e-Book - Marketing: Made to Measure

A Guide to Marketing Goals and Metrics for Architecture, Engineering, and Environmental Firms

Today, no topic is hotter in the marketing trade press than “marketing metrics” or “return on marketing investment.” White papers, academic journals, business articles, website postings, seminars and webcast events — are all chock-full of the topic of measurement — designed to satisfy an overwhelming appetite of executives today to “prove it.” It seems many are looking for guaranteed success, despite the overwhelming evidence that a well executed marketing program and the resulting awareness, differentiation and demand created, can be overwhelmingly powerful and provide significant return on investment. That’s not to say that financial discipline and rigor are not necessary. After all, the well run and progressive architecture, engineering or environmental consulting firm is a business, not just a practice. Among other important goals, a central objective of the firm is earning a profit on their business investments.

However, marketing must be considered both on its immediate financial returns and the overall cumulative value gained from effectively creating market awareness and communicating the firm’s value proposition to targeted clients over extended periods of time. Maintaining a positive impression and providing value to potential clients in the absence of active project work will pay dividends in the long run.

Authored by John D. Doehring, President of J. Doehring & Co., this e-Book outlines the four levels of the marketing management model, what’s typically involved in each and how each level connects with others in the system with examples of the types of objectives and measurable metrics that can be employed in each area. Additionally, you’ll also find suggestions for general goal setting success and other ingredients beyond goals for the marketing success recipe.

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