🏗️Target group: structural engineers. Why their needs and requirements count in the construction industry
- Jörg Appl
- Dec 29, 2024
- 11 min read
Structural engineers are the guarantors of a construction project's stability – their expertise has a lasting influence on stability and cost-effectiveness. But how can you reach this target group in a targeted way?
In this article – part of our series on marketing in the construction industry – you will learn how to address the needs of structural engineers who work together with building owners, architects and financiers without falling for ❌ bullshit marketing. With authentic communication and in-depth knowledge, you can build trust and convince along the HOAI service phases.
✨ Find out how to successfully address structural engineers and test your knowledge with practical case studies. Become the driving force behind future-proof marketing strategies! 🚀
To better understand the needs of a structural engineer in a construction project, it is helpful to take a close look at the tasks and goals of this target group and to illustrate them with practical examples. A structural engineer not only bears responsibility for the safety and stability of a structure, but must also develop economical and sustainable solutions that take into account the entire life cycle of a building.
Stability and safety of the structure
Structural engineers bear an immense responsibility when it comes to the stability and static safety of structures. Their work ensures that construction projects are not only technically feasible, but also safe and sustainable. To fulfil this demanding task, structural engineers need robust tools and specialised software that enable precise calculations and deliver reliable results.
A key requirement for structural engineers is the use of high-performance calculation programs that support both static and dynamic verification. These programs must ensure that the load-bearing capacity of a structure can be guaranteed – regardless of whether it is a single-family house or a high-rise building.
A real-life example:
When planning a high-rise building, it is crucial that the structure can withstand not only gravity but also extreme loads such as wind loads or seismic activity. Structural engineers therefore need software that can analyse the structural integrity under these conditions. At the same time, the program must be able to take into account national and international standards such as the Eurocode in order to meet the specific requirements of the construction project.
Convincing offers:
The choice of materials and fasteners also plays a crucial role. One example is the use of a special high-performance concrete such as: ‘UltraResist concrete – stability that withstands even extreme loads.’ With its exceptional strength and durability, it offers structural engineers security, even for demanding projects such as bridges or high-rise buildings.
Equally important is the quality of the connections in steel construction. Here, a product like ‘ConnectMax – the screw connection that perfectly combines load-bearing capacity and ease of assembly’ is convincing. This connection not only withstands high loads, but also enables fast and precise assembly.
Tips for marketing managers:
For marketing managers, clear strategies emerge for convincing structural engineers:
Software providers should emphasise the precision and standard conformity of their programs.
Material manufacturers should focus on safety, load capacity and efficiency.
Practical success stories and the presentation of clear advantages create trust.
Cost-effectiveness and resource efficiency
Structural engineers are faced with the challenge of not only creating stable and safe structures, but also constructing them in an economical and resource-efficient manner. Particularly in times of rising costs and growing sustainability requirements, they are looking for solutions that offer maximum stability with minimal material usage.
Cost efficiency is therefore a key requirement. Structural engineers are looking for materials and solutions that will optimise both construction costs and material consumption without compromising on safety.
A real-life example:
When constructing an office building in a densely built-up inner-city location, the limited building plot may require the use of expensive types of foundations. An innovative solution here would be a high-strength concrete that achieves the same load-bearing capacity with less material usage. Such a concrete not only offers economic advantages, but also conserves resources at the same time – an ideal combination for structural engineers.
Convincing offers:
A material that fulfils this need could be advertised as follows, for example: ‘EcoForce concrete – Less material. More load-bearing capacity. Maximum efficiency.’ This product not only promises stability, but also shows how conserving resources and reducing costs can go hand in hand.
Tips for marketing managers:
Marketing managers should specifically communicate the potential savings of their products. Important approaches:
show that higher material costs are offset by long-term savings in foundations or material usage.
Present case studies or certificates that prove the efficiency and sustainability of the products. This first tip should be really good. It has to encourage people to read on.
Interdisciplinary collaboration
The work of a structural engineer is characterised by close interdisciplinary collaboration with architects and specialist planners. Changes in the drafts are the rule rather than the exception. Structural engineers therefore need flexible solutions that enable them to adapt quickly and efficiently to new requirements without compromising the stability or safety of the structure.
One key requirement:
structural engineers need tools and materials that help them to efficiently implement design changes. The ability to make adjustments in real time and to precisely calculate the effects on the structural design is crucial.
A real-world example:
If an architect adds a larger glass façade to the design at short notice, the structural engineer must re-evaluate the load distribution. This may involve the use of materials that can support higher loads while also allowing for slimmer designs. Such solutions make it possible to meet the architect's aesthetic requirements without compromising structural integrity.
