The right information at the wrong time is still the wrong information

Now imagine doing that when you’re working to a deadline and the thing you’re looking for could hold up an entire project.

That’s the reality for many specifiers.

Building product manufacturers aren’t short of information. Technical data, brochures, BIM portals, CAD drawings, case studies, CPDs, samples, specification tools – there’s plenty of it.

The problem is that what someone needs from you changes as a project moves on.

Get that timing wrong and even the best content can become pretty useless.

What information do architects and specifiers need?

It depends on where they are in the project – and who you’re talking to.

Early on, a design specifier might be looking for inspiration, ideas and an initial understanding of what your product could bring to a project.

Later, the questions become more specific. They might need detailed product information, technical data, costs, samples or information to help compare options.

And further down the line, practical things matter too: tender information, service levels, warranties, installation and maintenance support, or what happens if a product needs to be re-specified?

The point is simple: the right information at the wrong time is still the wrong information.

Project, not product

It’s easy to build a marketing plan around what you have to say about your product.

A better place to start is with what the people involved in the project need to know – and when.

Same project. Different questions.

And the people asking those questions might be different too.

An architect or interior designer may be thinking about design integrity, aesthetics, functionality and quality. An estimator might be looking at cost. A project manager may be more concerned with lead times, service and support.

They’re all influencing the same project, but they aren’t necessarily looking for the same thing.

Take three points in the process.

1. Concept design: give them something to think about

At this point, the design is taking shape and there’s an opportunity to influence the direction of the project.

This is where inspiration, product ideas, applications, case studies and design-led content can help your brand get into the conversation.

It’s less about asking someone to specify your product and more about showing them why they should consider it in the first place.

2. Technical design: make the decision easier

As the project develops, the questions get more specific.

Now your product needs to stand up to closer scrutiny. Detailed product information, technical data, costs and other practical information become more important.

This is where good content does a very simple job: it gives people the facts they need, without making them work to find them.

3. Construction: keep supporting the choice

Getting into the specification isn’t necessarily the end of the journey.

Once a product is being used on a live project, installation, maintenance, customer support and service all become part of the experience.

That matters because the people involved in delivery can still influence what happens next – including whether your product gets used again.

Good specifier marketing isn’t one-size-fits-all

This is where a lot of building product marketing falls down.

A manufacturer creates a brochure, a technical document or a product page and expects it to work for everyone.

But a design specifier and a delivery specifier can have very different priorities. One might need to understand how a product supports the design vision; another may need to know whether it meets regulations, what it costs or how quickly it can be delivered.

That doesn’t mean creating endless streams of content for every possible audience.

It means being more deliberate about what you create, who it’s for and where it fits in the decision-making process.

So your marketing might include everything from CPDs, design portals and inspiring social content to technical product information, BIM, specification tools, tender packs and installation guides.

The guide maps out how these different activities can support specifiers at different points — rather than treating trade marketing as one big bucket of communications.

Give people what they need, when they need it

The best specifier marketing isn’t about producing more information.

It’s about understanding who you’re talking to, where they are in the project and what they need from you at that moment.

Because when your brand makes the next decision easier, you’re not just providing information.

You’re making it easier to choose you.

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Want to understand your specifiers better?

We’ve gone further in our Understanding Specifiers guide, mapping the different roles involved in building product specification, what motivates them and how their information needs change throughout a project.

To get your copy of the guide, or book a call, email Scott here.

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FAQs

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What is specifier marketing?

Specifier marketing is the process of influencing the people who help shape product choices within a building project, from early design through to delivery. It means giving different specifiers the information, support and reasons they need to consider, choose and ultimately specify your products.

When should building product manufacturers engage with specifiers?

As early as possible. The opportunity to influence a product choice often starts before the formal specification is written, particularly during early design and concept stages.

What content do specifiers need?

It depends on their role and where they are in the project. Early-stage needs might include inspiration, product information and samples. Later stages can require technical data, costs, tender information, specification tools, warranties and installation or after-sales support.

Are architects the only people manufacturers need to market to?

No. Architects and other design specifiers can have significant influence over what makes it into a specification, but delivery specifiers – including project managers, planners, estimators and specification specialists – can also influence whether products stay in the project or are removed through value engineering or re-estimating.

How can building product manufacturers become easier to specify?

Start by understanding the different people involved, what they need and when they need it. Then make the relevant information easy to find, understand and use at each stage of the project.