{"id":207,"date":"2020-01-18T16:42:00","date_gmt":"2020-01-18T16:42:00","guid":{"rendered":"http:\/\/www.marketingpentruarhitecti.ro\/?p=207"},"modified":"2023-11-29T06:21:48","modified_gmt":"2023-11-29T06:21:48","slug":"metode-traditionale-de-marketing-arhitectilor","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/ro\/metode-traditionale-de-marketing-arhitectilor\/","title":{"rendered":"7 Metode tradi\u021bionale de marketing ale arhitec\u021bilor"},"content":{"rendered":"\n

Exist\u0103 7 metode tradi\u021bionale de marketing ale arhitec\u021bilor folosite ani la r\u00e2nd, cu rezultate discutabile.<\/p>\n\n\n\n

1. Networking profesional<\/h2>\n\n\n\n

Arhitec\u021bii de succes au excelat \u00een a-\u0219i face rela\u021bii \u00een mediile care conteaz\u0103. O recomandare poate veni de la oricine. De aceea au \u021binut aproape de constructorii, inginerii, investitorii pe care \u00eei cunosc. Aceast\u0103 metod\u0103 ni s-a potrivit ca o m\u0103nu\u0219\u0103, pentru c\u0103 \u00een activitatea noastr\u0103 intr\u0103m \u00een contact cu mul\u021bi al\u021bi profesioni\u0219ti.<\/p>\n\n\n\n

2. Activitate \u00een organiza\u021biile profesionale<\/h2>\n\n\n\n

Consultan\u021bii de marketing merg p\u00e2n\u0103 acolo \u00eenc\u00e2t recomand\u0103 crearea propriilor organiza\u021bii. Degeaba e\u0219ti activ, dac\u0103 nu e\u0219ti un lider al comunit\u0103\u021bii. Un bun exemplu este acela al Funda\u021biei Pro Patrimonio<\/a><\/strong>. Arhitectul \u0218erban Sturdza este, cu siguran\u021b\u0103, pasionat de restaur\u0103ri. Este \u00eengrijorat de soarta patrimoniului construit. Dar este perceput \u0219i ca un lider incontestabil, un expert \u00een privin\u021ba restaur\u0103rii.<\/p>\n\n\n\n

3. Networking social<\/h2>\n\n\n\n

Cum am zis deja, oricine poate face o recomandare. De ce nu ar \u0219ti frizerul sau coafeza cu ce te ocupi? Dar cele mai de succes metode (mai ales \u00een \u021b\u0103rile anglo-saxone) este \u00eenscrierea \u00een cluburi. Prezen\u021ba \u00een Country Clubul din zona ta \u00een statele sudice, sau cluburile gentlemen-ilor din Marea Britanie te pot face cunoscut printre persoanele care vor avea, vreodat\u0103, ceva de construit. Colegul de club te poate recomanda \u0219i cuiva din afar\u0103, nu? \u00cen Europa Occidental\u0103 sunt mai influente camerele de comer\u021b, camerele bilaterale \u0219amd.<\/p>\n\n\n\n

4. Leg\u0103turi politice \u0219i administrative<\/h2>\n\n\n\n

Funda\u021biile Regelui Carol al II-lea aveau \u0219i proiecte pentru arhitec\u021bi, nu doar stipendii pentru scriitori. \u00cen zilele noastre, o rela\u021bie bun\u0103 \u00een politic\u0103 \u00eenc\u0103 poate aduce un flux constant de lucr\u0103ri. Sunt \u00eenc\u0103 mul\u021bi arhitec\u021bi care primesc lucr\u0103ri cu predilec\u021bie de la 1-2 prim\u0103rii, contra unor comisioane, bine\u00een\u021beles.<\/p>\n\n\n\n

5. Publicitate<\/h2>\n\n\n\n

Da, arhitec\u021bii \u00ee\u0219i fac publicitate. De la anun\u021burile \u00een Pagini Aurii, anun\u021buri de mic\u0103 \u0219i mare publicitate, arhitec\u021bii \u0219i-au f\u0103cut mereu publicitate. \u00cen Rom\u00e2nia anun\u021burile se d\u0103deau \u00een Rom\u00e2nia Liber\u0103: arhitect, execut PAC, 7$\/mp. Concuren\u021ba a \u00eempins pre\u021bul PAC-ului p\u00e2n\u0103 pe la 2$.<\/p>\n\n\n\n

6. Cold calls<\/h2>\n\n\n\n

Odat\u0103 ce arhitectul \u0219i-a f\u0103cut rela\u021bii prin mediile profesionale, sociale, politice, face ceea ce se numesc cold calls. Nu vinde neap\u0103rat, dar \u021bine s\u0103 arate c\u0103 este viu.<\/p>\n\n\n\n

