Our business is built on understanding how specifiers think. The way an architect or a designer makes decisions differs from normal consumers. Most architectural product companies don’t understand that—digital agencies and marketing firms even less so.
Where other agencies guess, we know what architects and designers think about specific products. We keep them on retainer to vet new products, review marketing programs, weigh-in on sample systems, evaluate sales presentations, and more.
Epiphany lives in the specifier’s world. Our office space is shared with a medium-sized architectural design firm, placing us right in the thick of it. We know how specifiers work, what influences their choices, and what product failure can mean for their career.
We see how your competition is selling. From making appointments, to lunch-and-learns and leave behinds, we see them come and go all day long. We know how they deliver samples, who’s refreshing the library and who isn’t. Most importantly, we understand how much of that information specifiers retain and act on.
We have access to sample libraries across the region. As each firm specializes in different sectors, it is important to understand which products they value and how the samples will sit in the library. Thanks to our access and insights, we can often spot a trend before it becomes one.
Your brand is the defining factor that separates you from the competition. A brand strategy is the guiding plan that allows you to shape how specifiers and other influencers see your company.
Your website is the source of inbound lead generation. Anyone can do inbound, but it is branded inbound that consistently delivers powerful lead generation that results in specification.
Each of the points represented below must work together to create a solid brand specification system. They must be nurtured and strengthened on their own and in relation to one another. The key to making this system work is always truing tactics back to the brand.
In a world filled with generic content (“7 Steps to Success”—yawn!), authentic content only your company could create delivers outstandingresults. Powerful content inspires, educates, solves the specifier’s problem, and reinforces your brand. Whether it takes the form of a blog, video, or downloadable eBook, high-quality content is the cornerstone of any winning marketing system.
Print is not dead. Physical materials like brochures and sell sheets seduce specifiers with branded experiences they can hold in their hands. Effective brand strategies deliver content in multiple formats to meet specifiers at every step of their journey.
Conceptual advertising campaigns can catapult your product (and brand) into a new stratosphere. Strong campaigns raise awareness, spark emotion, and make a deep connection to the product line—in a way specifiers can’t forget. When it comes to promotional items, they should be as smart and sophisticated as the products they promote. No excuses. End of story.
These are the mechanics that amplify your branded content. Everything is tied into a trackable and measurable system, where all data feeds back to your CRM. We grow your rankings with SEO, while lead-nurturing email campaigns are created with marketing automation that your sales team can leverage.
Impactful sales is built on a trifecta: compelling presentations, a team inspired by exciting campaigns, and impressive sample systems that can be confidently left behind in libraries. All of these elements must harmonize with your website and brand.
This is where your brand gets to be friends with specifiers. It’s fun, compelling, and a great platform for honest conversations. Communities like Pinterest, Instagram, and LinkedIn can all be used to nurture sales, drive traffic back to your website and grow your CRM.
This is the place for a company to let its brand take the lead. In a sea of “meh”, authentic brand experiences stick with specifiers beyond raffles, brochures, gimmicks, and cocktail parties (though, we’re not knocking those). Even if you’re a quiet brand, be quietly bold. Effective trade show efforts should be measurable and connected with CRM and future lead nurturing efforts.