Welcome to the mentorDINO YouTube Interview Series, your go-to destination for in-depth conversations with professionals in the fields of architecture, engineering, construction, and adjacent fields. I’m your host Katelyn Rossier, and I’m on a mission to uncover the fascinating stories, insights, and expertise of individuals who have shaped the built environment.
In each episode, we delve into the unique career journeys of our guests, exploring their educational backgrounds, professional experiences, specializing, and what they do. Whether you’re a budding Architect, an aspiring Engineer, or a construction enthusiast, you’ll find valuable advice, inspiration, and a deeper understanding of these professions.
If you’re new here, consider subscribing to our YouTube channel so you never miss an interview with our incredible guests. And for our blog readers, we’ll also provide a mini-transcript below the video to make it easier to follow along. Now, let’s jump right into today’s conversation and get ready to be inspired by the remarkable individuals who have made their mark in architecture, engineering, and construction.
AEC Marketing
Alyce Anderson, CEO and founder of Wonderstruck, discusses her background in construction and how it led her to start her own marketing firm in the AEC industry. She emphasizes the importance of technical knowledge and project management skills in AEC marketing. Alyce also highlights the role of AI and visual education in marketing, as well as the need for collaboration and respect between marketing teams and other stakeholders. She shares advice for working with marketing teams and offers insights into the challenges and rewards of starting a business.
Takeaways
• Technical knowledge and project management skills are crucial for marketing professionals in the AEC industry.
• Visual education and AI play a significant role in AEC marketing, helping to communicate complex ideas and win work.
• Collaboration and respect between marketing teams and other stakeholders are essential for successful proposals and projects.
• Starting a business requires risk-taking and the ability to adapt to changing circumstances. To be successful in business, you need to have endurance and love the idea of owning a business more than the idea of being rich and successful.
• When dealing with difficult clients, open communication, self-reflection, and contract negotiations can help improve the situation.
• Young professionals should stick with challenging situations for at least two years to gain valuable experience and learn from their mistakes.
0:00 Introduction and Career from Superintendent to Business Owner
07:32 Marketing in the AEC Industry
08:43 The Role of Marketing Professionals in AEC
10:26 Importance of Technical Knowledge in AEC Marketing
11:20 Project Management Mindset in AEC Marketing
13:25 Visual Education and Marketing in AEC
14:22 The Role of AI in AEC Marketing
15:17 Collaborative Proposals in AEC
17:46 Respecting and Involving the Marketing Team
18:25 Advice for Working with Marketing Teams
22:13 Starting a Business and the Role of Risk
28:46 Experience as a Superintendent in Construction
38:20 Transitioning from Freelancing to Full-Time Business
44:21 The Importance of Endurance and Loving the Business
49:20 Handling Difficult Clients
59:59 Advice for young professionals starting their career
Written by
Katelyn Rossier, AIA, CSI, NCARB, LSSBB
