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T H E N O RT H W E S T R E S O U RC E F O R I N T E R I O R D E S I G N

fall 2007by designI N S I D E

DEvElOp AMARkETINGplANNew lines & Collections

Recent Arrivals

2007 Northwest Design Awards& Gala

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Let’s face it, the discipline of marketing conjures an immense range of reactions for most of us. On the

consumer front, negative perceptions often center on the slick, high-gloss marketing materials and well-

veneered half truths that seem to be used to sell a product regardless of its actual value (this is where

the phrase spin doctor commonly enters the story). In business, marketing efforts are often considered

difficult to measure (this is where the phrase return on investment commonly enters the story). And in

the middle, there is good messaging that helps communicate product values and assists us in making

informed buying decisions. Your own definition and experience of marketing may fall anywhere across

that spectrum, but as a business owner, defining your business’ marketing direction is essential.

Let’s begin by rethinking the definition of marketing. For most, marketing is identified as the produc-

tion of promotional materials, including promotional events, sales events or publications. The American

Marketing Association provides a more complete definition: Marketing is an organizational function

and a set of processes for creating, communicating and delivering value to customers and for manag-

ing customer relationships in ways that benefit the organization and its stakeholders. In this context,

marketing includes the work to identify unmet needs in a given market, producing products or services

to meet those needs, and pricing, distributing and promoting those products and services to produce a

profit. Thus, promotional materials are tools or components of a larger, more strategic posture.

In this context, marketing planning involves more comprehensive analysis and strategizing than simply

planning to mail a postcard. Given that most small businesses do not write a business or marketing

plan, consider that a marketing plan outlines the specific actions you intend to carry out to interest

potential customers in your product or service and to persuade them to buy the product or services

you offer. Identifying those specific actions requires an understanding of what makes your product or

service unique in the marketplace, your pricing strategy, your plan for sales and distribution, and your

plan for advertising and promotion. Sounds easy, right? The recommended steps below will help navi-

gate the planning process, and we’ve included a list of books, tools and online resources for additional

support.

GETTING STARTEDI sat down with Devin Liddell, director of brand strategy for Seattle’s Phinney Bischoff Design House,

for a conversation about basic marketing planning. “Don’t make it (marketing plan) up as you go, or

‘respond to the market’ as it is commonly considered,” advises Liddell. In fact, he says “the process of

writing a marketing plan forces you to identify and make real, clear choices about target audiences and

initiatives, which is essential to good planning.”

Use the following basic outline as your guide to creating a marketing plan. Key to successful marketing

is understanding what makes someone want to use or buy services and the type of marketing strat-

egy to which he or she will respond. A timeline for tactics is a crucial component because it aids in

managing marketing tasks to keep your team focused on specific goals and to sustain necessary sales

momentum.

Section � // Author a mission statement

Keep it simple. The mission statement clearly and succinctly describes the nature of your business,

services offered and markets served—usually in a few sentences.

Section 2 // Describe target markets

Targeted marketing means directing your marketing energy toward the segment of the market you

have identified as the most likely to purchase your product. Look to your current client base to help

identify prospects—ask a few key questions to develop your demographic profile: What is the lifestyle

of my customers? What are their buying habits? Are they budget-conscious? Where do they live? What

features do customers like about my product(s)?

Section 3 // Define your product

Inventory the products or services you currently offer and identify any new services you wish to

provide. Almost nothing replaces talking with customers and being transparent—take the time to ask

how you’ve helped and what you can do to improve your service offerings.

Section 4 // Outline marketing and promotional strategies

Basic marketing strategies may include networking by participating in trade organizations or online

discussion groups, direct mail campaigns (direct mail pieces may include letters, brochures or post-

cards) to current customers and prospects, advertising, public relations or devising training programs

that increase awareness of your services.

Section 5 // Identify and understand your competition

You may be loathe to do it because your peers or fellow association members are your competition,

but you must learn about your competitors and how to position yourself in relation to them. According

ON THE COvER:

JOAN lOCkWOOD, ATRIUM SUITE 203

Osborne & Little presents VINTAGE II, a dazzling and eclectic mix of

pattern and color. The second volume of VINTAGE wallpapers brings

new life to some of Osborne & Little’s earliest design successes first

released in the 1920s and 1970s. Reinterpreted and fresh, these art-

deco papers revive Osborne & Little’s original collection.

