Design Management Resources: Business Article - Free Advice from Design Experts

About the author:

Allison Cheston, is Co-Founder of DesignScout, the global search engine and portal for the design industry. She and partner Stephan Nobs, who is based in Switzerland, formed the company in spring of 1999. DesignScout has an active membership of more than 250 design firms, and receives Web site traffic of more than 250,000 hits per month. Members include design firms of all kinds, from the largest global agencies to the smallest one-person shops.

Prior to founding DesignScout, Cheston worked for Gerstman+Meyers (now Interbrand), for seven years. For five years she headed Global Design Network, a group of agencies in the US, Europe, Canada and Latin America who collaborated on international design projects. Cheston's background includes new business development, account management, cross-cultural training and all types of marketing communications. She has also worked for Desgrippes Gobé & Associates, The Michael Peters Group and Deskey Associates.

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Level The Playing Field
With Technology

By Allison Cheston

Consolidation, mergers, and globalization have redefined our ideas of "business as usual," affecting every corner of the business world, including the design industry. Just as the propagation of stores like K-Mart threatens the survival of the corner grocery store, the phenomenon of large holding companies collecting smaller agencies into their ownership in order to provide "one stop shopping" for clients seeking marketing services makes it increasingly tough for smaller independent design agencies to compete.

A changing market requires adaptation. New and more efficient methods of marketing the services of independent design agencies will prove crucial in the definition of their continuing role in the industry.

Technology: The Great Equalizer

The Catch 22 has been that smaller design firms often do not have the budget for a full-fledged marketing and advertising campaign. But the same technology that has hastened globalization and worldwide consolidation can be used to emphasize the power of David as well as that of Goliath. The Internet allows smaller firms to use technology to their advantage, enhancing new business and development efforts in ways that were previously unimaginable.

DesignScout is one such marketing tool, which uses the Internet's democratizing capabilities to level the playing field. With over 250,000 hits to the site every month, this portal/search engine for the design industry has made it possible for the small and medium-size firms to complete with the "big boys."

DesignScout markets its service to corporations seeking design services. When visitors from companies such as Procter & Gamble, The Gap, BMW, 3M, Bath & Body Works, and other large corporations who visit regularly, search the DesignScout database, they access information on agencies that may otherwise have never come under their radar, and view these company's credentials on equal ground.

Size Doesn't Matter

DesignScout's fee is based on agency size, so the return on investment for smaller agencies to be listed side by side with major industry players is exponential. Many of these independent agencies are reporting multiple leads and new business directly from the site.

For example, Rob Wallace, principal of Wallace Church Associates, New York City states, "We've received more than several qualified inquiries from DesignScout since we signed on. Almost all were from major consumer product companies that were qualified and actionable." Ellen Hibschweiler, principal of wee small hours design, New York remarks, "DesignScout gives a smaller studio like ours an equal forum with some of the larger firms. We have just as much of an opportunity of being seen as design firms that are 200 strong."

Online Marketing Tools

Additional marketing benefits to DesignScout members include monthly reports on the amount of traffic their profile receives and names of companies that have reviewed their record. Members are given the opportunity to contribute articles or case studies to De-Zine, the monthly email newsletter that has an opt-in subscription list of 3,000 readers including individuals from major corporations, design professionals, and marketers world wide. Each member is offered a week long "Featured Agency" placement on the DesignScout.com home page yearly along with a case study, and direct marketing to their own target group.

Make the Most of the Internet

DesignScout also encourages its members (and others) to use Internet technology to their advantage as much as possible. One suggestion is to create your own short, regular e-mail newsletter that provides informative copy and accurately promotes your brand. This can be sent to clients and prospects with an opt -in/-out function. Make signing up to receive the newsletter an option on your website. By combining news about your firm along with useful tips and information, you'll keep your firm visible without the added expense of printing and mailing.

Online Seminars are another way to create dialogue and pique interest via the Internet. Poll clients on topics of interest and produce your own on-line seminars from your website using streaming video and live chat. Send email blasts to invite attendees.

"Always Connect"

Also, it may seem obvious, but don't ignore website opportunities. Make sure your site is not an island in the virtual sea. Build some bridges: alliances and links are every where you look on the Internet. Develop your own through related organizations, publications, and sites that will help build brand awareness.

After being well connected, the second most important advantage is to be interactive. While many firms still use their website as an electronic brochure, design firms need to create opportunities for visitor interaction. For example, post questions, conduct surveys, or offer freebies that are in keeping with your image.

Today all sizes of design firms can work with a nationwide or even global clientele if they use the Internet to their advantage. The most important thing to remember when implementing these strategies is to establish your own unique point of view and brand experience. Independent firms and smaller agencies can hold their own and then some by using technology to broadcast their special innovative capabilities.

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We'll be adding new articles on an ongoing basis. Read past articles in our archive:

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Don't Knock Opportunity: Go Grasp It! A Good Press Success Story by Doug Fuller
Warming Up to Cold Calls by Doug Fox
Know Your Rights: Intellectual Property Basics by Jean Perwin
The Path to the Podium: An Insider Shares Her Secrets for Scoring Prime Speaking Slots on the Competitive Conference Circuit by Lynn Wolff
Growing Your Business: The Most Exciting Event in Your Life by Herbert M. Meyers
Are Consultants in Your Future? by Emily Cohen
Public Relations: The Soul of Your Firm by Elinor Selame
Dealing with Change and Uncertainty by Jeffry Corbin and Danae Loran Willson
Referrals: A Valuable Part of
Your Marketing Process by Stew Mosberg

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