Seven AE marketing lessons from outside industries

AE firms contribute significantly to our world in too many ways to count. However, it’s essential to recognize that the industry doesn’t hold a monopoly on best business practices. Therefore, in the upcoming weeks, we’re excited to introduce a mini-series titled “Bringing the Outside World In,” where we’ll highlight various business strategies successfully used by other industries and demonstrate how they can be adapted for AE firms. In this inaugural installment, we delve into the dynamic realm of marketing beyond the AE industry. Take a look.

1. Influencer marketing

Looking outside: Airbnb, a leading online marketplace for vacation rentals, effectively utilizes influencer marketing to promote its accommodations worldwide. The company collaborates with travel influencers on social media platforms to showcase unique listings and experiences. For example, Airbnb collaborated with travel influencer “WanderlustExplorer,” who has a large following on Instagram and YouTube. WanderlustExplorer created a series of posts and videos showcasing her stay at an Airbnb property in a scenic location. She shared her experience, including the unique amenities offered by the Airbnb host.

Bringing it inside: Similarly, AE firms can partner with influential figures in, say, the travel industry. For instance, a firm specializing in sustainable architecture could collaborate with a popular travel blogger known for advocating eco-friendly tourism practices.

2. Interactive workshops and demonstrations

Looking outside: The Exploratorium—a renowned museum of science, art, and human perception in San Francisco—hosts interactive workshops and demonstrations to engage visitors. They include hands-on tinkering workshops where participants can experiment with tools, materials, and simple machines to create their own inventions or explore scientific concepts as well as live science demonstrations conducted by museum educators or guest scientists.

Bringing it inside: AE firms can adapt this approach by organizing hands-on sessions and interactive demonstrations for clients. For example, a firm specializing in sustainable architecture could host a workshop where clients can participate in designing eco-friendly buildings using interactive software and models. By offering experiential learning opportunities, the firm can effectively showcase its expertise and innovative solutions, leading to better client engagement and understanding of complex design concepts.

3. Experiential marketing

Looking outside: Red Bull, an energy drink company, is known for its experiential marketing campaigns that create memorable brand experiences. It organizes extreme sports events and sponsors activities that resonate with its target audience, effectively engaging consumers and strengthening brand loyalty. For example, Red Bull Flugtag is an annual event where participants build and pilot homemade flying machines off a platform into a body of water. Red Bull sponsors Flugtag events in various cities around the world, leveraging the viral nature of the event to generate brand exposure and engagement on social media platforms. Participants often dress in elaborate costumes and design their flying machines with Red Bull branding, further reinforcing the brand’s association with adventure and innovation. I have to say, it’s pretty funny.

Bringing it inside: AE firms can adopt a similar approach by organizing interactive events and installations. For instance, a firm specializing in urban planning could host a pop-up exhibit showcasing innovative city designs and interactive simulations. By offering hands-on experiences, the firm can engage potential clients and demonstrate its expertise in a dynamic and memorable way.

4. Customer relationship automation

Looking outside: Amazon, the e-commerce giant, utilizes customer relationship automation tools to personalize interactions and streamline sales processes. The company analyzes customer data to recommend products, send targeted email campaigns, and provide personalized customer support. For example, Amazon leverages customer data to send targeted email campaigns that are tailored to individual preferences and behaviors. You’ve probably experienced it yourself. Have you ever abandoned items in your shopping cart? If so, you may remember getting a personalized email reminder with a curated selection of recommended products similar to those you left behind. Additionally, Amazon utilizes email marketing automation to send promotional offers, product updates, and personalized recommendations based on recent purchases or browsing history. By delivering relevant and timely email communications, Amazon effectively engages customers, encourages repeat purchases, and drives conversions.

Bringing it inside: AE firms can implement similar automation systems to enhance client relationships. For example, a firm working on multiple projects for a client could use automated follow-up emails and personalized newsletters to keep clients informed and engaged throughout the project lifecycle. This sort of automation improves communication efficiency and strengthens client loyalty.

5. Sustainable event practices

Looking outside: Salesforce, a cloud-based software company, is known for its commitment to sustainability and environmental responsibility in its events. For Salesforce’s annual conference, Dreamforce, eco-friendly venue options are prioritized. For example, in 2019, Dreamforce was held at the Moscone Center in San Francisco, which has implemented various sustainability initiatives, including energy-efficient lighting, water conservation measures, and waste diversion programs.

Bringing it inside: AE firms can adopt similar practices when hosting industry events and conferences. For example, a firm organizing a sustainability summit could prioritize eco-friendly venue options, minimize paper waste through digital registration and event materials, and provide sustainable catering options. By aligning event practices with their expertise in sustainability, the firm can demonstrate its commitment to environmental responsibility and attract like-minded clients.

6. Collaborative marketing campaigns

Looking outside: TOMS, a footwear and apparel company, is known for its One for One® giving model, where for every product purchased, the company donates a pair of shoes or other essential items to those in need. TOMS often collaborates with non-profits and organizations aligned with its mission to raise awareness and drive social impact. For example, TOMS has collaborated with the United Nations Children’s Fund (UNICEF) on various initiatives aimed at improving the lives of children worldwide. For example, TOMS launched a limited-edition collection of shoes and accessories featuring designs inspired by UNICEF’s global programs. For each item sold from this collection, TOMS made a donation to UNICEF to support its efforts in providing essential resources and services to children in need. This collaboration raised awareness about UNICEF’s mission and enabled TOMS customers to contribute to meaningful social impact through their purchases.

Bringing it inside: AE firms can similarly partner with non-profits on initiatives aligned with their expertise and values. For instance, a firm specializing in green infrastructure could collaborate with an environmental advocacy group on a campaign promoting sustainable urban development. By joining forces, both parties can amplify their message, reach a wider audience, and contribute to positive social change.

7. Data analytics for targeted marketing

Looking outside: Netflix, the well-known streaming entertainment service, utilizes data analytics to target specific customer segments with personalized recommendations and targeted marketing campaigns. The company analyzes user behavior and preferences to curate personalized content recommendations and optimize its marketing efforts. For example, Netflix uses data analytics to target specific customer segments with personalized marketing campaigns. It analyzes demographic data, viewing habits, and engagement metrics to identify segments of users who are more likely to be interested in a particular genre or type of content. Based on this analysis, Netflix can create targeted marketing campaigns tailored to the preferences and interests of each segment. If Netflix is promoting a new sci-fi series, for instance, it creates customized email campaigns, social media ads, and promotional content specifically designed to appeal to users who have previously shown interest in sci-fi content.

Bringing it inside: AE firms can leverage data analytics to identify and engage potential clients in their target markets. For example, a firm specializing in energy-efficient building design could analyze local market trends and demographic data to target property developers and facility managers interested in sustainable construction practices. By delivering targeted messaging and solutions, the firm can increase its conversion rates and market penetration.

By learning from other industries and adopting innovative marketing strategies, progressive AE firms can differentiate themselves, attract more select clients, and thrive in competitive markets. What will you bring inside?

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