Architects, designers, planners and estimators shape the shortlist long before procurement begins. If a product isn’t written into the specification at that stage, it’s often the end of the road.
For more than 25 years, we’ve helped building product companies turn technical expertise into brands that influence design decisions and win specification.
Building product markets are unique in that they're often:
Specifiers are under pressure and often fall back on brands they already know. That’s where many manufacturers struggle. Projects are lost not because the product is worse, but because the brand isn’t easier to specify.
[01]
Brand strategy
In many building product categories, products look technically similar. When that happens, price becomes the easiest comparison.
Manufacturers that win specification are the ones that stand for something beyond the product itself.
[02]
Specifier insight
Many manufacturers only engage when a project is already underway. By that point, key design decisions have already been made.
The real opportunity is influencing architects and designers during concept and early design, when product choices are most likely to stick.
[03]
Commercial activation
Specifiers need different types of information, depending on the stage of the project.
From early inspiration to installation support, manufacturers need the right information at the right time.
Get your copy of ‘Understanding Specifiers' to discover everything you need to know to about this core audience – from how to attract attention to gaining trust and building loyalty.
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