Marketing

Question 1

What ARB standard does Marketing relate to?

Answer 1

• Standard 3 - ‘promote your services honestly and responsibly.’

Question 2

Name 4 challenges of marketing

Answer 2

• architectural services are complex
• lack of trust from Client
• architectural services are expensive
• long sales cycle

Question 3

Name 9 typical examples of marketing

Answer 3

• seminars
• research papers
• TV / radio
• email / newsletters
• exhibition stands
• advertising
• webpage
• printed brochure
• editorial cover in press

(Final 3 are most popular)

Question 4

Name 3 marketing strategy aims

Answer 4

• attract new clients
• retain clients
• attract staff

Question 5

How can a marketing strategy be implemented?

Answer 5

• change
• plan
• resource
• monitor
• maintain

Question 6

How much percentage of profit does RIBA guidance say should be spent on marketing?

Answer 6

1 to 2 %

Question 7

Name the benefits of networking and public relations

Answer 7

• Impress existing customers
• attract new clients
• improve staff morale
• make recruitment easier
• press release
• understanding audience
• promote services - BIM is key

Question 8

RIBA benchmarking survey by Colander revealed what percentage of practices undertake speculative design work?

Answer 8

60%

Question 9

RIBA benchmarking survey by Colander revealed what percentage of work is won by direct approach with no competitive process?

Answer 9

50%

Question 10

RIBA benchmarking survey by Colander revealed what percentage of work is won through fee bids?

Answer 10

21%

Question 11

RIBA benchmarking survey by Colander revealed what percentage of firms met Colander target of winning 50% of the work chased?

Answer 11

75%

Question 12

RIBA benchmarking survey by Colander revealed what percentage of all new projects come from existing Clients?

Answer 12

43%

Question 13

Name the benefits of networking and public relations

Answer 13

• Impress existing customers
• attract new clients
• improve staff morale
• make recruitment easier
• press release
• understanding audience
• promote services - BIM is key

Question 14

RIBA benchmarking survey by Colander revealed what percentage of practices undertake speculative design work?

Answer 14

60%

Question 15

RIBA benchmarking survey by Colander revealed what percentage of work is won by direct approach with no competitive process?

Answer 15

50%

Question 16

RIBA benchmarking survey by Colander revealed what percentage of work is won through fee bids?

Answer 16

21%

Question 17

RIBA benchmarking survey by Colander revealed what percentage of firms met Colander target of winning 50% of the work chased?

Answer 17

75%

Question 18

RIBA benchmarking survey by Colander revealed what percentage of all new projects come from existing Clients?

Answer 18

43%

Question 19

The mandatory RIBA benchmarking scheme for Chartered members provides key information including what 4 items?

Answer 19

• key business development and staff training issues
• assessments of business strengths and weaknesses
• best practice
• business performance