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If Architects Advertised
In a time when word of mouth is no longer enough, one architect considers a break from tradition: advertising
Houzz Contributor. Just an architect, standing in front of an ideology, asking it to love me.
Houzz Contributor. Just an architect, standing in front of an ideology,... More »
Most architects are not good at marketing. We tend to get work by doing amazing work for our clients and hoping they spread the word to others. We don't usually advertise our services. In fact, at one point it was considered unethical for architects to advertise, and our regulating agencies officially forbid it. Architecture was considered a "gentlemen's profession." Advertising was considered undignified. So, we've relied on the kindness of strangers for our livelihood.
This works well in strong economic climates. During the boom times, we architects can simply work on our craft and perfect our design skills, and let the new commissions float into the office. However, we are no longer in a strong economic climate. Maybe you've heard something about that? But still, we continue to rely on our reputations and the success of our past projects to lead to our future work. And that system isn't working anymore. Most of us are losing money now while we wait for the good days to return. We've tightened our belts and reduced our staff. We've positioned ourselves to be ready for the recovery, which doesn't seem to be happening.
Maybe we should think about advertising. What would that look like?
This works well in strong economic climates. During the boom times, we architects can simply work on our craft and perfect our design skills, and let the new commissions float into the office. However, we are no longer in a strong economic climate. Maybe you've heard something about that? But still, we continue to rely on our reputations and the success of our past projects to lead to our future work. And that system isn't working anymore. Most of us are losing money now while we wait for the good days to return. We've tightened our belts and reduced our staff. We've positioned ourselves to be ready for the recovery, which doesn't seem to be happening.
Maybe we should think about advertising. What would that look like?
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| We do the drawings so you don't have to. |
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| Don't answer that. |
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| Architects aren't really known for their grammar. |
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| We'll be the ones wearing black. |
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| OK. Maybe advertising isn't such a good idea after all. All photos in these graphics have been used with permission under Creative Commons license. Click individual graphics for photo sources and links. More: Coffee With an Architect |
Ideabook updated on May 22, 2012.
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May be the future? Maybe not?
In any case, it is time for the category to update or wither away into the past.
That said, there are a few firms advertising these days but not many.
BTW you forgot to put the star in the Morris*Aubry, shame, shame!!!
I talked to an old friend who is a partner at Morris Architects, The ad campaign was apparently not very successful. Very little, if any, work came in as a direct result. Interesting. And yes, they did get a huge amount of criticism from other architects.
PS--Never did like the star--not one of Gene's better ideas.
Thanks for the always delightful "coffee with an architect" series!