The Importance of 12 Contacts for Building Strong Client Relationships in AEC Marketing

In the architecture, engineering, and construction (AEC) industry, building strong client relationships is essential for long-term success. A robust AEC marketing strategy is key, and a proven method to nurture these relationships is the "12-contact plan." This strategy involves a mix of direct marketing and indirect marketing techniques to create consistent, value-driven touchpoints that reinforce your brand and position your firm as a trusted partner. Whether you are in marketing or business development for architecture, engineering, or construction, this approach can help build trust, showcase value, and ultimately increase client engagement.

Why 12 Contacts Matter in AEC Marketing

The 12-contact approach is more than just staying visible; it’s about developing a deep, long-term client relationship. In marketing for AEC companies, regular contact helps:

1. Build Trust: Consistent communication shows that your firm is invested in client success, a crucial aspect of client engagement in AEC.
   
   
2. Showcase Expertise: Repeated touchpoints give you opportunities to highlight your technical skills, industry knowledge, and how you can solve specific client challenges.
   
   
3. Gather Feedback: Regular client communication allows you to gauge satisfaction and adapt to evolving needs, informing your future AEC marketing strategy.
   
   
4. Reinforce Brand Recognition: A blend of direct and indirect marketing ensures your firm remains top-of-mind when clients consider new projects.

Crafting an Effective 12-Contact Marketing Plan

Your 12-contact plan should include a balanced mix of direct marketing (e.g., phone calls, meetings) and indirect marketing techniques (e.g., website, digital marketing, social media engagement). This structure not only strengthens relationships but also enhances your firm's brand visibility in the AEC industry.

Step 1: Define Your Objectives

Before crafting your contact plan, establish clear objectives. For example:

• Increase awareness of your firm’s services.
  
  
• Showcase expertise in solving industry challenges.
  
  
• Build long-term client relationships through regular touchpoints.
  
  
• Collect feedback to enhance services and business development strategies.

Step 2: Mix Direct and Indirect Marketing for Maximum Impact

Here’s an example of how to structure a 12-contact plan for AEC professionals:

1. Quarterly Newsletters (Indirect): Share industry updates, project highlights, and expert tips. This content not only establishes thought leadership but also strengthens brand visibility.
   
   
   • Goal: Achieve a 30% open rate.
     
     
   • Timeline: January, April, July, October.
     
     
2. Personal Check-in Calls (Direct): Regular check-ins build client engagement and provide insights into client needs and satisfaction.
   
   
   • Goal: Contact each client twice yearly.
     
     
   • Timeline: June and December.
     
     
3. Project Review Meetings (Direct): Reviewing completed projects fosters open communication and helps you tailor future proposals.
   
   
   • Goal: Conduct within two months of project completion.
     
     
   • Timeline: Ongoing.
     
     
4. Holiday Greetings (Indirect): Sending personalized greetings reinforces a positive client relationship.
   
   
   • Goal: Reach 100% of clients.
     
     
   • Timeline: November-December.
     
     
5. Social Media Engagement (Indirect): Engage with clients on platforms like LinkedIn to show support and increase your firm's online presence.
   
   
   • Goal: Engage with three client-related posts monthly.
     
     
   • Timeline: Ongoing.
     
     
6. Lunch-and-Learn Sessions (Direct): Host quarterly educational sessions to share insights on industry trends, reinforcing your expertise in the AEC marketing space.
   
   
   • Goal: 50% client attendance.
     
     
   • Timeline: February, May, August, November.
     
     
7. Client Satisfaction Surveys (Indirect): Gathering feedback is vital for enhancing your AEC marketing strategy and improving services.
   
   
   • Goal: 60% response rate.
     
     
   • Timeline: September.
     
     
8. Case Study Mailer (Indirect): Showcase successful projects with a case study, illustrating how your firm addresses client challenges.
   
   
   • Goal: Send to 25 targeted clients.
     
     
   • Timeline: March.
     
     
9. Invite to Industry Events/Attend Client-Oriented Association Meetings (Direct): Extend invitations to relevant events to foster client engagement and demonstrate your firm’s active role in the AEC industry. Attend client-oriented association events. Be where your existing and potential clients are as much as possible.
   
   
   • Goal: Invite 100% of target clients.
     
     
   • Timeline: Based on event schedule.
     
     
10. Proposal Follow-Up (Direct): Prompt follow-up on project proposals showcases your commitment and professionalism.
    
    
    • Goal: Follow up within a week of proposal submission.
      
      
    • Timeline: Ongoing.
      
      
11. Invite to Lunch/Golf/Social Events (Direct): Consider incorporating social activities such as lunches, golf outings, or invitations to local events as part of your 12-contact plan. These types of interactions provide an opportunity to build rapport in a relaxed setting, often leading to deeper conversations and insights into your clients' needs and goals. For example, a lunch meeting can be a great way to discuss ongoing projects or future opportunities in a more casual atmosphere, while a golf outing or event attendance demonstrates personal investment in the relationship.
    
    
    • Goal: Schedule at least one social engagement per client annually.
      
      
    • Timeline: Ongoing, based on client availability and event schedules.
      
      
12. Annual Appreciation Event (Direct): Hosting an event strengthens client relationships and builds a sense of community among your clients.
    
    
    • Goal: 75% client attendance.
      
      
    • Timeline: December.

Step 3: Track and Measure Success

Implementing a 12-contact plan involves setting measurable goals and tracking metrics, such as open rates, social media engagement, client feedback, and event attendance. Regularly reviewing these metrics will allow you to refine your marketing strategy to better serve client needs and improve business development outcomes.

A well-crafted 12-contact plan is a strategic approach to fostering strong client relationships in the AEC industry. By mixing direct and indirect marketing techniques, you ensure regular, meaningful interactions that build trust, reinforce brand identity, and demonstrate your firm's expertise. Regular contact not only enhances client satisfaction but also positions your firm for long-term success in a competitive market.

Creating a strategic plan with measurable goals and scheduled activities helps maintain focus and ensures that each touchpoint contributes to your overall marketing objectives. By integrating a 12-contact plan into your AEC marketing strategy, you can develop lasting relationships with clients, improve retention, and open the door to new business opportunities.