SMPS: a marketing guide for the design, construction and real estate industries

Real Estate Weekly, Jan 27, 1999 by Steve Heckel

For design, construction and real estate firms, marketing is now a necessity for insuring the stability and growth of their businesses. Without a consistent marketing approach, firms often do not find out about clients or projects that would be an ideal match for their services. Marketing enables them widen their network of contacts and publicize their firm and its projects.

As an integrated part of a firm's structure rather than an isolated function, marketing activities can also effect the way a firm operates internally. There are many possible ways of structuring work, and because design and construction industry professionals are rarely trained in the art of marketing, effective marketing strategies can be elusive.

The Society for Marketing Professional Services (SMPS), was formed to help design, construction and real estate firms plan and implement effective marketing programs. SMPS has become the premier resource for education, information and resources in marketing professional services.

SMPS was formed in 1973 by a group of business development representatives from major design and marketing firms as a forum for sharing ideas and marketing techniques. From a small nucleus, the organization has grown to a current membership of over 4,200, nationally. Members represent firms of every size and virtually every kind of design, construction, real estate or related consulting firm. The charge of the national organization is to "promote the professional and educational advancement of persons engaged in marketing professional services to the built and natural environment." The Society enhances the abilities of its members to carry out their missions and thereby achieve the marketing goals of their firms.

As with most national organizations, SMPS provides many of its services through local Chapters. The New York Area Chapter, with 216 members, develops monthly programs that deal with strategies, techniques and approaches to marketing issues that affect its members. This year, the Chapter and its Long Island affiliate will sponsor over three dozen programs designed to educate, refine, intrigue, stimulate discussion and innovation, and recognize achievement by its members.

The New York Chapter program offerings for 1999 are organized along three main tracks, corresponding to skill levels and experience, and reflecting the changing needs of marketing professionals. The Fundamentals of Marketing series, offered both in New York City and on Long Island, are six-part programs designed for entry-level marketing coordinators and managers. These programs introduce basic concepts in a logical sequence and present alternative methods of solving the most common requirements of marketing programs: how to develop a marketing plan; start a business development process; develop the most common types of proposals; manage information and materials; and develop a public relations program.

The Professional Development Seminar series looks at more advanced topics and techniques in a seminar format that usually includes interactive exercises. This years topics include Presentation Do's and Don'ts; Developing a Marketing Plan and Budget; and Making the Database Decision, as well as programs that examine state-of-the-art marketing and promotional materials and workshops that focus on refining writing skills. A highlight of the year will be the Seasoned Marketers Who Survived and Thrived session in the spring, which is an opportunity to hear from and question some of the most experienced marketers in the industry.

Masters' Level Seminars provided by the Chapter this year will focus on design team formation and measuring the effectiveness of marketing vehicles.

These program series are, however, only part of the picture. Every month, SMPS New York presents a general interest program, which gives firm principals and marketing professionals an opportunity to hear about what works and does not work, directly from clients, successful firms, government agency representatives and consultants. The goals are to stimulate awareness of effective marketing techniques and help member firms develop new markets or better marketing approaches for existing ones. Each year, the general programs focus on a few specific market segments. Programs coming this spring include sessions on working with cultural institutions, real estate investment trusts, and "green" architecture.

In addition, the New York Chapter provides informal forums for marketers to meet and exchange ideas, and more formal forums for recognizing outstanding work in marketing and outstanding efforts by clients who make a difference in the built environment. The annual Oktoberfest and the December Holiday Party are two of the most popular events on the calendar, and in June, the chapter sponsors an annual SMPS Honors program at which it recognizes outstanding clients, outstanding marketers and marketing achievements in the local area. The December and June programs also highlight the Chapter's community support activities. The Chapter has participated in the Marines' Toys for Tots program for many years and supports a marketing scholarship program.