With a clear strategy, you put your budget and in-house capacity where they have the most impact
Before any budget is spent, we work out with marketing and sales: who decides on your building products at which project stage? Which arguments carry weight there? And what do you deliberately leave out?
Marketing and sales finally pull in the same direction
You bring your experience of the market, and we turn it into a strategy: which target groups to address at which project stage, and with which arguments. Because both teams are involved from the start, marketing knows what material sales needs, and sales says the same thing in design practices as marketing does on the website and at the stand.
When you shouldn’t wait any longer:
- You are preparing a product launch, a move into a new segment or a market entry
- Your communication isn’t landing with design practices the way you hoped
- You address many target groups at once without knowing where your effort pays off most
- Everyone in the company is pulling in a different direction, from marketing to senior management
- Your outward presence suggests something different from what your field sales team says in meetings
What you get:
-
Analysing markets & competitors
You know which segments are worth pursuing, where the hurdles are and how your presence measures up. To get there, we analyse the market and the competition and compare your website and sales materials with those of other manufacturers.
-
Gaining target group insights
What design practices expect from your building products is best heard from them directly. To find out, we run in-depth interviews and short surveys with your target groups and our Architecture Advisory Board while everything in your plans can still change.
-
Mapping decision paths
For each HOAI work stage (the stages defined in Germany’s fee scale for architects and engineers), it is clear who decides on your building products and what information they need there. Several of us know how these decisions are made from our own work in design practices.
-
Defining your line of argument
Architects want to know different things about your building products than installers or specialist engineering consultants (building services, structure, fire safety). So we define which argument matters to whom at which project stage and which certificate or reference project backs it up.
-
Drawing up the roadmap together
To stop each department pursuing its own priorities, we get everyone who has a say at your company around one table, for example in the »Day One« workshop. We recommend what comes first, which channels to use and what can deliberately wait. What everyone agrees on goes into a roadmap with responsibilities and next steps.
-
Making success measurable
The roadmap includes goals and a few signals that show you whether you are heading in the right direction, such as project enquiries, sample requests or new contacts in project sales. We agree them with you before the first actions start, so that you can later adjust course based on evidence rather than gut feeling.
-
Preparing your market entry in Germany
If you are coming from abroad, we clarify how design practices in Germany work and make decisions. Together, we develop your materials and conversation guides and test them on visits to selected architecture practices, where honest feedback matters, not selling.
How would you like to start?
-
Start with the »Day One« workshop
We come to you for a day, two of us, bringing all our experience of the specification-led project business. Together we clarify direction and priorities. At the end, you have a roadmap, where possible with a budget framework. You pay a fixed price for the day.
-
A focused strategy project
If you already know where things are stuck, for example with your positioning or a market entry, we go straight into the strategy work. By the end, you have a strategy and an action plan your teams can work with.
-
From strategy to implementation
For us, things don’t end with the strategy presentation: we also put the recommended actions into practice with you. Depending on what the roadmap sets out, we revise your website, write reference stories or set up online campaigns.
Projects in the Strategy service area
Remmers
How a strategy workshop led to a dedicated page and events for architects
Tarkett
For the new sample tool, marketing and sales worked out in a workshop what design practices expect from samples
TECE
A strategy workshop that clarifies what sales and communication can and cannot say about sustainability
»We felt in very good hands. It was an intense, inspiring exchange. The insights we gained help us move into implementation with even more clarity and motivation.«
What matters before starting a strategy project:
When is the »Day One« workshop enough, and when do you need a strategy project?
The »Day One« workshop works with what is already there and gives you direction and initial recommendations in a single day. A strategy project goes deeper, with our own analyses, interviews with your target groups and a fully developed strategy.
What is the concrete result of a strategy project with you?
Depending on your question, you get a positioning, a messaging framework or a roadmap with an action plan, each with the signals that show you whether it is working. We document everything so that colleagues who were not involved can work with it too.
Who on our side should be involved in a strategy project?
Ideally, the people responsible for marketing and project sales. We bring in product management and senior management when their expertise or sign-off is needed.
Do we have to commission you for the implementation?
No. The strategy belongs to you, even if you implement it with your own team or your lead agency. We can also train your teams for the next steps or brief your lead agency.
Let’s sharpen your strategy
Tell us what’s not working for you and where you need support. We’ll get back to you with an initial assessment of the best way to start.