i + D - May/June 2020 - 26
Business
of Design
Essential
Outreach
It's an opportunity to be even
more creative with video and get
up to speed with virtual reality.
Kate Verner,
KV+A
Novità hosted a virtual party in honor
of design industry favorite: Bar Basso
in Milan. (Image: Emma Reuland)
Zoom Sets the Stage
Throughout the pandemic, Kate Verner + Associates (KV+A)
has been busier than ever reaching out to individuals in global
markets and serving as a clearinghouse of vital information
for clients. "We've been talking to makers and other people
we've worked with over the last 18 years-but also those we
haven't-to ask what they're seeing," says Kate Verner, founder
of KV+A. Throughout the continuously evolving situation, one
strategy seems to be constant: This is a time for initiating new
relationships and for generously sharing resources.
KV+A works with all levels of makers, craftsmen, and artisans
as well as manufacturers that get things produced in the
United States, Asia, and Europe. Verner usually travels all over
the world for product reviews when working with designers on
product development. Even though the idea of getting on a plane
isn't appealing at the moment, digital reviews are enabling
Verner and her team to work through details remotely and keep
projects moving.
Verner opines that even when travel resumes, the A&D industry
will rely more and more on working from afar, and the vendors
who don't adopt necessary technology will be left behind. It's an
opportunity to be even more creative with video and get up to
speed with virtual reality. It could also level the playing field for
smaller players off the beaten path.
"We come across these little pockets of artisans and craftspeople
who only make for a handful of interior designers or architects.
Usually their talents do not include promoting themselves, and
they tend to be tech phobic," says Verner. But conducting business
on Zoom during the shutdown has opened our eyes and set the
stage for even more innovative ways of doing business. "There's a
ton of opportunity going forward for anyone willing to do things
differently," she adds.
But, don't wait until you have it all figured out to bring in the
marketing team. Involve your "think tank" in the earliest stages
of business development. Invite them to brainstorm. Early
involvement will make all the difference in a successful rollout
and enable them to communicate the features of your enhanced
brand to the marketplace and the media.
DIANA MOSHER, Allied ASID,
is a New York-based interior designer and
media consultant. She was the 2017-2019
communications director for the ASID
New York Metro chapter and continues to be
active on the communications committee.
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i + D - May/June 2020
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