Firm Marketing From the Client Perspective 2006 doc

AIA 2006 National Convention and Design Exposition

Firm Marketing

From the Client Perspective

Session FR06

June 9, 2006

8:15 - 9:45 am

This program is registered with the AIA/CES for

continuing professional education. As such, it

does not include content that may be deemed or

construed to be an approval or endorsement by

the AIA of any material of construction or any

method or manner of handling, using, distributing,

or dealing in any material or product. Questions

related to specific materials, methods, and

services may be addressed at the conclusion of

this presentation.

Jamie Rice

Chief Strategy Officer

Carton Donofrio Partners, Inc.

Agenda

1. Marketing basics

2. About clients

3. Finding your message

4. Building a marketing plan

5. Role of the AIA brand

1. Marketing basics

A sales-oriented firm tries to get the client to

want what the firm has.

A marketing-oriented firm tries to get the firm

to have what the client needs.