News to UseAs an agency that specializes in architectural and interior design products, we’re constantly looking through periodicals, trade pubs, newspapers and the Internet to help our clients gain insights about the audiences they need to reach. In this, our first electronic installment of News to Use, we focus specifically on architects and designers. Here, you’ll find insights on how the A&D community seeks out information, what kinds of products they spec and what influences their decisions. We hope you find these articles valuable as you continue to build your brand.
Getting architects to spec your brand When designing custom homes, the entire shopping list of products is often specified on the desk of the architect. As a result, manufacturers and dealers who choose to network with the architectural community can quickly gain advantages in terms of high-margin product sales, access to new customers and preference in project bidding.
“We specify on a brand-name basis almost every element that goes into a custom home,” says Jon Senhauser, Ohio Valley region director for the AIA. “Product selection begins with the concrete mixes, structural trusses and components and it continues with air infiltration systems…to finish hardware.”
Architects have a tremendous influence on who supplies the products. However, it’s important to be a bit more subtle when talking to this audience. Architects don’t want to be “sold” anything. They prefer to approach product selection on their own terms. So a bit of restraint in your communication could go a long way.
It’s also interesting to note that the brands architects like and the brands builders prefer are often at odds. So, many architects are turning to pro suppliers as possible allies in streamlining relationships with builders throughout the entire construction process.
As a manufacturer, it probably makes a lot of sense to build a relationship with these dealers as a way of connecting with the architectural community.
From: ProSales
Small A&D firms mean big business Sure, large A&D firms grab the big projects and the big headlines, but did you know that small and medium-sized firms make about two-thirds of all interior designer businesses in the United States? Given this fact, we thought you’d like to know a little more about this group. A recent report released by ASID, provides the following profile information.
About the employees
About the work
Most firms do 25 or fewer projects a year, 80% of which are single family homes or individual rooms.
The most common commercial projects are:
About their influence on specifications
On average, designers specify products in nearly nine out of ten projects. The most frequently specified are floor coverings, wall coverings and ceiling treatments, furniture and upholstery, lighting fixtures, accessories and artwork and window and door products.
From: ASID
What’cha working on?
Large design firms work on an average of 108 projects annually. Here’s how their workload breaks down.
| Residential projects | 35 |
| Office | 32 |
| Healthcare | 11 |
| Retail | 10 |
| Hospitality | 8 |
| Education | 5 |
| Government | 4 |
| Institutional | 3 |
From: Market Probe, International, Inc
Dot Com designers An amazing 91% of designers use the Internet on the job. A good fact to know if you’re trying to reach this important group. But what exactly are these folks doing on the web? Here’s what they said:
Researching a project 84%
Seeing what a project looks like 76%
Requesting more information from manufacturers 74%
Finding out more about a product they saw in a magazine 73%
Specifying a product 67%
Requesting product samples 61%
Getting ideas for a project 53%
From: Market Probe, International, Inc.
Where do designers surf? esign pros also turn to the web to seek renovation inspiration. Here are a handful of their favorite sites.
materialconnexion.com. This site shows how materials designed for one thing (like the space shuttle or industrial use) can be used in home building and renovation.
inhabitat.com. A website devoted to forward-thinking, sustainable design.
rejuvenation.com. A website that carries antique lighting as well as reproductions.
1stdibs.com. A link to almost every reputable antique dealer in the trade.
hivemodern.com. A great website for classical modern.
homeannex.com. This site sells everything from plumbing fixtures and fittings to door hardware.
From: Metropolitan Home
More homeowners now using interior design services If you’re trying to influence the A&D community you might want to consider a pull strategy with homeowners. Because now, more and more homeowners are working directly with designers to spruce up their houses. Ten years ago, just 6% of households used interior designers. Today, that number has jumped dramatically. In fact, according to an ASID survey, 14% of participating homeowners said they had worked with an interior designer in the last two years.
The typical demographics of homeowners who use interior designers are generally female (64%), between the ages of 35 and 65. Household incomes tend to skew more affluent, ranging anywhere from $75K to $400K. The largest group using designers (34%) have annual incomes between $125K and $200K.
Designers are most commonly called to remodel or redecorate a kitchen or bath, a living room, family room or bedroom.
About 23% of those who hired a designer did so to remodel their entire home.
The most frequently mentioned responsibilities of the designer were space planning and arranging (67% of respondents), consultation for aesthetic advice (56%), selecting furniture and other products (49%), and improving functionality (39%).
From: PR Newswire
What designers are specifying Design firms specify almost $57 billion worth of products annually, up from $33 billion in 1997. Which means, no matter what you manufacture, this group probably has a huge say whether your products get specified. What products do design firms specify on a regular basis? Here are the top 10.
1. Fabric
2. Carpet
3. Lighting
4. Wall covering
5. Accessories
6. Office furniture
7. Window covering
8. Hard flooring
9. Paint
10. Surface materials
From: Market Probe, International, Inc.