{"id":901,"date":"2024-06-20T12:49:42","date_gmt":"2024-06-20T12:49:42","guid":{"rendered":"https:\/\/www.marketing-for-architects.com\/ro\/?p=901"},"modified":"2024-06-20T12:49:44","modified_gmt":"2024-06-20T12:49:44","slug":"7-crippling-mistakes-architects-do-promoting-themselves","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/ro\/7-crippling-mistakes-architects-do-promoting-themselves\/","title":{"rendered":"7 gre\u0219eli pe care arhitec\u021bii le fac promov\u00e2ndu-se"},"content":{"rendered":"
Home<\/a><\/span> \u00bb 7 gre\u0219eli pe care arhitec\u021bii le fac promov\u00e2ndu-se<\/span><\/span><\/div>\n\n\n

E greu de crezut ce gre\u0219eli de marketing fac arhitec\u021bii promov\u00e2ndu-se! Ideile noastre de\u00a0marketing<\/a>\u00a0sunt cel pu\u021bin ciudate, deoarece creierul nostru este programat astfel. Educa\u021bia pe care o primim \u00een \u0219coal\u0103 are ca punce central 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 proiectele 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.
Dar noi suntem \u00een competi\u021bie unii cu al\u021bii. Nu suntem un sindicat. \u00cen sinea noastr\u0103, t\u00e2njim la acceptarea colegilor, a\u0219a este.
\u00cens\u0103 proiectele le contract\u0103m 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

Trebuie s\u0103 atragem clien\u021bi<\/a>\u00a0, nu arhitec\u021bi!<\/p>\n\n\n\n

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

Nimeni nu spune c\u0103 \u0219i-a cump\u0103rat o nou\u0103 locuin\u021b\u0103 unifamilial\u0103. Nimeni nu se retrage \u00een unitatea ei de locuit dintr-o cl\u0103dire reziden\u021bial\u0103 multifamilial\u0103. Oamenii cump\u0103r\u0103 \u0219i construiesc case. Ei \u00eenchiriaz\u0103 apartamente. Dezvoltatorii construiesc blocuri cu apartamente. Le mai numesc ei condominii sau penthouseuri \u00een loc de apartamente, dar tot apartamente sunt.
Pentru noi, casele mici sau blocurile \u00eenalte sunt cam la fel. Pe site-urile arhitec\u021bilor apar, aproape de-a valma, la rubrica Locuin\u021be sau Residential. Da, oamenii \u00een\u021beleg ceea ce spunem, dar t\u00e2njesc tot la o cas\u0103 confortabil\u0103. Cas\u0103 dulce cas\u0103.
Apoi mai este arhitectura comercial\u0103, o traducere a bcommercial. Dar, cl\u0103dire de birouri, un supermarket sau un mall NU sunt la fel. Nu pentru investitor. <\/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. Este foarte probabil s\u0103 fie a\u0219a. Dar, c\u00e2nd un arhitect se uit\u0103 la o imagine care reprezint\u0103 o lucrare de arhitectur\u0103, cuvintele pe care le aude sunt de la o minte absolvent\u0103 de arhitectur\u0103. Fiecare vede altceva \u00eentr-o poz\u0103.
C\u00e2nd nou\u0103 ne place o cl\u0103dire pentru arhitectura sa uimitoare, un poten\u021bial client ar putea vedea lipsa de grij\u0103 fa\u021b\u0103 de buget, probabil c\u0103 este prea scump\u0103.
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 avangardist\u0103 maximizeaz\u0103 rentabilitatea investi\u021biei. Aceasta este economia, limbajul pe care \u00eel \u00een\u021beleg investitorii. <\/p>\n\n\n\n

Vezi cum \u00ee\u021bi po\u021bi\u00a0transforma portofoliul \u00eentr-un magnet pentru clien\u021bi<\/a>\u00a0!<\/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 arat\u0103 asta \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. Nimic despre proprietari, nimic 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, se vede c\u0103 nim\u0103nui nu-i pas\u0103 de clien\u021bii poten\u021biali. Arhitec\u021bii sunt importan\u021bi doar \u00een m\u0103sura \u00een care le pot rezolva clien\u021bilor 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. O 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

Unii arhitec\u021bii par foarte implica\u021bi \u00een protec\u021bia mediului, sau a patrimoniului. Al\u021bii 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 explic\u0103m c\u00e2t de fezabile \u0219i profitabile sunt construc\u021biile proiectate de noi? Unde sunt studiile de caz sau articolele care subliniaz\u0103 at\u00e2t durabilitatea, c\u00e2t \u0219i eficien\u021ba economic\u0103 a cl\u0103dirilor pe care le proiect\u0103m?
Arhitec\u021bilor pare s\u0103 nu le pese de economie, de\u0219i majoritatea clien\u021bilor no\u0219tri construiesc pe credit. Ei construiesc din ra\u021biuni economice.<\/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 respecte termenele \u0219i s\u0103 se \u00eencadreze \u00een buget.
Arhitec\u021bii care au construit templele grece\u0219ti, apeductele romane sau teatrele antice avea project manageri, sau le f\u0103ceau ei pe toate? Ei \u0219tiau s\u0103 proiecteze, s\u0103 construiasc\u0103, s\u0103 supravegheze muncitorii dar \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 tip cu un Excell pentru a conduce spectacolul.
\u00cen timp ce am devenit doar o marf\u0103 \u00een industria construc\u021biilor, tipul cu Excell \u0219tie cum s\u0103 angajeze arhitectul potrivit. Arhitec\u021bii ar trebui s\u0103 fie supraveghea\u021bi pentru a-i men\u021bine cu picioarele 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

