I’ll come right out and say what you’re thinking… “Lunch & learns” S.U.C.K. for 99% of building product reps trying to start a decent relationship with architects.
Let me guess… When you went to give your first lunch-and-learn (L&L), you imagined it ending better than:
“Thanks for the lunch & CEUs. Now pack up your stuff and get out – we need this room for another meeting in 5 minutes. You can leave those 10 extra lunches you paid for. Someone will eat them. Mm-Kay? Buh-bye!”
→ More times than not, 👆 that’s the ending I’ve seen in my 26+ years as an architect. Including when architects give L&Ls to our prospective clients…
Once you’ve done your presentation, you might get polite applause. Then the architects head back to their desks. Forgetting about you & your products by the time they make their next trip to the coffee pot or water cooler.
And you’ve forgotten about them right after you load up your car & check your calendar for your next presentation or meeting.
Like Ferris Bueller said: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
The same goes for your marketing & sales strategies.
If you rush through the motions, you will miss a lot of the golden opportunities sitting right in front of you. Sometimes it takes a different framework to help you see them.
:::The door slowly creaks open 4 inches… then bursts against the wall, and the Intentional AEC Dinner enters the room!!!:::
That’s right! We’re still talking about feeding architects, but this is on YOUR terms!
Today, I’ll show you how you can organize and throw a series of “Intentional AEC Dinners” that every architect, engineer, builder, or other expert or influencer you invite will talk about afterward.
[And, if you do them right, they’ll beg you to invite them to the next one…]
Doing at least 2 or 3 dinners each year will increase your chances of lifting your & your company’s position in the design & construction community. And start building life- & business-changing connections for you & the invitees.
The problem with most meal-centered marketing efforts (i.e. L&Ls) is you do them on the architect’s turf. So you’re under their rules and time constraints. Plus, you have to follow the AIA’s CEU guidelines for what & how you present.
As I said above, let’s take matters into your own hands and do this on your terms…
Here is a 10-point framework to create an Intentional AEC Dinner series.
But first, a quick primer on intentional dinners if you really want to dig deeper…
I heard about intentional dinners from my past client, mentor & marketing legend Brian Kurtz.
While Brian was Executive VP with Boardroom Publications, he cohosted many Boardroom Dinners with the company’s founder, Marty Edelston. They were a huge source of ideas, education & networking for Marty, Brian & the company.
If you want to learn more about the dinners and their success, here’s an article about them: The Boardroom Dinners.
And if you’re really interested in learning more, Brian wrote about them in chapter 10 of his book Overdeliver. [NOTE: If you decide to get the book, go here to get a ton of bonuses from Brian. (Plus, check the long list of acknowledgments at the back where Brian even included me…)]
[”OK, enough name-dropping, Neil! Let’s get to it!”]
Fine, here’s the framework…
Your 10-Point Framework for Intentional AEC Dinners
Picture this: an exclusive dinner, a room buzzing with industry experts, and you, right in the thick of it, forging meaningful connections with designers, architects, engineers, contractors & other industry leaders.
Sounds better than pizza or cold sandwiches in a conference room, right?
1. Set the objective
First things first, let’s get into the architect’s head. Forget specs and product pitches for a moment. Architects thrive on creativity, innovation, and, most importantly, relationships. That’s where you come in.
Become the Trusted Advisor: Frame your dinners as networking events and exclusive opportunities for attendees to gain insights and solutions they can’t find elsewhere.
Focus on Attendee Needs: Understand and address the challenges and opportunities your attendees face within our industry.
2. Budgeting & Planning
Quality Over Quantity: Invest in high-quality experiences that demonstrate your commitment to excellence. This can be through choosing top-tier venues or dining options.
- But, take a lesson from the Boardroom Dinners: Don’t be afraid to start small with your most interesting friends, contacts, and people you’ve wanted to meet.
- When starting out, the focus should be on inviting high-quality guests rather than lavish food and decor, which can come later if it helps attract prominent guests.
- But once your gatherings are established, spare no expense to make them perfect, even hosting fewer but higher quality events.
Reflect Your Expertise: Make sure every aspect reflects your deep curiosity, understanding, and building industry expertise.
Timing: Choose dates that avoid industry event conflicts. …Or, maybe tie some of them into industry events, if appropriate.
Sponsors: Consider asking businesses that offer complementary products or services to architects but aren’t direct competitors. (Think software providers, service firms, etc.)
[If you want more ideas about sponsorships, let me know. I’ve got a lot to share on that…]
3. Guest List & Invitations
Selective Invitations: Your guest list should include key industry players, potential clients, decision-makers, and influencers who would most benefit from and contribute to the high-level discussions.
