Using Construction Database & Spec Management Program to Stay Ahead of the Curve
PROBLEM
Several of AIM’s research projects within the building construction area indicate that in order to get a product in a newly constructed facility, the product or brand must be listed in the specification. In fact, not only should manufacturers’ brand be listed in the spec; manufacturers must try to be listed as the basis of design[1] with no substitutions allowed. While this is extremely difficult for a manufacturer to do (since many projects require a list of at least 3 acceptable products), it is not impossible.
To stay ahead of the curve, manufacturers need to find a way to differentiate their product from any other competitive product to reduce the chance of a substitution. Today, product manufacturers need to have a WOW factor and strategy. WOW exists AROUND the product, but it is not the product itself; it is the “feeling” or “relationship” that the product produces. In addition, manufacturers must actively manage their brands presence in the spec to increase their success in getting their product purchased.
Several building product manufacturers have asked AIM for assistance in analyzing their brand (s) current existence and position in the specifications. Often companies also want to evaluate their position in comparison to competitive brands. Following the spec analysis, clients often ask AIM to help them design a customized plan to increase their brand’s exposure and ultimately improve the sale of their products. By conducting a comprehensive analysis of a brand’s listing and position within the specifications, a manufacturer is more likely to be able to stay ahead of competitive brands in the market.
SOLUTION
To maximize the success of the specification analysis, AIM first meets with a client to find out what product brand names and competitors the client is interested in tracking. In addition, AIM discusses additional details about where in the specification a brand may or should appear. For example, is a brand more likely to be found in heating and ventilation, finishes, plumbing or what specific CSI spec categories should be included in the search.
Once the key CSI categories are identified, it is important to determine what other factors may be important to the client’s specification analysis. For example, are there any specific property types that the analysis should focus on? Does the size or location of a project matter? A successful specification analysis should include detailed objectives to ensure the results meet the client’s overall brand positioning goals.
Once the research project requirements are finalized, AIM develops and tests specific search parameters with the brand and competitive products. Using ConstructConnect®, AIM does extensive testing and spec reviews to make sure the spec analysis is pulling in accurate data. In addition, AIM will test various CSI categories, property types, locations and time frames to maximize the quality of information gathered.
The ConstructConnect® construction database allows AIM to analyze spec and plan data across multiple brands by month, year or over several years. It also gives AIM the flexibility to search for specific language in a spec. For example, maybe a company wants to know how often they are specified as the “basis of design” or their brand with no substitutions, AIM can help companies measure specific types of information. This gives clients the ability to look at how their brand is specified from one year to the next compared to their key competitors. AIM can develop customized spec analysis to provide companies with the information they need to stay ahead of their competitors.
RESULT
Once all the testing is complete and the spec analysis results are available, AIM works with clients to set up a program to use the results to increase their position in the specs/plans. A completed spec analysis can identify specific projects where the client’s brand is in the spec or not, and where their competitors are also present. In addition, this type of spec analysis program can identify the key players architects, engineers or owner organizations that are specifying the company’s or competitive brands. Using this data, AIM can setup a target list of owner organizations or architects/engineers for the company to focus on.
With this type of spec analysis AIM is able to supply the building product manufacturer with a list of target projects and/or with the architects, engineers or owners who control what is in the brands’ specification. The final customized spec analysis can contain all the important project specification information as well as key contacts. This spec information can be easily sent to a company’s sales team to call on owners or influencers.
Conducting on-going spec analysis can support manufacturers in their efforts to build stronger more targeted relationship with key players. This will help companies stay ahead of the competition and increase the chances of getting purchased. AIM, with the assistance of their sister company, Interline Creative Group, can also provide a targeted appointment program to connect with the key players. For more information on how AIM can assist you with finding new business or product opportunities, email patty@a-i-m.com or call 847-358-8558.
[1] According to the AIA (American Institute of Architects), the “basis of design” refers to a comprehensive document that outlines the fundamental principles, assumptions, criteria, and rationale behind key design decisions made for a project, essentially serving as the foundation for the entire design and construction process, ensuring all parties understand the reasoning behind design choices and how they meet the owner’s project requirements