The Built Environment Marketing Show

The Built Environment Marketing Show is the new name for Marketing In Times Recovery. It'll still be a biweekly interview-led podcast series featuring inspirational built environment business leaders but more with a look to the future. We’ve had to weather crisis’ before and podcast listeners hear lively conversations, jam-packed with hints, tips and takeaways that you can apply to your business now. Hosted by Ayo Abbas, Founder / Consultant, Abbas Marketing. Subscribe now, rate, review and help us to spread the word.

https://www.abbasmarketing.com/mitc-podcast

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episode 12: Ep 12: Winning Work Through Lockdown with Digital Marketing with Amos Goldreich [transcript]


Today I’m excited to share my latest marketing interview which with architect Amos Goldreich who runs his own practice of 04. In just a few years' he has amassed an Instagram following of 30,000.  I'm your host Ayo Abbas, a freelance marketing consultant. 

Key takeaways

  • How digital marketing has helped his firm
  • How he’s won 8 projects during lockdown including 4 via social media
  • His tips on getting started with digital marketing  
  • Where he finds his inspiration and support 
  • And why we should all push ourselves and try something new – even coming on podcasts like this.

 Make sure you rate and review this episode as it helps to spread the word.

Resources

Amos Goldreich Instagram

Abbas Marketing



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 2020-11-12  37m
 
 
00:04  Ayo Abbas
Hello, and welcome to
00:04
the latest episode of Marketing
00:07
In Times of Crisis. Today is
00:07
Friday, the 6th of November
00:10
2020. And I'm your host Ayo
00:10
Abbas, a freelance marketing
00:14
consultant who specialises in
00:14
all things built environment.
00:18
I've just finished recording my
00:18
latest podcast interview, this
00:22
time with architect Amos
00:22
Goldreich, who runs his own
00:26
practice of four, and has been
00:26
making waves in terms of his
00:28
digital marketing efforts. In
00:28
just a few short years, he's
00:31
amassed 30,000 followers on
00:31
Instagram, something you'd
00:35
ordinarily expect from a much
00:35
larger firm. In this interesting
00:39
interview, we look at how he
00:39
uses digital marketing to help
00:41
his practice, the tips he has on
00:41
getting started, where he finds
00:46
his inspiration and support from
00:46
when it comes to marketing, and
00:49
why we should all push ourselves
00:49
and try something new. Even
00:53
things like coming on this
00:53
podcast. If you like the show,
00:56
please leave us a rating and a
00:56
review as it really does help
01:00
spread the word. Anyway, I won't
01:00
hold you up anymore. Enjoy the
01:04
interview. Happy listening.
01:12
Hi, I'm Amos. Thanks so much for
01:12
coming on the show. Can you give
01:15
me a brief intro to you and your
01:15
role? And your practice? Please?
01:18  Amos Goldreich
Hi Ayo
01:19
Thank you very much for inviting
01:19
me. So I'm an architect from a
01:25
Amos Goldreich Architecture. We
01:25
design beautiful buildings and
01:32
spaces. And we do that with an
01:32
acute sense of empathy and
01:38
pragmatism. And our aim is to
01:38
change the lives of the people
01:44
that use them, whether it's our
01:44
direct clients or the end users
01:48
in a positive way. So we are
01:48
based in North London. And there
01:54
are four of us.
01:57  Ayo Abbas
For you, wow, that's
01:57
you, you've got a lot of output
02:00
for for, I guess, as we've just
02:00
gone into lockdown mark II. How
02:07
did you fare in the first one?
02:07
What was the impact on your
02:10
practice, then?
