This is a direct marketing campaign idea for an Architectural Practice. It can also be translated and modified for other B2B service businesses.
Start by defining your target client. Let’s assume that this campaign is for an Architectural Practice that specialises in high end residential developments.
The first point to consider is, what does your client want when they hire an architect? In this example, your client wants to sell premium accommodation in London and make a healthy profit doing so. To achieve this goal, they have two objectives. Firstly, to create a property that looks and feels more prestigious than others in the area. These buyers are not just buying an accommodation that looks nice. They want to buy an apartment that looks expensive and unique, raising their social status in the process.
Secondly, they want luxury delivered through smart design and value engineering. This reduces costs without compromising the aura of luxury, making the scheme more profitable for the developer.
Our Architectural Practice needs to deliver the message: we’re the architects that combine unique residential luxury with smart value engineering.
The Trivial Campaign
We’re going to send a series of Trivial Pursuit style cards to our target clients. 1 Each card will ask a ‘trivia’ question around the intersection of design and commerce. For example, card one asks: “We asked 300 homeowners what they considered to be the sign of a high quality bathroom. Was the answer a) it has a mirrored wall b) it has brass fixtures c) it has marble features d) it’s not what it has, it’s what it doesn’t have – airy space.
The card has nothing else on. No branding or sign of where it came from.
The following day, you send another card with another question: We asked 300 respondents, all of whom have attended an open event to a new high end residential development, what made them decide to visit that particular event. Again, we give them a series of choices but no branding or indication of where the card has come from.
Next, you send another card, this time more related to design.
On the fourth card, you reveal where the cards have been coming from. Our brand is on the fourth card and invites the user to visit a unique URL with their own personalised password to find the answers. The user can get all of the answers by entering their password.
We design a landing page that presents the answers, all of which are supported by research. We include a section on how we can help design a property or development that will be considered the most luxurious in the area, whilst maximising profit for the developer. At the bottom of the page there’s a form to book a consultation to review their next project
When a user enters the password, we receive notification. Anyone that visits the site but doesn’t complete the form can be followed up with a phone call.
Surprise and Intrigue
You engage the element of surprise which grabs the users attention. You build intrigue with this series of cards that provide no details of the sender.
When users arrive on the landing page, they read about their critical challenge. They want to increase demand for their high-end residential properties by building the aura of luxury above anything else available whilst reducing costs through smart design to maximise profit. You then provide detail on how your Architectural Practice has a proven track record of delivering just that. The call to action at the bottom of the form is to fill in your details to organise a consultation.
- Trivial Pursuit used this concept when it first launched in 1983. You can read about this in The Anatomy of Buzz Revisited