{"id":183,"date":"2020-01-18T15:35:03","date_gmt":"2020-01-18T15:35:03","guid":{"rendered":"http:\/\/www.marketingpentruarhitecti.ro\/?p=183"},"modified":"2024-06-07T10:20:30","modified_gmt":"2024-06-07T10:20:30","slug":"arhitectii-fac-greseli-in-marketing","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/ro\/arhitectii-fac-greseli-in-marketing\/","title":{"rendered":"Ce Gre\u0219eli fac arhitec\u021bii c\u00e2nd se promoveaz\u0103"},"content":{"rendered":"
Home<\/a><\/span> \u00bb Ce Gre\u0219eli fac arhitec\u021bii c\u00e2nd se promoveaz\u0103<\/span><\/span><\/div>\n\n\n


E greu de crezut gre\u0219elile de marketing pe care arhitec\u021bii le fac promov\u00e2ndu-se! Ideile noastre de marketing<\/a> sunt cel pu\u021bin ciudate. Cu toate acestea, creierul nostru este programat astfel. Ei centreaz\u0103 educa\u021bia pe care o primim \u00een \u0219coal\u0103 pe aprobarea tuturor celorlal\u021bi arhitec\u021bi. Din p\u0103cate, acest lucru ne afecteaz\u0103 profund marketingul, mesajele pe care le trimitem \u0219i rezultatele pe care le ob\u021binem.<\/p>\n\n\n\n

S\u0103 ne uit\u0103m una c\u00e2te una la aceste gre\u0219eli \u0219i s\u0103 afl\u0103m de ce arhitec\u021bii sunt \u00eengrozitori de marketing.<\/p>\n\n\n\n

Gre\u0219eala #1. Arhitec\u021bii se promoveaz\u0103 la al\u021bi arhitec\u021bi<\/h3>\n\n\n\n
\"Gre\u0219elile<\/figure>\n\n\n\n

Da, este pu\u021bin ilogic, dar facem asta. Tot timpul. S-ar putea presupune c\u0103 ne ob\u021binem concertele de la concuren\u021bi. Uneori acest lucru este adev\u0103rat. Dar am putea ob\u021bine noi proiecte de la al\u021bi arhitec\u021bi doar dac\u0103 suntem un fel de exper\u021bi \u00eentr-un anumit domeniu.
Cu toate acestea, suntem \u00een competi\u021bie unii cu al\u021bii. Nu suntem un sindicat. \u00centr-adev\u0103r, t\u00e2njim la acceptarea colegilor no\u0219tri, deoarece l\u0103ud\u0103m o opinie mai profesionist\u0103 dec\u00e2t publicul. Adev\u0103rat.
\u00cens\u0103 ne ob\u021binem locurile de munc\u0103 de la persoane private, corpora\u021bii sau institu\u021bii publice. Bunul sim\u021b ne-ar spune c\u0103 trebuie s\u0103 ne promov\u0103m \u00een fa\u021ba lor, nu \u00een fa\u021ba colegilor no\u0219tri.<\/p>\n\n\n\n

Dar trebuie s\u0103 atragem clien\u021bi<\/a> , nu arhitec\u021bi!<\/p>\n\n\n\n

#2. Arhitec\u021bii vorbesc arhitectura<\/h3>\n\n\n\n
\"2.
Gre\u0219elile de marketing ale arhitec\u021bilor: 2. Arhitec\u021bii vorbesc arhitectura<\/figcaption><\/figure>\n\n\n\n

Nimeni nu spune c\u0103 \u0219i-au cump\u0103rat o nou\u0103 locuin\u021b\u0103 unifamilial\u0103. Nimeni nu se retrage \u00een unitatea ei \u00eentr-o cl\u0103dire reziden\u021bial\u0103 multifamilial\u0103. Oamenii cump\u0103r\u0103 \u0219i construiesc case \u0219i case. Ei \u00eenchiriaz\u0103 apartamente.
Dezvoltatorii construiesc apartamente. Le-ar putea numi condominii sau apartamente.
Pentru noi, casele mici sau blocurile \u00eenalte sunt toate la fel. Reziden\u021bial. Da, oamenii \u00een\u021beleg ceea ce spunem, dar t\u00e2njesc la o cas\u0103 confortabil\u0103. Cas\u0103 dulce cas\u0103. Nimeni nu se simte confortabil s\u0103 ne asculte cum suntem tehnici despre ceea ce i se pare cald.
Chiar \u0219i comercial. O cl\u0103dire de birouri, un supermarket sau un mall NU sunt la fel. Nu pentru investitor. Aceasta este lipsa de respect.<\/p>\n\n\n\n

