AEC Advisors, Inc.

MARKETING TO WIN
PSMJ’s Guide to Developing and Improving
Marketing Materials for A/E/C Firms

By Ernest Burden

This 300-page manual “covers the waterfront” of the entire marketing spectrum, from researching your market and client base to presenting your solutions to clients' projects in proposals and presentations. The theme is based on a series of Self-Evaluation Forms throughout the book, where you can determine if your material is on the right client-centric track.

MARKETING TO WIN helps you to:

Determine your firm’s unique image and leverage it for maximum earnings.
Understand client needs and expectations to deliver exactly what they want.
Capitalize on your firm’s corporate identity with promotional materials that grow your client base.
Develop a Promotional Materials Master Plan that identifies and integrates your marketing messages to your clients.
Identify the best communications method for maximizing your marketing goals.
Schedule the development of promotional pieces to fit within your marketing budget.
Recognize the hidden hot buttons in each client RFP, and know how to address them in each proposal.
Analyze the competition to gain a strategic advantage going into a presentation.

PLUS, the book’s numerous detailed 40-category Self-Evaluation Forms assists in monitoring your progress on each marketing tactic with a graded score, including:
            

Internal Image Audit – Client Surveys 
Market Research – Strategic Plan – Business Plan   
Marketing Plan – Collateral Master Plan  
Marketing Program – Corporate Communications
   Web sites – Brochures – Go/No-Go Process 
Proposals – PowerPoint Presentations, and more