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SmartBIM Blog

10 Signs Your BIM Strategy is Failing (and Needs Help ASAP)

Posted by: Michael McCunney // January 23, 2018
  1. “What in the world is a BIM Strategy” just came out of your mouth. Don’t fret, you’re not alone. Creating BIM used to a transactional activity, a box a manufacturer checked. Market-leading Manufacturers today are now using BIM to help position their products and achieve marketing and sales goals.

  2. You set it and forget it. Your BIM Strategy shouldn’t resemble Ron Popeil’s turkey machine. If you’re not updating your BIM to reflect product changes or what the programs and tools associated with BIM can provide (such as newer versions of Revit® or Sketchup) – you’re missing out and looking stale to the AEC Community.
  3. You don’t maintain control your BIM. Who changes your models when products evolve, launch, or when acquisitions are made and product lines are folded in? If the answer isn’t you – then you’re like most manufacturers still dependent on third party firms to edit and publish your BIM content. That is no longer necessary.

  1. Your BIM isn’t on your website. Architects, Engineers, Contractors, Specifiers and Building owners view Manufacturers as the source of the truth where they can find the most up-to-date, accurate BIM content. If you’re not providing it to them on your website, chances are they’re going to select another Manufacturer who is.

  1. Your PIM (Product Information Management) and DAM (Digital Asset Management) systems aren’t integrated with your BIM. Updating BIM with technical details and specs can be extraordinarily time consuming and tedious. By integrating PIM and DAM systems to create true data synchronization, you can automatically orchestrate publishing your data to the market in real-time, never having to worry about consistency issues or multiple versions floating around.

  1. You think BIM is a fad. Thankfully, few readers will identify with this. The grand majority of all projects are now designed using BIM with many governments now mandating the usage. If you haven’t taken the first step you need to play catch-up…and fast.

  1. There’s no BIM Management System. Maintaining, editing and publishing BIM content is a huge challenge for most Manufacturers. If a BIM Management System is implemented, it allows the Manufacturer to effectively manage and publish content on their schedule instead of outsourcing the need.

  1. You think BIM is only for your top products. It makes sense on some levels, particularly years ago when creating BIM was significantly more expensive. However, now there’s no excuse for not having your product portfolio available to the AEC community. Usage of one product can lead to a positive brand experience and potential growth into the rest of the product set.

  1. Your BIM distribution is dependent on a 3rd party aggregate website. BIMobject, ARCAT, CADdetails and others put the Manufacturer’s content pixels away from direct competitors. The brand experience the user is getting isn’t your brand, but rather the brand of the aggregate website.

  1. You think it’s too late to fix. There’s been enormous leaps in technology which now allows Manufacturers to quickly get up to speed. BIM content creation is very affordable, BIM Management Systems can integrate to internal PIM and DAM systems and be set up to distribute content directly from the Manufacturer’s website in weeks, not years.

  1. (BONUS) You’re not using BIM to help achieves Sales and Marketing goals. Some of your heads may have just started spinning. You can do that? Yes, yes indeed. In fact, if you aren’t able to see (what, if any) ROI with your current BIM strategy, now might be a good time to talk.

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BIM Strategy, BIMObject, Building Information Modeling

Author: Michael McCunney

Michael McCunney holds a Bachelor of Science in Marketing from the University of Hartford and a MBA from the Carroll Graduate School of Business at Boston College. Michael lives in East Cobb with his wife Roberta and their two daughters, and enjoys cheering on BC sports teams even though they almost never win.

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