The Top Product Specification Strategies In 2024
Spec Shaman
Our mission is to increase building product specifications and generate brand awareness for our clients.
What are the most cost-effective product specification strategies that successful companies used in 2024? What three things can your company do to get in front of decision makers and get your products specified?? By building relationships with specifiers, manufacturers can increase the likelihood of having their products specified in projects, which can lead to increased sales and market share. Let’s review three critical strategies.
Generate Leads For Your Team
Collaborating with specifiers provides manufacturers with insights into emerging trends, industry standards, and market demands, which can inform product development and marketing strategies. One of the most successful specification services in the AEC industry is the Architectural Specifications Program (ASP) launched in 1985 by RBA. Nearly 40 years later, it is still the benchmark to beat for architectural specification and lead generation.
The program is simple but extremely effective. Specification experts learn about your building products and present them to the top AEC firms in the country. The RBA team develops a cutting-edge product presentation that is delivered to decision makers in the regions you focus on. Show specifiers the value of what they will get, and your specification opportunities will increase. ASP has helped the most successful manufacturers in the AEC industry achieve their goals.
Through curated meetings, the ASP enhances visibility among active design professionals and specifiers. ASP provides detailed reports in multiple formats after each presentation week, documenting project leads, discussions, and project details. The program offers opportunities for engagement in selected regions, potentially securing hundreds of meetings, thereby expanding market reach to beat competitors.
Reach Hundreds of Decision Makers In 1 Hour
The next specification strategy that has been a success for manufacturers in 2024 is national webinars. The RBA team created the Strategic Spec Report as part of their national webinars program. The Strategic Spec Report identifies who wants to specify your product, when they want to specify it, and the next steps in the specification process.
Webinars offer global reach and interactive features such as Q&A sessions, fostering strong connections that make presentations memorable and impactful. Manufacturers can utilize webinars to effectively educate, engage, and persuade specifiers, leading to greater product adoption and market success. Webinars can educate hundreds of design professionals in one hour and LEED Specific webinars can exceed 300 participants.
Increase Your AIA Course Metrics
One of the most popular and cost-effective ways to reach more decision makers is upgrading your AIA education course. Many building product manufacturers only register their course with the AIA. However, registering the course for GBCI credit is an inexpensive upgrade that can lead to more specification opportunities. GBCI is the organization responsible for the education requirements for over 100,000 LEED professionals.
AIA courses with the GBCI designation have higher participation rates than AIA only courses. The RBA team saw a surge in course upgrades this year with many product manufacturers interested in providing higher ROI for their education investments. The most effective way to boost participation for online courses and webinars is to register the course for a LEED Specific Hour designation. This can significantly increase participation rates, potentially doubling or tripling them. Additionally, developing courses that meet Texas (TX) and California (CA) accessibility and ADA requirements can further increase participation.
Call To Action
Building product manufacturers that want to generate prequalified leads, increase specification opportunities, reduce expenses, and increase ROI should consider the ASP campaign. For a FREE consultation, please contact Lou Ann Medina, Director of Business Development at RBA. There are limited slots available for this program and manufacturers are scheduled on a first-come basis.
Lou Ann Medina
Director of Business Development
Tel. 210- 447-1631
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