Compelling offerings:
A tool that meets this need could be advertised as: ‘FlexiPlan – Your solution for sustainable decisions when making dynamic design changes.’ This product could include BIM-compatible applications that make it easier for structural engineers to seamlessly coordinate designs with other disciplines.
Tips for marketing managers:
To convince structural engineers, providers should emphasise the following aspects:
BIM compatibility: Show how your software or products enable architects and specialist planners to work together seamlessly.
Flexibility: Communicate that your solutions support quick adjustments when designs change.
Practical relevance: Use real-life case studies to illustrate how your products have been used in projects with demanding requirements.
Sustainability and environmental protection requirements
Structural engineers are increasingly faced with the challenge of not only planning stable and economical structures, but also meeting sustainability and environmental protection requirements. Selecting environmentally friendly materials and adhering to sustainability goals are central aspects of their work.
A central need:
structural engineers need materials and solutions that are both ecologically sound and technically efficient. Building materials that have a low carbon footprint and at the same time meet high load-bearing capacity and longevity requirements are crucial to making projects sustainable.
A real-life example:
When renovating an old building, structural engineers can rely on ecological building materials that are made from recycled materials but still offer the necessary load-bearing capacity. Such materials not only reduce CO₂ emissions, but also help to extend the life of the building.
Convincing offers:
One such material could be advertised as: ‘GreenStrength concrete – sustainability meets load-bearing capacity.’ This product combines recycled materials with high strength and meets the requirements of modern, environmentally friendly construction projects.
Tips for marketing managers:
To convince structural engineers of sustainable solutions, suppliers should emphasise the following points:
Sustainable advantages: Emphasise the environmentally friendly properties such as recycled content, CO₂ reduction and long service life.
Certificates and verifications: Present environmental certificates that prove the ecological quality and performance of your products.
Practical relevance: Show concrete examples of how your products have been successfully used in sustainable projects.
Detailed documentation and compliance with standards
The work of a structural engineer requires the highest precision and absolute compliance with standards. To meet building code requirements and safety standards, they depend on comprehensive technical documentation and precise verification. This information must be easily accessible and clearly understandable in order to be integrated into the planning process.
A central requirement:
structural engineers need detailed technical data sheets, certificates and standard-compliant labelling for the materials and products they use. Without this documentation, they can neither comply with the legal requirements nor guarantee the safety of a construction project.
A real-life example:
In a public construction project – such as a school or hospital – it is mandatory that all components used comply with national building codes. The structural engineer must ensure that each product meets the required standards. To do this, they need accessible and accurate documentation that helps them efficiently meet these requirements.
Convincing offers:
One approach could be to communicate these features in a product as follows: ‘DocuSure – Standard-compliant documentation for your planning security.’ This concept ensures that all technical data and certificates are clearly structured, easily retrievable and fully standardised.
Tips for marketing managers:
To appeal to structural engineers with your products, you should emphasise the following aspects:
Complete documentation: Provide technical data sheets, certificates and labelling that contain all the necessary information.
Standard compliance: Highlight that your products meet the relevant national and international standards.
User-friendliness: Ensure that the documentation is easily accessible, for example through digital platforms or BIM-compatible formats.
Construction supervision and quality assurance
Structural engineers are often not only responsible for the planning, but are also involved in construction supervision and quality assurance. During the corresponding service phase, they check whether the planned measures are being implemented correctly on the construction site and ensure that the construction meets the calculated requirements.
A key requirement:
Structural engineers need products and solutions that not only facilitate the design process but can also be used reliably and safely on the construction site. In addition, they depend on technical support and training courses to ensure that all components are processed and installed according to specifications.
A real-life example:
When installing prefabricated steel elements, the structural engineer checks whether all connections correspond to the plan specifications and whether the elements can absorb the calculated loads. Not only the quality of the materials plays a role here, but also the correct application and installation. Defective connections could endanger the safety of the entire structure, which is why construction supervision is essential.
Convincing offers:
A product that addresses this need could be advertised as follows: ‘SecureFix – the connection solution that brings planning security to the construction site.’ With additional technical support and on-site training, this product offers structural engineers the assurance that it is correctly installed and optimally used.
Tips for marketing managers:
Suppliers can particularly convince structural engineers by focusing on the following points:
Training and support: Offer technical training to ensure that your products are processed correctly.
Quality assurance: Emphasise the reliability and longevity of your products, particularly with regard to construction site conditions.
