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The Goose

A Blog for Honkers
www.dbcreates.com

Stop Writing Descriptions and Start Telling Stories

9/25/2017

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Feeling CRUSHED by the Competition?

You nurture client relationships, are aware of key issues, and were one of eight firms who received the RFP. You switched to InDesign, hired a graphic designer, are responsive to RFP questions, and use photos and fancy graphics. So why aren’t you getting shortlisted or winning projects as often as you used to?
Responsive and attractive proposals are how you meet the minimum requirement for playing the game. Content is what makes you a winner.

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Why Your A/E/C Firm Needs Inbound Marketing

1/30/2017

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The Business of Marketing for the Digital Age: Attract, Don't Disrupt

​Over the past decade outbound, “interruption” marketing has become ineffective. The overwhelming amount of information available on the internet, combined with the vast quantity of “junk” email, has made most people disdain unwanted advertising messages. Spam filters have made it impossible to get messages to a high percentage of contacts, even on targeted and vetted lists.
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The Dilemma
Clients today don’t want to be interrupted or “sold” to. They prefer to be provided with educational or informational content that provides answers to their problems. They also want to access their desired content when it is convenient for them.

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Top 3 Challenges Facing Professional Services Marketers in 2017

1/4/2017

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We Live in a Digital World. Are You Still Marketing in Analog?

Challenge #1: Capture the Attention of Prospective Clients.
Engage, Don't Disrupt. Stories Engage, Start Conversations, and Build Trust 

​On an average day your prospective clients will receive hundreds of emails, attend non-stop meetings, address multiple-priorities, push themselves to meet high expectations, and address impending deadlines. The odds are against them opening your e-blast or picking up the phone to shoot the breeze. You need to give them a reason to want to hear from you.
"Not more content, better content that emotionally connects with the audiences and inspires them to take action." - Content Marketing World

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Let Marketers Market! Not Just Propagate Proposals

2/10/2016

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​Marketing professionals add value to AEC firms. Don't doom your marketers to life as a professional proposal automaton.

A/E/C firm leaders, I implore you to stop diminishing the role intelligent and business-savvy marketing professionals can play in your firm.  Let them improve your ROI instead of just cranking out proposals and qualifications.

I have a dream. 

My vision of a perfect A/E/C marketing world includes:
  • A/E/C industry leaders who have eliminated the word “proposal” from the titles of their marketing professionals.
  • Marketing team titles will include: Marketing Coordinator, Marketing Manager, Digital Marketing Specialist, Marketing IT Manager, Content Creator/Curator, and Communications Manager.
  • Every firm will have a comprehensive Go/No-Go process in place so marketers only submit proposals on projects they can win and that will be profitable.
  • With less emphasis on proposals, firms will dedicate more resources toward high-impact marketing activities. For example, project pursuits will be more strategic, higher quality content will be produced, and inbound campaigns will effectively generate, educate and nurture new prospects.

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Inbound vs. outbound: why inbound is more Effective

11/12/2015

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Reason #2 - Outbound Strategies are Less Effective

This article focuses on the 2nd reason listed in Inc.com's 10 Reasons Inbound Marketing is Necessary in 2016. Outbound strategies are not as effective as inbound.

A few years ago, we could rely on techniques like e-blasts, cold calls, and flyers. It was relatively easy to create an outbound message that grabbed the attention of a target audience. In the past people weren't as wary of sales efforts as they are today. Because they are constantly disrupted by outbound sales efforts, people seldom return cold calls and seek to eliminate unnecessary or irrelevant information immediately from their inbox. Also, many marketing-related emails never reach their intended target because of spam filters. In the development of filters to eliminate emails about physical enhancement medications, many important and desired emails are also sucked into a black hole.

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    Why the Goose?

    Geese honk to communicate with the flock so they can preserve the "V" formation that enables them to conserve energy and fly for longer distances.

    Marketing and Business Development Professionals honk to maintain communication with clients, prospects and partners to stand out from the competition and fuel their sales funnel. Also like geese, they know that to fly as a team enables them to go farther faster.

    Finally, I like to see myself as the Modern Mother Goose, using storytelling to build business within firms wallowing in boilerplate with no happy ending in sight.


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    Author

    DEBORAH BRIERS, CPSM, MBA
    Pursuing, and winning, work is how I have spent the past 20 years of my life. Staying ahead of the competition today requires new tools and tactics. Given my strategic business perspective, combined with strong writing, technology and creative skills, I found my calling in writing creative non-fiction and content marketing.


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WHAT'S YOUR STORY?

Deborah Briers, CPSM, MBA, is the Pacific Region Sr. Communication Specialist at Stantec, an ENR Top 10 multidisciplinary design firm. She understands the link between storytelling and professional services firm growth, influence and visibility. ​To learn more about how to craft your own stories, visit her Blog, "The Goose", or contact her for speaking and training opportunities.  
​debbie.briers@gmail.com
714.625.7525

  • HOME
    • ABOUT
    • RESOURCES
    • WORK
  • THE STORY OF AEC FIRM MARKETING
  • STORYTELLING
    • DBCC STORY METHOD
    • SCIENCE OF STORY
  • THE GOOSE BLOG
  • Contact