Kloeckner Metals is launching a new website specifically directed at the architecture industry. The Design Solutions website will cater to architectural and design, providing products and solutions designed to meet their unique needs. While Kloeckner’s other sites are largely based on manufacturing and industrial use, where specifications are already set, this site will help work with architects who are still in the conceptual phase.
“This is a little more of a proactive sale instead of a reactive sale,” says Chris Hawkins, market development manager at Kloeckner Metals. “This is a design based website where somebody can specify a material based on the achievable design they want to create.”
This target audience has needs that go beyond typical bulk orders. Architects come with a different set of questions, such as, “Can this be done?” “Can you help me get this done?” and “Who do I go to in order to get this done?” The website will provide a new platform for the people at Kloeckner to open up a dialogue with architects. Through the site, Kloeckner will work to provide unique solutions to architectural needs as they arise.
“You are dealing with a creative mind instead of a literal mind,” Chris says.
The largest offering on the site currently is Kloeckner’s PVD portfolio. PVD offers coloring options that give architects aesthetic choices while retaining the strength and durability of stainless steel. Through the website, architects are able to order samples of PVD products at the click of a button.
“They get all the strength and durability that they’ve had with stainless steel, and they are accustomed to specifying stainless steel. Now they have a creative color option,” Chris says.
As Kloeckner completes more projects with architects, the site will evolve to feature them. After working with an architect to create a new, custom solution, the product will be photographed and put on the Case Studies section of the website. This will help demonstrate some of Kloeckner’s unique capabilities.
“We’re very visual creatures,” Chris says. “Images are everything.”
The site will also work as a validation tool when Kloeckner meets with new architects. The site will create a good first impression of Kloeckner’s experience and capability. As the site continues to develop, Chris hopes to use it in his meetings with customers.
“I want to get our solutions and case studies to the point where I am using an iPad to present off of,” Chris says. “I’m trying to develop the relationships where we can be proactive in pursuing a project instead of reacting to a project.”