Posts

Manufacturers – Learn How to Deliver & Execute an Effective BIM Marketing Strategy

For product manufacturers, there are no financial gains or rewards for simply creating great BIM solutions in a vacuum, despite all the content creation and hosting firms that may try to convince you otherwise. Unless your target market is aware of your solution and confident enough in the quality of your BIM content to document your product in projects, your investment in BIM will inevitably fail to realize its potential reward.

A leading mistake made by manufacturers investing in BIM content is failing to effectively communicate their offering, both in terms of making your target customer base aware of your content, and in facilitating an ongoing dialogue with your customers around that content to ensure it is meeting their unique requirements and being actively leveraged in their project models . Failure in this area primarily falls into two main categories:

Message: Creating and marketing the wrong message

Reach: Not having the message heard by enough of the right people

We’ve created a whitepaper, “BIM Communication & Connection” that will provide you with proven strategies and best practices that leading manufacturers have leveraged to overcome these challenges and realize measurable ROI as well as gain a competitive advantage from their investment in BIM content solutions.  Here are a few of the topics covered with real world examples:

  • Delivering the Right Message to the Right People
  • Creating the Right Message
  • Reaching the Right People
  • BIM Communication Mediums

Click here to receive the paper.

Britex:  BIM Content that Drives Business Value

britex-logo

Britex is Australia’s premier manufacturer of commercial stainless steel plumbing products and architectural fittings. With a sales and marketing strategy firmly focused on commercial project specification – by Architects, Interior Designers and Hydraulic Engineers – Britex was one of the first Australian manufacturers to invest in a long-term BIM strategy. With UNIFI as their provider of BIM content creation and strategic BIM services, Britex is considered one of the true market leaders among all BIM-enabled Australian manufacturers. Britex initially engaged with IGS BIM Solutions which was acquired by UNIFI in 2016.

Britex had begun developing an extensive library of Revit families for their products at the request of several major Architecture clients. However, like many of UNIFI’s product manufacturer clients, Britex initially engaged not one, but several content creators prior to working with UNIFI, all of whom who were unable to provide content that Britex’s Architecture clients saw value in utilizing.

To ensure the Revit content created for Britex was utilized by the broadest possible user base, UNIFI focused on creating content that provided maximum value to each discipline of designer. In the simplest possible terms this meant addressing key criteria for each category of Revit content user including Architects, Engineers and Designers.

  • Architects: Families capable of producing high quality documentation (e.g. 2D drawings, schedules etc) and included ample, well-structured product data.
  • Interior Designers: 3D geometry sufficient to create basic renders and accurately depict the major aesthetic elements of the products
  • Hydraulic Engineers: Families include defined water connectors and sanitary outlets

It would be fair to say the Britex Revit library has been an enormous success for Britex. Being an early adopter in its category, Britex was able to benefit greatly from being first to market with quality, fit-for-purpose Revit families for their products. Britex was able to provide a great service to these designers who were now looking for quality Revit content, especially free Revit content from product suppliers, to help them in their new design and documentation processes. The end result: specification volumes, and in turn sales figures, increased significantly following the launch of the Britex Revit library developed by UNIFI.

View the pdf of the Britex Success Story and read how other UNIFI customers are achieving success in our Success Stories area.