RESOURCESThere are numerous books on marketing plans available, and

several software programs contain templates and/or lead you

through their creation. You will find a number of similar

resources online. Beyond the templates and reading, look to

people as resources, as well—other small business owners

may share information or recommendations about their own

marketing planning.

Books:

• On Target: The Book on Marketing Plans

by Tim Berry and Doug Wilson

• The 22 Immutable Laws of Branding

by Al Ries and Laura Ries

• Unleashing the IdeaVirus by Seth Godin

• The Tipping Point: How Little Things Can Make

a Big Difference by Malcolm Gladwell

Tools:

PaloAlto Software provides industry and market research

reports through its partner Integra Information. These

reports (including industry growth reports) help entrepre-

neurs and business managers get the data they need to create

successful plans. 1-800-229-7526

Software:

Marketing Plan Pro

Online:

www.quickmba.com/marketing/plan/

www.paloalto.com/ps/mp/

www.morebusiness.com

www.mplans.com

www.gmarketing.com

DEvElOp A MARkETING

plANBy Craig Cross

plANNING YOUR NExT YEAR OF BUSINESS

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M E M B E R S H I p H A S ITS B E N E F ITS

Seattle Design Center invites you to become an SDC

Design Trade Pass holder so you may take advantage of our

membership perks. As an SDC design trade member, you

receive a badge that allows you to self-scan each time you

visit, complimentary use of our business center, and notice

of showroom events and SDC news. Your membership also

gets you the 2007 Resource Guide at a discounted rate.

Visit our web site or call our concierge at 206.762.1200 for a

membership application.

BY D E S I G N GO N E G RE E NThis project was produced using ColorGraphics

“Green” Process. Burgo Endeavour Velvet Text is

made from 25% post consumer waste. The paper

is certified by the Forest Stewardship Council for

responsibly managed forests. Producing this project

with ColorGraphics saves:

Endeavour Velvet Text: (4,896 pounds)

Quantity: 15,900

Trees: 10 Fully Grown

Water: 4,367 Gallons

Energy: 7.2M BTUs

Solid Waste: 483 Pounds

Greenhouse Gases: 951 Pounds

Aluminum: 12 Pounds

VOC Emissions: .4 Pounds

Calculations based on research done by Burgo, Ink Systems and ColorGraphics.

to Liddell, most businesses do not have an effective understanding of what their competition is doing.

“The problem,” he says, “is that without such an understanding, you can’t identify real differentiators.”

Describe your business’ strengths and what you want to emphasize. Once you identify your competi-

tion, you can determine how and why your services are distinct and can take the opportunity to build

upon or do something different—your offerings may differ based on value, price, product or service,

or a combination of these.

Section 6 // Track and qualify marketing goals

Marketing goals can include setting the number of new clients you would like to acquire, the number

of people you would like to reach, or the amount of income you would like to generate. Be realistic and

practical in establishing your goals.

Section 7 // Develop a budget

An estimate is better than nothing, but if you’ve defined major campaigns or efforts, develop more

accurate numbers for design and printing costs, mailing costs, advertising rates or anything required

to host a promotional event.

Section 8 // Monitor your results carefully

By monitoring results, you determine which of your marketing strategies are working (those that gen-

erate leads and sales) and which are not. This involves tracking and evaluating customer responses to

each marketing strategy. As you get to know your repeat clients better, meet with them for detailed

feedback and ask for ideas and suggestions about how you can introduce your products and services to

more prospects who are just like them.

STAYING OUT OF YOUR OWN WAYWe often believe we are our own best customers, and that isn’t always true. Small business owners are

often enamored with their own products or services, and self-absorption is dangerous, warns Liddell. It

is critical to get objective feedback. Find customers willing to provide candid feedback, and you’ll have

invaluable insight into how your services or products relate to customers.

SET REAl ExpECTATIONS FOR YOU AND YOUR MARkETING plANSmall business marketing needs a fundamental shift in priority. The idea of not cleaning your kitchen

for three months is preposterous, and not completing any marketing initiatives for three months should

be equally preposterous. At home, the result is a supremely dirty kitchen—at work, the result is no new

business. Very simply, marketing is a discipline, so when planning, develop a calendar for your market-

ing activities. Include your chosen minimum number of marketing initiatives per week, per month or

per quarter and remain committed to that calendar. And remember, these activities need not be devel-

opment of full color brochures—sending 10 emails a week or utilizing other non-traditional vehicles

keeps your business name out there, in motion.