Gre\u0219eala #3 a arhitec\u021bilor. Credem c\u0103 portofoliile noastre vorbesc pentru noi \u00een\u0219ine<\/h3>\n\n\n\n
\"3.<\/figure>\n\n\n\n

O imagine valoreaz\u0103 1000 de cuvinte. Nimeni nu a num\u0103rat cuvintele. Dar asta ar putea fi adev\u0103rat.
C\u00e2nd un arhitect se uit\u0103 la o imagine care reprezint\u0103 o pies\u0103 de arhitectur\u0103, cuvintele pe care le aude sunt de la o minte absolvent\u0103 de la o \u0219coal\u0103 de arhitectur\u0103.
C\u00e2nd iubim o cl\u0103dire pentru arhitectura sa uimitoare, un poten\u021bial client ar putea vedea lipsa de grij\u0103 fa\u021b\u0103 de buget.
Clien\u021bii \u00ee\u0219i doresc rareori s\u0103 fie cobaii arhitec\u021bilor nelini\u015fti\u021bi. Tipul aventuros poate acum s\u0103 investeasc\u0103 \u00een industria spa\u021bial\u0103. Este mai riscant \u0219i mai plin\u0103 de satisfac\u021bii.
O abordare sigur\u0103 ar trebui s\u0103 sublinieze modul \u00een care arhitectura Avant-Garde maximizeaz\u0103 rentabilitatea investi\u021biei. Aceasta este economia, limbajul pe care \u00eel \u00een\u021beleg investitorii. Vezi cum \u00ee\u021bi po\u021bi transforma portofoliul \u00eentr-un magnet pentru clien\u021bi<\/a> !<\/p>\n\n\n\n

#4. Arhitec\u021bii nu sunt oameni adev\u0103ra\u021bi<\/h3>\n\n\n\n
\"Gre\u0219eli
Arhitec\u021bii sunt oameni adev\u0103ra\u021bi. Dar nu \u00eel arat\u0103 \u00eentotdeauna pe site-urile lor web. Aceasta este o gre\u0219eal\u0103 teribil\u0103 de marketing.<\/figcaption><\/figure>\n\n\n\n

Cele mai multe site-uri web ale firmelor de arhitectur\u0103 nu arat\u0103 nimic despre arhitec\u021bi. Nu despre proprietari, nu despre angaja\u021bi…
Nu ar trebui s\u0103 postezi poze cu copiii \u0219i familia t\u0103i. Dar c\u00e2teva fotografii pe un \u0219antier ar ajuta. Oamenii fac afaceri cu al\u021bi oameni.
Alte firme exagereaz\u0103 contrariul. Afi\u0219eaz\u0103 petreceri de birou sau prea mult din activitatea public\u0103 a proprietarului.
\u00cen oricare dintre cazuri, nim\u0103nui nu-i pas\u0103 de clien\u021bii poten\u021biali. Arhitec\u021bii sunt importan\u021bi deoarece pot spune cum pot rezolva problemele.<\/p>\n\n\n\n

Gre\u0219eala #5. Arhitec\u021bilor nu le pas\u0103<\/h3>\n\n\n\n
\"5.
Arhitec\u021bii au grij\u0103 de clien\u021bii lor. Ei fac. Dar adesea, ei nu arat\u0103 asta. \u0218i aceasta este o alt\u0103 gre\u0219eal\u0103 de marketing pe care o fac arhitec\u021bii.<\/figcaption><\/figure>\n\n\n\n

Oh! Arhitec\u021bii ar putea fi implica\u021bi enervant \u00een \u00eengrijirea mediului. De asemenea, ei construiesc viitorul, modeleaz\u0103 formele \u0219i proiecteaz\u0103 comunit\u0103\u021bi.
Site-urile web se m\u00e2ndresc cu sus\u021binerea cauzelor. Pare o reclam\u0103 bun\u0103. Este?<\/p>\n\n\n\n

