Build Business: Powerplay Recordings
From Student to Prospect: How Educational Content Qualifies, Nurtures, and Motivates Leads
The words content and content marketing have been tossed around a lot lately, becoming marketing buzzwords almost overnight. But while much has been said about how to create content and on which channels to send it out, few instances have looked at the whole content-nurturing process. Attendees will learn the keys to a carrying out an educational content marketing plan. Through the plan, you'll learn how to increase qualified leads and nurture those leads throughout a guided course of engagement with the firm's specialties and services, using educational opportunities to soft-sell outcomes -- all while positioning the firm as a thought leader.
I Want to Be Rubber But I feel Like Glue: How to Regain Your Personal and Professional Bounce
There are a number of ways we get stuck in our careers--and few have to do with the usual suspects of managers, compensation, or workload that we blame in our day jobs. The real strangleholds have to do with fear, knowledge of ourselves, and our own willingness to take risks. We often think of creativity as doing something--but that isn't the whole of it. It also equals being something. So, how do you impact the real things that keep you stuck? This interactive session will help you confront the "stuckness" in your life and give you practical suggestions for moving forward.
The Opening Playbook: Building Business Relationships That Grow Revenue
Opening is everything that happens before the pitch that puts you in position to be bought. Coaches, teams, and athletes rely on playbooks to define orchestrated plays, patterns, and progressions that increase the likelihood of scoring. Similarly, once professionals get in the room with an ideal prospect that has a real, immediate need for help, they usually do a fine job of winning work. The problem is that too many professionals don't know how to get into that room in the first place. The Opening Playbook workshop presents and practices the prior actions that put trusted advisors in more of those opportunity-filled rooms more frequently.
Explode Your Firm's Performance: The Business Case for Lighting the Fuse
Hear directly from the President & CEO of a once "old school" A/E firm and the revolutionary transformation of its environment, culture, and reward structure. The firm has engaged its employees in ways that have markedly evolved the 160-year-old organization in impressive ways. The results weren't immediate and required an ongoing “walk of faith" on the part of a newly transitioned leadership team. Framing all management and strategic decisions against the backdrop of the firm's prime strategic initiative was critical to the firm's positive outcomes. This presentation will illustrate an emphasis on an internal culture of leadership that runs in the background at all levels, improved business development and marketing results, better risk management, an increasingly engaged workforce, improved technical quality, customer service & retention, and internal coordination.
Keeping the Client in Play: Managing Your Contacts Between Projects
With many clients, a significant amount of time elapses between the end of one project and the start of another. This is typically the time when the relationship with that client lies fallow. Yet, this is also the ideal time to ensure good references, get referrals, and demonstrate value from the engagement. This presentation talks about why that gap exists, what can be done during the gap (by both marketing and business development) to help you win business from similar clients, and how to ensure that the relationship with that client remains solid until the next project opportunity.
Instagram Killed the Glamour Shots Star: Differentiating with Imagery
Darrin Scott Hunter, an architectural photographer, identity designer, and corporate trainer will lead this session explaining his unique perspectives on making and using A/E/C-specific imagery, from photography through information graphics along a "spectrum of representation" to differentiate marketing approaches toward internal business unit audiences and external competitors.
Between Zero and Priceless: How the Industry Is Tracking and Measuring ROI
When it comes to marketing and proposal efforts, you can't win every hand. But how do you know what you have in your hand? Measuring ROI remains a conundrum in our industry, but some of our peers are making strides by looking at metrics beyond the “bottom line," or proposal “hit rates" and Facebook “likes." This session is based on an SMPS survey conducted July 17-July 31, 2013, where A/E/C marketers shared ways they're making headway to unravel the mystery of ROI. Learn how peers approach the ROI measurement problem in three different marketing areas: 1) Proposals, or specific client pursuits; 2) Marketing awareness and publicity including press releases, advertisements, emailers, newsletters, and more; 3) Marketing events including conferences, office openings, ribbon cuttings and more.
How the Recession Commoditized the A/E Firm + What To Do About It
During the recession, a large owner of gas stations and convenience stores issued an RFP for assistance renovating a good portion of its locations as part of a major rebrand -- an RFP that normally would have received 15-20 responses yielded over 11k. While economic conditions have improved drastically over the last few years, the signs of commoditization are still all around us. Yet, we're not talking about them. This program will do just that. We will share key indicators that commoditization is still a very real problem for many architecture and engineering firms, perspectives on the topic from marketers around the country, and suggestions for how marketers can help their firms “de-commoditize."
Many Roles, Many Hats. Perspectives from "Do it All" Marketers and Business Developers
Do you wear many hats in your firm as a marketer? In many firms, marketers are tasked with proposal and collateral development, but might also engage in: business development, graphic design, public relations, trade shows, advertising, and coaching. It is important to remain organized and sane while investing in your professional development. How do you successfully do it all? How are you evaluated for such a diverse role? Being the one and only marketing and business development person in your firm may come in different forms or have different titles. If you are the only source for business development and marketing in your firm, you must have a unique combination of skills: vision, creativity, design capabilities, strong writing and proposal development skills as well as sales and relationship building skills – all of which work together to help sell your firm's services. This session addresses a number of strategies and perspectives used by marketers who are the single source for marketing and business development in their firms.
Should I Stay or Should I Go? Getting the Most From Your Evaluation Process
This session, presented in part as a case study, follows the complete overhaul of a mid-size A/E firm's Go/No-Go (GNG) form and process. It begins with a look back at the existing form, including statistical analyses, and explores reasons that the firm's business developers were resistant to using it. Then the session dives into the development, implementation, and results of the new GNG form, determining what questions to ask, how to ask and score them, and what to do with the information once collected.
Leadership Presentation Skills
Susan Murphy became addicted to SMPS when she filled in for a speaker at the 1997 National Conference in Boston. After being trained by a top international communication skills firm, where she worked with the Fortune 500 for five years, she left to devote herself to AEC. She is one tough coach who gets results and makes it fun. At that same National Conference in Boston, Susan met the SMPS superstars who inspired her: Dennis Schrag, Karen Courtney, Connie Mugno, Jane Cohn, Phyllis Boyea, and Marion Thatch, with whom she frequently partners today. Susan is Principal of Murphy Motivation and Training and a Partner with Marion Thatch in MT2. When Susan isn't teaching or coaching, she writes an advice column, “Aunt Bossy: Dear Abby on Steroids," hikes with Lulu and Frankie, her dogs, and listens to her husband.