Think beyond “educating the client” to build transformational relationships.

“If only we could educate the client about the true value of architecture,” goes the wistful narrative, “then they would have greater appreciation for architects and what they do.” It is clear to many members of the profession that this painfully slow enlightenment process needs to be accelerated. What if architects used an evidence-based approach to design a better way to transform their client’s thinking? What if these initiatives made use of research on experiential learning? What if more clients engaged in interactive experiences that generate exceptional value?

The shift to transformational experiences

Transformational client-architect experiences are based upon mutually beneficial exchanges of knowledge and aha’s that occur before, during, and after the project. In contrast to fee-driven transactions, these two-way engagements bring out the best in both entities. They are built on empathy and the trusting relationships that develop when the architect and client think through possibilities and constraints together.

“I love my clients,” says Gregory Henriquez, Architect AIBC, FRAIC, managing partner of Henriquez Partners Architects and a leader among a new generation of ethical, activist architects. “We decline one or two project requests a week because we choose our clients. Rather than being reactive, we decided to take control of our careers and surround ourselves with people who have a reciprocal relationship with us. Clients are attracted by our commitment to doing something meaningful and exceptional together. We provide them with a positive experience.”

“Like a lot of architects, I used to be fearful of showing clients my work in progress,” Henriquez continues, “then I experimented with sharing the design as it evolved and discovered to my surprise,  the more I did that, the more excited they got about the emerging ideas.”     

More architects are taking the initiative to shape project opportunities and the selection process. They are using fresh thinking, meaningful interaction and empathy for clients to be the proverbial firm that has the inside track.

What is empathy-driven marketing?

Empathy is the ability to put yourself “in someone else’s shoes” to understand how they see things. For architects this involves being attuned to a client’s concerns, hopes and fears—both spoken and unspoken. When framing communication and marketing strategies for your firm, an empathy-driven approach can more clearly distinguish you from the many firms that vaguely claim they listen and collaborate. Empathy also means caring enough to interview clients long before they create their selection criteria and being in a position to influence those criteria.

Use empathy to triumph over apathy

When I conduct interviews with clients to understand why they choose one top design firm over another, they tend to talk about the working relationship. For example, they cite “someone who cares about my obsessions as a client, not just their obsessions,” and they praise the architect who “has our best interests at heart,” or the firm that “shows they really care about us.”

Overwhelming research on how people make major buying decisions indicates that emotions rule their choices. Typically, the purchaser’s conscious and unconscious feelings are then justified with logic (such as assigning point scores in the case of public work proposal evaluations).

In other words, an excellent way to build greater appreciation for what architects do is to communicate that you recognize the demands, risks, pressures and primal fears of being a client. Often when spending large sums of money, clients must justify their decisions to others, some are under hostile public scrutiny, and some may even fear losing their job if project planning mistakes are made. Also, clients are frequently asked to quickly digest concepts that may have taken a design team days or weeks to evolve back in the studio. So you can set yourself apart by integrating clients into your design and planning deliberations so that they can proceed with confidence.

Every project begins with a conversation

From my experience, thought leaders in the profession begin the design process with the premise that we must seek first to understand,” says John Stephenson, OAA, MRAIC, partner, FORM Architecture Engineering and current president of the Ontario Association of Architects. “This involves not just passive listening; it requires insightful questions that are ‘designed’ to achieve an exceptional level of understanding before leaping to a hypothesis. It poses design ideas not as solutions, which presume that the architect has all the answers, but as a series of ‘what if’ questions that challenge both designer and client. This quality of interaction brings real craft and greater perceived value to the design that emerges.

Where are you on the empathy spectrum?

A doctor can be dedicated to the medical profession while not appearing to care that much about patients. Likewise, on one extreme of the marketing spectrum we find architects who describe themselves as passionate about architecture without explaining how their passion translates into benefits for a client. Marketing profiles that neglect to mention the client’s role may unintentionally convey a message that clients will be viewed primarily as a means to expand portfolios, win awards and fulfill a need for self-expression.

On the other side of the empathy spectrum we find architects who see a common cause with clients, serving their own agenda as well as client needs, fears, hopes and priorities. These architects build trust and enthusiasm with clients through interactions that demonstrate they truly care.

