Differing from other professions, architecture is abundant with sensory stimulation. Sound, light, colour, mood… everything changes depending on our surroundings.
Architecture is a perfect fit for video.
Nevertheless, many architects have, at least up to this point, held back on leveraging this tool in their marketing programs. Our prediction is that’s about to change. Here are some examples of what’s to come:
- Corporate videos that illustrate the firm’s philosophy about architecture
- Project videos that give life to the static portfolio and project sheets
- Time-lapse videos that help to educate the market about architectural processes
- Videos that use models and illustrations to depict the firm’s vision for the future
- Video blogs that take walks through historically relevant or newsworthy buildings
It’s just a matter of time before most, if not every, architecture firm develops videos. Those that jump on the bandwagon now will generate equity for years to come.
What makes architecture firm videos compelling?
Deciding to develop video, however, is the easy part. The challenge is resonating with your audience. But how?
“…Our new corporate image is much more professional looking; it is simple and yet communicates a flair that is very powerful. The tagline is simply brilliant and should help to set us apart from the crowd in our marketing efforts…” Carrick Design Inc., Douglas Carrick, B.L.A.
The same way a great logo, tagline or website does. By beginning with a clear and compelling strategy focused – not on yourselves – on your bull’s eye target audience. Remember, nobody has to watch your video. They will only be compelled to watch it, if it helps them feel better about their problems, gives them confidence in a solution or connects them to someone they can trust.
Video isn’t just a production or Search Engine Optimization exercise. It’s virtual ambassadorship. Ask yourself if you really want to use video for your architecture firm, not just because you feel you should, but to get more out of your marketing plan. If your answer is yes, go beyond the standard self-promotional, talking head video. Create a vision for something thoughtful and engaging. In doing so, you will maximize the possibility your market will watch, share and, most importantly, act.
Marketing for architecture firms:
To discuss how we can develop a coaching program to build and enhance your architecture, engineering or design firm, contact us for an initial consultation, in the Greater Toronto Area (GTA) or via web conference anywhere in Canada.