Commentary: The 'New Norm' - Marketing Is Vital

Summary

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Many leaders and creative thinkers in the past 12 to 18 months have spoken about the "new norm" for the architecture, engineering and construction industries. The Society for Marketing Professional Services Foundation in Washington, D.C., in October held a 'think tank' session with owners to discuss this very issue. Following are some tidbits to come out of the event.

The panel was amazed at the mistakes they see consistently. Les Shepherd, chief architect for the U.S. General Services Administration, said, "I'm surprised at the architectural firms that don't do their homework." He added, "We do call references. I can't tell you how many times they say, 'I can't believe they listed us as a reference. Let me tell you how this project went!' " The panel also advised firms to follow the rules of the solicitation in detail.

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Commentary: The 'New Norm' - Marketing Is Vital

Owners are seeing more project collaboration, which has brought teams more challenges and rewards. "We've seen some exceptional collaboration...

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