Marketing the art of architecture: A marketing strategy for the small architectural firm practicing architecture as an art form

Abstract

This paper shall illustrate, contrast, critique and evaluate the marketing programs for the unique group of architects who are practicing architecture as an art form. The notion of practicing architecture as an art form differs from the practice of those firms who focus on the main stream of the profession of architecture. These differing orientations create divergent aspirations for architects toward their practice of architecture. The goal of the artistic architects would include priorities such as personal service and dedication to their personal aesthetic or artistic achievement and to their own ethical principles. These architects see marketing not as a necessary tool, but as a disagreeable aspect in the practice of architecture. This paper will develop recommendations for these architects to successfully integrate a subtle and focused marketing strategy into their practice of architecture.

Contemporary Architects who artistically pursue architecture are atypical in the practice of Architecture. Theirs is an emotion filled, personal point of view about architecture. For these architects the primary goal of practice Is not a business endeavor or a profession, but a 'way of life'. These architectural firms stay small because the principals want artistic control over the projects - control they could not otherwise exercise.

Architects who practice architecture as art frequently do not have a formal marketing program. They typically do not know how to consciously target or focus on what they want from the practice of architecture. The marketing information that is available to these architects is aimed at main stream practices. Commonly these 'artful' architects Inherit such avant-garde notions as self-destruction, starving artisan, and Bohemianism. They wait for the projects or clients to come wandering into their office. Their marketing seems restricted to responses for further Information by potential clients and/or magazines about themselves or specific projects. (I wonder Why?) It appears that most of these 'artistic' types would rather starve than market themselves or their projects. They do not see architecture as a business, so the monetary and commercial success, per se, is not the highest priority for them. Their 'life-scorecard' is 'different' from main stream architects. Their own ethical intensity, the quality of their service, the finished structure, and the aesthetic or artistic achievement have a higher priority than the ledger success of their business. Is there a way then in which these architects can develop a marketing strategy and not bruise their vision toward their ethics or their artistic talents? Can an architect have a low key, non-salesman type of marketing program and still be successful In a competitive market? These architects have identified, whether they recognize It or not, a focused and unique client base which they must target. This paper will develop a marketing strategy for these architects to use In a subtle, but extremely focused, way to 'self' their 'artful' service.