Day Two of Design Show Australia 2023 concluded with an eye-opening panel discussion featuring three powerful voices in the local architecture and design industry. The discussion, which took place on Friday 16th June at the Melbourne Convention & Exhibition Centre, featured industry experts Anne-marie Burian-Watson, Co-founder of Melbourne-based marketing company, Escher Group; Peter Marko of creative production company, OLIBEN Media; and Milot Zeqiri, founder and CEO of ArchiPro. The session explored the significance of marketing and branding in the architecture and design industry, and offered valuable insights into leveraging these aspects to enhance the success of design practices.
Anne-marie Burian-Watson of Escher Group emphasised the crucial role marketing plays in any business, whatever the industry. “It is the way in which we communicate to our target audiences, enabling us to articulate not just what we do, but also who we are and what we stand for," she said, adding that effective marketing enhances brand awareness, improves client engagement, and becomes the lifeline of a business.
Addressing a common misconception, Anne-marie added, "I think it's crucial to clarify a common misconception: brand identity extends far beyond merely a catchy logo or an attractive website. It represents every visual aspect associated with your business, from your logo to photography and videography, and other collateral." She emphasised that a strong brand identity serves as a powerful tool to showcase a practice’s unique style or approach, setting it apart from competitors.
As the founder of creative production company, OLIBEN Media and an expert in architectural visualisation, Peter Marko stressed the importance of incorporating video content into marketing strategies. "On top of professional photography, adding video content to your marketing strategy is essential for building a strong digital presence and brand awareness."
Peter highlighted video as the most powerful way to tell a story about an architectural project and the most versatile asset they can possess, allowing practices to repurpose content across various platforms. “Architecture videos provide a comprehensive understanding of a project. They add multiple layers of information, depth and emotional connection, and foster engagement,” he stated.
Of particular importance to architecture and design firms, Peter stressed that documenting construction milestones and each project's progress, as well as showcasing the practice's approach and design process, are just as important as capturing the completed project. "Traditional marketing for architects and designers doesn’t work anymore. The marketing efforts need to be focused where the attention is – and this is where video comes in."
Another huge advocate of architecture practices using video and photography to build their brand and attract more clients, Milot Zeqiri, founder and CEO of ArchiPro, highlighted the ways in which architects need to prioritise getting their projects photographed. “You've got to make sure that you're photographing your work,” he said. “If you're not photographing your work, then there's no way that you can pick up more work.”
Milot added that for those professionals that are dealing with clients that don’t want their house photographed, it is something that can be factored into the negotiation stage before they even sign the contract to design their home. “The way that I see it is that you use that piece of photography to get more projects that are similar to the project that you've just completed.”
Milot emphasised that posting their projects on ArchiPro is one such way architects and designers can attract more clients, without the hefty financial outlay. “If you don't have a big budget, you need to find other ways to be in front of your customers in their customer journey in the building industry. It's a long one, and it can be very costly. It's one of the reasons we created ArchiPro.”
“Consistency is everything,” Milot added. “Advertising here and there does not work – not in our industry. Companies need to find a way to be in front of their client during all the stages of the building process from inspiration to implementation.”
"At its core, the essence of marketing remains the same – to connect with our target audience,” concluded Anne-marie.