{"id":85,"date":"2024-06-04T08:25:22","date_gmt":"2024-06-04T08:25:22","guid":{"rendered":"https:\/\/www.marketing-for-architects.com\/fr\/?p=85"},"modified":"2024-06-04T15:13:27","modified_gmt":"2024-06-04T15:13:27","slug":"old-school-marketing-for-architects","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/fr\/old-school-marketing-for-architects\/","title":{"rendered":"Marketing \u00e0 l\u2019ancienne pour les architectes"},"content":{"rendered":"
Marketing pour les Architectes<\/a><\/span> \/ Marketing \u00e0 l\u2019ancienne pour les architectes<\/strong><\/span><\/span><\/div>\n\n\n

Marketing \u00e0 l’ancienne pour les architectes<\/strong><\/p>\n\n\n\n

J’essaie de comparer les techniques de marketing \u00ab classiques \u00bb avec les nouvelles dans cet article. Fondamentalement, il s\u2019agit d\u2019une plong\u00e9e dans la fa\u00e7on dont les architectes trouvaient des clients. Il s’agit d’un effort ext\u00e9rieur visant \u00e0 \u00e9tablir des relations personnelles avec les personnes concern\u00e9es. Trouver des clients est totalement diff\u00e9rent d’\u00a0attirer des clients<\/a>\u00a0.<\/p>\n\n\n\n

Sur un groupe LinkedIn, alors qu’une bande d’architectes discutait de marketing, un coll\u00e8gue nous a dit d’arr\u00eater les lamentations et les lamentations. Nous faisions tout de travers. Apr\u00e8s tout, c\u2019\u00e9tait de notre faute si nous n\u2019avions pas obtenu les clients que nous pensions m\u00e9riter.<\/p>\n\n\n\n

Tout d\u2019abord, j\u2019ai aim\u00e9 cet architecte de l\u2019Ivy League : il \u00e9tait extr\u00eamement bien articul\u00e9 et son \u00e9criture \u00e9tait un excellent exemple de concision, de clart\u00e9 et d\u2019\u00e9l\u00e9gance. Deuxi\u00e8mement, il avait raison. Il avait raison jusqu\u2019\u00e0 un certain point. Il nous a enseign\u00e9 une astuce marketing \u00e0 l\u2019ancienne pour les architectes. Ce n\u2019est pas l\u2019autre vieille attente marketing, la recommandation\u00a0de bouche \u00e0 oreille<\/a>\u00a0.<\/p>\n\n\n\n

\"Marketing<\/figure>\n\n\n\n

Le conseil du marketing de la vieille \u00e9cole \u2013 Rejoignez le Country Club<\/h2>\n\n\n\n

Tout d\u2019abord, vous devez rejoindre le country club local. Tr\u00e8s probablement, vous serez accept\u00e9. Tous ceux qui sont quelqu’un font partie du country club : les hommes d’affaires, les entrepreneurs, les d\u00e9cideurs. Ils sont l\u00e0. Habituellement, ils font des affaires ensemble. Ils aiment savoir avec qui ils font affaire. Avec le temps, ils vous remarqueront, vous appr\u00e9cieront et prendront conscience de votre existence.<\/p>\n\n\n\n

Vous serez le gentil architecte qu\u2019ils connaissent au country club. Vos \u00e9pouses sont actives au sein de l\u2019association parents-enseignants et elles jouent au tennis ensemble. Vous rencontrerez vos futurs clients \u00e0 la salle de sport, \u00e0 la piscine ou sur le terrain de golf. Certaines connaissances de votre club vous les pr\u00e9senteront. Tu seras l\u00e0. Vous figurerez sur les listes restreintes de tous les futurs projets.<\/p>\n\n\n\n

Que puis-je dire ? Tr\u00e8s bon conseil! Je parie que dans les ann\u00e9es 80 ; c’\u00e9tait LA fa\u00e7on de le faire soi-m\u00eame. Et pendant les ann\u00e9es 90. Je suis s\u00fbr que cela fonctionne toujours. L’id\u00e9e est de conna\u00eetre quelqu’un qui conna\u00eet quelqu’un. Ou soyez quelqu’un, de personne \u00e0 personne.<\/p>\n\n\n\n

\u00ab\u00a0Je le connais. Il est avec nous \u00bb<\/h3>\n\n\n\n

Marketing de personne \u00e0 personne<\/h4>\n\n\n\n

En plus de cela, les country clubs ont toujours \u00e9t\u00e9 un bon endroit pour mesurer la respectabilit\u00e9. Vous y \u00eates et tout va bien. Vous n\u2019allez pas bien et vous \u00eates absent. Pour votre acceptation, quelqu\u2019un doit vous recommander. Vous vous souvenez des films de gangsters ? \u00ab Il est avec nous \u00bb ou \u00ab Il est avec moi \u00bb.<\/p>\n\n\n\n

Au moins dans les petites villes, la r\u00e9putation est votre capital le plus important. Cela a \u00e9t\u00e9 vrai pendant des si\u00e8cles. C\u2019est toujours le cas. Mais nous vivons dans le Village Global. Mais\u00a0le networking<\/a><\/strong>\u00a0de personne \u00e0 personne\u00a0est une v\u00e9ritable m\u00e9thode commerciale :\u00a0l\u2019outbound marketing<\/a>\u00a0.<\/a><\/strong><\/a><\/p>\n\n\n\n

\"R\u00e9seautage<\/figure>\n\n\n\n

Bien s\u00fbr, l\u2019homme d\u2019affaires qui a l\u2019intention de construire un nouveau centre commercial ne fouillera peut-\u00eatre pas ses poches pour trouver votre carte de visite. Il pourrait simplement rechercher sur Google un architecte sp\u00e9cialis\u00e9. En plus de \u00e7a, vous \u00eates tout le temps au country club. Est-ce un bon indice que vous \u00eates un bon architecte ?<\/p>\n\n\n\n

