Practice Notes: The Ins and Outs of Marketing.

The fifth and final episode of Practice Notes, our video series in partnership with ArchiPro, has arrived. These roundtable conversations have covered everything from Advocating the Value of Design, Finding the Right Client, the Importance of the Design Brief, Staying Connected with the Industry, and for our final topic—and perhaps, the most overlooked—The Ins and Outs of Marketing.

As always, our gracious guests—Ian Moore of Ian Moore Architects; Domenic Alvaro, Global Design Director at Woods Bagot; Eva-Marie Prineas of Studio Prineas and David Flack of Flack Studio—share their invaluable and unique perspectives in conversation with our editor, Dana Tomić Hughes. These discussions speak directly to ArchiPro’s mission to connect architects and designers with clients, and empower people to create better spaces in which we experience life.

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Practice Notes: Staying Connected with the Industry.

The 4th episode of Practice Notes covers everything from how the panel stays on top of new suppliers, products and materials; expanding their professional networks; and the importance of the trades in our industry.

With a wealth of knowledge between the group across both smaller practices and bigger businesses, the episode looks at everyone’s approach to media and marketing. The discussion looks at the pros and cons of outsourcing and considers the importance of investing in good photography and editorial styling. Design awards come up, as does the role social media and technology play in business, and even utilising past projects to attract new clients. It’s a big one, with a fair few tips and tricks to glean.

As the Principal of a smaller practice, Eva-Marie Prineas considers how to utilise her team’s time best. “When we first started out, [marketing] is something we did in-house, but as our practice grew, we always had the idea that we would outsource things that potentially someone else would be better at and have more time for.”

Coming from a larger architectural firm, Domenic Alvaro’s approach is quite different. “We do everything in-house with a dedicated team, but it’s as much about our own people and what we’re communicating internally to what we’re communicating externally.”

Practice Notes: How Important is the Design Brief?

From learning the minutiae of people's daily lives to unlocking a problem, a brief can enrich a project and push the boundaries—transforming it from good design to a uniquely elevated space that functions to perfection.

David Flack knows a thing or two about building a narrative around a shoot. “The investment in really great photography is paramount to any project. One, you want to document it because it’s worthy of it, but you’re also capturing the soul and essence of that project, and I think that’s how people relate to those spaces, via that imagery,” he says. “I think it’s a really important aspect of building a business, that you are investing heavily in marketing.”

Practice Notes: Finding The Right Client.

The second episode of Practice Notes examines the client relationship fundamentals and how to build trust and cultivate client relationships, and how much of this responsibility rests with the professionals...

ArchiPro offers designers control over how they present themselves and their work, and a platform to turn completed projects into easy marketing and networking tools.

Domenic elaborates—“In terms of documenting the work in a clear, concise manner, and the sort of research aspect that you can get from other projects, makes it all pretty easy [to use].”

Eva-Marie also appreciates the ease and practicality of the platform. “Rather than getting a million questions about where you got that lighting fitting, ArchiPro just does that. It feels like it’s a site that’s built by designers for designers, and it works really well.”

Check out the full conversation in the video below.

Practice Notes is a bespoke Yellowtrace Promotion produced in partnership with ArchiPro—one of New Zealand’s most successful start-ups, which launched in Australia earlier this year, with a mission to simplify the end-to-end building process. Purpose-built for people at any stage of the building journey, the cutting-edge platform seamlessly connects those wanting to build or renovate an architecturally designed home with the Australian industry professionals and products that can bring their vision to life.

For more information on ArchiPro Australia, visit archipro.com.au. To apply to join the platform as a professional member, click here.

Practice Notes: Advocating the Value of Design.

For the inaugural episode of Practice Notes, this mighty group dives into The Value of Design—a topic that's perhaps never been more relevant with today’s bombardment of images and endless “inspiration”.

[Concept, direction, scripting, graphics and video production by Studio Yellowtrace. Filming and post-production by Tommy Devy. Photography by Nick Hughes/ Studio Yellowtrace. Shot on location at Cult Sydney showroom.]