Cooperation Process (through regional campaign(s))
The basis for a cooperation is a contract for the participation in a regional campaign. This includes a certain number of inhouse-meetings in a selected region over a given time period (analogous, for example, to booking a trade fair booth for participation in a trade fair). Invoices are rendered monthly, distributed over the time period according to the number of meetings accomplished per month on the basis of the associated visit reports; see adjacent PDFs.
In preparation for the start of a campaign, a joint briefing takes place with each participant (<10). Among others, our regional manager will be trained by the client so that he can hold a 10-minute substantial first contact conversation. In addition, we will be given a company/product presentation with USPs and reference objects etc. (see example PDFs on the right), a video if applicable and – where appropriate – samples. Architects like to touch things.
(3) Arrangement of appointments
Appointments for the meetings to be undertaken by our responsible regional manager will be arranged with the architects in advance by our internal service. During these telephone calls the presentes producers will be disclosed to the corresponding "round of visits" (see example PDFs on the right) "Teinehmerübersicht"). As a result our contacts are prepared for the time frame and contents of the visit.
On the basis of the presentations and videos of the individual producers, our regional manager communicates selected products (USPs) as well as the regional sales structure of the participants (e.g. local contacts, showroom, procurement options, etc.) and/or special PR topics or actions (ecology, awards, press articles, trade fairs, seminars, etc.) to the dialogue partner (owner, partner, project manager, etc.) directly at the workplace (Point of Sale). In doing so, different sales arguments are brought to bear depending on the types of objects (e.g. industrial, residential or office buildings, etc.) with which an office is currently concerned. In other words, we vary our argumentation individually in relation to the object. In this context we support sales by searching for associated possibilities for the use of products and attempt to mediate a contact. On this basis the offices are prioritised according to A/B/C and the information received is recorded in writing in a visit report (see PDF example on the right at p.1).
(5) Documents / giveaways
Product documents can also be handed out directly during the meeting if desired. On account of the handling of the brochures or folders of several participants that need to be transported, however, this represents a chargeable extra service. We recommend the distribution of giveaways instead. They do not hamper the contact mediation (sales support), but have a positive effect on the image. Moreover, this allows one to distinguish oneself or to stand out from the other participants.
At the conclusion of the discussion the dialogue partner will be given a sheet detailing the producers topics presented (see example PDF on the right "Firmen-übersicht"). This can then be passed on internally to colleagues in the office.
(6) Exchange of information
The visit reports mentioned in point (4) are sent to the individual participants by e-mail as PDF files to the contact named by the respective participant (e-mail distributor). You receive A-contacts (i.e. offices with a specifically mentioned usage possibility = Leads) on a daily basis and B/C offices on a monthly basis. In urgent cases information is exchanged in parallel by mobile phone.
(7) evaluation meetings
Since the exchange of information as detailed in point (6) is insufficient on its own for a successful cooperation, the responsible field services from both sides should meet personally on site from time to time as an accompaniment to the campaign. In addition, there is a possibility of joint architect visits ("tandem trips"). Moreover, each participant can evaluate the cooperation monthly over the course of the campaign using a "customer satisfaction" form.
(8) Follow-up orders
ARCHIPOINT wouldn't already have been on the market for over 20 years if we had just received a single regional order from each participant. Just as appearances are made at one trade fair or another on an annual basis, ARCHIPOINT receives regional follow-up orders, either for a campaign in a different region or for the same territory. The success of advertising/marketing measures thrives on repetitive contacts. One-off actions will most probably "go up in smoke". Apart from that, many architect's offices have new building projects every year that are in planning or underway and require new and varying advice at each point in time. Also, socio-political boundary conditions (building regulations, EU standards, etc.) change over the course of time, amongst other things due to the merging of the single European market. Not only that, other market actors are not inactive. Furthermore, the fluctuation in many offices is very high, while in large offices the project teams are continually being regrouped and new responsibilities defined.
Therefore constant local presence is indispensable for persuasive communication. One has to remind others of oneself continuously in order to achieve a change in attitude. Only in this way can one gain architects as "opinion formers" and defend this opinion formation annually, i.e. anchor it in the architects' network.