From the client’s perspective, how can I tell where you fall on this empathy spectrum? Many architect profiles are written in a way that appeals to other architects, rather than speaking to the client as reader. If your clients would truly say you “care about us” this is a crucial differentiator that should be conveyed through all your written and verbal communication.

Caring does not mean compromise

If you practice principle-centred negotiation you know that in order to get what you want, you must first discover what the other person wants. Finding common ground—or agreeing on a common cause—does not need to involve compromise. So when we talk about a client-centric, empathy-driven marketing strategy for architectural services, it does not mean that design quality will be diminished. But it does require asking astute questions that reveal where your interests intersect with your client’s.     

Bryan Croeni, AIA, director, B+H Advance Strategy immerses his clients in a rigorous participatory design experience that sparks animated dialogue about what’s truly important and meaningful to stakeholders. This empathy-driven approach has multiple benefits that serve to differentiate the firm. “In addition to enriching the value of our interaction with clients,” Bryan says, “our process saves time by surfacing challenges and opportunities early on in the project. In a rapidly changing, complex planning and design environment, our clients can’t afford to settle for easy conclusions and untested assumptions. Status quo mindsets are destined to yield status quo outcomes, which is risky in an environment of accelerating change.”

In my consulting work I encounter architects who have collaborative process talents that they take for granted. These capabilities, rooted in empathy and appreciation for the high stakes decisions that clients must face, often get masked by standard marketing claims. An empathy-driven approach to marketing can reveal fresh opportunities and strengthen client relationships. To do this, you need to paint a picture of what it feels like to collaborate with your team and the benefits of your unique way of working. How do you develop a deeper understanding of what each client wants their project to achieve?

Rather than rely on well-worn phrases that clients see as norms for the profession—such as years of experience and vague, me-too statements about excellence and innovation—what if you conveyed the quality of client experience and the benefits of that interaction? If empathy is about understanding how clients see things, how do you gain that understanding rather than proceed on the basis of assumptions?

Communicating a higher quality of interaction could encompass:

1. How you help clients think through options in order to make better, more confident decisions.
2. How you probe beyond stated requirements to discover true needs and wants.
3. How you find out what matters most in the client’s mind, rather than acting on assumptions.
4. How you identify a “common cause” that reflects both your interests and the client’s priorities (without compromises).   
5. How a client would describe the experience of working with you (vs. generic marketing language).

Describe your consultative approach

In recent years, doctors have added “patient interview skills” to their classroom curriculum. They realize that traditional, paternalistic ways of dispensing their wisdom must be replaced with a consultative approach. Design clients often don’t know what questions they should be asking, in the same sense that you may not know all the questions you should be asking your doctor. Also, clients frequently don’t fully understand their needs until the design process begins to unfold.

How effective are your client interview skills? Architects who establish an outstanding reputation for empathy are more than good listeners. They certainly are not order-takers, because they don’t accept what clients say at face value. They do not say “we will build your vision.” Instead, similar to a good doctor, they know that better questions lead to better answers.

Your ability to respond to what matters most

Enormous amounts of time can be wasted when we jump ahead without asking “what matters?” to clients. Are we making the right assumptions? Are we ruling out the right possibilities?

“We make our thinking process highly visible by involving clients in hands-on working sessions, rather than relying on presentations that require us to convince decision makers, says Tania Bortolotto, OAA, FRAIC, president, Bortolotto. “Our transparent approach allows us to spotlight how we explore project possibilities and creative problem solving. It also helps clients digest complex issues so they feel more confident as we move forward.”

Are you hiding your most valuable client collaboration skills behind a wall of “me-too” claims?  Not every architect is interested in delving into these emotional aspects of the business. Yet an empathy-driven strategy will make the value of what you do more obvious to clients, and free you from the commodity services trap.

Source: Canadian Architect / Written By: Sharon Vanderkaay

It’s an age-old debate: direct mail versus email marketing.

Supporters of digital media will say why drain your marketing budget on direct mail campaigns that nobody reads when you can contact your customers using the channels they prefer — television, social media, and mobile?

However, the latest data makes a strong case for printed direct mail. Sure, social media and mobile marketing are on the rise. But that doesn’t mean that customers aren’t responding to direct mail or that this channel is losing its effectiveness. That’s just plain false.