02:13  Amos Goldreich
Uh, well, I
02:13
think like many other practices,
02:18
the first couple of weeks were a
02:18
sense of shock, perhaps. And
02:25
just kind of not knowing how
02:25
we're gonna go about things
02:32
working remotely, whether we
02:32
could see clients or not, so we
02:36
had to really act quickly. And I
02:36
can, looking back, I think the
02:44
priority was to reestablish the
02:44
human connection. All that we do
02:53
is about people, and it's about
02:53
this connection, and before
02:56
locked down, you know, when we
02:56
meet a new client, we meet face
03:01
to face, and suddenly we have
03:01
this, this sort of barrier. And
03:05
this new method of
03:05
communication, which is was
03:10
completely alienated. So we had
03:10
to quickly adapt to it. And we
03:14
did that through through all the
03:14
software, which are now come to
03:19
the basics, like Zoom and Teams,
03:19
and sharing. And I think what
03:27
what became an emphasis is
03:27
perhaps, communicating more than
03:33
often. And, and just just
03:33
emphasising on that
03:40
communication,
03:41  Ayo Abbas
So you wanted to keep
03:41
people just just just updated, I
03:44  Amos Goldreich
Updated as much
03:44
as possible. And sharing
03:44
guess,
03:48
information as perhaps more than
03:48
before. And just keeping them
03:55
reassured. But also so we have
03:55
one example we we got a project
04:05
about three weeks before
04:05
lockdown. So we've already kind
04:09
of established some sort of
04:09
relationship. I like to see the
04:13
beginning of project as a slight
04:13
kind of blind date. Because we
04:18
have a we have a short period of
04:18
time to get to know the client
04:22
and especially for the client to
04:22
know us. And and in those early
04:27
stages the human interaction or
04:27
the physical human interaction
04:31
where you see someone
04:31
face-to-face is extremely
04:36
important. And it's also
04:36
extremely important to be able
04:38
to visit the site because there
04:38
are things that will never
04:44
transform through through
04:44
digital media. And then suddenly
04:50
we have this this lockdown. So
04:50
we have this drastic shift into
04:55
digital the digital world. So
04:55
it was quite interesting to see
05:01
that that transition, but it
05:01
worked well. And with the right
05:08
software and the right kind of
05:08
frame of mind.
05:12  Ayo Abbas
So I guess you've got
05:12
the communication software. I
05:14
mean, did you offer different
05:14
services? How did you kind of
05:17
did you try something new during
05:17
lockdown,then?
05:20  Amos Goldreich
Definitely.
05:20
We've really pushed the
05:26
boundaries and pushed ourselves
05:26
focusing on communication. Okay.
05:35
One of the first things that we
05:35
did is we started offering
05:40
online consultation for free,
05:40
which is still running.
05:46
Although it was free for us, or
05:46
for the client, we insisted on
05:51
the clients to donate to
05:51
charity. In the beginning, it
05:56
was for masks for Heroes for the
05:56
NHS, at some point that they
06:01
reached a target. So we switched
06:01
to a homeless charity called New
06:07
Horizon in Camden, for young
06:07
homeless people that we work
06:13
with. And that proved extremely
06:13
popular during lockdown. We had
06:22
about 30 consultations, met
06:22
really interesting people and
06:27
really helped the community. And
06:27
already one of those
06:31
consultations generated into a
06:31
client and the project.
06:38  Ayo Abbas
So what sort of
06:38
things were people asking you
06:39
for advice in those first
06:39
consultation were there any
06:42
trends you saw?
06:45  Amos Goldreich
We want to move
06:45
a wall? What do you think? What
06:48
colour do you think we should
06:48
use into kind of bigger
06:53
projects? I think what we're
06:53
what we're definitely seeing at
06:57
the moment, a huge increase in
06:57
leads coming in and enquiries,
07:06
because people are spending more
07:06
time at home. Yeah, and
07:10
realising
07:10  Ayo Abbas
that this doesn't
07:10
work for me.
07:12  Amos Goldreich
It doesn't work,
07:12
we hate the colour on the wall,
07:15
for instance, can we improve
07:15
things Oh, we actually our
07:23
businessli fe is changing, and
07:23
we're going to be working more
07:26
from home and we don't have the
07:26
right space for that. So
07:31
suddenly, garden studios are
07:31
becoming more popular again. And
07:39
then it's really people wanting
07:39
to improve, improve their life
07:48
and their wellbeing.