Lacking the marketing resources of a large corporation makes it easy to let yourself off the hook—kind

of a can’t compete, why bother mindset. “Instead,” suggests Liddell, “seek to turn the situation to your

advantage by being more innovative with your marketing dollars.” In fact, Liddell reports that many

larger corporations watch smaller companies, taking inspiration from their scrappier techniques, often

called guerilla marketing in reference to combat styles of guerilla warfare. Creative alliances, email cam-

paigns, websites, database marketing, frequent buyer programs or newsletters become powerful tools.

N EW lI N E S & CO llEC TI O N S

DESIGNER FURNITURE GAllERIES ,

Atrium Suite 238

• Antigua

• Berman Falk

• Brownstone

• Saloom

ElINOR & vERvE , plaza Suite 268

• Colibri

• Erica Brunson Couture living

• New pieces from Randolph & Hein

J . GARNER HOME , INC . , plaza Suite 274

• lexington Home Brands

• Bob Timberlake

• liz Claiborne

• long Cove

• Nautica

• Tommy Bahama

• Trump Collection

• Zacara

• Antique Design

• Architect Images

• Desert Rust

• D.W. Classics

• J. Alexander

• Hickory White

• Old Hickory Furniture Company

• Robert Abbey lighting

• Somerset Bay

• Teracea

lEFlAR , lTD. , Atrium Suite 2�0

• American leather - Boutique Collection

• Burton James

• lacor Furniture

• Maxwell Fabrics

• Natural light

• Walfab

ROSEBANk DESIGN, plaza Suite 292

• Bau Furniture

• Emanuel Morez Inc.

• kolkka

• Richard Ray Custom Designs

STEpHEN E . EARlS, Atrium Suite �32

• Dogwood Fabrics

• Gemelli

• Hazelton House

• Harrison van Horn Furniture

• p.H. Doric

TR AMMEll- GAGNé , Atrium Suite ��7

• Hellman Chang

• Nuno

• Ochre

• Sun Furniture

• vW Homes

TERRIS DR AHEIM , plaza Suite 288

• Hélène Aumont Collection

• Rob Folendorf

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RECENT ARR IVALS

pEDINI SEATTlE,

ATRIUM SUITE 229

Pedini is unique to the American market in

the level of customization available to the

dealer/designer. Because Pedini makes many

of its own doors (as well as for other kitchen

brands), there is unprecedented flexibility in

selecting colors, shapes and sizes of cabinets

and door/drawer styles. All products are

ordered directly from Pedini’s Italian facility,

bypassing the “middleman,” streamlining the

ordering process, and allowing dealers to

obtain the best prices available.

NORBERRY TIlE, ATRIUM SUITE 22�

At New Ravenna, the ancient craft of mosaics is re-interpreted

through contemporary designs and fresh color to create a lasting

work of art that is as practical as it is beautiful. Every last tile is

hand-cut by artisans working in our factory on Virginia’s rural

Eastern Shore, and assembled by hand into the mosaics that grace

the homes of personalities such as Tom Hanks, James Earl Jones,

Madonna, Ozzy Osbourne, Vanessa Williams and Yoko Ono.

TRAMMEll-GAGNé, ATRIUM SUITE ��7

Innovative designs quickly outpaced what Daniel Hellman and

Eric Chang could build as “weekend warriors,” leading them to

get formal training under some of New York’s most celebrated

furniture makers. Pictured, their Z Pedestal, winner of Interior

Design Magazine’s Best of Year Product Design Award for

Occasional Furniture. The Z Collection presents a series of

modern, adaptable pieces for the home. The diagonal symmetry

allows for various perspectives that create balance and versatility

when viewed from any angle. Clean lines silhouetted from afar

reveal subtle bevels and shapes up close.

TERRIS DRAHEIM, plAZA SUITE 288

The venerable Italian fabric house C & C Milano’s finished linens

and accessories add European design and quality to your projects

at a surprisingly affordable price. Their vast line of fine textiles

provides an endless palette for custom bedding and other soft

goods.

RAlpH HAYS CONTEMpORARY DESIGNS,

ATRIUM SUITE 239

Lofty as a cloud, Powell & Bonnell’s Cirrus Pendant combines the

coolness of metal with the warmth of light from the natural shade

and elegant sandblasted glass diffuser. Available in three different

shapes (round, oval and rectangular), with a linen or silk shade.

