How to ensure your product gets specified and stays specified

How to ensure your product gets specified and stays specified

An in-depth understanding of the specification process is akin to unlocking the gateway to success. Architects, Designers, Contractors and other decision-makers are the ‘Specifiers’ of this process, influencing the selection of materials and products that will ultimately shape a construction project. To master the art of product specification, it is imperative to delve into the nuances of how these professionals navigate the landscape.

Understanding the Specification Process

The specification process in the building industry is a critical phase that influences the selection of materials and products for construction projects. Architects, designers, and decision-makers collaborate to define the requirements, standards, and characteristics of the materials needed. Architects play a central role in envisioning the project's design and aesthetic, determining the functional and visual aspects that materials must meet. Specifiers contribute their technical expertise to ensure materials align with structural and safety requirements.

Decision-makers, often project managers or construction managers, oversee the entire process, making essential choices based on project goals, budget constraints, and timelines. The process involves carefully considering factors like durability, sustainability, compliance with industry regulations, and cost-effectiveness.

Understanding the product specification process in construction is vital for success. Architects, Designers, and decision-makers, including project managers, are pivotal players in this process. The initial step is to build relationships with these professionals to ensure your product is considered during the crucial design phase.

Architects as Key Players:
At the heart of the specification process are Architects. Recognise their pivotal role in material choices, considering functionality, durability, aesthetics, and compliance with industry standards.

Success in product specification lies in relationships with decision-makers. Attend industry events, participate in networking sessions, and engage in conversations beyond the transactional to position your product as a trusted solution worthy of consideration.

Understand the lifecycle of a construction project. Engage with architects and other specifiers early in the design phase to ensure your product is a deliberate choice integrated into the project's blueprint.



Early Engagement

To build successful relationships, engage with Architects, Designers, and Contractors early in the design phase, tailor your product to meet specific project needs, and go beyond mere transactions by offering value and attending industry events. Transparency and trust are crucial aspects of these relationships.

Understanding the dynamics of design and decision-making involves recognising the importance of timing, engaging early to ensure your product is part of the project's specifications, maintaining continuous dialogue with decision-makers, and addressing technical challenges by providing detailed technical information.

Tailoring Solutions to Specific Needs

Different projects have unique requirements. Tailor your approach by showcasing how your product addresses specific challenges, enhancing the chances of being specified over generic alternatives.

Provide comprehensive technical support. Architects and engineers often require detailed information about a product's performance, installation, and compatibility. Offering readily available technical expertise instils confidence in decision-makers.


Social Media

Engage with your audience on social media platforms to stay top-of-mind among specifiers and build a community around your brand.

Active Engagement
Share relevant content, participate in construction industry discussions, and showcase successful projects using your product. Social media provides an excellent avenue to foster relationships with professional’s integral to the specification process.

Community Building
Encourage interaction and discussion within your social media community, strengthening your brand image and creating a positive feedback loop that can influence others in their decision-making process.

Offer Continuing Education

Position your brand as a valuable source of knowledge by providing educational resources for design professionals seeking continuing education credits.

Educational Resources
Conduct CPD’s, webinars, workshops, or online courses to offer valuable knowledge. This builds credibility and ensures that your product remains top-of-mind during the specification process.

Tailored Educational Content:
Create content addressing the specific needs and challenges faced by architects and engineers. This tailored approach demonstrates a deep understanding of their profession and positions your brand as a partner in their ongoing professional development.

Foster Relationships with Key Decision-Makers

Building strong relationships with Architects, Contractors, and other key decision-makers is fundamental to product specification.

Active Participation in Industry Events
Attend industry events, trade shows, and networking functions to connect with professionals who have the authority to specify products. Face-to-face interactions foster a personal connection, enhancing the likelihood that your product will be considered.

Consistent Customer Support
Nurture relationships by providing excellent customer support. Address concerns promptly, stay informed about industry trends, and showcase your commitment to customer satisfaction.

Marketing Musts!

Building a Strong Online Presence

In the digital age, an online presence is paramount. Design professionals often turn to the internet for product research, making it essential to showcase your product effectively.

Responsive Website Design
Create an aesthetically pleasing, user-friendly website acting as a virtual storefront. Ensure a seamless experience for specifiers navigating through your product offerings.

Comprehensive Product Information
Develop a well-structured website that serves as a fountain of information about your products. Include detailed specifications, application guides, and case studies for architects and specifiers to find information swiftly.

Effective SEO Strategies
Implement robust search engine optimisation (SEO) techniques. Identify and incorporate keywords specific to your product to increase visibility in relevant searches, making it easier for specifiers to discover your offerings.

Create Engaging and Informative Content
Developing high-quality, informative content is crucial for capturing the attention of architects and specifiers and establishing your authority in the industry.

Content as Authority Building
Regularly publish blog posts, case studies, and whitepapers that delve into the unique features and benefits of your product. This not only educates decision-makers but positions your brand as a thought leader.

SEO-Optimised Content
Optimise content for search engines by strategically including relevant keywords. This ensures that your informative content not only educates but also ranks high in online searches, attracting the attention of architects and specifiers.

Highlight Sustainable and Innovative Features

In today's construction landscape, sustainability and innovation are key considerations for specifiers.

Environmental Consciousness
Ensure your product aligns with sustainability trends and clearly communicates its innovative features. This attracts environmentally conscious specifiers and positions your product as a forward-thinking solution in the market.

Transparent Communication
Clearly articulate your commitment to sustainability and innovation through product labels, marketing materials, or online content.

Monitor and Adapt to Market Trends

Stay vigilant and adapt your marketing strategies to align with emerging trends in the ever-evolving construction industry.

Vigilance in Industry Evolution
Stay informed about new trends and technologies shaping the landscape. Being at the forefront of industry advancements positions your product as a relevant and cutting-edge choice for specifiers.

Agile Marketing Strategies
Incorporate flexibility into your marketing strategies, allowing you to pivot in response to industry shifts quickly and ensuring your product remains at the forefront of specifier considerations.

Mastering the art of product specification demands a holistic and adaptive marketing strategy. By understanding the specification process, building a strong online presence, creating engaging and informative content, leveraging social media, offering continuing education, fostering relationships with key decision-makers, highlighting sustainable and innovative features, and monitoring and adapting to market trends, you can create a comprehensive approach that maximises SEO benefits and ensures long-term success for your product in the construction industry.

Get in touch with Time54 to build your brand awareness with specifiers through strategic marketing campaigns.

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