Expert: Paul S. Brown, AIA - 5/2/2008

Question
Hi Paul

Any comments/insight you can deliver are/is most appreciated, however if you feel you rather not answer for any reason, that is alright as well, I appreciate your time taken.

I'm working with an American start-up which is the extension of a Chinese water and light show company.  We manufacture fountains similar to the Wynn Casino in Macau, China and the Bellagio Casino in Las Vegas, NV.  The chinese company is rather dominant in the Asian market with projects like the '08 Olympic games and dozens of other large projects.  They have also done smaller projects as well.  We have their full support should any American company decide to do a similar fountain.  Most importantly, our technology is unique in the many features such as the mist like screen for movie/image projection, holographic static lasers for 3D logos, and other innovative features.

We have assembled a direct mail package containing many photos and details of our projects and technology.  

We are ready to send it to the right recepients, and have the data of most private and public architecture firms here in the States.  Although we do not have the entire employee roster, we typically have the top management.

My inquiry to you is, what advice do you have in regards to solicitation of these companies.  Is there typically a specific company position within architecture firms which is most appropriate to review and receive this type of package, or does it vary widely between firm to firm.  Also, are there certain details which are important to these firms, that are worth noting in the package?

Assuming archetecture firms are a good place to expose our business to, we are moving in this direction.

Any advice you have to educate me is very welcomed and appreciated.

Thanks for your time again.

Matt

Answer
Hi Matt:
Sounds interesting.  (I was in China this past fall.  I did not see anything like this, but I was surprised to see LED lights on tall buildings, roadways and other places ... just for fun, it seems.  Not what I expected!)
Yes, I do have a suggestion for you.
Many direct mail items are addressed to 'project specifications writer' or 'specifications manager' or by title in the firm, like 'president' or 'V.P.' or 'project manager'.  When they arrive, the secretary opens the mail and sends it to whomever she/he thinks is the right person.
My advice, would be to send your item to the "Lead Designer" or "Chief Designer" or "Head of Design".   The person you are trying to reach is the person who will be captivated by your offering, and then push to get it included in the project.  The mistake is that many people assume this is the person writing the specifications, or managing the entire process.  Not so ... it is the person who cares most about what stays in the project after all the value engineering; and that is the lead designer.
Good luck,
PB