Utilize New Survey Technology to Enhance Your Marketing Impact
This article was previously published in the Autumn 2008 Issue of the Society for Marketing Professional Services (SMPS) DC Chapter Industry Newsletter.
Press releases, brochures, sponsorships, mass mailings…. the list goes on and on. We’re all aware of traditional marketing methods used within the AEC industry to gain recognition from our clientele. However, new survey technology is not only transforming the technical environment of the industry, but also opening new doors for the way we are able to market.
Laser Scanning 101
To understand how this is happening, we must first understand the technology that is creating this new revolution. Three-dimensional (3D) laser scanning (also referred to as a high-definition scan or point cloud) is a relatively new technology in the AEC industry, especially in the Mid-Atlantic region. Simply stated, a 3D laser scan is similar to an image from a digital camera, except that each and every pixel is an accurate and measurable data point. The “point cloud” that is produced is a visualized 3D model that allows the surveyors and their clients to view, measure, assess, and fully interact as though they were located within the actual environment. 3D laser scanning is often utilized to accurately capture and store “as-built” or “existing” information on areas ranging from mechanical plants, to ancient monuments. This process can often be completed in as little as one-fifth of the time, as compared to traditional surveying methods.
What This Means for Marketers
Due to the minimal amount of field labor 3D laser scanning requires, marketing departments are beginning to work closely with their survey counterparts to scan project and client sites prior to proposal submissions, as well as during collateral and multimedia development. Digital images and data produced by the scanner are then used to personalize client submissions and paint a more vivid picture for potential clients in marketing materials.
In the case of brochures and hardcopy collateral, the benefits of these visual elements are easily identifiable, as the unique imagery scanners produce carry their own weight in capturing audience attention. However, some firms are taking the opportunity to step up their marketing efforts by creating eye-popping, multimedia assets that are used in client presentations, cd mailers, proposal submissions, and on the Web.
Multimedia marketing for 3D laser scans can be portrayed in several ways. The most commonly used are self-executing movies for websites and CD mailers, and interactive digital formats. Interactive formats have proven most effective, as they are often accompanied by free-ware applications that can be easily downloaded by the client. These applications allow clients to move around freely in the scanned environment (ideally of their own project or office site), adopt any chosen viewpoint, and zoom in or out to inspect or measure selected details. This not only appeals to what I like to call “new toy syndrome”, but also results in a greater understanding of the quality and accuracy of the services your firm provides.
A New Approach to a Familiar Concept
Perhaps the greatest opportunity that this new technology is presenting is not actually a new concept at all – an opportunity to connect and/or re-connect face-to-face with potential and existing clients. Using the marketing assets mentioned previously to create personalized client presentations that accompany on-site equipment demonstrations is providing significant returns on investment for many marketing departments. This is due to the universal appeal of presentations that cater to both the strategic interests of management and the technical interests of those that will work intimately with scanner data.
Return on Investment
Going the extra mile to enhance your visibility in the marketplace is always a worthwhile effort. And, utilizing new technology, such as 3D laser scanning to meld your marketing with new technical service offerings can show big returns, especially when utilized within a larger campaign. This is not only beneficial for your firm, but by recommending and implementing these strategies alongside technical staff and management allows marketing professionals to gain respect and creditability by demonstrating a new value-added service of their own.
Justin Jacobs is a Marketing Manager at William H. Gordon Associates, Inc. He can be reached at jjacobs@whga.com or http://www.linkedin.com/in/justincjacobs
