OVER 100 PEOPLE ATTEND SEMINAR SPONSORED BY THREE NY
TRADE ASSOCIATIONS. «THE BUSINESS OF DESIGN & CONSTRUCTION, YOUR NEXT
STEP» SEMINAR SERIES IS A HUGE HIT.
March, 2000
(212) 726-8512, ega@outoftheboxmarketing.net
of Design & Construction, Your Next Step» opened the doors to over
100 people filling up the Haworth Showroom on 6th Avenue. The
event Kicked off the first of four seminars geared toward young design
and construction professionals to boost their understanding of business
development, marketing, PR and office administration. The first seminar
focused on business development and hosted a panel of four people spanning
the professions of construction, engineering, and architecture. The moderator
was Frank Stasiowski of PSMJ who will moderate all four of the seminars.
«This is a an interactive process,» said Stasiowski at the beginning of
the seminar, «it is a chance to ask the panel what’s happening in their
business development activities that shows out of the box thinking.» The
panel included Frank Sciame of Sciame Construction, Bradford Perkins of
Perkins Eastman Architects, Robert Silman of Robert Silman & Associates,
and Randy Gerner of Gerner Kronick Valcarcel. The Business of Design and
Construction, Your Next Step is joint venture between SMPS NY Chapter,
the AIA NY Chapter Marketing and Public Relations Committee, and the NY
Chapter Society of Design Administration.
ice-breaker by asking everyone to stand up and trade cards with at least
two people. The audience bubbled into an instant networking buzz after
which Stasiowski suggested everyone write «strategic alliance» on the back
of their newly acquired business cards. He then shared a few predictions
about what kind of marketing trends will become standard for building professionals.
Over the next 24 months, claims Stasiowski, we will be submitting 75 to
80% of our proposals over the internet. We will pass out «CD Rom» business
cards. Our projects will be managed over the internet using world-wide
strategic alliances. And, confided Stasiowski, those of us who peddle intellectual
property, like feasibility and planning consulting, will be wealthy.
the young audience to «be selective and market» themselves in certain targeted
areas. He also suggested networking beyond the office. «Go to lectures,
write articles, teach, and enter competitions. Do not be discouraged and
always believe in your goal» he urged.
his own business ten years ago. As interior designers they found they could
get a lot of work from real estate brokers. Gerner mentioned five key tools
to success: creativity, integrity, flexibility, sincerity and a lot of
luck.
back to 1894. He’s been through a few recessions and suggests that young
firms try to have a «diversified» portfolio of project types and geographic
locations. He says the Principal of a design firm should be a designer
as well as following up with business development. «A Principal should
always have a design role, otherwise the firm will go through a gray period,»
he said. Another way to attract clients, shared Perkins, «is to get involved
with the issues surrounding the building types of your clients and stay
close to your client group.»
ended the panelist discussion by telling the architects to never sell themselves
short when negotiating fees. And the golden rule of building, said Sciame,
is to always «make it for less than you sell it for.»
9th and was equally if not more successful. The remaining seminars
are
Public Relations on April 13th and Administration
and Management on May 20th. Visit the SMPS NY Chapter web
site (www.smpsny.org) for additional
information.