Experience has shown that a landscape architect’s ability to produce a quality design is simply not enough to achieve success in a dynamic, competitive business environment. Marketing effort is also required.

For example, one architectural firm created an exciting four-color catalog of all its award-winning projects. The catalog was then mailed to major building companies and other potential clients, passed out at trade shows and industry events, and used in promotional campaigns and mailings.

Another firm markets its services through a monthly newsletter that is mailed free to builders, contractors, nurserys and materials suppliers. Many of the articles in the 12-page newsletter describe how the architect’s staff solved unusual and difficult design problems.

Marketing is a crucial ingredient in any company’s long term business planning. In fact, some firms set aside a budget, let’s say five percent of gross sales, specifically for marketing services and programs. On the other hand, some executives have never used marketing to promote their services or publicize their accomplishments. One thing is for sure, a gorgeous design may look good on paper, but it will never sell unless it is effectively marketed.

Promotional literature, public relations campaigns, client relations programs and attendance at trade shows are just a few ways to market your company. Playing golf with a group of builders, or having lunch with city planners, helps solidify those long-term relationships that keep a company in the fast lane.

One of the newest ways to market your company is through membership and involvement in building trade associations. Julie Brinkerhoff-Edwards, director of business development at Lifescapes, a Newport Beach, California landscape architectural firm, describes the advantages of her affiliation with the Building Industry Association.

A strong client relations program is another strategy for marketing your company.

“Of the major clients that we have handled, all but a few were met through my involvement with building trade groups,” says Edwards, who devotes her time as the publicity chairman of a local chapter of the BIA. “It’s a good way to drum up business. We’ve been very successful doing that.”

Most builders and developers have representatives that attend the luncheons, dinner meetings, seminars and social events hosted by the building industry trade groups.

Says Brinkerhoff-Edwards, “If you are supportive of these groups, you can meet the presidents of major building companies as well as a variety of project managers. You can also pick up a lot of good industry news just by talking with people.”

Every state has some type of building trade group, and most of the groups have chapters and divisions to cover different boundaries of the state. Some groups are set up to handle legislative and lobbying efforts, others provide a forum for sales and marketing issues and civic planning.

The granddaddy of the trade associations is the National Association of Home Builders, based in Washington D.C. Another national group is the Building Industry Association, whose divisions include the Home Builders Council (education); the Sales and Marketing Council (residential sales and marketing); and the Commercial and Industrial Council (financial) Moreover, many states and counties have a business development group whose membership is open to designers and planners.

Another way to market your firm is through an ongoing public relations program. Public relations, means getting your name out and relating to your various publics. Promotional literature, press releases, newsletters, brochures and special events are all part of public relations.

Press releases can be written and submitted to the editors of trade journals, consumer magazines and newspapers. These releases can describe how your company solved a difficult design problem on a high-profile project. Often, these press releases can become a springboard for a detailed feature story on your company and its principals. Other press releases can provide information about staff promotions, project acquisitions and project completions. It’s also a good idea to develop a rapport with the editors of such publications. Call them regularly and let them know what you r company is doing.

Entering design contests is a smart way to expose your best work and prove that your creativity is truly award winning

A strong client relations program is another strategy for marketing your company. No doubt you’ve worked hard to develop new clients and associates. It would be destructive to neglect them after the first project is completed. Maintain regular contact, either through telephone calls or personal visits, with your customers and clients. A satisfied client is your best calling card. A happy client is very likely to refer other associates and peers to your company.

Entering design contests is a smart way to expose your best work and prove that your creativity is truly award winning. What better way to win new clients than by showing that your past work has been judged the best in its field by industry peers.

Try to select design contests that have nationwide visibility. Set aside a small budget for entry fees. Form a team within your company to review and choose the projects that are most likely to win awards. But never design a project so that you can win an award. Design the project to please the customer. If you accomplish your first goal, you will have a good shot at taking home the award.

Marketing can be accomplished inexpensively by attending trade shows and conventions, where hundreds of other people will be talking your same language. If you can’t afford a booth at a trade show, walk the show floor and pass out your business cards and brochures. Valuable information is shared in the convention’s seminars, conferences, workshops, roundtables and keynote addresses. Many landscape architects pursue the lecture circuit by volunteering to speak at these events.

Some of the bigger conferences and trade shows in the building industry are the Pacific Coast Builders Conference, Urban Land Institute, International Hotel and Motel Show, Southeast Builders Conference and the Multi Housing Conference. These shows are attended by representatives of major builders and suppliers. More information on the dates and locations of these shows can be obtained from the National Association of Home Builders, or your local trade group.

Finally, a less direct way to market your design firm is through community involvement efforts. If you are a visible part of a community, you should participate in its growth. A good way to impress business leaders is to donate services or volunteer time to programs for abused children, runaway teens, crime victims and the handicapped.

Developing new business contacts is never an easy task. It requires a total commitment to marketing, and the components of marketing: public relations, promotion, client relations and participation in industry trade associations. Landscape architects can use marketing to develop whole new areas of business. Marketing can open doors that you never thought existed. The building trade is more competitive than ever. Don’t sit back and watch others pass you by. Now is the time to put your best foot forward.