Engineering Inc. - May/June 2008 - 21

BrAnding Power with By Jim Parsons Firms realize the benefits of effective marketing A Derek Lea s a rule, engineers pride themselves on their ability to tackle any type of technical challenge, whether it’s creating a new structure or infrastructure system, or striking the ideal balance between natural and built environments. n But that same enthusiasm often doesn’t carry over to marketing—an important and potentially lucrative practice that all too often is overshadowed by ongoing projects. n The aversion to marketing is not merely a reflection of engineers’ preference for logical “left-brain” work. Although most firms recognize and appreciate the marketing-equals-more business mantra, they often consider these efforts lowpriority chores to be performed when time permits, or if a major project opportunity arises. “The challenge is making marketing a priority,” says marketing consultant Mel Lester of The Business Edge in Shawsville, Va. “As long as you see it as overtime or an extra-time activity, you will never be good at it.” Another source of reluctance stems from the common association of marketing with sales and the negative perception of cold calls, suspicious motives, and the resilience necessary to rebound from unsuccessful sales pitches. Other firms see little need—if any—to market themselves, due to the overall prosperity of the past several years, a consistent client base or the belief that they simply are above such practices. “When business is good and you have a big backlog, the perceived importance of marketing diminishes,” says Lester. Though the ultimate objective of marketing is to generate new business, it brings value in other ways, too. “Marketing is a carefully defined and crafted strategy for raising awareness of what a firm is, and what it can do to help clients get the best results,” says Donna J. MAY / JUNE 2008 ENGINEERING INC. 21

Engineering Inc. - May/June 2008

Table of Contents for the Digital Edition of Engineering Inc. - May/June 2008

Engineering Inc. - May/June 2008
Contents
From ACEC to You
News & Notes
Market Watch
Legislative Action
A Very Big Deal
It's All About Attitude
Branding With Power
2008 Engineering Excellence Awards
ACEC Coalition Updates
Members in the News
One On One
Engineering Inc. - May/June 2008 - Engineering Inc. - May/June 2008
Engineering Inc. - May/June 2008 - Cover2
Engineering Inc. - May/June 2008 - Contents
Engineering Inc. - May/June 2008 - From ACEC to You
Engineering Inc. - May/June 2008 - 3
Engineering Inc. - May/June 2008 - News & Notes
Engineering Inc. - May/June 2008 - 5
Engineering Inc. - May/June 2008 - Market Watch
Engineering Inc. - May/June 2008 - 7
Engineering Inc. - May/June 2008 - Legislative Action
Engineering Inc. - May/June 2008 - 9
Engineering Inc. - May/June 2008 - A Very Big Deal
Engineering Inc. - May/June 2008 - 11
Engineering Inc. - May/June 2008 - 12
Engineering Inc. - May/June 2008 - 13
Engineering Inc. - May/June 2008 - 14
Engineering Inc. - May/June 2008 - 15
Engineering Inc. - May/June 2008 - 16
Engineering Inc. - May/June 2008 - It's All About Attitude
Engineering Inc. - May/June 2008 - 18
Engineering Inc. - May/June 2008 - 19
Engineering Inc. - May/June 2008 - Branding With Power
Engineering Inc. - May/June 2008 - 21
Engineering Inc. - May/June 2008 - 22
Engineering Inc. - May/June 2008 - 23
Engineering Inc. - May/June 2008 - 24
Engineering Inc. - May/June 2008 - 2008 Engineering Excellence Awards
Engineering Inc. - May/June 2008 - 26
Engineering Inc. - May/June 2008 - 27
Engineering Inc. - May/June 2008 - 28
Engineering Inc. - May/June 2008 - 29
Engineering Inc. - May/June 2008 - 30
Engineering Inc. - May/June 2008 - 31
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Engineering Inc. - May/June 2008 - 33
Engineering Inc. - May/June 2008 - 34
Engineering Inc. - May/June 2008 - 35
Engineering Inc. - May/June 2008 - 36
Engineering Inc. - May/June 2008 - 37
Engineering Inc. - May/June 2008 - ACEC Coalition Updates
Engineering Inc. - May/June 2008 - Members in the News
Engineering Inc. - May/June 2008 - 40
Engineering Inc. - May/June 2008 - 41
Engineering Inc. - May/June 2008 - 42
Engineering Inc. - May/June 2008 - 43
Engineering Inc. - May/June 2008 - One On One
Engineering Inc. - May/June 2008 - Cover3
Engineering Inc. - May/June 2008 - Cover4
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