Unde este mesajul care laud\u0103 fezabilitatea proiectelor? Unde sunt \u00eenv\u0103\u021b\u0103turile care subliniaz\u0103 at\u00e2t durabilitatea, c\u00e2t \u0219i eficien\u021ba economic\u0103 a cl\u0103dirilor pe care le proiect\u0103m?
Arhitec\u021bilor nu le pas\u0103 de economie. Acesta este impulsul care \u00eei permite oamenilor s\u0103 construiasc\u0103.<\/p>\n\n\n\n

Gre\u0219eala #6 a arhitec\u021bilor. Arhitec\u021bii sfideaz\u0103 investitorii<\/h3>\n\n\n\n
\"6.
Arhitec\u021bii \u00eei ajut\u0103 pe investitori s\u0103-\u0219i construiasc\u0103 proiectele, dar nu reu\u0219esc s\u0103 arate c\u00e2t de folositori sunt.<\/figcaption><\/figure>\n\n\n\n

Managerii de proiect conduc din ce \u00een ce mai multe proiecte. Sunt b\u0103ie\u021bii ur\u00e2\u021bi care preseaz\u0103 pe toat\u0103 lumea s\u0103-i men\u021bin\u0103 la timp \u0219i la buget.
M\u0103 \u00eentreb care sunt numele oficialilor care urm\u0103reau arhitec\u021bii care au construit templele grece\u0219ti, apeductele romane sau teatrele antice.
Ei \u0219tiau s\u0103 proiecteze, s\u0103 construiasc\u0103, s\u0103 supravegheze muncitorii \u0219i s\u0103 gestioneze banii. Ei \u0219tiau totul!
Dar cu doar c\u00e2teva decenii \u00een urm\u0103, cineva a avut ideea genial\u0103 s\u0103 angajeze un maestru Excell pentru a conduce spectacolul.
\u00cen timp ce am devenit doar o marf\u0103 \u00een industria construc\u021biilor, tipul Excell \u0219tie cum s\u0103 angajeze arhitectul potrivit. Arhitec\u021bii ar trebui s\u0103 fie supraveghea\u021bi pentru a-l men\u021bine pe p\u0103m\u00e2nt.
Arhitec\u021bii nu \u0219tiu economie \u0219i refuz\u0103 s\u0103 o \u00een\u021beleag\u0103. Nu vrem s\u0103 vedem o imagine de ansamblu, \u00een care banii construiesc structuri pentru a face mai mul\u021bi bani.
R\u00e2dem de proiectele speculative pentru c\u0103 sunt ur\u00e2te. Dar suntem noi, cei care i-am l\u0103sat pe b\u0103ie\u021bii Excell s\u0103 ne fac\u0103 treaba. Suntem prea m\u00e2ndri s\u0103 ne murd\u0103rim \u0219i s\u0103 gestion\u0103m corect fondurile de construc\u021bie.<\/p>\n\n\n\n

#7. Arhitec\u021bii nu rezolv\u0103 probleme<\/h3>\n\n\n\n
\"7.
Arhitec\u021bii rezolv\u0103 problemele clien\u021bilor lor<\/figcaption><\/figure>\n\n\n\n

Ei bine, \u0219tiu c\u0103 designul rezolv\u0103 problemele. Dar cine nu? Nimeni altcineva.
Da, majoritatea oamenilor cred c\u0103 ne ocup\u0103m doar de estetic\u0103. Ne-a pl\u0103cut s\u0103 fim asimila\u021bi arti\u0219tilor de secole. Poate fi evident, dar nu este.
A\u021bi v\u0103zut vreodat\u0103 un studiu de caz care arat\u0103 cum arhitectul a rezolvat problemele cu lumina soarelui pe un \u0219antier? Dar cum a abordat el sau ea problemele unui site \u00eengust?
Clien\u021bii poten\u021biali ar putea aprecia munca grea pe care o facem pentru a face fa\u021b\u0103 situa\u021biilor aparent de nerezolvat.
Presupunem c\u0103 oamenii \u0219tiu ce facem. Ei nu. Este treaba noastr\u0103 s\u0103 le spunem. Acesta este motivul pentru care arhitec\u021bii trebuie s\u0103 creeze con\u021binut de calitate, informativ \u0219i util pentru clien\u021bii lor. Are un nume: content marketing<\/a> .<\/p>\n\n\n\n