07:50  Ayo Abbas
Okay. And in terms of
07:50
your kind of what's the kind of
07:54
overall approach that you tend
07:54
to take to marketing? What sort
07:57
of things do you do as a
07:57
practice?
08:00  Amos Goldreich
Well, marketing
08:00
is, first of all, very
08:03
important. I think it's very
08:03
important for us and I should, I
08:06
think it should be very
08:06
important for all architects.
08:11
There's, there's more there's
08:11
the traditional marketing of and
08:17
PR through magazines and
08:17
national press. But then there's
08:24
also the digital marketing,
08:24
which I think especially now is
08:28
is very relevant and needs to be
08:28
addressed and sort of,
08:40
prioritised, prioritised,
08:40
really, because we spend more
08:45
time online. We use the online
08:45
social platforms to interact
08:54
with people to get ideas get
08:54
information. So you really you
08:59
really need to, to be present. I
08:59
would say that and then and then
09:11
through I guess, through digital
09:11
media or digital marketing, it
09:16
just opens up the possibilities.
09:16
You can do podcasts this one.
09:23
You can do events, you can do
09:23
lectures, you can really connect
09:30
directly with your clients or
09:30
with your targeted clients. So
09:38
you have to know there's a lot
09:38
of homework that one needs to
09:43
do. And if I if I may, elaborate
09:43
on that. You have to start with
09:54
with your why. Simon Sinek talks
09:54
about companies Instead of
10:00
thinking about what you do and
10:00
how you do it, and why in the
10:04
end, the why needs to be first.
10:04
So I have started this podcast
10:10
and I've kind of shared my, our
10:10
why that we we all about
10:14
creating spaces around human
10:14
beings really and we want to,
10:20
improve their life in a positive
10:20
way? And then you need to think
10:24
well, who are our clients? Who
10:24
do you want to target? Where do
10:30
they hang out? I guess now
10:30
there's some limitations on
10:36
physical location. So do they
10:36
Hangout on Facebook or Instagram
10:41
or LinkedIn?
10:42  Ayo Abbas
So now, I guess it's
10:42
just where do they hang out
10:43
online? I mean, that's what it
10:43
is at the moment, cos you're not
10:46
physically seeing them?
10:47  Amos Goldreich
Yeah. And then
10:47
this naturally leads you into
10:53
your visual identity, which is
10:53
your, your identity online. So
10:58
it's, it's how you as a practice
10:58
come across. For instance,
11:06
Instagram is a good example.
11:08  Ayo Abbas
Yours has changed
11:08
recently, hasn't it? or slightly
11:12
the kind of look and feel of it?
11:14  Amos Goldreich
It has, I think
11:14
that I think definitely more and
11:18
more practices are understanding
11:18
the potential of Instagram that
11:25
it's it's a platform to showcase
11:25
your work and and to really
11:32
direct your your marketing and
11:32
efforts directly to your key or
11:37
followers and, and those
11:37
followers would become your,
11:42
your, your future clients. And
11:42
there's different approaches,
11:47
you can have a very kind of
11:47
styled appearance. For instance,
11:53
our look or identity on
11:53
Instagram is more like a journal
12:02
or a snapshot of our practice
12:02
and the way we work we we see
12:11
our marketing and our kind of
12:11
approach as a way
12:16  Ayo Abbas
to lift a lid in a
12:16
way isn't it?
12:18  Amos Goldreich
Yeah, and to, to
12:18
educate our clients, most of
12:23
most of our work is in the
12:23
private residential. And for
12:28
most people, they've never
12:28
worked with an architect before.
12:34
For a lot of them, this would be
12:34
the most expensive project or
12:44
Yeah, project they would ever
12:44
do. So we want to kind of ease
12:51
the process and explain as much
12:51
as we can about it, and then
12:57
show why we are what makes us
12:57
different to other practices. So
13:04
we show for instance, we show
13:04
before and after photos of
13:07
projects. We show the process,
13:07
we show the life of an
13:13
architect, how we go about, we
13:13
show things that interest us, so
13:19
sometimes we even Wow, yeah,
13:19
yeah. And sometimes we show
13:24
other architects work that we
13:24
admire. So to summarise, I would
13:34
say starting with your why, then
13:34
it's the who, where and then and
13:40
then and then your your visual
13:40
identity.
