Advertising & Lead Generation

Grow your network for ongoing cultivation

The goal of lead generation tactics is to convert anonymous traffic into identifiable individuals. With engaging content, events and promotional offers, you can pull audiences further into the sales funnel and establish the opportunity for ongoing dialogue through marketing automation and contact with the sales team.

They key to lead generation is providing the audience with something of high enough value that they will exchange their information for it. The higher the value and the more trusted your brand, the more reliable the information and more qualified the lead. This comes down to a strategic knowledge of what your audience values and the ability to target it as precisely as possible. Because in the world of B2B lead generation, quality trumps quantity.

For example, a sweepstakes giving away an Eames chair could get you thousands of names and emails, but those contacts will most likely include a lot of online “sweepers”, generic email addresses, and very few qualified architectural professionals. However, an online continuing education course worth 2 Health, Safety and Welfare CEU credits may get you a list of 900 contacts, all qualified architectural professionals, many of whom will provide their business email address.

Some effective lead generation tactics we have successfully used for clients include:

  • Audience events [attendee sign-ins]
  • Online offers and promotions [signups]
  • CEUs and webinars [test takers]
  • High-value content [downloads]
  • Sweepstakes/contests [entries]
  • Tradeshows [badge scans]

Trade Advertising

Trade Advertising

Advertising isn’t dead in the design & construction industry

With the rise of content, influencers, sponsorships and other non-traditional forms of marketing, good old-fashioned advertising has gotten a lot less love – and spending – from marketers. Print advertising especially has been written off as history. But whether it’s designers lasting love for big, glossy images or older generation tradespeople, strategically deployed print advertising still plays a role in connecting with trade audiences. We’ve discovered a couple of essential principles for creating smart advertising that connects, whether it is through print, broadcast or digital.

Speak to trade professionals like human beings

They may be part of a highly specialized profession with years of education, training and experience, but trade audiences are people, not machines. They have emotions: frustration, fear, joy, pride – even a sense of humor. We always strive to connect with the audience on a human level.

Use the language of solutions, not products

Advertising is a top-of-the funnel tactic to generate awareness and interest, not a bottom-of-the-funnel sales closer. That means we keep the message focused on identifying with the audience’s challenges and presenting solutions rather than product details.

Combine forces with integrated campaigns

We recommend using print and digital media together to complement each other and reach audiences with different preferences. A full-page ad in a design pub gives a designer the inspiring eye candy they crave and helps plant ideas in their imagination in a way a digital display ad never could. But the conversion-generating landing page that is part of that digital ad package provides data that a print ad cannot. The magic is in the strategic mix.