A traditional marketing plan puts key elements into place to make your firm more visible and builds brand recognition to sell services. It underscores your expertise.
If you think planning and landscape architecture firms don’t need marketing because they sell to municipal clients who might not care about the brand you are wrong! People purchase services from people they want to work with. A service is intangible but the people the prospect will be working with are not. Individuals of a firm are the building blocks that collectively create the brand and sell the firm’s services. In essence, the prospect is hiring the brand and more specifically the individuals who collectively create the expertise needed to deliver planning services.
Every small business should support the individuals who collectively deliver services. An employee encouragement and recognition program that isn’t contrived but genuinely supportive is a marketing and employee retention tool. Planners should be allowed to write in their blogs and update their travel journals on company time. They should be encouraged to reflect on life experiences and how places shape them. Firms can provide platforms for the individual expression of ideas and opinions that build credibility and shape expertise.
