacts

2,2962,146

3,974

347

Consultants Leads vs. Contacts

Learning Objective

True or False?Up to 98% of Architects today use the web to search for product information.

2009 12

Learning Objective

True or False?Up to 98% of Architects today use the web to search for product information.

Yep!

2009 13

-American Institute of Architects, 2009

Things I’m going to confuse you with now, and why you need them.

2009 14

What’s Next?

• Step back, are we on the right track?– History, what have we learned?

• Awareness building/messaging• Product interest at shows• Specifications are key• Partnerships provide credibility• Messaging

– Larson O’Brien provided marketing plan

• Deal exclusively with Architectural Community• Specialize in marketing• Provides all training for Hanley Wood University

2009 15

What’s Next?The Results• Missing key resources and specifications

and approved formats• Continue building brand awareness, add credibility

through partnerships• Need to tweak messaging slightly, refer to mounts as

part of the design consideration and not as hardware– Promise high value to prospects in outreach communications

materials– Proceed as though there is no apples-to-apples competition

• Beef up web presence– In-house libraries get outdated quickly– Online is searchable and available 24/7

2009 16

What’s Next?

• Tools and Resources– 3-Part Specifications Formats

– BIM Objects

– Partnerships

2009 17

What’s next?

• 3-Part Specifications– Part 1, General– Part 2, Product-specific– Part 3, Execution

• Available for Chief Projector and Flat Panel Mounts Sept 1

2009 18

What’s next?

2009 19

What’s next?

• BIM – The future of CAD– 3D Building Information Modeling

“BIM adoption rate exceeds 80% among nation’s largest AEC firmsDave Barista, BD+C Managing EditorJuly 8, 2009

Building Design and Construction“The nation’s largest architecture, engineering, and construction companies are on the BIM bandwagon in a big way, according to Building Design+Construction’s first annual Top 170 BIM Adopters ranking, published as part of the 2009 Giants 300 survey. 

Of the 320 AEC firms that participated in Giants survey, 83% report having at least one BIM seat license in house, half have more than 30 seats, and nearly a quarter (23%) have 100-plus seats. In total, the Giants hold 28,174 BIM seats, with the average firm having 106 seats.”

2009 20

What’s next?

2009 21

Learning Objective

In the Architectural Community, the acronymBIM stands for:

a. Building IT Managementb. Building Information Modelc. Beegee’s In Music

2009 22

Learning Objective

In the Architectural Community, the acronymBIM stands for:

a. Building IT Managementb. Building Information Modelc. Beegee’s In Music

2009 23

What’s next?Arcat Partnership, www.arcat.com

2009 24

What’s next?Arcat Partnership• Used by 40,000 AIA members, engineers

and specifiers to find products• 3.6 million user visits to ARCAT

2009 25

FOUND

8% firm searches

7% other searches

85% product searches

What’s next?

2009 26

FOUND

ARCAT clients are listed first

Search for thermoplastic sheet

Find & selectGreen products

What’s next?

2009 27

FOUND

“The average number of times a manufacturer is specified due to an Arcat download is 259.”

Learning ObjectiveArcat® is:a.A Manufacturer information and

specifications database focused on serving the AC

b.Provides continuing education to the AC Community

c.Fluffy

2009 28

Learning ObjectiveArcat® is:a.A Manufacturer information and

specifications online database focused on serving the AC

b.Provides continuing education to the AC Community

c.Fluffy

2009 29

What’s next?

• New Design Center– New Design and

simpler Navigation – Free Spec Binder

Offer still highlighted– Relaunch Q3– Links to Arcat Q3– Add image gallery

with real projects, different installations Q3/Q4

2009 30

What’s next?

• AIA – Continuing Education Center – Presentation Contents– Criteria for delivering training – Do’s & Don’ts– Process and timing for credit

“The Architectural Community needs 18 Learning Units annually to maintain their license.”

-American Institute of Architects

2009 31

What’s next?

2009 32

Training Presentation Contents –

What’s Next

2009 33

What’s Next

2009 34

What’s Next

2009 35

What’s next?• Criteria for delivering AIA content for credit

– Content is purposely developed to be non-brand specific. • Don’t: Speak Chief…Do: Speak mounts!• Do: Include a Chief brand slide at the opening and

closing of the presentation• Do: Bring Chief product and collateral that can be

reviewed or handed out before and after presentation• Do: Defer product brand-specific questions until

the end of the presentation• Don’t: Be a boring presenter! Make the

presentation interactive, work in your own spin• Do: Plan out timing. Presentation should last

between 45 and 50 minutes, leaving time for Q&A at the end, as well as product demo’s

• Don’t: Provide crappy food! (Consult Scorzetti for ideas)

2009 36

What’s next?

• Terms and Conditions– Presenters must agree to terms and conditions

based on AIA Presenter Quality Commitment Form• Forms available here to sign before leaving session• Raise your right hand…• Just follow the Do’s and Don’ts!

2009 37

What’s next?

• Process and timing for credit– 2009 AIA/CES Program Completion (Provider Form B),

training sign-in form

– Within 10 days of the training, email or fax Form B to Karen Mefford, karen.mefford@milestone.com, 952.277.3874

– Karen to submit forms to AIA for credit

– Certificates will be prepared and mailed within two weeks of receipt of form B (If requested by attendee)

– AIA updates transcripts within 3 to 4 weeks of receiving Form B

– Chief keeps on file for up to six years

2009 38

What’s Next

2009 39

Learning Objective

2009 40

While delivering an AIA presentation, I must:

a. Avoid speaking about brand-specific mounts

b. Require attendees sign via an AIA Form B

c. Provide documentation within 10 days to achieve credit

d. Sing the learning objectives in your best Elvis

e. All of the above

Learning Objective

While delivering an AIA presentation, I must:

a. Avoid speaking about brand-specific mounts

b. Require attendees sign via an AIA Form B

c. Provide documentation within 10 days to achieve credit

d. Sing the learning objectives in your best Elvis

e.All of the above

2009 41

Recap

2009 42

• Selling The Chief Brand in the AC– Building Credibility

• AIA Cornerstone Partner (now available)• Arcat Partner (Sept 1)• Focused on the Environment

– Differentiating Top-Quality Products• Award-winning designs• Largest product line world-wide• Aesthetic, award-winning designs (ADEX)

– Industry-Tools• Comprehensive website specially

designed for the AC, with free specification binder offer (Live)

• Visual, industry-first tools like MountBuilder• 3-Part Specifications (Sept 1)• BIM Object and CAD Details (Sept 1,

ongoing)• AIA Certified training (Sept 15)

2009 43