Proiectarea rezolv\u0103 problemele. Dar, \u00eenafar\u0103 de noi, nu mai \u0219tie nimeni altcineva.
Majoritatea oamenilor cred c\u0103 ne ocup\u0103m doar de \u201epartea estetic\u0103\u201d. Ne-a pl\u0103cut s\u0103 fim asimila\u021bi arti\u0219tilor de secole. <\/p>\n\n\n\n

A\u021bi v\u0103zut vreodat\u0103 un studiu de caz care arat\u0103 cum arhitectul a rezolvat problemele de \u00eensorirer? Dar cum a abordat problemele unui site \u00eengust?<\/p>\n\n\n\n

Clien\u021bii poten\u021biali ar putea aprecia munca grea pe care o facem pentru a face fa\u021b\u0103 situa\u021biilor aparent de nerezolvat. Noi presupunem c\u0103 oamenii \u0219tiu ce facem. Dar nu prea \u0219tiu \u0219i este datoria 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. <\/p>\n\n\n\n

Are un nume:\u00a0content marketing<\/a>\u00a0.<\/p>\n\n\n\n

Arhitec\u021bii sunt praf la 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 s\u0103 rezolve problemele \u0219i nevoile pe care le au oamenii. Nu exist\u0103 o alt\u0103 cale \u00een afaceri.<\/p>\n\n\n\n

Toate gre\u0219elile arhitec\u021bilor pe care le-am v\u0103zut e\u0219ueaz\u0103 \u00een transmiterea acestui mesaj, c\u0103 serviciile noastre \u00eei ajut\u0103 pe clien\u021bii no\u0219tri s\u0103 construiasc\u0103.<\/p>\n\n\n\n

Agen\u021bii de v\u00e2nz\u0103ri se prec\u0103tesc s\u0103 sublinieze beneficiile de a cump\u0103ra orice au de v\u00e2ndut. Noi, arhitec\u021bii, presupunem c\u0103 ceilal\u021bi tiu asta deja. c\u0103 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 i pui un pre\u021b coresct \u0219i s\u0103-l promovezi.\u00a0Ace\u0219tia sunt cei 4 P ai marketingului<\/a>\u00a0.
Singura strategie eficient\u0103 este s\u0103 expui care sunt beneficiile utiliz\u0103rii serviciilor tale \u0219i problemele pe care le va rezolva ele le rezolv\u0103.
Dar arhitec\u021bii, de\u0219i fac o treab\u0103 grozav\u0103 proiect\u00e2nd cl\u0103diri minunate,\u00a0nu reu\u0219esc s\u0103 se promoveze<\/a>\u00a0. De aceea am creat acest site, pentru a spune tuturor c\u0103\u00a0marketingul func\u021bioneaz\u0103, chiar \u0219i pentru arhitec\u021bi \u0219i firme de arhitectur\u0103<\/a><\/strong>\u00a0.<\/p>\n\n\n\n

V\u0103 rug\u0103m s\u0103 distribui\u021bi \u0219i s\u0103 tweeta\u021bi!<\/h2>\n\n\n\n

V\u0103 rug\u0103m s\u0103 distribui\u021bi acest articol pe Facebook \u0219i Twitter! Ve\u021bi g\u0103si dou\u0103 butoane mari mai jos! Mul\u021bumesc!<\/p>\n","protected":false},"excerpt":{"rendered":"

E greu de crezut ce gre\u0219eli de marketing fac arhitec\u021bii promov\u00e2ndu-se! Ideile noastre de\u00a0marketing\u00a0sunt cel pu\u021bin ciudate, deoarece creierul nostru este programat astfel. Educa\u021bia pe care o primim \u00een \u0219coal\u0103 are ca punce central 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…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-901","post","type-post","status-publish","format-standard","hentry","category-fara-categorie","tw-meta-no-icon"],"yoast_head":"\n7 gre\u0219eli pe care arhitec\u021bii le fac promov\u00e2ndu-se - 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\/7-crippling-mistakes-architects-do-promoting-themselves\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 gre\u0219eli pe care arhitec\u021bii le fac promov\u00e2ndu-se - Marketing pentru Arhitec\u021bi\" \/>\n<meta property=\"og:description\" content=\"E greu de crezut ce gre\u0219eli de marketing fac arhitec\u021bii promov\u00e2ndu-se! 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