8 steps to successful BIM marketing program
Construction and engineering services are subject to the laws of the market like any other. Speaking of working with BIM technologies, it is possible to state with confidence that it is not enough to be able to design the structure at the proper level, it is necessary to be able to present your BIM services and to demonstrate to the client their best qualities.
Every year BIM technologies develop and gain popularity, very soon no one will be surprised by the use of BIM in design. In a growing market, companies find themselves having to develop unique approaches in working with BIM to distinguish themselves from competitors.
Joseph Joseph the current director of the architectural company «Gensler» has proposed an 8-step approach allowing companies to differentiate their BIM services among competitors.
Step 1: In a competitive environment, many companies try to implement BIM without spending enough time on such a complex technology. This step involves defining the business and marketing aspects of BIM implementation, careful analysis and documentation for a new business strategy.
Step 2: It is not enough just to introduce BIM as a design tool, it is a complex and multifaceted technology that needs to be integrated into the structure of your company. At this stage it is necessary to develop a vision of BIM reflecting how the given technology fits into the company’s goals, mission and philosophy.
Step 3: To turn BIM into an effective business tool for your company, you will need a versatile person who is sufficiently knowledgeable about technology to develop, manage, budget and control the pace of BIM implementation in your organization. In other words, the company requires a BIM manager.
Step 4: At this stage, you should clearly define your BIM capabilities and use marketing materials to inform your target audience at what BIM level your organization is at.
Step 5: In a market-competitive environment, BIM-capabilities have almost no weight if they are not included in your company’s marketing plan. This step involves developing a portfolio with your BIM projects that will showcase your capabilities and promote it through marketing channels.
Step 6: Educating client-facing staff on BIM trends and features will make it possible to offer clients expert advice based on their specific needs.
Step 7: Customization of responses to RFP (request for proposal) taking into account the change of strategy of the company and the introduction of BIM.
Step 8: At this stage, you must demonstrate your understanding of your client’s needs and expectations. In order to develop an individual approach to each client, you must carefully consider his wishes as well as the features of working with BIM in each specific case.
Using these recommendations and working hard to implement BIM technologies, your organization will be able to take its place under the sun in the design and construction market.
Director of Engineering (CTO), PMtech Group