Contract - March 2012 - (Page 68)

practice Economy Fuels Design Reinvention Listening tour reveals how design firms adapt Hyper-focused marketing When the downturn hit, several firms with strong areas of expertise suddenly found the competition pool for jobs in their chosen arenas drastically increased, sometimes 10-fold. as a result, marketing efforts have to be laser-focused. Some firms responded by hiring outside marketing help, which can help a firm learn a bit more about itself. “Last year, we strategically hired a third-party marketing and business development consultant,” says edgar Fennie, president and a principal of Fennie + Mehl architects in San Francisco. the consultant conducted a full survey of all of the firm’s work over the last 14 years, and the survey revealed strengths that Fennie says the firm hadn’t considered prior to this exercise. Fennie says one surprise was that, “100 percent of our clients said that they would hire us again. Now we’re using that in our literature and presentations.” the atlanta-based firm Hendrick enhanced revenue opportunities in other market segments. “We worked with Mannington to create a carpet line targeted to the corporate and healthcare market,” says Stephen Wells, senior designer with Hendrick. “We’re working those relationships that we already have. and from a designer’s standpoint, we’re constantly looking for a way we can work together to fill in gaps in the marketplace.” Forging stronger client relationships Several firms noted the necessity of guarding your current client relationships. “We are latching onto our clients and not letting go,” says Griff Davenport, managing principal with DLr Group. “We’re spending more time with current clients, focusing on, ‘What more can we do for you?’” Some firms are increasing their community involvement and visibility. “One of the things that’s different is the way we’re giving back more,” says Kim Graham, managing director of Gensler in Newport Beach, california. “We’re reaching out in charitable functions and partnering with clients to do fundraising. it’s just being engaged in the community. that’s a networking opportunity but it’s for doing something better than just the marketing effort. it’s something for a greater good.” Brad Smith, creative director of taYLOr, an architecture and design firm in Newport Beach, california, acknowledged that the firm was turning away work up until four years ago. “We had a set list of clients and were just churning work out,” he says. Just before the downturn, the principals at taYLOr decided to network more and build relationships. that turned out to be a smart decision. “today,” Smith says, “we are relationship-based.” c in the past year, iNViSta, maker of antron® carpet fiber, and Contract magazine embarked on a 30firm “listening tour” of architects and designers across the United States. Design professionals were asked for their insight on winning business and adapting their practices in a challenging economy. the findings point to change as the one constant in the industry, with the best performers staying on top of the trends. the study, which culminated with the release of the list of top 20 things that Help Design Firms thrive (below), found that the most significant industry changes were in marketing, managing client relationships, implementing new technology, and designing for new types of spaces that have emerged in the new economy. a few key highlights from the listening tour are described here. to read more about the listening tour findings, visit contractdesign.com/listening. Top 20 Things That Help Design Firms Thrive Lessons from the antron® Listening tour 01 Love the ones you’re with. Nurture your existing relationships. Expanding your services with current customers will bring new opportunities more easily. 02 Gravitate. collaborate. Mix it up by having new teams work together to bring new and interesting perspectives to projects and working relationships. 03 Liberate the librarian. Clean up and out. Free yourself from outdated books and products. Streamline your library to make sustainable product specification easier. 04 Leave your comfort zone. Diversify your business portfolio and aggressively approach your new business strategy. More eggs in new types of baskets is smart risk management. 05 a little more conversation. Focus on the personal touch and less PowerPoint. Begin by developing a personal relationship and save the fancy presentations for the larger audiences that will come later. 68 06 But can you juggle? Transition the office from a largely one-dimensional staff to multidimensional staff with interest and aptitude. 07 Get your hands dirty. Provide more handson service to your clients and have everyone, including the Principal, get involved in a project. 08 Greener pastures. Leverage your green knowledge. Open new doors by becoming green consultants. 09 Say “i do.” Turn your business from transactional to relationship-driven. Transition from time sheets to journals. Don’t be afraid of a smaller list of quality clients. 10 rev it up! Learn how to use the latest innovative technology offerings in all areas of your firm for efficiency and cost savings. 11 raise your iQ. Seek intelligence through new approaches. Tap end-user experts to help with design. Treat every project as a research initiative. Stay current on trends through education and social listening. 12 three marketeers. Open up new revenue streams and build your reputation by helping customers with branding, integrated marketing, and graphic design. 13 tap your talent. Allow your team to gain new experience by working with new clients and coworkers. 14 “Hi. My name is…” Projects are more relationship based than ever. Network online and offline. The new social media is more powerful than you think. 15 Designer to ceO. Run your firm as a business and give every employee the responsibility for marketing and gaining new clients. 16 20/20 design. Focus on the quality, not the quantity of work. Deliver focused and deliberate design solutions more than ever before. 17 turn up the volume. Hire a marketing firm to help market your business in new and innovative ways. Elevate your presence in the industry with a dynamic makeover of your firm! 18 Devil in the details. Distinguish yourself through attention to details—proposals, personalized presentations, value added services, and even the mix of talent assigned to a given customer. 19 Get to know Gen X, Y & Z. Generational differences are influencing design solutions. Get to know the new generation—how they work, learn, and collaborate with others. 20 reuse, redesign, real profit. Reuse of materials and redesign of spaces equals real opportunities and real profits. contractdesign.com MarcH 2012 http://www.contractdesign.com/listening http://www.contractdesign.com

Table of Contents for the Digital Edition of Contract - March 2012

Contract - March 2012
Table of Contents
Editorial
Industry News
Product Focus: Cool for School
Product Focus: User Friendly
Product Briefs: Head of the Class
Design Shaping the 21st Century College Campus
Interior Space as Commodity on Campus: An Opportunity for Designers
PACCAR Hall University of Washington
Umeå School of Architecture
Coventry University Hub
Centennial College Library and Academic Facility
Practice: Economy Fuels Design Reinvention
Designers Select: Resilient and Tile Flooring
Sources
Ad Index
Perspectives

Contract - March 2012