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J. GARNER HOME,

ATRIUM SUITE 274

Somerset Bay signature collection

offers superb European design,

texture and color, so elemental to

creating a mood or connection with

the client — whether a feeling of

relaxation, escape from the chaos

of everyday life or the need to be

re-energized by colors and textures.

Pictured here the Carmel chair.

lEFlAR, lTD.,

ATRIUM SUITE 2�0

The Natural Light announces new

lamps available this fall at Leflar, Ltd.

Organic textures and distinguished

solid wood pedestals breathe an air of

classic sensibility to lighting fixtures.

ElINOR & vERvE, plAZA SUITE 268

Randolph & Hein Furniture offers an extensive collection of classic and contemporary bench-made

upholstery models. Their furniture collections include contemporary and traditional models of seating,

case goods, tables, mirrors and lighting. Randolph & Hein Furniture is the only company today offering

furniture designed by noted San Francisco designer John Dickinson.

STEpHEN E . EARlS SHOWROOM,

ATRIUM SUITE �32

Christopher Norman’s Shargreen and Shargreen Block

wallpaper is modeled after the intricate circular pattern

unique to the skin of a shark. The “shark belly” mosaic seen

in 19th century Japanese antiques as adornment on handles

of knives and personal effects translates remarkably well as

subtle wallcovering. Both patterns come in 12 cool shades

from khaki and bisque, to safari green and cadet blue.

DESIGNER FURNITURE GAllERIES, ATRIUM SUITE 238

All Saloom maple top dining tables are made using the highest grades of quality maple panels. Wood from each individual tree varies in color,

density and grain pattern, and may have mineral deposits. These variations and markings form the essence of wood, providing individual

beauty by giving each table top its own unique character. Each individual piece of wood will absorb stain differently due to these variations and

markings. The best feature, every inch of Saloom wood tables (including the underside and base) receives a coating of our Saloom super finish.

This clear, catalyzed varnish protects your furniture from moisture and most household chemicals such as turpentine, nail polish remover, and

lemon juice.

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2007 Northwest Design Awards & GalaA truly special evening recognizing the Northwest’s leading design professionals and celebrating

ground breaking work. Attended by industry leaders, media and up-and-coming designers.

The Northwest’s top designers were recognized at Seattle Design Center’s annual Northwest

Design Awards Gala September 27. The Northwest Design Awards competition recognizes

interior design professionals whose work has made a significant contribution to the design

industry. Projects are judged on the basis of problem solving, creativity, quality of design and

beauty of the space.

Awards were presented in fourteen categories: kitchen, bathroom, living room, bedroom, whole

house (more than $200,000), remodel, best of traditional design, best of contemporary design,

retail, commercial, yacht/jet, outdoor living space, environmentally responsible design and

student design.

The gala also marked the fifth annual awards collaboration between Seattle Design Center and

Seattle Homes & Lifestyles to recognize Design Achievement in the region. The purpose of the

Design Achievement Awards is to herald Seattle-area professionals who have emerged as leaders

in design, and who have had a significant impact on their design discipline.

2007 Design Achievement Award Honorees

Charles Anderson, Charles Anderson Landscape Architecture; Annie Han and Daniel Mihalyo,

Lead Pencil Studio; Paula Devon Raso, Paula Devon Raso Interior Design; Lane Williams.

I N M E MO RY: WA lTE R WI llIA M BA Z , A S I DSubmitted by Bill Loughrin

Walter Baz passed quietly September 10, 2007 after a month-long

illness. He began his career in interior design at the Bon Marché

Interior Design Studio. After eight years, Walter joined McBreen

Interior Design, later opening his own firm and serving clients from

Canada to Mexico and Hawaii. He remained active in design until

very recently and was a longtime member of the American Society of

Interior Design, which awarded him a lifetime membership.

A lively participant in Seattle’s arts community, he loved theatre, art

and especially music, from opera to jazz. Until he fell ill he retained a

keen interest and curiosity in the world around him.