13:43  Ayo Abbas
And which is there a
13:43
social platform that you find is
13:46
a practice that works for you
13:46
the best business wise?
13:51  Amos Goldreich
Yes. Instagram
13:51
has been really good. We've so
13:59
since lockdown since the first
13:59
lockdown, we've we've gained
14:08
eight new clients and eight new
14:08
projects. Four them of them are
14:14
through social media, and
14:14
through digital marketing, so
14:20
two were through Google, which
14:20
is now proving as a good source
14:29
of leads. Yeah. And then and
14:29
then I think, and then Instagram
14:35
and Facebook has been have been
14:35
really powerful in that respect.
14:40  Ayo Abbas
And do you? Are you
14:40
looking at only organic or do
14:43
you actually do paid for stuff
14:43
as well is in support of the
14:46
great content you put out?
14:47  Amos Goldreich
We do both. We
14:47
are advertising through
14:52
Instagram and Facebook. So we
14:52
we've we actually advertising
14:57
the online consultation. And
14:57
we've got a running ad that
15:02
appears on Instagram, Facebook,
15:02
it appears even on messenger.
15:09
Yep. Which is great. It's also a
15:09
bit kind of scary. Because
15:18
Facebook owns Instagram so that
15:18
helps. But then the whole
15:23
algorithm and the whole scary,
15:23
right, it is very scary,
15:27
especially after you. I don't
15:27
know if if our listeners have
15:30
watched The Social Dilemma.
15:33  Ayo Abbas
Oh my gosh, I did I
15:33
watched it a couple of weeks
15:35
ago. Scary.
15:36
Yeah. And it's like was the one
15:36
that was the one last year as
15:39
well. But The Social Network
15:39
wasn't the follow on from that.
15:41
Yeah. But yeah, basically, they
15:41
have all your data, they money
15:45
from data
15:45  Amos Goldreich
they know
15:45
everything. And you can, you can
15:48
basically you can target the ads
15:48
to the demographics, social,
15:56
economic, age, location,
15:56
hobbies, everything, everything
16:03
everything. Which it is it is
16:03
frightening. But it does help.
16:12
So we don't know. So for
16:12
instance, we are now working on
16:19
a project in Gravesend
16:19
converting a very large house
16:25
into multi units. And that was
16:25
through targeted marketing. Our
16:34
ad appeared on the clients
16:34
messenger. We communicated all
16:39
through lockdown. We haven't a)
16:39
we haven't kind of met in a in a
16:46
virtual world. It was all
16:46
through text messages. And we
16:49
only met face-to-face post
16:49
lockdown when we a) saw the site
16:56
for the first place. And for the
16:56
first time. Yeah. And and also
16:59
signed the contract.
17:03  Ayo Abbas
It's a crazy world
17:03
right
17:04  Amos Goldreich
It's completely
17:04
nuts. But but it's exciting. And
17:10
you. Yeah, it just opens up new
17:10
possibilities.
17:17  Ayo Abbas
Yeah. I mean, in
17:17
terms of, I guess, and the
17:22
adverts and things. I mean, how
17:22
did you tackle that? Was it
17:25
something you did yourself? Did
17:25
you? Did you get support? Or how
17:29
I guess how did you get started
17:29
on some of these kind of new
17:31
things that you did over
17:31
lockdown.
17:32  Amos Goldreich
We we get
17:32
support on that. We work with a
17:37
an amazing guy called Dave
17:37
Sharpe, who I know as well. He's
17:43
our go to guru when it comes to
17:43
digital marketing. Yeah, we've
17:49
never met him. It's all in a
17:49
virtual world of Zoom. Yes, he's
17:57
also very far away. He's in
17:57
Melbourne, Australia. So we can
18:01
only speak either late at night
18:01
or early in the morning. But
18:06
he's been a bit of a coach for
18:06
myself, for the past four years,
18:18
helping me kind of understand
18:18
this, this new world. And we
18:24
meet once a month, where he
18:24
throws or we discuss ideas, and
18:30
then I have a month to implement
18:30
them or work on them. And then I
18:35
get a critique. So he's some
18:35
some part of his service. He
18:41
also takes over all this
18:41
targeted ads, but but it is
18:49
something that you can do on
18:49
your own. You just need to kind
18:53
of learn learn the tricks.