The reality is, direct mail remains a critical part of the mix. So the next time someone tries to tell you direct mail is dead, remember:

1. Direct mail doesn’t require opt-in

Unlike email and text messaging, you don’t have to get a recipient’s permission to send them direct mail. This means, even if a customer doesn’t subscribe or unsubscribes from your email list, you can still get in touch with them. (Which is why it’s always a good idea to get physical addresses from those on your email lists!)

2. Direct mail never stays in a spam filter

"Yes, your message may be picked by someone else," notes Roger Buck, former director of marketing and product development at The Flesh Company. "But the chances are small - and direct mail never has a virus."

3. Direct mail stays effective longer than you think

Direct mail is a bit like a note on the refrigerator door. "We sometimes hear from customers that our mail stays on their desk for weeks," says Andre Palko, president of Technifold USA. "They may not immediately take action, but our brand lingers until they are ready to contact us. An e-mail does not last as well - and is far less striking. "

4. It’s still effective when the target recipient has moved on

“If you send an email to someone who’s no longer at a particular company, it bounces. If you send a postcard, the new person in that job sees it — and you’ve just introduced yourself as a vendor,” says Palko.

5. With direct mail you do not have to fight to get attention

E-mail is effective, but also overwhelming. In 2014, The Radicati Group concluded that the average business customer sends or receives 121 emails per day. In 2018 there are probably 141 in all likelihood.

Larry Bradley, owner of Proforma Sunbelt Graphics, writes: "The overwhelming deluge of e-mail in the office is a solid hurdle for e-mail marketers. It is difficult to distinguish the mess from the real mails, so that a large part of business e-mails is not read at all. By contrast, companies receive much less marketing by mail than ten years ago - a unique advantage for direct mail."

6. Certain offers just won’t get traction by email

There’s a reason businesses are more likely to get lending offers in the mail than they are by email. B2B decision-makers trust direct mail more than email, especially for high value products and services. Mailers can also include a wide variety of trust-building content not possible (or reasonable) to include in email. Yes, you can provide links. But with direct mail, you get that content in front of them in a tangible way right out of the gate.

7. Direct mail can reach high-level decision-makers

There are only so many things you can do to make email look more important. But beyond writing a compelling subject line, most of them look hokey. Direct mail offers options like kits, dimensional mail, and unique packaging options that, by their nature, get past the gatekeepers. (Palko has used everything from metallic envelopes, lunch bags, packing list pouches and prescription bottles to mail letters. “They are not only fun, but they get opened!” he says.) While these mailings may have higher price tags, they can also get near 100% open rates. When you’re trying to reach the C-Suite, that’s worth a lot..

8. Direct mail drives social media and online marketing

Many people believe you don’t need direct mail when you have social media and mobile marketing. What they’re overlooking is how social media and mobile marketing relationships get captured in the first place. Very often, it’s through print. Saying that you only need social and mobile is akin to saying that when you buy a house you only need the upper stories and not the foundation. Without print, getting social and mobile engagements is much more difficult.

Don’t let digital marketers get away with stealing your customers based on false contrasts. Open the discussion about the benefits of direct mail versus email—and when to use each. Be proactive and let direct mail showcase what you can do.

Source: Xerox / Written By: Heidi Tolliver-Walker

1. Interior designers do the same thing as interior architects?

A lot of people are confused by the many different job titles there are in the design industry. However, a very common mistake is to think that interior designers and interior architects do the same job. The reality is that these professions can involve many different things which are more often than not, very far apart. Generally speaking, interior design has more to do with the art of the building, while interior architecture is more concerned with the science behind it.

2. Interior design is all about décor

Interior design involves much more than just a good knowledge of décor. As we’ve mentioned in our previous article on the topic, the practice of interior architecture requires designers to consider pretty much everything to do with the building of an interior space that will affect human habitation, including materials, finishes, electrical requirements, plumbing, lighting, ventilation, ergonomics, and intelligent use of space. Interior designers with training in interior architecture will usually be present at, and have an important say during all stages of the construction process, from the initial plans right through to the finishing touches.

3. Hiring an interior designer is very costly

Depending on the scale of the project, the budget and the time frame you have in mind for finishing it, the price of hiring a professional interior designer can vary dramatically. In most cases, interior designers charge very reasonable fees and the value you get for your money will be worth paying for. If you’re not sure how much your interior design project would cost, you can simply enquire and decide if you are ready to pay for it.

