What Architects Actually Want to Learn from Building Product Manufacturers
Updated: 2 hours ago
"This is one of the best presentations I've ever sat in on, and I've sat through a LOT of these." I had just presented an AIA CEU I'd written on code changes and the building envelope. A principal stopped me as I was packing up to ask a few questions, and then shared this sentiment with me, which I've carried with me as one of the highest compliments I've received in my career.
Over the years, I've asked myself, "Why?" Is the bar really that low, or had I touched on something with my presentation that other manufacturers hadn't? It was only over the years that followed that I came to realize: the AIA guidelines for presentations exist for a reason, and so many presentations don't actually follow them.
There are three types of "bad" presentations I've seen in abundance across the industry.
The Pitch Slap: These presentations rarely have learning objectives, and are essentially just a 45-minute advertisement for the manufacturer.
The Lullaby: You've seen these. Few images. The speaker notes are essentially a wall of text on the slide. It is a battle to stay awake to the end, but more often the audience is dozing by 10 minutes in.
All Technical, No Context: These presentations are essentially the opposite of The Pitch Slap. They're overloaded with data, and it's difficult to decipher how that data actually impacts the project, specifier, and/or occupant.
Identifying Audience Needs
The most important thing to be mindful of throughout crafting these presentations is: How can my being here today benefit this audience? Surprisingly, they're not actually in it for the free lunch or the credit. There are a few critical things an Architect, Engineer, or Specifier needs addressed during your visit.
Pain Points: What are some current challenges in the industry that the audience is facing? Ex. Aggressive energy code changes
Interests: What is your audience passionate about? This includes topics like embodied labor, sustainable resources, and carbon footprint. For interiors, it could also include occupant well-being and mental health.
Educational Content: You would think educational content would be front and center for these presentations, but too often it's not. Architects are expected to know just enough about everything on a project. You're expected to be their subject matter expert, and to help them develop a deeper understanding about your material.
Crafting Compelling Content
Once you understand your audience, the next step is to create content that captures their attention. Here are some effective strategies:
Use Clear and Concise Language
This is a call back to those "All Technical, No Context" presentations I referenced at the top. There are so many CEU decks that have slide after slide of test reports for their product, but there's no explanation of what the test correlates to in real life. For example, they may list the ASTM E84/Steiner Tunnel Test result, but not explain what that actually means in terms of flame spread or smoke development. In some cases, the presenter doesn't actually understand it and is just reading data off the slide, which is a critical issue.
Incorporate Visuals
We're conditioned to shut down when we see a wall of text. The text on the slide should be headers and bullets, with clear visual examples. The majority of the content should be housed in the speaker notes for the presenter to provide verbally.
Tell a Story
Storytelling can make your content more relatable. I share anecdotes about projects I've worked on, funny interactions I've had during past presentations, interesting questions I've been asked. It makes the content more accessible for the audience, and for you.
Provide Practical Tips
Step-by-step guides: This works well for bespoke products, where there's a certain workflow that needs to take place like shop drawings or pre-engineering.
Checklists: This is a great visual for materials that are best suited to a specific condition or project type.
FAQs: Address common questions related to construction processes or architectural design. This simple step can reduce pain points for your architect, and expand accessibility to your product.
Engaging with Your Audience
Creating a presentation is just the beginning. Following up with your audience is crucial for nurturing those relationships. Here are some effective ways to connect:
Encourage Comments and Feedback
Always leave time for questions and discussion afterward. I ask if anyone has "questions, comments, criticisms", and share that I'm open to any and all. In some cases, my audience may be able to share something new about the industry that I'm not yet aware of.
Utilize Social Media
Share your content on social media platforms where your audience is active. A solid AIA CEU can be cannibalized down into simple infographics or blog posts. I've found designers prefer to hang out on Instagram and are highly visual, where architects seem to congregate more on LinkedIn and are looking for condensed technical information.
Host Webinars or Live Q&A Sessions
In some cases the architects want the info, but can't leave their desk (and aren't interested in a free lunch either). I encourage offering webinars, and publicize them widely. LinkedIn is a solid spot to advertise, but aligning yourself with industry organizations as "hosts" works well too. You can also offer them up at a variety of times to accommodate those who have a busy morning, work through lunch, or are in a different time zone.
Staying Updated with Industry Trends
The architecture and construction industry is constantly evolving. Staying informed about the latest trends and technologies is crucial for creating relevant content. Here are some ways to keep your knowledge up-to-date:
Follow Industry Publications/Organizations
Subscribe to industry magazines, blogs, and newsletters. I find the most useful are newsletters attached to well-respected industry organizations, such as the AIA, IIBEC, PHiUS, Green Building Council, etc.
Attend Conferences and Workshops
Participating in industry events allows you to network with professionals and learn about the latest developments. These events tend to offer AIA credits in the form of panel discussions, project spotlights, or sponsored CEUs from certain manufacturers. I love sitting in on all of the above, as you can quickly learn what works and what doesn't.
Conclusion
Creating compelling content in the architecture and construction industry requires a deep understanding of your audience, clear communication, and a commitment to staying informed about industry trends. It also requires you to know your stuff, and be able to share it in a way that makes sense. This means having the right tools for the job. A solid presentation deck empowers the presenter to provide information in a clear, digestible manner. And when written well, the audience draws the conclusion that you and your organization are a trusted resource that will help them to execute a high-performance project with ease.
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