18:55  Ayo Abbas
Yeah. And that's it,
18:55
isn't it? I know, I think with
18:58
the whole kind of digital
18:58
marketing, it's kind of I mean,
19:00
last year, I, I worked for an
19:00
edtech company, which was
19:02
actually really interesting in
19:02
comparison to the built
19:05
environment. Because actually,
19:05
you know, a lot of it is try
19:08
test, try learn, you know,
19:08
because you I mean, sometimes I
19:12
mean, I feel even for my own
19:12
business, I kind of, you know,
19:15
I'll try it out to Twitter just
19:15
spending the 10 just to see how
19:17
it works. Yeah. You know, what's
19:17
the rage? What's the numbers and
19:21
look at the ROI and understand
19:21
what's happening and where
19:25
what's bringing people to my
19:25
site or whatever. And I kind of
19:28
think, you know, you don't have
19:28
to spend loads of money on an
19:35
but I just think it's something
19:35
we've not necessarily done. And
19:38
I think as an industry, we've
19:38
always kind its organic has got
19:41
to be this but actually if you
19:41
actually look at Facebook, and
19:44
all the kind of internet
19:44
companies, they're basically out
19:47
to make money and they offer you
19:47
a free platform to use. And that
19:51
means that actually to do that
19:51
they are looking at they're
19:54
given more priority for paid for
19:54
things nowadays. And so it's
19:59
about You kind of sitting there
19:59
going, there's the organic, we
20:02
can get this level of engagement
20:02
on our own. But also we can get
20:05
a bit of a boost if we need it.
20:07  Amos Goldreich
Correct. I
20:07
totally agree. And I can I can
20:11
share an example we so up until
20:11
I would say, first lockdown we
20:20
spent on advertising our
20:20
consultation, probably 2000
20:27
pounds. Yeah. And, and from that
20:27
period, we converted one, one
20:36
consultation into a pay paying
20:36
client, and our fees or, or on
20:42
that are above 20k. So
20:42
immediately, that's a huge
20:47
return on our investment. I
20:47
think it's very important when
20:54
you engage in such paid ads to
20:54
to measure, measure your your
21:02
spending measure, measure your
21:02
your your your return. And like
21:06
you said, if it doesn't work, we
21:06
just we just try a different a
21:10
different route.
21:12  Ayo Abbas
or tweak it or design
21:12
a different message. And that's
21:17
the thing you can actually Yeah,
21:19  Amos Goldreich
sometimes. Yeah,
21:19
sometimes is as little as
21:23
changing the wording of your ad.
21:23
Yeah. or changing the image or
21:29
having the same text but then
21:29
alternating the image. So one
21:34
week, there's one features one
21:34
photo and then another week to
21:38
another photo and then through
21:38
the Facebook platform online for
21:44
the ads, you can measure the the
21:44
engagement of people with with
21:49
the ads, so you can see which
21:49
which photo works better, which
21:54
texts work works better? Yeah.
21:57  Ayo Abbas
A/B testing on there,
21:57
isn't it?
21:59  Amos Goldreich
Yes. And
21:59
sometimes the results are quite
22:02
surprising. For instance, we
22:02
have this one ad that keeps
22:06
going on that, for some reason
22:06
gets most of the hits.
22:13  Ayo Abbas
And any ideas? Why
22:15  Amos Goldreich
not? No?
22:17
No, it does work. So then you
22:17
kind of think oh, maybe if I
22:22
increase the budget slightly on
22:22
that one, maybe? Because that's
22:27
working and then I can switch
22:27
off the others. So it's really
22:32
it's it I find the whole the
22:32
whole system very exciting.
