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RE: Marketing your company
- To: <seaint(--nospam--at)seaint.org>
- Subject: RE: Marketing your company
- From: "David Maynard" <davemaynard(--nospam--at)ceincorp.com>
- Date: Fri, 26 Aug 2005 12:06:36 -0600
Gillette Wyoming is not nearly the size and scale of NYC, however, I will give
you my outlook on the issue. Our firm is small as well. Currently,
we are 10 people, up from about 8 a year or two ago. We are looking at
hiring another one or two people ourselves, however, finding candidates is
difficult. But that's besides the point.
growth as a firm is a result of more work piling in. So, it was our
current client list as well as our new walk-in clients, that have driven our
growth, though not on your scale. And we have done absolutely no
advertising for the company outside of the yellow pages. What I have
found, at least with the phone calls that come into our office, is that a lot of
our more residential work comes from the yellow pages. Our past
experience, existing client base, and word-of-mouth reputation have really
sustained us over the past 8 years and allowed the firm to grow to what it
sounds as though, in your case, you have hired more people so you can take on
more clients. And now, "The Man" has given you the task of increasing your
client base to keep your employees cranking. I'm no business expert, but
this sounds a little like putting the cart before the horse. And while you
are ready for the big project, you can't just sit around and wait for it to come
what I have seen from other companies when they go through a major overhaul with
their organization, whether it be an ownership change, a merger of companies, or
something similarly spectacular to the company, I have seen letters show up at
the door informing of such. I believe that your case may be a case of such
a "spectacular event." Any firm that doubles their work force to help
accommodate the industry is certainly something worth announcing. And,
from the sounds of it, you are looking at a particular area of interest with
communal living buildings (apartments). I also understand that the
"Design-Build" method of project delivery is becoming more and more popular
these days (at least hear locally). So, maybe targeting construction
companies as well as architects may be beneficial to increasing your work
load. You could send out an informative letter stating the current
condition of your company, your project type history (you mentioned
multi-dwelling structures), as well as any other type of capabilities that your
company holds. Include on the letter that a full company portfolio can be
made available upon request.
doing a letter like this, it is both informative as well as inexpensive.
There are firms out there that, when they get a company portfolio, may just toss
it in the garbage. While you want to make an impression, you don't want to
invest lots of money when the return may not justify it. If you send out
20 letters and get 2 responses for the portfolio, your letter is a
success. Plus, it forces interested parties to contact you to gain more
pointed information on what you are about. It immediately opens the lines
of communication between you and a potential client.
line is, your company grew for a reason. There must be a certain level of
demand for your services. I don't think you should sit on your hands,
especially with doubling your work force, but I also don't believe that, with a
little bit of initiative, you're efforts won't go unrewarded. Start small,
and if nothing pans out, it's time to return to the drawing board and start
looking at some more options. To simplify, an letter announcement would be
one step. And taking out a Yellow Pages ad is another. I think that
these will give you the biggest bang for your buck. Best of luck to you
and your efforts.
Curently, I am
working for an engineering company in NY. Within the past two years, our
firm has doubled in size from 9 to 18 personnels. My boss requested me to
help him to market the company to enlarge our client base.
Most of the work
we are doing is structural design for 8 to 15 stories apartments in
I am wondering if
someone has went thru what i am experiencing. What is the best marketting
strategy to reach more clients in a short period of time? I understand
that the word of mouth is the best way, but at this time, I have to
ensure that all 18 personnels will always have work on their desk!
Is it ethical to
solicit the company resume/portfolio to random architectural firms/
developer that we never had business with? Do you think Yellow pages really
Please share your
thought with me. Thank you very much!
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