i + D - May/June 2020 - 24

Business
of Design
Essential
Outreach

"When you take the time to communicate
with existing and prospective clients,
colleagues, and industry friends, you never
know what you can learn from each other."
-CHRISTINE ABBATE, NOVITÀ COMMUNICATIONS

Making New Connections
In the early days of the pandemic, some design firms and suppliers were
tempted to keep a low profile in response to (real or anticipated) slowing
business. Trimming operating expenses was a necessity, but, in hindsight, going
silent wasn't. The big takeaway has been that marketing and public relations
are even more essential during a crisis. Experts in creative messaging, like
Christine Abbate, president of Novità Communications in New York, were
quick to assess the situation and find new ways to connect folks under the
hashtag #DesignStandsTogether.
"When you take the time to communicate with existing and prospective clients,
colleagues, and industry friends, you never know what you can learn from each
other," says Abbate. From virtual yoga to the online Bar Basso Party during
the week in April when the whole industry would have been at Salone del
Mobile.Milano, Novità's online programming has provided opportunities for
their clients to connect with media while simultaneously expanding Novità's
own sphere of influence.
"This is a great time to show your leadership to your network and the broader
community through a positive and proactive approach and attitude," says
Abbate. She adds that it is not enough to worry about your own business-it
is important to see things in the eyes of your clients, as well. How can you be
of assistance to them in this uncertain time? How can you help them and pivot
your services as our individual communities and the world begin to open up?
"Be sensitive and thoughtful. And if you don't feel like making a hard sell,
then don't-just check in and say hello and wish them well," advises Abbate.
Everyone appreciates genuine outreach now more than ever, she notes.
Then, when we begin to return to normalcy, do what you can to leverage these
relationships and find opportunities to continue working together.
Abbate is inspired by how many companies in the industry have stepped up to
share ideas and build a sense of community. "This empathy and openness will
change the way we do business in the future," she says. Abbate believes these
acts of service will become even more commonplace, and companies can take
the time now to build this into their ethos and corporate culture.

Christine Abbate,
Novità
Communications
(Image: Lexy Cassola)

24
378_021_i+D_MayJune_v1.indd 24

Leena Jain,
Humanscale

Time to Diversify
Leena Jain, chief marketing officer at ergonomic furniture
manufacturer Humanscale, agrees that these unprecedented times
have forced many in the A&D industry to reimagine the way they
do business. On the micro level, Jain has a new appreciation for
networking. Before the pandemic she might have said no to an
industry mixer for "umpteen" reasons, but during quarantine she
has tried to attend at least one virtual happy hour or social event
every week.
"You never know what you may learn or the connections you
might make," she says. As we move forward into the new
normal, Jain will continue her long-standing monthly practice
of reaching out to three people within her LinkedIn network to
learn a quick tip on how to do something or glean deeper insight
into something they've achieved.
She also advises using the slower pace brought about by
the pandemic to reevaluate the brand and consider how
you're connecting with your audience. Is there something you're
missing? A void you can uniquely fill? To help this effort, Jain
highly recommends investing time in learning a new skill or
platform. "Education is often de-prioritized when things are
go-go-go, so take a moment and expand your knowledge base,"
she says.
"As a marketer, it's always critical to think about how you can
uniquely differentiate your brand in a way that's authentic to
your customers," she adds. Humanscale pivoted quickly by
launching a WFH campaign to help those who were suddenly
working remotely. "This campaign was both timely and genuine,
thanks to an already-built e-commerce channel and marketing
materials that spoke to home offices, as well as a strong
consulting business that offers one-on-one sessions to help
people ergonomically optimize their home office," explains Jain.
She hopes that in a couple of years the industry will look back
having learned the importance of diversification in all aspects of
business. "We should never rely on one way of doing business
or one distribution channel or cater to one type of customer,"
she says. "Diversification allows for flexibility and agility in times
like these."

20-05-20 17:07
i + D - May/June 2020

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