Arhitec\u021bii fac ei \u00een\u0219i\u0219i o munc\u0103 groaznic\u0103 de marketing<\/h2>\n\n\n\n
\"7
Ne pl\u00e2ngem c\u0103 nu ob\u021binem clien\u021bi noi<\/figcaption><\/figure>\n\n\n\n

Toate produsele \u0219i serviciile trebuie doar s\u0103 rezolve problemele \u0219i nevoile pe care le au oamenii. \u0218i aici nu exist\u0103 o alt\u0103 cale de afaceri. Toate gre\u0219elile arhitec\u021bilor pe care le-am v\u0103zut e\u0219ueaz\u0103 trimi\u021b\u00e2nd acest mesaj, c\u0103 serviciile noastre \u00eei ajut\u0103 pe clien\u021bii no\u0219tri s\u0103 construiasc\u0103.<\/p>\n\n\n\n

To\u021bi agen\u021bii de v\u00e2nz\u0103ri sunt preg\u0103ti\u021bi pentru a sublinia beneficiile de a cump\u0103ra orice au de v\u00e2ndut. Dar presupunem c\u0103 consumatorii vor vedea singuri.
Este extrem de important nu numai s\u0103 furnizezi produsul sau serviciul, ci \u0219i s\u0103-l plasezi pe pia\u021b\u0103, s\u0103-l pre\u021buie\u0219ti \u0219i s\u0103-l promovezi. Ace\u0219tia sunt cei 4 P ai marketingului<\/a> .
Singura strategie eficient\u0103 este s\u0103 spune\u021bi care sunt beneficiile utiliz\u0103rii serviciilor dumneavoastr\u0103 \u0219i problemele pe care le va rezolva serviciul dumneavoastr\u0103.
Dar arhitec\u021bii, \u00een ciuda faptului c\u0103 fac o treab\u0103 grozav\u0103 proiect\u00e2nd cl\u0103diri minunate, nu reu\u0219esc s\u0103 se promoveze<\/a> . De aceea am creat acest site, pentru a spune tuturor c\u0103 marketingul func\u021bioneaz\u0103, chiar \u0219i pentru arhitec\u021bi \u0219i firme de arhitectur\u0103<\/a><\/strong> .<\/p>\n","protected":false},"excerpt":{"rendered":"

Arhitec\u021bii au idei de marketing cel pu\u021bin ciudate. \u00cen promovarea lor apar gre\u0219eli dup\u0103 gre\u0219eli care le distorsioneaz\u0103 mesajul dincolo de orice limit\u0103.
\n\u00cen Rom\u00e2nia, cel pu\u021bin, arhitec\u021bii \u00ee\u0219i cultiv\u0103 o pl\u0103cere \u00een a-\u0219i critica clien\u021bii. Cuv\u00e2ntul beneficiar este peiorativ. Totu\u0219i, \u201ebeneficiarul\u201d este clientul nostru. Pe el ar trebui s\u0103-l convingem s\u0103 ne dea alte lucr\u0103ri.<\/p>\n","protected":false},"author":2,"featured_media":877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fara-categorie","tw-meta-no-icon"],"yoast_head":"\nCe Gre\u0219eli fac arhitec\u021bii c\u00e2nd se promoveaz\u0103 - Marketing pentru Arhitec\u021bi<\/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\/ro\/arhitectii-fac-greseli-in-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce Gre\u0219eli fac arhitec\u021bii c\u00e2nd se promoveaz\u0103 - Marketing pentru Arhitec\u021bi\" \/>\n<meta property=\"og:description\" content=\"Arhitec\u021bii au idei de marketing cel pu\u021bin ciudate. \u00cen promovarea lor apar gre\u0219eli dup\u0103 gre\u0219eli care le distorsioneaz\u0103 mesajul dincolo de orice limit\u0103. \u00cen Rom\u00e2nia, cel pu\u021bin, arhitec\u021bii \u00ee\u0219i cultiv\u0103 o pl\u0103cere \u00een a-\u0219i critica clien\u021bii. 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