Understanding your audience is critical to the success of your sales and marketing efforts. For most building product manufacturers, the architectural technician is a crucial decision maker. Defining and understanding who this is, what they like, how they prefer to be communicated with and what their drivers are, is essential.
Many of our customers refer to the architect as the most powerful specifier, but at Pauley Creative we believe the architectural technician and architectural technologist has a greater influence on product specification. In this article, we set out a fictitious character who’s traits, behaviours and drivers, are likely common. Many individuals in the architectural community we hope would concur with.
The Architectural Technician
Alex is more likely to be Male than Female; data from 2019 quoted by Careersmart gives UK figures as follows for the category Architectural and Town Planning Technicians;
Women 7174 (31%) Men 15953 ( 69%).
Alex will have a good educational background, probably a degree or even a masters if working in a bigger organisation, or may have qualified through a strictly vocational educational environment via FE college or an apprenticeship. He is likely to be a millennial aged between 25 to 35 and will be confident, used to taking responsibility and expect providers to be of the same ilk.Read More