Practical support: Show how your product helps structural engineers meet quality standards.
How the project phases influence the needs of a structural engineer
The various project phases in a construction project have a significant influence on the decisions and information needs of a structural engineer. Depending on the phase, the requirements for details, technical precision and coordination vary, which also affects the required products, services and software solutions.
Preliminary design phase
In the early planning phase, the preliminary design phase, the focus is on feasibility. The structural engineer analyses basic design options and initial structural requirements, without considering detailed material selection. The focus here is on the concept and basic structural feasibility, so that initial estimates of structural costs and material requirements can be formulated. Products offered at this stage should be characterised by flexibility and versatility.
Design phase
As the design phase begins, the level of detail increases. The structural engineer works closely with the architect and develops the first static calculations and dimensioning. The material selection becomes more specific, and the aim is to fit the structure into the architectural concept. At this point, structural engineers increasingly require specific information on material properties and compliance with standards, as these aspects are crucial for subsequent approval. Suppliers who provide detailed technical data and certificates are becoming more relevant here.
Approval phase
In the approval phase, the structural engineer prepares detailed calculations and static proofs that are required for submission to the authorities. All material and product decisions must now meet the legal requirements and be documented in detail. The focus here is on complete standard conformity and on the inspection by the responsible test engineers. In this phase, structural engineers require technical documents that meet the requirements of the building code and the specifications of the authorities. Suppliers should ensure that detailed certificates of conformity and inspection are provided.
Implementation planning and construction phase
As soon as the project enters the implementation planning and construction phase, practical feasibility plays a major role. The structural engineer supervises the execution of the construction, monitors the construction quality and ensures compliance with the static specifications. This requires detailed assembly and processing instructions as well as close coordination with construction managers and specialist planners. In this phase, suppliers can provide valuable support in the form of on-site technical assistance and practical training to ensure the correct implementation of their products.
Project completion and documentation
As the project draws to a close, the structural engineer takes over for the final check and prepares the final construction documentation. All materials and products used must be fully documented and archived. For marketing managers, this means that providing complete technical data and certificates of completion offers significant added value for structural engineers.
Conclusion
By understanding the different project phases and their specific requirements, the marketing manager can customise offers and optimally support the structural engineer at every stage. Be brief. Repeat your main point and tell your audience what to do next. Just come straight out with it: Buy now, click here, read this, and link to it accordingly. You can also invite readers to leave a comment under your post.
Questions that take your marketing know-how in the construction industry to the next level!
Case study 1: The approval phase and the importance of compliance
A structural engineer is in the approval phase of a high-rise project and must ensure that all building materials comply with national building regulations. He therefore needs reliable technical documents and certificates to submit his static calculations.
Question: What marketing strategy would be particularly effective for a building materials supplier in this phase?
A) Highlight the flexible application possibilities of the products
B) Provide detailed technical data and certificates of conformity with standards
C) Emphasise cost savings and material savings
Solution: B) Provide detailed technical data and certificates of conformity with standards
Explanation: During the approval phase, standard-compliant documentation is of primary importance. A provider who supplies technical data and certificates supports the structural engineer in the official inspection and thus increases the attractiveness of his products.
Case study 2: The design phase and interest in material efficiency
During the design phase of a new office building, the structural engineer is looking for materials that provide maximum stability at minimum weight. In this project phase, he is particularly interested in finding solutions that make the supporting structure efficient and save resources at the same time.
Question: What product advantage should the supplier emphasise in marketing for this phase?
A) Long-term availability and delivery capacities
B) Sustainable recycling options
C) High strength at low weight
Solution: C) High strength at low weight
Explanation: Structural engineers appreciate materials that contribute to the stability and efficiency of the structure in the design phase. A product that promises high strength at low weight ideally fulfils this requirement and is a strong marketing message.
Case study 3: Construction phase and on-site quality control
During the construction phase, the structural engineer monitors the construction quality and ensures that all planned measures are properly executed on the construction site. To do this, they need detailed installation instructions and clear processing specifications that enable them to implement their plans correctly.
Question: Which of the provider's marketing measures best supports the structural engineer in this phase?
A) Providing detailed installation and processing instructions
B) Information material about the sustainable properties of the product
C) Price comparisons with similar products
Solution: A) Provision of detailed installation and processing instructions
Explanation: Exact implementation is crucial in the construction phase. Installation instructions and training ensure that the product is processed correctly and can withstand the static requirements. Suppliers who offer this support help the structural engineer to ensure quality on the construction site.
Further reading
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