Browsing by Author "Soares, Bruno Sousa Moreira Morais"
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- Roadmap of promotion and communication strategy : development and implementation of a promotion and communication strategy for the Portuguese BIM Consulting Company InBIMPublication . Soares, Bruno Sousa Moreira Morais; Lino, Rute Sofia Barbosa XavierInBIM is a BIM consulting start-up, which is still at the seeding stages and still doesn’t have any clients. This way, it still doesn’t have a clear strategy to communicate and promote their service to the market, neither their target segments defined. Therefore, it seeks to develop a customized strategy to communicate and promote their service to their potential customers and to gain exposure in the AEC industry. The current thesis provides a detailed study of the process of developing a marketing communication and promotion strategy. An analysis of the AEC industry helped defining InBIM’s target segments as the architects, the engineers, the contractors and the owners, as well as understanding the characteristics of each target. According to the literature on marketing communications strategies, the first three steps are choosing the targets, determining the communication objectives and selecting cost-effective communication channels. However, the type of product market, the life-cycle stage that the service encounters itself in and the buyer-readiness stage will affect the selection of the communication channels. Therefore, three main strategies were developed, one for the architects, other for engineers and contractors, and one for the owners. Further recommendations about the communication objectives and the most cost-effective communication and promotion channels and tools to be used in each strategy by InBIM were defined.