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Leading focus groups to actionable insight Focus groups are an indispensable market research tool, offering direct insight into the perceptions, motivations and preferences of your target audience. For organizations in the architecture, engineering and construction (AEC) sectors, this qualitative method provides the nuanced feedback necessary to refine messaging and strategic initiatives. Whether conducted in-person or digitally, a well-executed focus group can uncover why st

Learn how to create and use knowledge blocks to refine AI outputs for the AEC industry. Generative artificial intelligence offers significant efficiency gains, yet many marketers, especially in the architecture, engineering and construction (AEC) industry, face a common challenge: receiving generic or inaccurate results. The solution lies not in abandoning these powerful tools, but in refining how we use them—specifically, by using what is known as “knowledge blocks.” What ar

An organization's most credible and influential voices often come from within. Employees and board members, from frontline staff to leadership, possess authentic perspectives that can significantly enhance brand reputation and reach. Structuring this collective influence through a formal advocacy program transforms individual efforts into a unified marketing and communications asset. Key to success, however, is creating a detailed framework for understanding, establishing and

Your event was a success. There were lots of networking opportunities and presentations by knowledgeable speakers.  And the feedback was amazing. Now you are faced with hours of valuable session recordings. The next standard step?  Upload the content to your website and hope for the best. This is a commonly known as a “content dump.” However, it is not a content strategy; instead, it is a missed opportunity, and in the end, it does little to attract or convert new members.  

Search Engine Optimization (SEO) is no longer the only method for gaining online visibility. The rise of generative AI platforms like...

Reaching journalists with your organization’s message requires a combination of new approaches and established methods. While the media landscape is in constant flux, the core principles of public relations remain constant. The most important part of any PR strategy is building personal relationships. Understanding a publication's style, knowing its audience and building trust with its editors is the bedrock of successful public relations. However, journalists are adopting ne

As we head into the last quarter of the year, it’s the perfect time to take stock of performance and plan for the year ahead. Chances are...