4. Interior designers only work with very expensive materials

As every other professional, interior designers can work with both expensive and cheap materials and products. More importantly, they will work within the limits of the budget and requirements you give them as their client. You have to remember that the price of materials is not always crucial to getting the end result you desire. If you’re working with an experienced interior designer, they should be able to recommend you the best quality products at the most reasonable price there is.

5. You don’t need to have AN education to become an interior designer

There are many people out there that claim that they are interior designers, without having any formal education. However, as explained in some of the other points above, interior design is a very challenging and exciting profession that includes a variety of tasks and requires a great deal of skills and knowledge. The only way you can ensure that you have all these on board when applying for a job, even at an intern level, will be to obtain a formal qualification from a recognised organisation. A career in interior architecture and design can be difficult to get started and an accredited course in the subject will give you a head start by providing you the knowledge, skills, and qualifications you need to succeed.

6. Interior designers make all the decisions for you

Don’t expect that all decisions on an interior design project would be made by the designer you have hired. He or she will have a lot of recommendations on the way ideas can be implemented, but the final decisions will lie with you.

7. Interior designers can’t work with existing structures, materials and objects – they always want to throw everything old away

The truth is that interior designers always work towards achieving the goals in an interior design plan. If this plan involves the stripping of a building to its bare bones they would definitely need to throw everything old away. This is not always necessary and you can keep as much of your old stuff in your new house or space as you want.

8. “I don’t need an interior designer – I can do it on my own”

As we outlined earlier in the article, interior design is a very complex job. You can try and do some of its components on your own, but unless you have the training and understanding of interior design concepts, we think you shouldn’t start any project, small or big without a professional eye. There are so many examples of terrible design decisions that show that it is not worth risking your dream project, if you can leave it to the professionals. At the end of the day, you wouldn’t operate on somebody if you’re weren’t a doctor, right?

9. Interior designers always want to be trendy

Interior designers always strive to be aware of the new trends in their profession. However, they wouldn’t force you to do something on your project if you don’t like it or you think it doesn’t suit your needs. Trends are interesting to follow, but they are not something every interior designer tries to implement in their work.

10. Interior designers don’t need a plan for their projects

Interior designers can’t work without a plan for their project. They need to think about every single detail and plan in appropriate time for it. A good plan means that as a customer you will get an idea on the cost involved as well as the deadline for completion of each stage. Planning is a crucial part of the job of the interior designer.

11. Interior design doesn’t require a lot of time

Interior design projects can take a lot of time and this usually happens because the whole process requires the attention, skills and knowledge of the many other specialists who work with the interior designer. The designer needs to be able to speak everyone else’s language – from the plumber to the conservation officer, to be able to make the project plan work. This doesn’t mean that all interior design projects take years to complete – a complex, but very well organised job on a residential property, for example, can take around five months from start to finish.

12. Interior designers don’t need to work towards a budget

A good plan always comes with a clear idea of the budget the client has for it. There’s no such thing as “open budget” – interior designers should know what is affordable and what is not, because this can help them make some very important decisions. Give your interior designer a budget to work with and leave the magic touch to them!

Source: Id! Blog  Written By: The IDI Team

So, what is interior architecture? There has been a debate raging for some time around the terms architecture, interior architecture, interior design, and interior decoration. The discussion centres on the blurring of the lines that define the role and responsibilities of each profession: where does the interior design of a space end and architecture begin, and vice versa?

So, what is interior architecture?

There have been a number of factors over the last few decades that have increased the ambiguity of these titles, including the improvement of interior design education. This has in turn increased the scope of the profession and led many interior designers to becoming more involved with architectural and technical aspects of interior design, and less with the decorative, soft furnishings side.

As a result, many interior design degree courses have been renamed as interior architecture degrees to more accurately reflect what they cover. Courses like this have also shot up in popularity, producing a growing number of architecturally savvy designers, and in turn making it more difficult to differentiate between architecture and interior design.

So what is interior architecture, and perhaps just as importantly, how does it differ from architecture, interior design and interior decoration?

Click HERE to find our more about the differing roles and responsibilities of all of these professions.

Source: Id! Blog  Written By: The IDI Team