They had an innovative, sustainably sourced product worth talking about. The problem was that architects, interior designers, and developers (the exact people who needed to hear about it) are notoriously hard to reach and even harder to influence with a standard sales pitch.
The path to this audience wasn't advertising or cold outreach. It was education. These specifiers make decisions based on trusted knowledge, not marketing materials. GamePlan needed to become a source of that knowledge.
We researched and interviewed key influencers across each target market, assessed the client's sales and design processes, and built a lunch-and-learn program featuring recognized subjectmatter experts. The sessions were accredited as continuing education by the Ontario Architects Association and the Association of Registered Interior Designers of Ontario. We also implemented a CRM to track and manage every opportunity the sessions generated.
The client went from being unknown in the design community to being a trusted educational resource, with a pipeline to show for it. The Q&A sessions alone generated a steady stream of qualified new business opportunities.