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Heritage-only firms must market

April 13, 2012 1 comment

Its list time in Canada, when many of the provincial lists of qualified archaeological firms get updated. Recent articles in Heritage Business Journal have noted a shift in market share away from heritage-only firms. In the draft of the current list of qualified Alberta archaeological consultants there are 27 companies listed: 19 of these were heritage-only firms and 8 were multidisciplinary firms. This listing also suggests that multidisciplinary firms have more staff (average of 2.8 vs. 1.8 for the heritage-only firms). There are three caveats here. First, I sorted the firms on my knowledge of what they do–they are not listed that way. Second, while more heritage-only firms have a single archaeologist, the number of staff on the list is not very consistent. Third, it should be noted that not all the firms on the list are actually in Alberta, in case readers are wondering how a single province supports 27 archaeology firms.

Archaeology, like many environmental services, is a requirement for some development approvals. Developers who do not know how to find an archaeologist are given the list of qualified firms. My hunch is that lists such as the Alberta Consultant’s List form the entire marketing plan for many small heritage-only firms. This raises the question of whether the reported switch to multidisciplinary firms is due to a customer desire for one stop shopping, or whether it is because multidisciplinary firms out-market and out-brand heritage only firms. Read more…

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