One of the best books for Architecture Marketing I've found is Harold Linton's appropriate titled Marketing for Architects and Designers. Linton understands and welcomes the change in marketing within the architectural field from the older tactics to new, multi-media approaches.
While both in the same "building sector", architecture and construction marketing are worlds apart. Construction marketing deals to a large degree with positioning and networking, whereas marketing in the architectural and interior design areas have a lot to do with branding. Architecture has a lot to do with the visual element, so the marketing materials need to reflect that elegance and sophistication.
The book is not so much a how-to as it is a guide of what established architect firms have used to generate business. He includes dozens of examples of direct mail pieces, websites, and print ads.
Interestingly, the tactics Linton suggests follow closely with the Duct Tape methodology of developing a corporate identity package (Duct Tape's "marketing kit"), then using that as a basis for ensuing tactics. And the tactics that architectural firms have used to become successful include direct mail, website/digital media, email marketing, and print ads.
Are you with an architecture firm? What are the most effective tactics to drive business for you? What is the challenge?
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