Marketing Design Service in Recession

In these times, most business owners are watching the development of the economy anxiously. The stock market is down and there's talk about recession. Orders aren't coming in as they used to and companies aren't making the profits they forecasted.It's as if everyone's waiting for something to occur.Well, perhaps the promised recession. But it doesn't really matter WHAT they're waiting for because the WAITING itself causes a slowdown in the economy.Advertising is down, marketing has all but ceased.Whether or not recession is coming (or here), the waiting inevitably slows business down.And that's a definite problem for any Architect firm.Traditional marketing (as we know it) doesn't yield results to speak of. It's expensive to keep up and if there aren't any results, what's the point?On the other hand... if we stop all marketing, how are wegoing to find new projects? To go after published projects means taking your chances along with HUNDREDS of other Architects, involving a lot of work with not so good odds.A paradox if there ever was one. And here's one solution that will allow us to keep up (and expand!) your marketing, to obtain new potential clients continuously, and keep on finding new projects... There are practically HUNDREDS of building projects being planned right now. Regardless of the times, business owners envision a new office building for their use and individuals are dreaming of a new house.Companies and people still have money. They may slow down their project and decide to go carefully... but they're still going ahead with their dreams. Dreams do not stop existing just because the media is blaring about recession.Now, more than ever, people want INFORMATION about building projects.The current economic gloom presents several interesting questions. Our state of mind governs the way we see the world. If we believe we cannot influence our future then it BECOMES so and we cease trying.Of course, absolutes are unobtainable, so it's impossible to be totally unable to affect the outcomeof one's future.In fact, we can influence it QUITE A LOT.But only if we stop to think about things from a new perspective.Here are a few "heart-stoppers" about the present economic situation:Is the gloom the result of recession... or is the slowdown caused by the gloom? And does it HAVE to be "either or" ... could PART of it be in our mind?Is it best to stop marketing during a slowdown... or is this the moment to MAKE USE of the fact that competitors are voluntarily stopping all efforts to obtain new projects?For instance, how CERTAIN are you that it isn't possible to get one or two new projects within WEEKS?What could you do to increase the chances of getting a new client next week or month?It can be quite helpful to challenge once in a while that "certainty of doom" we've built up in our minds through following the disparaging news which the media chooses to highlight day in day out.Of course, there IS a gloom about the economy. There's no denying of that. But a good part of it is in our mind, resulting in uncertainty on what to DO to effectively counteract the change in the business world.In terms of marketing, we can be certain that ONE thing has changed.What used to work in marketing Architect services doesn't work so well any longer.Two things cause this change.For one, it's the media. When they start blaring the impeding doom, the general public's viewpoint changes from trusting future to uncertainty about it. In an uptrend, all marketing is based on the concept of "it's going to get better and better." Now, that message doesn't work, obviously.The second factor is caused by the uncertainty. Buyers become more careful and want to be absolutely certain that their investment is sound and that it will go exactly according to plans, schedule and budget... and that it IS the right thing to go for.As a result, we need a specific approach in marketing which combines these points:"Unique services for individual client" Here, I'm talking "marketing" and not construction technology or Architecture. The way weapproach, present and sell your service has to be seen as something totally UNIQUE by the client. If he believes that specifically tailored service is NOT available anywhere else, wehave it made.Making our service a prelude commitment, not the project. If we go after the project itself, wesetting a very high target for yourself and the potential client. Instead, create a pre-project fact-finding service and approach interested parties with THAT offer. It'll give them a way to take a STEP toward their goal without having to commit to the project. And it'll get our foot inside the door.Most clients can't commit to the project simply because they still need information in order to make the final decision about it, you see?Say what we will. The HOW of marketing changes every time there's a significant and persistent change of confidence in the marketplace. This is especially true when we change from an uptrend to a slowdown.Like it or not, Architects are highly respected in the business community. What you say carries a lot ofweight... and the more some people sneer and belittle your status, the more the point itself is proven. One doesn't rebel against what one doesn't respect.For those who have their dream of a new building, our knowledge, leadership and advisory support areneeded now more than ever. They NEED the knowledge and certainty only we can give. Otherwise, they don't have a HOPE of getting their project off the ground.