In today’s issue, I’ll show you how I’d create a simple DIY kit campaign you can send to your ideal architects to assemble and engage with your product quickly.
Nowadays, everything is online all the time… That means architects are always curious when something “lumpy” lands on their desk. 👀
By creating & sending a DIY kit campaign to a select group of your ideal architect clients…
You increase your chances of building better, long-lasting relationships with the [right] architects.
What’s my beef with the standard things I get in the mail from building product reps? They don’t offer me much value beyond a momentary distraction and the pitiful lack of follow-up.
Let’s make sure you change that for your campaigns…
You need a clear campaign plan to create a kit that works for you
Here’s the deal with a proper campaign plan:
It’s about the actual “how” behind reaching your ultimate goals.
No more wasting time creating random content that leads to nowhere… Or spending hours building something nobody wants.
Come up with a solid campaign plan and actually put it into action. That’s when you’ll finally get the results you’re looking for.
Here’s how step by step:
Questions to answer before starting your DIY Kit:
- Target Audience: What specific type of architects are you targeting? Understanding their preferences, work environments, and current challenges can help customize your Kit. [This should always be step 1 for all your marketing & sales pieces…]
- Product Details: What are your building product’s key features and benefits? You want your Kit to represent & promote your product’s unique selling proposition (USP).
- Budget: What’s your budget range for developing and distributing these DIY kits?
- Resources: Do you have any specific resources or capabilities already available? Like manufacturing or design partnerships?
- Distribution Channels: Do you have any preferred channels for distributing these kits? [For example, direct mail to architecture firms? Handouts at industry events? Partnerships with architectural schools or coworking spaces?]
- Desired Outcome: What is the primary goal of this campaign? [I.e., brand awareness, product education, lead generation, fostering long-term relationships, etc.]
- Timeline: What’s your timeline for developing & launching this initiative? This will help determine the feasibility of different ideas within the given timeframe.
- Brand Tone and Style: What’s your company’s current branding style & tone? Maintaining consistency in communication is vital for brand recognition.
- Follow-Up Strategy: Do you plan to follow up with architects after they receive and interact with the DIY kit? [BIG hint… yes, you should! A follow-up strategy will make or break your campaign’s impact.]
Assumptions for our example:
Target Audience: Commercial architects who work in a mid-sized architectural office. They’re looking for architectural products that look great. But that are also durable and low-maintenance to cut their clients’ future headaches.
Example Products: A roofing membrane system and an exterior metal panel system. [NOTE: I had to pick something. But don’t let the product types limit your ability to carry these ideas to your product type. 🆘 Reach out if you get stuck.]
Goal for the Kit: To show architects how they can apply your system to a variety of roof, wall, or parapet conditions. So it provides maximum reliability & protection for their client’s building. It should also show the simplicity of your system of products to achieve it.
Step 1: Conceptualizing the DIY Kit
- Design Ideas: Design the kit to be assembled like a LEGO set (no special tools required).
- For the Roofing System: A small-scale commercial building model focusing on the roof & parapet.
- For the Metal Panel System: A small model that allows architects to build a small structure or façade featuring your system.
- Incorporate your product USP: Highlight your product’s unique features – aesthetic appeal, ease of installation, and low maintenance.
Step 2: Design & Development
- Kit Components: Choose kit materials that reflect your product’s quality. Design lightweight, easy-to-assemble components that mimic the look and feel of your system. Consider materials like sturdy cardboard or plastic for cost-effectiveness and ease of assembly.
- Instruction Manual: Create an easy-to-understand, visually appealing manual. Incorporate storytelling about the product’s benefits and its importance in architectural design.
- 💡 For our roofing system, you could spell out conditions when they can omit pieces like the vapor retarder or cover board from their assembly.
- Prototyping and Test, Test, Testing: Before mass production, test a few prototypes for ease of assembly and appeal.
- Gather Feedback: Gather feedback from a select group of architects or at a small industry event.
- Final Production: After testing & feedback, proceed with final production. Stay in line with your budget & timeline.
Step 3: Packaging Design
- Branding: Align the package with your branding, focusing on being informative, engaging, and future-focused.
- Interactive Element: Consider incorporating an AR element in the packaging. For instance, scanning the box could provide a virtual tour of a building using your product. Or a digital rendition of your product in several architectural designs. [Make sure the designs are in line with your target audience. I.e., don’t show a bunch of single-family homes to our example architects specializing in commercial.]
Step 4: Distribution Strategy
- Direct Mail Campaign: Curate a list of mid-sized architectural firms that specialize in commercial projects. Send the kits with personalized cover letters.
- Industry Events: Distribute the kits as handouts at relevant industry events. Make sure they’re easy to carry and assemble.
- Unconventional Methods: Partner with architectural schools for educational workshops where the kits can be used or placed in co-working spaces frequented by architects.
Step 5: Engagement & Interaction
- Social Media Integration: Encourage recipients to share their creations on social media using a campaign-specific hashtag.
- Interactive Challenges: Host an online challenge or competition offering incentives for the most creative use of the kit.
Step 6: Follow-Up & Relationship Building
- Feedback Loop: Include a feedback form or QR code linking to a feedback survey to gather insights and improve future iterations.
- Follow-Up Emails: Send tailored emails to ask about their experience and provide inspiring examples of other architects’ creations.
- Follow-Up Calls: Schedule calls to discuss their projects, answer questions, and explore how your product can add value.
- Virtual Q&A Sessions: Host sessions for architects to ask questions, share ideas, and gain expert insights.
- Webinars/Online Workshops: Organize educational events focusing on design trends and innovative uses of metal panels, encouraging architect participation.
- Exclusive Content Access: Offer access to in-depth resources like whitepapers and video tutorials tailored to architects’ common challenges.
- Networking Events: Invite architects to networking events to connect with peers and showcase large-scale applications of your products.
- Client Showcase Opportunities: Feature your architect clients’ work in your marketing materials to highlight their designs using your product.
- Ongoing Communication: Maintain the feedback loop and regularly communicate through newsletters and social media updates to keep your brand top-of-mind.
Step 7: Measurement & Analysis
- Track Engagement: Monitor social media engagement, survey responses, and direct feedback.
- Analyze Lead Generation: Evaluate how the campaign contributes to lead generation and relationship building.
Step 8: Refinement & Integration
- Iterative Improvements: Use all feedback to refine the kit and distribution strategy.
- Incorporate into Larger Strategy: Make sure this DIY kit campaign aligns with and supports your broader marketing and lead generation strategies.
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As always, I hope you got at least a handful of nuggets you can use to create more interactive and memorable experiences for architects. With the ultimate goal to generate more leads and build long-term relationships.
That’s all for this week.