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Marketing Moves by Harold Linton, Laura Clary, and Steven Rost Computer technology drives reinvention of marketing for architects and designers in two important ways. First, it makes the design and production of marketing pieces much easier by facilitating the creation, assimilation, and manipulation of images, text, and graphics. Second, digital technology provides new means of delivery for marketing communications via the Internet, videotape, CD, and DVD. The advantages of using electronic media in marketing and delivery include significant quality control, flexibility and efficiency in graphic design, ease of editing, and instantaneous communication of the images and messages to anywhere in the world. As one example, von Gerkan, Marg und Partner Architects (gmp) make full use of digital media in architecture and design. Their Web site uses text and visuals to communicate project planning, and their office newsletter is distributed worldwide over the Internet. In addition, the firm has created a CD to educate potential clients about the office and its areas of specialization. The CD promotes the firm's expertise in computer visualization and high-end 3D architectural modeling and design. The firm's minidisks and Miniprint business cards are also excellent promotional materials. Personal computers, combined with relatively inexpensive peripherals such as printers, scanners, modems, CD and DVD drives, graphic tablets, and digital cameras, and with page-layout and illustration software, have enabled marketing professionals to create high-quality graphics that can be approved in-house and forwarded directly to printing houses for production. >>> Discuss this article in the Architecture Forum... This article is excerpted from Marketing for Architects and Designers by Harold Linton, Laura Clary, and Steven Rost, with permission of the publisher, W. W. Norton & Company.
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