Ever wondered how architects and industry professionals actually interact with product manufacturers, particularly the product specified by architects? The answer might surprise you. In a recent poll of 58 professionals, ranging from architects and directors to students and technologists, we uncovered the most preferred methods of engagement. The results are eye-opening and offer valuable lessons for manufacturers looking to connect with their audience.
Here’s what we found and why it matters.
The Top Ways Professionals Engage with Manufacturers
Understanding the nuances of the product specified by architects is essential for manufacturers aiming to meet industry demands.
We asked industry professionals to choose their favorite way to interact with manufacturers from four options: Continuing Professional Development (CPD) sessions, Showrooms, Manufacturer’s websites, and Specification sites (e.g., NBS). The results were clear:
- CPD sessions: 34.5%
- Manufacturer’s websites: 25.9%
- Showrooms: 24.1%
- Specification sites: 15.5%
So, what’s driving these preferences? Let’s break it down.
1. CPD Sessions: Education Meets Networking
CPD sessions are the clear winner, especially among architects and senior professionals. Why? They offer a two-for-one deal: education and networking. Architects love staying ahead of the curve, and CPD sessions provide a perfect opportunity to learn about new products while connecting with peers and manufacturers.
As one director put it, “CPD sessions are where I learn and connect. It’s a win-win.” For manufacturers, this is a golden opportunity to showcase expertise and build relationships with decision-makers.
2. Manufacturer’s Websites: The Go-To for Quick Info
Coming in second, manufacturer’s websites are a favorite for professionals who need fast, reliable product details. Architects, technologists, and assistants alike rely on websites for specs, certifications, and case studies, often on tight deadlines. A well-designed, user-friendly site can make all the difference.
Pro tip: If your website is easy to navigate and packed with useful resources, you’re already winning half the battle.
3. Showrooms: The Power of Hands-On Experience
Showrooms are a close third, particularly popular with designers and early-career professionals. Why? Nothing beats seeing and touching a product in person (or virtually). Showrooms allow architects to assess aesthetics, materials, and functionality, which are key factors in design-driven projects.
Manufacturers with immersive showroom experiences, whether physical or virtual, are tapping into this need for sensory engagement.
4. Specification Sites: The Technical Niche
While specification sites like NBS are less popular overall, they’re essential for technical users and students. These platforms provide standardized data that ensures compliance and precision, making them a go-to for detail-oriented professionals and learners.
For manufacturers, keeping product listings up-to-date on these sites is a smart way to reach future specifiers.
Why These Insights Matter
For manufacturers, understanding how architects and professionals prefer to engage is crucial. It’s not just about showcasing products. It’s about building relationships and providing value in the ways that matter most to your audience.
- CPD sessions help you connect with senior decision-makers.
- Websites cater to busy professionals needing quick, detailed info.
- Showrooms engage creative minds who value hands-on experiences.
- Specification sites reach technical experts and the next generation of architects.
By aligning your strategy with these preferences, you can ensure your products stay top-of-mind throughout the design and specification process.
Want to dive deeper into these trends? Join our private forum for exclusive discussions with industry leaders and peers.
Key Takeaways
- CPD sessions are the most effective way to engage senior professionals.
- Websites are essential for providing on-demand product details.
- Showrooms appeal to design-focused and early-career professionals.
- Specification sites are a niche but important channel for technical users and students.
Manufacturers who adopt a multi-channel approach, prioritizing CPD, optimizing websites, enhancing showrooms, and supporting specification platforms, will be best positioned to connect with the full spectrum of industry professionals.
Join the Conversation
Ready to be part of the conversation? Join our private forum today to connect with architects, directors, and industry leaders. Get exclusive insights, share your experiences, and stay ahead of the curve.
Join the Architecture Social private forum and find find a more detailed report here
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