Business Sense

Making the Most of an ASID Partnership

I’ve quadrupled my client leads, kept sales steady, had my gallery’s artwork featured in numerous publications, upped my charitable quotient—and my social life is through the roof. How, you might ask, in this economy? By joining the American Society of Interior Designers as an Industry Partner.

For those who aren’t familiar, the American Society of Interior Designers (ASID) is the largest and oldest professional organization for interior designers. The society boasts 20,000 practicing interior designers in chapters located across the United States. More than 2,500 firms with more than 8,000 individual representatives make up ASID Industry Partners—a facet of the organization that unites professional designers with design-related product and service providers. When I realized the networking potential, I immediately wanted in.

Of course, all this didn’t happen simply by submitting my application and paying membership dues. Like nearly everything else in life and business, you will get as much out of ASID as you put into it. For those of you who are thinking about participating, here are some tips to maximize your membership and reap the benefits of joining as an Industry Partner.

Get Involved

ASID holds monthly chapter meetings and frequent charitable and social events. Attending is key, but the best way to really get to know the designers is to get down in the trenches and volunteer on their committees. I recently helped organize my chapter’s Designer Runway event, which gave teams of interior designers two hours to assemble an outfit made of home fabrics and trims to compete on the catwalk for bragging rights bestowed by celebrity judges. TV networks and lifestyle magazines covered the event, and Diana Ferrone Gallery was prominently featured on the programs and in the goody bags.

Although the Designer Runway event was more about getting the gallery name out there and rubbing elbows with interior designers, events like this can lead to more lucrative opportunities, like my recent participation in the ASID Orange County 2009 Design Tour, which offered a fabulous chance to really showcase my gallery artists. The month-long tour of professionally designed lofts featured 30 pieces from my gallery. The artists and artwork appeared in numerous publications and media outlets new client to local vendors, and it gives an excuse for design professionals to stop by the gallery.

take advantaGe of Industry Partner Web sIte Perks

One great benefit offered to all Industry Partners is the placement of a company logo on the national ASID Web site’s logo rotator, which links directly to your gallery’s site. The logo rotator is a great way to help gain exposure for your business and familiarize the ASID membership with your gallery artists and design-specific services.

Promoting an upcoming gallery opening or informing designers about a new artist or arrival is crucial, and it’s easy to do through the ASID Web site by using the Industry Partners’ News Room that features up-to-the-minute information on any new product launches, initiatives and

and really increased traffic to my space.

If you’re short on time, you can always donate. Monthly ASID meetings feature drawings and an opportunity to gain exposure by offering the prizes, such as lunch at a nearby café or a pedicure at the nail salon. If your budget is tight, ask retailers situated close by to pitch in. The synergy works for everyone, it gets a potential

“I’ve quadrupled my client leads, kept sales steady, had my gallery’s artwork featured in numerous publications, upped my charitable quotient—and my social life is through the roof.”

events. I always let designers know when new pieces arrive, and I invite them to come to the gallery to get a first look.

offer “to-thetrade-only” servIces

I let designers know I offer 24/7 services for artistic emergencies, and yes, I have received e-mails and phone calls after midnight requesting my

By Diana Cook • ABN Guest ColumNist

ART BUSINESS NEWS • AUGUST 2009 • ARTBUSINESSNEWS.COM

services. Within two days of introducing this service via e-mail, I received a late-night call from a stressed and apologetic designer who was worried about a staging she needed completed by the next day. This particular home needed to be furnished for a book-signing party, so I found a few key pieces of artwork to fill the blank spaces in the home and ended up being invited to attend the event.

I also allow designers to use the gallery for client presentations and meetings. Some designers are located far from their clients, and others work out of their homes. Designers who have worked with me before know they can always pop in and grab Wi-Fi to check e-mails or make photocopies on their way to or from their home base.

Market sPecIfIcally to desIGn ProfessIonals

Now that I have more than 700 interior-design professionals on my Rolodex, I send out targeted e-mail newsletters each month showcasing one gallery artist with “talking points” so the designers can easily pre-pitch my artists to their clients. This e-newsletter also focuses on specific issues that are tailored to design professionals.

For example, I recently reminded designers that their best clients from years past probably could use some new artwork. Another column, “Using Technology to Save Time, Money and Keep Your Clients Happy” promoted the gallery’s ability to take images of furnished spaces and Photo-shop in artwork until something resonates with the designer or their client. This service saves time and money because we can render many different pieces of art in the same space. The designer forwards images to the client, and when they see a piece they like, or they narrow it down to a few, we can do a site visit. I also included before and after shots of homes we had embellished with gallery artwork using the magic of Photoshop.

understand hoW desIGners Work

Designers are individuals and vary in how they like to work, charge clients, etc. Understanding these differences is key to successful partnerships with a variety of designers. Some want to take the reigns and lead their clients through the art acquisition process while others look at my expertise as a perk to offer their clients. Most use one of the following methods, or a combination of methods, to set their fees:

Fixed Fee: The designer identifies a specific sum to cover costs of the design work, separate from reimbursement for purchases he or she will make for the project. One total fee applies to the complete range of services, from conceptual development through layouts, specifications and final installation.

Hourly Fee: Fees are based on the actual time spent on a project or specific service.

Cost Plus: The designer purchases materials, services and furnishings, including artwork, and sells to the client at the designer’s cost-plus—a specified percentage to compensate for his or her time and effort.

It’s important to know the lingo, as some designers prefer to have everything funnel through them by purchasing the art directly and then billing their clients themselves. I always ask designers “how they like to work” and strategize how the gallery can best accommodate them. Most importantly, I follow their lead when working with their clients.

don’t forGet about other Industry Partners

These little hidden gems work with many of the same clients as you do. They have excellent leads and are great referral sources. Marketers of luxury goods, such as sound systems, furniture, hardware, etc., are all good industry partners. I suggest setting up referral incentives for them and including them at gallery events.

I recently invited a high-end outdoor furniture company to stage exterior seating on the gallery patio. The company got to mingle with gallery guests, who experienced the art—and furniture—during a single show.

above all, enjoy the Process

It’s exciting to belong to such a large and respected community of people driven by a common love of design. Because we all share the belief that aesthetics can positively change people’s lives, there’s a definite sense of camaraderie. Although ASID events and meetings are first and foremost for charity and networking, I have found them to be much, much more for my business—and fun for my personal life! abn

Gallery Director Diana Cook has owned Diana Ferrone Gallery in Laguna Beach, Calif., for three years. She received her Bachelor of Arts from Seton Hall University in South Orange, N.J. Previous to running art galleries, she worked in the Los Angeles Fashion Industry. A former Executive Board Member of Fashion Group International–Los Angeles, Cook worked for many of the top fashion-design companies in Southern California.