The method of design-build construction has been steadily increasing in the U.S. public building sector for more than 10 years. According to George Middleton, President of George Middleton & Associates, over half of all commercial construction taking place today is design-build. This mentality of “quicker, faster, cheaper” has been the product of the recession and will continue to squeeze building product manufacturers to respond accordingly. With an expected $412 billion in new construction starts in 2012, manufacturers have their work cut out for them.
As we explored in Shoot And Score…Fundamentals To Get Your Product Specified, information about your product is as important as the product itself when it comes to getting specified. According to George Middleton, consider the following points to help empower architects and specifiers to hold the product specification throughout the build.
UNDERSTAND the methods of specifying: From performance and prescriptive specs to reference standards, descriptive and proprietary specs, manufacturers should thoroughly understand the most acceptable methods of specification in order to maintain the strongest possibility of product selection.
PUBLISH all product information EVERYWHERE: From paid placements on websites like Arcat and 4Specs to maintaining a clear concise section on your own website, architects/designers require detailed product information in order to make an informed, decisive product selection. It’s important to make it easy for them to find it, save it and use it.
DISTRIBUTE good guide specs: While not always recognized as an acceptable spec, distributing good manufacturers guide specs is an important element to build product creditability amongst architects/specifiers.
UNDERSTAND and EDUCATE the key influencers: Building owners, architects/specifiers, supplier/distributors, builders…each party has their own motivations, desires and challenges. Understanding these motivations and the relationships between the key influencers is paramount to making sure your product is addressing their concerns and accomplishing the desired outcome.
With the increasing value of time, product information needs to be readily available and delivered in a manner that suits the end user. We can help you organize your product content and deliver relevant messages through the most effective channels.
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Flickr image courtesy of pinprick.
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