AIA Architectural Conference in Boston: Marketing to Architects
Although I did not personally attend the American Institute of Architects (AIA) Conference on Architecture and Design this year, Frameless Hardware Company had a significant presence at the trade show, and those who went gave me their opinion of the event.
I was told that floor traffic was down from last year in Washington, D.C., even though the $50 floor pass was still available for vendors to give to local businesses to visit the show.
The big mistake AIA made was not making them available well in advance. They only gave the vendors a short notice to market these to their customers. While a few local glass shops did take advantage of these, the number was not what it could have been. I sent my comments to AIA, so let’s see if they listen and build up the crowd in San Diego next June.
Of course, the learning lounges and conference lectures continue to be a larger part of the agenda. Education is still the main goal for most attendees, but it slows down the exhibitor floor traffic. Advertising the new exhibit floor passes for the entire year would help the overall attendance. They need to make space on the agenda where the education events stop, encouraging more architects to visit the booths.
Three years ago, after an AIA show in Chicago, I wrote this paragraph in my blog: “One consensus of our panel discussion was that following generation products, which may cost more today but save much more over time, will continue to be value engineered out of many projects until the building codes catch up and make them mandatory.”
Maybe the time is here. One good thing we heard from architects is that when it comes to energy efficiency, high-end products, water and air testing on entrances and bird glass, are staying in the projects and not getting value engineered out.
As I have reported, having your products in the original specification is nice. Still, most architects I speak with agree that the subcontractor selected for the job has a lot of influence over what manufacturers can be used. Architects look for multiple companies to bid. Lead times, quality and ease of installation are significant factors in selecting products for the project.
If the products are equal to or greater than, and the correct paperwork accompanies the bid to prove it, architects are willing to accept them. You need to include these selling points in your bids and ensure that your vendors are on the same page.
Overall, architects are looking for vendors that can educate them on their products, suggest alternatives and do the job correctly and on time.