What Architects Taught Me About Marketing

It’s not often when an ad agency gets to be a client, but there we were years ago–– the partners of Ames Scullin O’Haire Advertising in the market for an architect to help us plan our new office space.

A friend in the office furniture business gave me three recommendations for great architects, and we scheduled meetings. Each firm brought a small team and a portfolio of projects. The architects took us through samples of their work. Some we liked, some we didn’t.

Each firm explained their process. Our eyes glazed over. What did we know about architectural process? What did we care? We wanted their great ideas and designs, well-executed, on budget and delivered on time.

Finally, every firm expressed its sincere desire to work with us. The lapdogs were licking our faces.

It all felt familiar. So depressingly familiar.

Architecture, like advertising, is a service business. Our produced work is our wares, and judging work is subjective, dependent on the tastes of the audience. Results are nice, but results will not trump a person’s visceral reaction to the work. As for process, process is our business. The people who hire may ask about process, but does anyone make her/his decision based on process?

Doubtful. They want your magic, and process simply tells them your tricks can de replicated.

As for enthusiasm in starting a relationship working together, well, that’s a given for service firms. Of course we want to work together–– that’s how we earn money (and money comes in very handy when you’re running a business).

So how do we make decisions selecting a service partner? By gut instinct. Do you like the people? Have they provided services you think are valuable? Are you confident they’ll be there when you need them? Do you believe they’ll give their all for you? Do you trust them?

Those are intangibles, chemistry. But they’re the stew we use to make our decision.

All three of the architects we met with were terrific. We selected the firm we felt would give us the most attention when there were bumps in the road, because well, there are always bumps.

We chose wisely. They were great partners and we love the space they designed.

Our experience drove home how difficult it is to sell a service. The buyer doesn’t know how good the service will be until the firm is hired and test driven. Until then, all we have is our past performance, process, face-licking and our ability to make a human connection.

And that last criterion is critical. In fact, no matter what your business, you better be able to make a human connection, because when things go south, technology won’t ease anger and frustration.