22:38
Yeah,
22:38  Ayo Abbas
no absolutely is so
22:38
in terms of practice is starting
22:43
out and looking to kind of get
22:43
into this whole kind of social
22:46
media and getting more of a
22:46
digital presence because I think
22:49
a lot of people have obviously
22:49
been reliant on face-to-face
22:52
which now again, we can't do I
22:52
guess what would you what what
22:57
hints tips would you give people
22:57
when he wants to want to go, I
23:00
guess stop more get started or
23:00
make more of an impact?
23:06  Amos Goldreich
That's a very
23:06
good question. I touched briefly
23:14
previously on starting starting
23:14
with your why, who and where I
23:19
think that that's still
23:19
extremely important. And then
23:24
this allows you to identify
23:24
your, your, your presence, your
23:30
your, your target audience, etc.
23:30
I would also advise of a) don't
23:41
fear it. Just Just do it really.
23:41
It is it is a bit of a learning
23:52
curve. And it's also I think
23:52
that one one of the issues that
23:58
I struggled with in the
23:58
beginning was expecting that
24:02
because it's it's online and
24:02
it's immediate, that the results
24:06
are going to be immediate. So if
24:06
you post if you post something
24:10
today then the phone is going to
24:10
start ringing tomorrow. This is
24:15
not the case. It takes time and
24:15
the key is to hang in there. And
24:22
and be consistent. You know, and
24:22
if it's about being on
24:27
Instagram, it is about posting
24:27
posting every day. So that leads
24:33
to so you need you need to
24:33
generate content. Which is
24:38
another thing to to kind of
24:38
think about what are what is
24:42
your content How How comfortable
24:42
are you with producing it Can
24:46
you do it all in house do you
24:46
need support?
24:51  Ayo Abbas
So, how do you
24:51
produce your content?
24:56  Amos Goldreich
I kind of what I
24:56
really enjoy doing it. It does
25:00
take time. I a lot of the
25:00
content I do on my phone,
25:08
because it's just there, and
25:08
it's immediate, and I can do it
25:12
anywhere. I've actually, I'm
25:12
encouraging my team to produce a
25:19
lot of the content. So we have
25:19
a, we have a folder on our
25:22
server called something like
25:22
content for social media. And,
25:28
and they know, and every week, I
25:28
kind of remind them to produce
25:34
or copy stuff in. So usually
25:36  Ayo Abbas
They can take
25:36
snapshots and things like that,
25:38
if they,
25:39  Amos Goldreich
I mean, with
25:39
Yeah, with all the phones that
25:42
we have, it's so easy so and you
25:42
can do screengrabs, or you can.
25:49
And what's really great about it
25:49
is that you can experiment with
25:53
all sorts of things. And it can
25:53
be as simple as taking a
25:58
snapshot. You can record the
25:58
screen of your computer while
26:04
you're drawing something and
26:04
then you speed it up. So it
26:07
looks it looks really
26:07
interesting. But what you have
26:10
to remember that especially
26:10
Instagram, it's all about visual
26:15
content. So it needs to have, it
26:15
needs to look to look great. So
26:21
invest in good photography.
26:21
Yeah, that's really key. Videos
26:28
are really popular, and
26:28
sometimes they get more traction
26:31
than than stills.
26:33  Ayo Abbas
You know, one of the
26:33
reasons that is is because the
26:35
actual social media platforms,
26:35
they prioritise video, so that
26:40
one of their algorithms if you
26:40
use things like video and
26:44
audiograms, and they actually
26:44
prioritise those, so that's one
26:49
of the reasons is that you know,
26:49
video is, and yet you get some
26:52
quite good metrics on stuff like
26:52
LinkedIn as well.
