Always start with your audience’s needs
We often hear from architects and interior designers that they need to ‘know a little bit about a lot’ in order to bring their design concepts to life, while ensuring they are also functional, meet budget requirements and comply with any relevant regulations. And so, they’re often on the look out for products and materials that not only meet aesthetic standards, but also tick the boxes when it comes to sustainability, safety and performance. By thinking about what your audiences need, and addressing this in your marketing, you can position yourself as a valuable resource rather than just another supplier.
Understand their pain points
One of the most effective ways to ensure your marketing aligns with architects' and interior designers' needs is simply to ask them what they need or what problems they face when it comes to specifying your types of products.
You could do this by conducting surveys, hosting roundtable discussions, or having informal conversations at industry events to better understand their challenges and preferences. Additionally, your sales team likely has direct insights into what they’re looking for, as they interact with them regularly.
By gathering feedback directly from your target audience or those who work closely with them, you can refine your marketing content to be more relevant.
Build on those foundations
Once you have this information, we recommend keeping it in mind whenever you’re creating content, as covering what architects and interior designers need to know will ensure your content is useful for them.
Here are three examples of this approach in action:
If you find that sustainability is a key concern, highlight eco-friendly certifications and case studies upfront rather than burying them in technical documentation.
If you are launching a new website, make sure your search functionality or menu allows your audience to find solutions to the problems they might be trying to solve, such as “Sustainable Building Materials,” “Acoustic Solutions,” or “Fire-Rated Products.” This ensures that architects and designers can find relevant solutions quickly, improving their overall experience with your brand.
Consider creating a glossary section on your website or within brochures to explain industry terms, certifications, and product specifications in simple language. Most architects and designers will appreciate clear, concise explanations that allow them to understand a product or service’s benefits quickly. Remember, they’re busy people!
To market effectively to architects and interior designers, focus on their needs, not just your products. Engage with them directly to understand their challenges, then use these insights to shape your marketing. Examples include structuring your website around their priorities, highlighting key benefits upfront, and simplifying technical jargon. By aligning with their concerns, you position your brand as a trusted partner, not just another supplier.
Looking for more insight on what architects and interior designers want? Subscribe to our newsletter ‘From the Specifier’ where we chat to a different architect or designer each month and share what they really want from your product marketing.