7. Activitate publicistic\u0103<\/h2>\n\n\n\n

Pu\u021bini arhitec\u021bi au avut o activitate publicistic\u0103 interesant\u0103. De\u0219i mul\u021bi public\u0103 \u00een revistele de specialitate, aceasta se \u00eent\u00e2mpl\u0103 mai ales \u00een mediul academic. Exist\u0103 \u00eens\u0103 \u0219i excep\u021bii. Una dintre cele mai interesante este cea a arhitectului american Henry Louis Gibson. Am scris despre c\u0103r\u021bile lui, din p\u0103cate doar \u00een englez\u0103, aici: http:\/\/www.octavian-ungureanu.ro\/architect\/learning-louis-henry-gibson-architect\/<\/strong><\/a><\/p>\n\n\n\n

De ce aceste metode tradi\u021bionale de marketing ale arhitec\u021bilor nu mai func\u021bioneaz\u0103 at\u00e2t de bine<\/h2>\n\n\n\n

Primele 4 metode tradi\u021bionale de marketing ale arhitec\u021bilor sunt cam acela\u0219i lucru. Este vorba despre construirea unor re\u021bele sociale, \u00een sensul clasic. Este vorba despre cultivarea rela\u021biilor interumane. Este un quid pro quo.<\/p>\n\n\n\n

Activitatea publicistic\u0103 este \u00eens\u0103 mai interesant\u0103. Ea poate, dac\u0103 este bine f\u0103cut\u0103, s\u0103 \u021binteasc\u0103 exact publicul care trebuie \u021bintit. Cine ar cump\u0103ra o carte despre cum trebuie construite casele, dac\u0103 nu chiar cineva care inten\u021bioneaz\u0103 s\u0103 construiasc\u0103?<\/p>\n\n\n\n

Am amintit c\u0103r\u021bile scrise de H.L.Gibson. Una se cheam\u0103 Convenient Houses. Este o pledoarie f\u0103cut\u0103 la sf\u00e2r\u0219itul secolului al 19-lea pentru o arhitectur\u0103 func\u021bional\u0103. Arhitectul a educat pia\u021ba, a\u0219ez\u00e2ndu-se \u00een postura de expert \u00een arta proiect\u0103rii \u0219i construirii caselor.<\/p>\n\n\n\n

Cea de-a doua se nume\u0219te \u201eBeautiful House: A Study In House Building\u201d. \u00cen ambele c\u0103r\u021bi, Gibson discut\u0103 despre diferitele \u00eenc\u0103peri, despre decora\u021biuni \u0219i estetic\u0103, despre pre\u021burile curente (cu devize complete), atac\u0103 inclusiv chestiunea eficien\u021bei energetice. El arat\u0103 cititorilor c\u0103 nu ar trebui s\u0103 le fie indiferent dac\u0103 vor consuma 2 sau 7 tone de c\u0103rbune peste iarn\u0103.<\/p>\n\n\n\n

Marketingul f\u0103cut de arhitec\u021bi a fost \u00eentotdeauna anost \u0219i ineficient.<\/p>\n\n\n\n

Brandingul personal<\/h2>\n\n\n\n

Brandingul personal ar fi trebuit trecut printre cele de mai sus. Dar el a reu\u0219it \u00een cazuri at\u00e2t de pu\u021bine, \u00eenc\u00e2t nu merit\u0103 at\u00e2t de mult\u0103 aten\u021bie din perspectiv\u0103 istoric\u0103. Vorbim de nume ca Le Corbusier, Frank Lloyd Wright \u0219amd. Cu siguran\u021b\u0103 c\u0103 se poate \u00eencerca refacerea experien\u021bei lor, dar aceasta ar fi o aventur\u0103 plin\u0103 de onstacole.<\/p>\n\n\n\n

Brandingul personal reu\u0219e\u0219te abia acum s\u0103 devin\u0103 eficient. Sunt tot mai mul\u021bi arhitec\u021bi care au m\u0103car blogul lor personal, sau o pagin\u0103 profesional\u0103 de Facebook, Instagram sau Linkedin.<\/p>\n\n\n\n

Trec\u00e2nd peste faptul c\u0103 arhitec\u021bii continu\u0103 s\u0103 vorbeasc\u0103 pentru aproape orice alt public \u00eenafar\u0103 de cel poten\u021bial interesat de serviciile lor, brandingul personal poate sus\u021bine promovarea unui birou de arhitectur\u0103, m\u0103car pentru c\u0103 aduce o not\u0103 uman\u0103. Am mai scris deja, oamenii vor s\u0103 fac\u0103 afaceri cu al\u021bi oameni, nu cu firme ascunse \u00een spatele unor website-uri impersonale.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0219i de ce aceste metode tradi\u021bionale de marketing ale arhitec\u021bilor nu mai func\u021bioneaz\u0103 at\u00e2t de bine<\/p>\n","protected":false},"author":2,"featured_media":745,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fara-categorie","tw-meta-no-icon"],"yoast_head":"\n7 Metode tradi\u021bionale de marketing ale arhitec\u021bilor - 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\/metode-traditionale-de-marketing-arhitectilor\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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