26:54  Amos Goldreich
Yeah. And I
26:54
would just say that just just go
26:58
for it. Don't think twice, find
26:58
a platform that you are happy
27:07
with. But also that your target
27:07
audience is is on it. If If your
27:15
audience is not on Facebook,
27:15
then then you will be wasting
27:20
your time. If your client is
27:20
more kind of sector based
27:28
commercial than maybe LinkedIn
27:28
is a platform for you. We were
27:35
we are concentrating more on
27:35
Instagram and LinkedIn at the
27:39
moment in terms of the content
27:39
and the posts that we do less on
27:44
Facebook. So Facebook is
27:44
primarily through the ads. And
27:52
yeah, I'm both well, LinkedIn, I
27:52
guess, we're not we don't have
28:01
direct leads from LinkedIn. It's
28:01
more about raising our profile
28:08
within within the sector and
28:08
with within the construction
28:12
community. But all these things,
28:12
build, build, and it's going
28:17
back to this thing of time, and
28:17
that it's not immediate, and and
28:22
it all helps with your online
28:22
presence and your SEO and
28:28
everything else.
28:30  Ayo Abbas
So how long I guess I
28:30
like on your social media
28:33
journey. How long did it take
28:33
for you to get that momentum
28:36
of? Yeah, I can see this and
28:36
making an impact. Did that take
28:39
six months a year? Or, you know,
28:39
like, yeah, before you started
28:43
building that momentum, because
28:43
it does take time. At first you
28:46
are kind of posting into an
28:46
ether isn't it? And you're like,
28:48
Is anybody there?
28:50  Amos Goldreich
to come? I would
28:50
say about two years. Yeah. And
28:56
and it's funny now that I meet
28:56
people or speak to someone and
29:02
then you realise that they
29:02
follow you on Instagram. And
29:06
it's great. Yeah, you feel a bit
29:06
of a celebrity for a second
29:15
before your ego drops. And but
29:15
it's Yeah, it's it's definitely
29:25
took some time. We'd been on
29:25
Instagram for quite a long time
29:32
at the beginning. just posting
29:32
ourselves without kind of
29:37
knowing exactly what we're
29:37
doing. And then we we met Dave
29:41
Sharpe, who helped a bit and by
29:41
being on it for about, I would
29:50
say over six years we now have
29:50
over 30,000 followers. Amazing
29:58
and we are in the top 20 most
29:58
followers in the UK, which is
30:02
great.
30:03  Ayo Abbas
I did see you on that
30:03
list. I was like, well, done
30:08  Amos Goldreich
so it does pay
30:08
off. Pay off. Yeah. And and the
30:17  Ayo Abbas
in a typical week? I
30:17
mean, how much time do you
30:20
actually devote to marketing?
30:20
Ofr, do you have a, like,
30:24  Amos Goldreich
usually Friday
30:24
is? Is are my marketing day?
30:31
Yeah, I use a thing called
30:31
Default diary. So I've I set
30:41
time in advance for these
30:41
things. And it's important to
30:46
stick to it. So I don't plan any
30:46
meetings around around that
30:51
time. But and then there are
30:51
there's a lot of really useful
30:59
apps out there that allow you to
30:59
pre or pre schedule all your
31:07
posts. The things like Later and
31:07
Get Social and many, many more,
31:16
which a) makes, you can upload a
31:16
months supply of content with
31:24
with the text. And then and
31:24
everything else. The app tells
31:29
you the best time to post, you
31:29
just you just put put the images
31:34
and plan the future layout of
31:34
your of your page, press a
31:39
button and you can you can
31:39
forget about it for a month. Or
31:43
you can plan six months in
31:43
advance.
31:46  Ayo Abbas
Who knows what's
31:46
going on six weeks? Let alone
31:48
six months at the moment, right?
31:48
Yeah.
31:51  Amos Goldreich
And then and
31:51
then it's really and then it's
31:56
we use them, we use the Stories
31:56
feature, for instance, in
32:00
Instagram, or now on LinkedIn,
32:00
to just show kind of the
32:04
day-to-day life of of
32:04
architects. And then, and then
32:10
it's really easy. You just take
32:10
take a snapshot on your phone,
32:13
or you do small recording you
32:13
posted on your story.
32:19  Ayo Abbas
And actually, they
32:19
and again, the platform's
32:21
prioritise their newer channels.