To encourage education and the study of interior design, he founded and endowed the Walter Baz

Interior Design Scholarship Fund at Bellevue Community College. Contributions in his name may

be sent to:

Walter Baz Interior Design Scholarship Fund

Bellevue Community College, Room A102, 3000 Landerholm Circle SE

Bellevue, WA 98007

Here to celebrate, the Corso Staicoff team, portland, Ore., in partnership with Jennifer Adams Design Group receives second place in the kitchen category.

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Making C O N N E C T I O N SW

ith

Kat

hy

O’K

elle

y I began my professional career in property management and

tenant relations with Hines more than fifteen years ago. Every

new project has required homework, and since ramping up

at the design center, the Hines team has been busy reviewing

programs, the buildings and campus, and other offerings. Our

understanding of the design center business is increasing as we

receive advice, council and direction from showroom owners and

managers. I would like to count on your feedback and cooperation as well in helping to build

future strategies for Seattle Design Center.

Fundamentally, SDC and Hines share core principles: passion for quality and service;

meticulous attention to design, engineering and construction; a respect for the environment;

and a commitment to better cities and sustainability.

Hines is committed to producing long lasting and beneficial improvements for SDC, and

looks forward to building on the design center’s strong history with new and innovative

ideas. Wheels are in motion for 2008 as SDC celebrates two significant milestones—our 35th

anniversary and the 10th annual Northwest Design Awards and Gala.

I am excited about the challenges ahead and the opportunity to create additional value for

SDC. You are an essential part of that growth opportunity, so I hope you’ll stop by during

your next visit to the design center and share your feedback.

2007 Northwest Design Award Winners

k ITC H E N

F I R ST pl AC E

N I l S F I N N E

F I N N E A RC H ITEC TS

WH O lE H O U S E $20 0, 0 0 0

F I R ST pl AC E

S U SA N M A R I N E llO

S U SA N M A R I N E llO I NTE R I O R S

B E ST O F CO NTE M p O R A RY D E S I G N

F I R ST pl AC E

k I M M U N IZ Z A

M ITH U N

For a complete list of winners, visit seattledesigncenter.com.www

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P R E S O R T E D

S T A N D A R D

U S POS TA g E

P A i DS E AT T L E , WA

PERmiT NO. 9556

For leasing information about design office space, please contact Carly Moorman, property manager, at carly_moorman@hines.com.

5701 Sixth Avenue South, Suite 378

Seattle, WA 98108

seattledesigncenter.comH I N E S

As a service to all SDC members and tenants, Miller Paint has

established the Seattle Design Center Courtesy Account. This account

allows a generous trade discount to you and your clients on all paint and

paint-related items. Eastsider? North Seattleite? Tacoma resident? This

courtesy account is available at all seven local Miller Paint locations.

Simply mention the SDC account when purchasing at Miller Paint and

the staff there will happily help. Account contact: Catherine Alexander

at 206.459.3299 or calexander@millerpaint.com.

Miller Paint Co.

5959 Corson Avenue South, Suite A, Seattle, WA 98108

206.529.3236

EvE NTS

3 R D TH U R S DAY : : N OvE M B E R � 5

BREAkFAST IN BED WITH ANAlI

9:00 - 10:00 a.m.

G. R. Hedges / plaza Suite 36�

Preview Anali Designs and receive the up-close and personal view

of this local business directly from the owners. Anali showcases

fine linens and accessories for bed, bath and table, made from

Italian cotton sateen of the highest thread count. Their designs are

noted for premier quality, original artistry and rich use of color.

DEMYSTIFYING DIMMERS

10:30 - 11:30 a.m.

lighting Universe / plaza Suite 39�

Whether to stir up visual drama or save energy, designing with dimmers is always a

bright idea. Please join us at Lighting Universe as we show you how to enhance your

designs with lighting controls. Technology has come a long way since the lowly light

switch, so let us enlighten you of the many benefits of dimming.

SURFACES OF THE COUNTER CUlTURE WITH AARON COHEN

1:00 - 2:00 p.m.

Norberry Tile / Atrium Suite 22�

Aaron Cohen of Counter Culture presents a new line of sustainable slabs. Acid-

proof counter tops constructed with 75 percent recycled content are now available

in neutral colors. These surfaces are custom made locally to your measurements.

M A R k Y O U R C A l E N D A RS A M p l E S A l E – F E B R U A R Y 2 , 2 0 0 8

N O R D E x – M A R C H � 2 - � 3 , 2 0 0 8

DO YOU kNOW YO U R N E W E S T N E I G H B O R ?