At New Doors, we find the built environment industry endlessly fascinating. There’s just so much expertise that you can’t necessarily see or understand by simply looking at a finished building, precinct or landscape. We can use this hidden expertise to elevate your brand.

You don’t need us to tell you that your clients are both risk averse, yet keen to leverage opportunities. So, positioning your business as one that is switched on to these risks and opportunities makes you invaluable. It can allow you to get far more marketing mileage from your work than a simple project description, announcement or award.

Here’s some examples of how revealing our client’s hidden expertise has generated leads and opened the door to new opportunities.

Leveraging the risks

One of R Architecture’s marketing objectives was to grow their work in early learning centre design. However, they only had one completed project of this type. So, in addition to developing an engaging article about the design outcomes it achieved, we set about finding some hidden expertise to reveal.

Despite having only one relevant project in their folio, the client had previously assisted property developers in assessing feasibility of numerous early learning centre sites. We leveraged this experience for an article on ‘Early learning centre site selection’, outlining key considerations developers should be aware of when identifying potential sites.

Placed in a relevant industry publication, shared on social media and via the client’s in-house e-newsletter, this article led to a direct commission for a new project in Sydney and was read by over 300 people in their target market.

Furthermore, quoting a relevant report by Burgess Rawson provided an opportunity for our client to reach out and establish a relationship with relevant sales representatives, further building their industry network.

Leveraging the opportunities

TANDEM Design Studio sought to work on large scale retail projects. They had delivered impressive large scale projects in other sectors but had only previously worked on relatively small retail fit outs. What they did have, however, was extensive experience designing projects for permanent public markets.

So, we collaboratively developed an article entitled, “What shopping centres can learn from public markets in a post COVID-19 world”. The article was published in a prominent retail industry publication and amplified on social media. When the article was read by a representative of a retail property developer with a large asset portfolio, it led to a direct appointment on a significant market hall refurbishment.

At New Doors, we are all about generating meaningful and measurable results from your marketing spend. We do this by ensuring there is a strong connection between your business aspirations and our advice. To learn more about what we do, and how we work, click here.