Essentials of Marketing Case study 14. Schrock &oh Design Keven Schrock and Katie Oh met while studying architecture in college. they become good friends and after graduating decide start to modern architecture firm in Los Angeles. Schrock& Oh Design opened in 2011, specializing in contemporary residential and commercial project.Starting an architecture business in the midst of a recession was not easy. The business struggled in those first few years. But they loved what they did, scrimped and saved and took whatever work they could get. The economy gradually improved. They soon built a modest business based mostly on word -of-mouth; Kevin noted that their only marketing investment was business cards and a small five- pages website. They did not have the money to invest in much more. They survived and eventually built a bit of a reputation for their work. Reputation and word- of- mouth were carrying Schrock & Oh Design only so far. They wanted to move to their business to the next level. They started by advertising on Yahoo! and Google. Although this led to some initial inquiries, very few panned out into actual work. People seemed most interested in just asking quotations, seeing photography of their work, and learning more; they were just gathering ideas. These customers were early in the buying process. Kevin and Katie spent lots of time taking to customer but not much time designing and building out. “it feels like was spend so much time educating these customers that in the end, we hardly make any money even if they do work with us on a design project,” note Kevin. Their next foray was to start blogging. Katie was a pretty good writer and stared a blog on the Schrock oh Design .com website. She blogged about the industry – “Development Fact of the Day-China,” which discussed a magazine article she read about architecture in Metropolis Magazine and “Is prefab the Future,” which described issue around the modern prefabricated home. Prefab homes were one of their competitors. Although low in cost, they are not easily customized to a customer’s specific needs. Some of her posts generated traffic to the website, but few turned into leads for the design firm. When they looked at clickstream data, they found that most customers read the blog and then left the company’s website. There were stumped about where to go next. “We tried all the marketing we knew. We started with advertising, which did not seem to work. So, we went to this new ‘owned media’ approach but that isn’t getting us any business either,” claimed Katie. “It doesn’t seem like a Facebook page or Twitter feed is our best route either. Our goal is to attract qualified leads. we would like to attract customers who already knows they want to build a contemporary home or commercial building -and then we can use our time with them to discuss what our design ‘s strategy so far. What would you recommend helping the architecture firm attract more qualified leads?
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