Stop Playing Whack-a-Mole In AEC Marketing!

Have you ever felt like your marketing role in the AEC industry is a never-ending game of Whack-a-Mole? One minute you’re working on a strategic campaign, and the next, you're scrambling to respond to a late RFP or last-minute interview prep. Been there, done that, and frankly, it's exhausting. 

How does this happen? So many AEC firms are stuck in a cycle of reactive marketing. Reactive marketing is when your team spends most of their week reacting to whatever firm leaders deem urgent that week. Maybe it's a late RFP that "absolutely needs a response." Or perhaps it’s the frantic rehearsal for an interview the night before. Oh, and let’s not forget the rush to get ad copy done because someone forgot to mention that we paid for that spot. It's firefighting, and while some may enjoy the adrenaline rush, it's not a sustainable strategy.

When the fire drill starts, what would happen if you told your firm leader, "Your lack of planning is not my emergency?" Watch as their eyes widen with a mix of shock and realization. You may get fired! Or you may get their attention. Believe me, it’s a game-changer. You see, the opposite of reactive marketing is proactive marketing. In proactive marketing, you plan. You create a solid strategy. You execute the plan. And the best part? You stick to the plan. You don’t let last-minute demands derail your efforts. You focus on what’s important and what was pre-decided to be of value.

---

Your lack of planning is NOT my emergency!

---

It's not just idealistic thinking. In today's data-driven world, it's easier than ever to craft and execute strong marketing plans in AEC. With the help of AI and data analytics, you can demonstrate the effectiveness of a proactive marketing strategy, turning even the most reactive leaders into believers. Imagine a world where you spend your days focusing on positioning, messaging, and promotion – the real functions of marketing. Is it possible? What would your job look like if you reduced your reactive tasks to 10-15% of your week?

It's not just about making your life easier (well, it kind of is). A proactive approach leads to better results. When you’re not constantly putting out fires, you have more time to think creatively and strategically. This leads to campaigns that are not only well-executed but also impactful. Your firm will start to see the benefits in terms of client satisfaction and, of course, the bottom line.
​
So, if you find yourself stuck in the reactive marketing whirlwind, it’s time to make a change. Stand your ground, and communicate the value of a well-thought-out plan. Remember, "Your lack of planning is not my emergency!" Trust me, the AEC marketing world will be a much better place for it.

Ready to ditch the Whack-a-Mole for good? Let's do this!