Targeting Niches

[Umberto Guarracino]

I was wondering if targeting niches can be defined only as groups of clients, groups of people and as potential “constituencies” to put it into political terms, instead of project types.

In other words, given the fact that we are all looking as architects to work with the best clients, if we are able to identify the best groups for what we can offer and for how “emotionally” they can respond and “resonate” with our message, then is almost irrelevant whether we do a single family house with them or not, right?

If they are able to “resonate” with what we can offer, or can “emotionally” react to our message, they’ll resonate with our design approach, reagrdless…..would love to hear some input and suggestions from the forum.

Umberto

[Eric Bobrow]

Hi Umberto – We addressed your question during yesterday’s Office Hours session. For the benefit of others who were not on the call, here is some feedback.

A group of people that you are closely connected with (members of an association, a neighborhood group, etc.) can be your target market, particularly if you have a convenient way to communicate with them. As you become a familiar and trusted face, you may become the “go-to resource” for a range of architectural work or services.

However, it’s best if the messaging you create in your marketing materials ideally is customized to the project type. For example, the people in your group may have different architectural needs (renovating a home vs. opening a new restaurant or developing a commercial property). You will do better if you create Monkey’s Fists that focus on the problems or questions that each of these niches find most important. That way your report, article or video will have the most impact.

[Richard Petrie]

you can define a target market any number of ways – some of the most common are 1) geographical 2) demographics 3) by the problem e.g. stuck by regulations 4) by the mindset (eg desire for eco-friendly 5) spend level 6) type of project 7) type of client

[Author]

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