Je ne dis pas que cette vieille astuce marketing destin\u00e9e aux architectes ne fonctionne pas. Mais les connaissances faites au sein du club conna\u00eetront votre r\u00e9putation, pas celle de votre architecte. La m\u00e9thode \u00e9tait efficace avant Internet. Mais nous effectuons la plupart de nos achats en ligne. Nous recrutons des sp\u00e9cialistes en ligne. Nous misons moins sur une recommandation d\u2019un partenaire commercial ind\u00e9pendant que sur de v\u00e9ritables recommandations pour des travaux ant\u00e9rieurs.<\/p>\n\n\n\n

R\u00e9seautage professionnel<\/h3>\n\n\n\n

C’est tr\u00e8s bon pour la vie professionnelle de faire\u00a0du networking<\/strong><\/a>\u00a0. Conna\u00eetre et interagir avec des personnes qui partagent votre profession ou vos int\u00e9r\u00eats peut apporter de nouveaux projets. Mais je ne compterais pas sur cette seule source de nouveaux concerts. En plus de cela, personne n\u2019aime une personne qui essaie constamment de vendre ses services ou ses produits.<\/p>\n\n\n\n

Les interactions au sein de votre profession doivent \u00eatre cultiv\u00e9es car elles vous apportent des actualit\u00e9s et des insights du secteur qui vous int\u00e9ressent. Cela vous aidera \u00e0 devenir un meilleur architecte.<\/p>\n\n\n\n

J’ai vu une fois une liste d’architectes enregistr\u00e9s en 1930 dans ma ville. Beaucoup d\u2019individus de sang bleu portent des noms dont je me souviens lors des cours d\u2019histoire. Bien d\u2019autres noms de grands-p\u00e8res d\u2019architectes que je connais aujourd\u2019hui. Je suis s\u00fbr qu’ils \u00e9taient des habitu\u00e9s d’autres salons aristocratiques. De plus, je suis s\u00fbr que leurs pairs leur ont demand\u00e9 de concevoir des palais luxueux. Je suis \u00e9galement s\u00fbr que la riche classe moyenne souhaitait que ses r\u00e9sidences soient con\u00e7ues par ces architectes d\u2019\u00e9lite. Mais nous vivons dans une soci\u00e9t\u00e9 o\u00f9 la mobilit\u00e9 sociale est bonne.<\/p>\n\n\n\n

L’architecture s’est d\u00e9mocratis\u00e9e. Tous les groupes peuvent acc\u00e9der \u00e0 la conception architecturale. De plus, les styles sont moins pertinents par rapport \u00e0 la structure sociale. Les styles expriment mieux la position culturelle que le statut social.<\/p>\n\n\n\n

L’affiliation \u00e0 un groupe sp\u00e9cifique ne garantit pas l’acc\u00e8s \u00e0 une demande constante de nouveaux projets. De nos jours, une affiliation id\u00e9ologique est peut-\u00eatre plus importante.<\/p>\n\n\n\n

Mais la v\u00e9ritable concurrence r\u00e9side dans les services. Les cabinets d’architecture les plus performants offrent \u00e0 leurs clients une large gamme de services allant des premi\u00e8res \u00e9tapes jusqu’aux b\u00e2timents finis et \u00e0 l’assistance \u00e0 la maintenance. Beaucoup de ces entreprises ont \u00e9tendu leur service client parce qu\u2019elles ont d\u00e9cid\u00e9 d\u2019\u00eatre orient\u00e9es client.<\/p>\n\n\n\n

Ce syntagme orient\u00e9 client peut ressembler \u00e0 une connerie marketing. Mais ce n’est pas. Cela ne semble vide que lorsqu\u2019il ne s\u2019agit que d\u2019une d\u00e9claration. Cependant, les architectes peuvent aider leurs clients \u00e0 atteindre leurs objectifs, en attirant des clients gr\u00e2ce au\u00a0marketing de contenu<\/strong><\/a>\u00a0.<\/p>\n\n\n\n

Il est difficile de faire de telles d\u00e9clarations quand on transpire dans un sauna avec un client potentiel. On dirait qu’un architecte d\u00e9sesp\u00e9r\u00e9 continue de s’embarrasser en vendant dans tous les endroits \u00e9tranges.<\/p>\n\n\n\n

Vous feriez mieux de vous en tenir au marketing en ligne contemporain\u00a0pour les architectes<\/a><\/strong>\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing \u00e0 l’ancienne pour les architectes J’essaie de comparer les techniques de marketing \u00ab classiques \u00bb avec les nouvelles dans cet article. Fondamentalement, il s\u2019agit d\u2019une plong\u00e9e dans la fa\u00e7on dont les architectes trouvaient des clients. Il s’agit d’un effort ext\u00e9rieur visant \u00e0 \u00e9tablir des relations personnelles avec les personnes concern\u00e9es. Trouver des clients est…<\/p>\n","protected":false},"author":1,"featured_media":172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-85","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tw-meta-no-icon"],"yoast_head":"\nMarketing \u00e0 l\u2019ancienne pour les architectes - Marketing pour les architectes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketing-for-architects.com\/fr\/old-school-marketing-for-architects\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing \u00e0 l\u2019ancienne pour les architectes - Marketing pour les architectes\" \/>\n<meta property=\"og:description\" content=\"Marketing \u00e0 l’ancienne pour les architectes J’essaie de comparer les techniques de marketing \u00ab classiques \u00bb avec les nouvelles dans cet article. 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