Marketing to Specifiers: Keeping your efforts on spec
By: Donna Ricciardi
VP - Account Director
Marketing to an audience that doesn’t necessarily buy your products or services comes with its own unique set of challenges. Our EMA—Buildings + Construction specialty group—specializes in overcoming these challenges. After more than three decades of experience helping our clients focus on these elusive targets—which can include architects, interior designers, as well as electrical, mechanical and specifying engineers—we’ve found the key is simple: stay relevant. That’s where we come in.
During the last three years, we have conducted multiple rounds of research to understand what’s important to your target and the best ways to get them to purchase (or influence the purchase of) your brand. While many of the observations we’ve uncovered may seem like table stakes at first glance, what we’re hearing from specifying audiences is that many of the major players may not be doing as much as they can to convert specifiers to their brand.