- Balance is key. Mix architects with industry influencers, and add a sprinkle of your most knowledgeable team members.
- The goal? Spark conversations that matter.
- To ensure quality interactions, the ideal number of guests is 15-20, no more than 30.
Personalized Communication: Your invite is your first impression. Make it count. Personalize it, make it sound exclusive (because it is), and highlight the value – not just a dinner, but a gateway to industry insights and valuable connections.
4. Theme & Content Planning
Content of Positioning: When appropriate, choose themes and content that position you as a leading thinker or connector in your field. Topics should be forward-thinking, deeply insightful, and unique.
Valuable Insights: Make sure the information shared is informative and actionable, helping attendees solve real problems or seize new opportunities. Make the dinner a platform to showcase your curiosity and the brilliance of your guests.
5. Logistics
Do your homework: Get biographies or CVs for all guests in advance.
- The night before each dinner, carefully read each guest’s background info to create a seating chart that maximizes the experience for attendees.
- Seat guests near others with clear synergies, connections, or potential to create opportunities based on their common interests & backgrounds.
- Intentional planning of the seating exponentially improves the chances of creating bigger opportunities and lasting friendships between guests.
Exceptional Experience: Every logistical detail should reflect high standards – from the food and ambiance to the audio-visual setup and materials provided.
Setting the Stage: Choose a venue that speaks volumes. Think unique, stylish, and memorable. This isn’t just a dinner; it’s an experience. And remember, the setting is a silent ambassador of your brand.
- The dinners work best with no outside noise and complete privacy for guests.
- The dinner table should be one long table so that everyone can see and interact with each other.
- The hosts should sit at the head and foot of the table to create a closed and communal feeling.
6. Marketing & Promotion
Promote Expertise: Use your marketing materials to emphasize your dinners’ unique insights and high-level networking opportunities.
Leverage Testimonials: Include endorsements from past attendees that highlight the value and distinctiveness of your events.
7. Engagement During the Event
Intentional Introductions: Prepare index cards with brief biographies of each guest from their resumes/CVs
- Introduce each guest to the table by reading their bio aloud. Aim to make each person interesting to the whole group rather than letting guests introduce themselves. This is more powerful than self-introductions.
- After dinner, have your guests participate in “pass the mic.” Each shares something about their area of expertise for a few minutes.
Facilitate Meaningful Conversations: Have questions ready to discuss hot topics with the table. Encourage discussions that allow attendees to delve deep into subjects, share their challenges, and find solutions.
Expert Facilitation: This is where the magic happens. Facilitate discussions, but let them flow naturally. Share stories, insights, and maybe a laugh or two. This isn’t a sales pitch; it’s relationship building.
8. Follow-up & Feedback
The dinner’s over, but your work isn’t. A thoughtful follow-up can turn a great evening into a lasting business relationship. Personalize your messages and keep the conversation going.
Continue to Provide Value: Post-event communication should continue to offer insights and helpful resources, maintaining your role as a trusted resource.
- Promise attendees that they will receive contact information for all guests after dinner.
- Invite all guests who want to share books, articles, or materials to send them to be included in a follow-up “goodie bag” package with the contact info. [This package in the mail is 5x better than a follow-up email. ]
Seek Genuine Feedback: Use feedback not just for logistical improvements but also to deepen your understanding of your clients’ ongoing challenges and needs.
9. Measuring Success
Evaluate Based on Relationships Built: Success metrics should include the depth and quality of the relationships fostered, not just numbers.
And not just YOUR relationships. This should include the connections your guests make and tell you about.
10. Continuous Improvement
Stay Ahead of the Curve: Continuously update your knowledge and offerings based on emerging trends and feedback to maintain your positioning.
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Why Intentional AEC Dinners?
Think about it. How often do architects get bombarded with sales pitches? Too often. An Intentional Dinner is different. It’s subtle, sophisticated, and, most importantly, effective.
You’re not just selling a product; you’re building a community.
So… Will you try it?
Send me a note & let me know!
Overcoming the Fear
Intimidated? Don’t be.
You don’t need to be a tech wizard or a marketing guru. You just need to be genuine, curious, and ready to connect. Remember, it’s not about the hard sell…
It’s about creating a network, being a student of the industry, and positioning yourself as a valuable resource.
Your Secret Weapon
I’m here to help.
With over two decades in architecture, I’ve sat on both sides of the table. I understand what architects are looking for and how you can deliver it. Not just through products but through genuine connections.
Trying to do it all by yourself? Reach out & we can chat about how I could help you brainstorm and work through some of the details.
That’s all for this week.
See you next Monday.
Cheers to building more than just buildings,
Neil