BIM Marketing & Strategy for Manufacturers

IGS provides manufacturers all the support necessary to ensure a successful BIM marketing strategy

For Building Product Manufacturers (BPM’s), the most common deterrent from investing in BIM is not necessarily doubting its capacity to be successful or a belief that BIM is a passing fad (the ship has well and truly sailed on that one).

For some time now, most product manufacturers have accepted that investing in BIM is inevitable if they are to remain competitive in the specification market.

The main thing stopping a lot of BPM’s from investing in BIM is a fear of the unknown and doubting their capacity to support such an investment adequately to make it profitable. i.e. “We don’t have the necessary resources required to make BIM work for us”.

We’re Here to Help Every Step Of The Way


Since 2009, the IGS team has worked with Building Product Manufacturers (BPM’s) to develop highly effective specification sales strategies stemming from the development of BIM content libraries.
IGS offers a range of BIM marketing and sales support services that ensure our BPM clients are able to both accelerate and maximise the Return on Investment (ROI) gained from developing BIM content with IGS. These services – fully customisable to each client’s specific needs – draw on our extensive network of key BIM personnel working in Australia’s largest and most prolific design firms, our intimate understanding of how BIM content is sourced / managed / utilised by AEC firms and our experience creating integrated, specification-focused marketing plans for BPM’s.

IGS BIM Marketing Promo Image

BIM Marketing and Strategy Planning

CREATION METHODOLOGY

For BPM’s investing in BIM content as part of a broader marketing strategy, it’s crucial that from the outset, adequate pre-planning goes into the process of BIM content development. If you have a large product range, which products will you develop content for first? Who are your target users? What BIM content formats will you invest in? What are your content creation project timelines?

PROJECT FUNDING

Like any strategic marketing investment, funding is a major consideration. Where will the money come from? Can BIM actually save you money (seriously)? How much will you spend in the short / long term? Will you undertake a series of small projects or one large one? How do you expect to get ROI? What ‘other’ costs do you need to consider outside content creation in a BIM marketing strategy?

AWARENESS

There are no awards or financial gains simply for creating BIM content. Unless your target market is aware of your content and using it to specify your products, your investment in BIM will inevitably go largely unrewarded. How are you going to maximise awareness of your BIM content? Do you know specifically whom you need to tell about it?

COMMUNICATION

Our desire to see our clients succeed, combined with our enduring quest to find more effective ways to achieve superior results ensures we are continually motivated to create industry-best solutions that contribute the advancement of the AEC industry via new technologies. Solving complex problems and going the extra mile is what we do best.

INTEGRATION

We wholeheartedly believe in and embrace the power of teamwork. By collaborating with other specialists and thought leaders, IGS is able to create superior solutions for our clients that are more acutely geared towards industry needs and provide more valuable outcomes.

COOL STUFF!

In a dynamic industry that is frequently impacted by advancements in technology we are committed to continually adapting our skills and services to ensure we offering our clients the best possible solutions for achieving their specific business objectives.

What Sort of BIM Marketing Support Services Can IGS Provide?

Presentation Documents

A key driver in maximising awareness and providing insight into a BPM’s BIM content library is drawing on the existing relationships between sales/specification staff and specifiers.  IGS is able to create overview documents that can be presented to specifiers / BIM managers highlighting the key features of the library from a technical perspective using terminology your clients will understand and appreciate. This will provide potential content users with confidence in the quality of your library and lead to a greater likelihood it will be used. In addition, this document can also be made available for download from the manufacturer’s website and included with the library when provided on a disc or accessed from an external location.

BIM Content Distribution


IGS has existing relationships and regular dialogue with key BIM personnel in Australia’s largest and most prolific design firms. These BIM Managers are pivotal in assessing the quality of BIM content submitted by BPM’s and deciding if the content will be used and / or integrated into the firm’s content library for use in projects. IGS is able to provide your content library directly to these BIM Managers and leverage our reputation as a creator of high quality BIM content, ensuring your library is received and viewed favorably.

Online Marketing & PR

IGS has a vast online presence that is highly engaged with the Australian AEC community; specifically BIM Managers, Architects, Interior Designers and Contractors. Using tools such as LinkedIn, Twitter and AEC News Media sites, IGS is able to generate a significant amount of exposure for any BIM marketing campaign, aimed at a very specific audience. As a general rule, BIM Managers are more engaged in social / professional media than their ‘non-BIM’ colleagues. They are technology people. Accordingly they are comparatively active on social media, especially for professional engagement and BIM information sharing purposes. This provides intuitive manufacturers with a great opportunity to leverage these communication mediums.

Marketing Collateral Creation


The degree to which a BIM marketing strategy built on the back of BIM content creation is successful or not is largely based on the BPM’s ability to communicate what they have created. IGS are strong advocates for educating BPM’s on BIM so they are empowered to ‘own’ their content and promote their library in their own right. However, there is a certain amount of technical proficiency required to create marketing collateral that succinctly communicates the features and benefits of a BIM content library. IGS specialise in writing PR copy and creating visuals that BPM’s can use in a range of marketing campaigns and communication mediums such as company websites, blog posts, LinkedIn posts, social media, PR and paid advertisements. This collateral is created using the right technical terminologies and drawing attention to the specific features that matter to designers when providing an overview of a manufacturer’s BIM content library. FREE TIP: if you are promoting your BIM content, don’t just call it ‘BIM content’. Make sure you mention what specific format(s) you have available!

BIM Education and Staff Training

We hear it regularly. “Our sales team get asked about BIM all the time”. Then what happens? Are your team able to communicate with your clients on the subject… at all? Is your leadership team able to make decisions about future sales and marketing strategies with an understanding of how BIM is impacting the industry? Do you know how other suppliers are using BIM as a strategic sales tool? If you’re like most people in the industry you will no doubt be hearing a lot of conflicting information about BIM. From “no one is doing BIM” to “everyone is doing BIM”. What does “doing BIM” even mean?. Are you able to separate BIM-fact from BIM-fiction?  As an important stakeholder in the commercial building industry, it’s important that BPM’s – especially those in leadership positions – have at least a basic understanding of BIM, how it is impacting the industry and how it applies to product suppliers. IGS frequently provides BIM education and training to a number product supplier sales and management teams as a way of ensuring they can be effective in their respective roles and keep ‘up to speed’ relative to similar industry stakeholders.

Can IGS Provide You A Competitive Advantage?

Can You Utilise Our Skills, Passion & Determination?