What is specification marketing?

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Specification marketing is a strategy primarily used in the fields of product design, architecture, and construction. It’s all about marketing products or materials directly to architects, designers, and specifiers, who then incorporate these products into their project designs. The goal of specification marketing is to have a product specified or included in the design and construction plans, which can significantly increase the likelihood of its purchase and use.

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What does a specification look like?

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This is a question that I wondered when I first started in the world of specification. Quite simply, they are a bit of text that covers the relevant part of the building and the key requirements of the product, particularly safety or regulation-related information.  It then usually notes a product and the manufacturer.  

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How influential are specifications?

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Specifications are influential as the designer has typically put thought and research into the product and how it will interface with the rest of the building. However, the extent of the specification’s significance depends on whether the project is architect-led or ‘Design and Build’.

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In architect-led projects, the architect retains significant control, ensuring design integrity and alignment with the client's vision. In design and build projects, the responsibility lies with a single Principal Contractor, usually meaning faster communication and potential cost efficiencies, albeit sometimes at the expense of bespoke architectural features and detailed design nuances. In design and build projects, the principal contractor is ultimately responsible for the design, so they can choose whether or not to follow specifications. 

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All this having been said, specifications are about to become a lot more influential, due to the new Building Safety Act.

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The act intensifies the importance of specification by mandating higher standards of safety and compliance. Specifiers and manufacturers must provide detailed, accurate product information to ensure alignment with the new regulations. This shift places a greater emphasis on transparency and accountability in product marketing and documentation, making it imperative for specifiers to thoroughly understand and comply with the updated safety standards to avoid legal and financial repercussions.

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Are all specifications created equal?

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No, some specifications contain the dreaded words ‘equal or approved’, meaning that whilst your product is specified, the contractor can swap it out for an equivalent product. However, this practice will become much more difficult, particularly for products which have an impact on building safety. This is due to the new ‘gateways’ that are being introduced to ensure that once a specification has been signed off, it can only be changed by following a change procedure with the principal designer. Again, all of this depends on whether the project is architect-led or design and build.

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What tactics are used in specification marketing?

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CPD (Continuous Professional Development)

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One of the main tactics used in specification marketing is CPD presentations. CPD stands for ‘Continuous Professional Development’. It’s something architects need to do to keep ahead of technological advancements, regulatory changes, and innovative design techniques. There are a number of different ways of doing CPD, however, the most common is by attending presentations, typically given by suppliers.  One of the downsides to this approach (but your opportunity) is that a lot of suppliers use this opportunity to deliver a sales pitch, which is usually unwelcome. 

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Having a brilliant CPD and delivering it to as many relevant specifiers as possible is one of the most effective ways of getting your product specified.

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Become an authority on your topic

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Designers attend a large number of CPDs a year. The likelihood is that you will be just another presenter in their mind, unless you do something to stay in mind. That doesn’t mean spam their email - that’s a sure-fire turn off.  In order to back up your CPD content, earn your place as a trusted advisor on your topic by creating content and sharing it on the social platforms that your audience uses, (e.g. architects mainly use LinkedIn, interior designers mainly use Pinterest and Instagram) you can then connect with your audience and when requested (e.g. they have a question), share useful content with them directly.

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Easily downloadable product information

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Having easily downloadable product information available on your website will be a major motivator for specifying your product. If you use automation to follow up the downloads in a personal manner you will then learn where your products are being specified.

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Specification Libraries

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Specification libraries are databases like NBS Plus that store product and manufacturer data in a uniform format that specifiers can insert into their specifications. They are more useful for some products than others, for example, if your product is a brick, then having it missing from a list of brick options in a specification library means that the specifier is likely just to choose one of the many other bricks as it saves them time. However, if you are specifying a complex life-safety system (I used to market smoke ventilation systems to specifiers) they are extremely unlikely to specify the products using a specification library as it forms part of a system that will be detailed by others.  In the latter case, it is of much less value having your product/system in a specification library.

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Case Studies

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Specifiers are taking a risk by specifying your brand. If your product or service is poor, there’s a chance it could impact their reputation.  Case studies and examples of where your product has been successfully used before, particularly if there are written and video testimonials from specifiers and end users will reduce this risk in the specifier’s mind. 

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BIM (Building Information Modelling)

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BIM is essentially a 3D CAD model with additional data included. The models can get very complex and clever, but most are very simple. The data includes things like the manufacturer’s contact details and links to other product data.  In more complex examples, the models will have detail on how the product interfaces with the building, power requirements, will change parameters based on which variation is selected, etc.  If you have a mechanical or electrical product, having BIM models will likely increase your chance of being specified.  It’s worth noting that most specifiers don’t want the actual model to be too detailed as it makes it too ‘heavy’. The data is the important part.

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Are there prerequisites to getting our products specified?

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Yes, your products are very unlikely to be specified if they don’t meet regulations or have other compliance issues. You are also likely to struggle in the specification market if you don’t have adequate product information in easily accessible formats.

Another potential barrier to being specified is if your product is lagging behind in its environmental credibility. Given the growing emphasis on sustainability in construction and design, addressing how eco-friendly and sustainable your products are is very important. So is making specifiers’ lives easier in this area - things like EPDs (Environmental Product Declarations) - will greatly help specifiers in their assessment of their building’s environmental impact.