IN THIS EDITION

• Get Your Message Heard: 7 Innovative and Actionable Strategies to Grow Your Customer Base Right Now
• A Brand New Season is Coming: Design Vault, Season 3 is launching this month
• The Power of Podcasting: From Personal Journey to Professional Insight

INDUSTRY NEWS & IDEAS WORTH SHARING...

The Power of Podcasting: Storytelling, Connection, and Impact in the AEC Industry

by Randy Wilburn

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I can't believe it's been almost 17 years since I started listening to podcasts and nearly 15 years since I began creating them. Time truly waits for no one. I vividly recall my first podcast episode; it was with Cliff Ravenscraft on his aptly named show, 'The Podcast Answer Man.' Talk about hitting the nail on the head with a title! Cliff wasn't just talking about podcasts; he was creating them, exploring a meta-narrative that was quite pioneering at the time.
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Now, Max (formerly HBO) offers companion podcasts for many of their major shows, like the acclaimed 'Succession.' It's a natural progression. After immersing yourself in an episode, the urge to discuss and dissect the content is almost instinctual, and podcasts serve as an ideal platform for such dialogue.
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However, my intention for this inaugural article in your esteemed newsletter wasn't to focus solely on podcasting. I wanted to underscore the timeless essence of storytelling, a fundamental aspect of human society traceable to our cave-dwelling ancestors. Joseph Campbell's 'Hero's Journey' profoundly influenced my understanding of storytelling's power and its universal presence.

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What I particularly cherish about podcasting is its ability to draw stories from individuals, especially in the design industry. Podcasting's intimate nature is unparalleled. With headphones on, listeners engage deeply with the content, making it a powerful medium for knowledge exchange and inspiration. Having produced over 1500 podcast episodes, I've witnessed the effectiveness of audio in conveying information that might be lost in written communication.

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Through my collaboration with Gãbl Media, Inc., led by the proficient Mark R. LePage and Dimitrius Lynch, we aim to amplify these narratives in the AEC industry. In the coming months, I'll advocate for the adoption of podcasting within your company or brand, illustrating its business development benefits, its role in knowledge transfer, and its capacity to foster a collaborative space for discussing achievements and ideas.
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This medium's impact extends to video, thanks to platforms like YouTube, one of the most potent search engines available. In our information-seeking era, people often turn to others' experiences for guidance, making every project, client interaction, and employee engagement a potential story worth sharing.
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If you're interested in a brief, 15-minute discussion to explore ideas, I'm all in. Serving you and aligning with Gãbl Media, Inc. feels like coming home.

The Price You Pay: Drawbacks of Competing Solely on Price

Are you caught in the price war trap, believing that offering the lowest prices is the key to winning customers?

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One of our latest posts, inspired by insights from a 'Build Your Brand' podcast episode, explores the illusion of short-term success and the long-term drawbacks of competing solely on price.

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Discover why the initial rush of customers seeking bargains might not translate into sustainable profitability and learn about the profitability squeeze, scaling challenges, efficiency compromises, and the danger of commoditization that price-focused businesses often face.

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Uncover the path forward—a balanced approach that combines competitive pricing with quality, innovation, and exceptional customer experiences. Read the full post to gain valuable insights and rethink your pricing strategy for long-term success in today's hyper-competitive business landscape.

INSIDE GĀBL

Glen-Gery's Popular Podcast, Design Vault, is returning on April 25th!

Design Vault Season 3 is launching on April 25th! Some of the announced guests will be Daniela Holt Voith of Voith & Mactavish Architects LLP, Ross Padluck Kligerman of Architecture & Design, Gabe Deck of Gnome Architects, and Michelle Todd of M. Todd Architects.

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From rustic homes to contemporary museums, brick is one of the most popular design elements for architects around the world. However, imagination of its use is often limited. Design Vault tells the inspiring stories of historic architects’ use of brick, and with the help of architectural leaders of the present, shares how ideas of the past help inspire and bring new designs to life. Each episode delivers compelling stories that will stretch your imagination with brick and fuel your next design.

SHOWING OUR SUPPORT

Congratulations to Nakita Reed and Tangible Remnants!

Our very own Nakita Reed just hit a huge milestone – Tangible Remnants released their 50th episode! Congratulations, Nakita! Your hard work and dedication continues to inspire us as you fiercely explore the interconnectedness of architecture, preservation, sustainability, race and gender. Here's to 50 more!

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In episode 50, Nakita makes sense of solar with Jordan Taylor and highlights Sharswood, former plantation homes in Gretna, VA. Listen to the 50th episode now.​

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UPCOMING EVENTS OUR NETWORK IS TALKING ABOUT

CREATIVE EDGE

EXPANDING YOUR REACH: 7 INNOVATIVE STRATEGIES TO GET YOUR MESSAGE HEARD

You've done the hard work, right? You’ve created your business, developed and maintained a bottom line, laid the groundwork, and now it's time to get your message heard by your target market. But how?

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Connecting with a receptive audience is key to sustaining and scaling your business. As Randy Wilburn clearly showcased in his first EXCHANGE post, storytelling in any format will help continue to engage and nurture your customer base. While we are partial to podcasting, Randy’s emphasis on storytelling through any medium is essential.

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There are a wide range of dynamic strategies and channels to explore, and narrowing down where to focus can seem overwhelming. It is important to keep in mind, that while building an omnichannel marketing strategy is key to real growth, you can’t chop down a tree by running around whacking a hundred of them only one time! You’ve got to spend time hitting one tree until it falls BEFORE moving to the next one.
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Everyone wants to expand their audience. The best way to do so is to experiment with new tools and methods. Just be sure not to overextend yourself. After thorough testing and optimization, add new channels and strategies slowly. Here are some quick tips on how to choose the right formats and reach your target customers.

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💡STORYTELLING IDEAS THAT WORK💡

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1. Start with the Familiar

Your existing network can be a goldmine for growth. What medium and platform(s) do they frequent? Once you've identified those, target lookalikes — people who resemble your current contacts in demographics or interests—as they are prime for expanding your audience. Utilize data about your current customers to identify these lookalikes and tailor your outreach effectively to “borrow” their already cultivated customer sets.
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2. Be Social Media Savvy

Social media remains a powerful platform for engagement. Leverage your expertise to create value-rich content that serves your audience's needs. Encourage user-generated content to foster a sense of community and involvement with your brand.
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3. Use Audience Insights

Dig into your audience's preferences, behaviors, and engagement patterns. Use this data to refine your outreach strategies, emphasizing channels and messages that resonate most with your target market.
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4. Create a Snail Mail Renaissance

Don't overlook the impact of direct mail, especially when integrated with your digital efforts. Personalized postcards can grab attention and drive responses, particularly when tailored to individual preferences and behaviors.
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5. Do Thorough Landing Page Optimization

Maximize your landing pages' potential by driving targeted traffic through various channels. Strong calls to action aligned with audience priorities can boost conversions and engagement.
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6. Develop and Nurture Strategic Partnerships

Collaborate with complementary businesses to expand your reach. Co-sponsored events and partnerships can enhance brand visibility and attract new audiences aligned with your offerings.
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7. Use Omnichannel Approach

Embrace an omnichannel marketing strategy to ensure a seamless and unified brand experience across all touchpoints. Consistency and integration across channels lead to higher retention and engagement rates.
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By continuously experimenting with new tactics, leveraging audience insights, and fostering strategic partnerships, you can fuel sustained growth and cultivate a thriving community around your brand. Keep innovating, learning, and expanding to unlock new opportunities and connections in your journey to success.