32:21
Yeah, so if you're using
32:25
Stories, or you're using
32:25
Instagram Reels, then it's kind
32:28
of they will show it to more
32:28
people because they want these
32:30
things to work. So that's the
32:30
other thing to always kind of
32:32
bear in mind is those new, those
32:32
newer aspects of their of their
32:35
platform, that's what they want
32:35
to prioritise. Just moving on,
32:39
um, in terms of, I guess,
32:39
marketing during lockdown, and
32:42
this year, have been any kind
32:42
of standout companies for you or
32:46
anything where you thought
32:46
that's been they've done that
32:48
really well can be in the
32:48
architecture world, or it could
32:51
be further afield?
32:52  Amos Goldreich
That's a really
32:52
interesting question Ayo, I
32:56
thought about it quite a lot.
32:56
And funny enough, I would say
33:01
the NHS. Okay. And I don't know
33:01
if it wasn't I guess it wasn't
33:10
an intended kind of marketing
33:10
or, or rebranding, but it's just
33:19
the way the way we as a nation
33:19
connected with the NHS, and with
33:30
the staff on the frontline, and
33:30
then the sudden kind of branding
33:37
of, of the, the rainbow. I think
33:37
it's been really, really
33:43
powerful. And the heroes kind of
33:43
thing, the heroes and the pride.
33:51
And I think, I think as as
33:51
marketeers or even us as
33:58
business owners who are I mean,
33:58
we're not professional
34:02
marketeers, but but we do need
34:02
to, to, to engage with with our
34:06
audience. You can learn a lot
34:06
from it. So the way what I've
34:14
sort of taken from it is really
34:14
emphasising more on that human
34:22
connection, which is something
34:22
that we, I think it's it's the
34:28
kind of thread that connects all
34:28
our marketing efforts, whether
34:34
they're online or in print, and
34:34
how we come across as a
34:40
practice.
34:41  Ayo Abbas
Being open and
34:41
approachable.
34:44  Amos Goldreich
Yeah.
34:44
approachable, being very much
34:47
people focused and and clients
34:47
focused. We see our clients as
34:54
almost an integral part of the
34:54
of our team so they So they
35:01
become part of part of the
35:01
design team. We, we design their
35:08
homes, it's their homes, it's
35:08
not ours. So they have to fit
35:14
with their lifestyle and habits.
35:14
And we are just facilitators
35:22
that kind of help them achieve
35:22
their their goals.
35:27  Ayo Abbas
Brilliant. And onto
35:27
my final question. I'm so what
35:31
one tip would you give to a
35:31
practice leader now in terms of
35:34
marketing,
35:36  Amos Goldreich
market market
35:36
market,
35:39  Ayo Abbas
fantastic.
35:40  Amos Goldreich
Really, really
35:40
seize the moment. It's exciting
35:43
times. Scary. There's a lot of
35:43
unknowns. Not only here, around
35:50
the world, but there, but it's I
35:50
think it's exciting time. And
35:55
there's a lot of opportunities.
35:55
And you just need to be there a
36:01
bit. You can take chances.
36:01
They're not hugely expensive,
36:08
and you can quickly modify and
36:08
find find, find your niche. And
36:13
if you don't try, you will never
36:13
know. And it's it's certainly
36:18
paid off for us. So I highly
36:18
recommend it.
36:23  Ayo Abbas
For anyone advice.
36:23
Thank you so much for your time.
36:26
I must it's been really
36:26
enjoyable. I've really enjoyed
36:29
the conversation.
36:30  Amos Goldreich
Thank you very,
36:30
very much for inviting me.
36:38  Ayo Abbas
Thanks for listening
36:38
to the latest episode of
36:40
Marketing In Times of Crisis. If
36:40
you liked what you heard, please
36:43
do leave us a review, as it
36:43
helps us to spread the word and
36:46
for more people to get to hear
36:46
about us. If you want to know
36:49
more about things mentioned in
36:49
the episode, do look at the show
36:52
notes which will give you more
36:52
information about where to find
36:54
us and also about our show
36:54
website. In the meantime, I hope
36:59
you enjoyed it and have a great
36:59
day. Bye