Posted by Neil Gordon on Thu, Jul 29, 2010 @ 03:06 PM
Marketers tap into bids
July 26 2010
Government work can provide b-to-b marketers the opportunity for big contracts with some careful planning. However, marketing to the government is clearly not the same as marketing to the private sector. "Targeting is important for any direct marketer, but it is especially important in the government market because your contract and your product have to match a particular need," says Mark Amtower, partner at Amtower & Company, a marketing company that specializes in government contracts. Government agencies have to conform to a set of standards when they are making purchases, and they also have to follow schedules. Some government contracts might favor minority or women-owned businesses. This is often specified in the RFP, so find out before you pitch. "The sales cycle for government is a long process; you need to take a long-term approach," adds Amtower. A company seeking work with the federal government must register in both the Central Contractor Registration and Online Certs & Reps databases. Marketers can find government RFPs through services like Onvia.com or through the Federal Business Opportunities website (FBO.gov) for contracts worth $25,000 or more. Many state governments host similar sites, such as California's e-Procurement site, www.eprocure.dgs.ca.gov/, and require companies to preregister for opportunities or obtain a specific certification. GSA accreditation, for example, is required at the federal level for any orders worth $3,000 or more. Following the RFP requirements precisely will improve your odds. "Give them exactly what is asked for, including the format and font," says Amtower. Like in the private sector, relationship building is a good strategy for the government market as well. This can be done through regular e-mail newsletters that offer helpful information for a client, or through webinars and podcasts, which also serve to keep a marketer top of mind. "Government groups are about fulfilling their missions for citizens, and if you can help them do this, you have the opportunity to win business," adds Mike Mullen, VP of the federal sector at INgage Networks, a digital marketing services agency.
Case Studies Acquisition: Decorating with Fabric
Decorating with Fabric, a contractor that sells window fixtures to architects and designers, was looking to reach a new audience after closing its commercial showroom, so it began targeting government business earlier this year. While awaiting its GSA accreditation, the company began reaching out to government buyers for smaller transactions, and focused on building its contact list for future marketing. "The toughest thing about the government is to figure out who the right people are for making purchases," says Neil Gordon, principal at Decorating with Fabric. Decorating with Fabric started collecting e-mail addresses on its website, through webinar registrations and by plain old business-card exchanges at industry events. As the list grew, the company began sending e-mail newsletters in January that offered informational tips and news for customers or potential clients. "I wanted to stay top of mind for customers, and give them something to think about, even if they may not have a need for window coverings today," Gordon says. "My goal was to collect as many e-mail addresses as I possibly could, and send out e-mails twice a month." Since Decorating with Fabric began targeting government in January, the firm has grown its e-mail list by 8%. The design company continues to use regular e-mail newsletters and webinars to help educate customers and p otential leads. "It's all about being educational," remarks Gordon. After its initial foray into the sector, the company sees continued opportunity. As part of Mayor Michael Bloomberg's push to make New York City "greener," the city is retrofitting old city buildings with more modern window treatments to help maintain temperatures and save on heating and cooling. Decorating with Fabric plans to go after this business. Gordon adds that Decorating with Fabric's e-mail messages that are about green subjects have a 3% to 4% higher click-through rate than regular newsletters.
Posted by Neil Gordon on Sat, Jul 17, 2010 @ 07:32 PM
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Decorating with Fabric recently opened in Anchorage, Alaska, to service government facilities ... |
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Tuesday, July 13, 2010
Neil Gordon of Decorating with Fabric recently opened an Anchorage, Alaska office that services federal government facilities in Alaska. Decorating with Fabric will be able to offer its complete GOV SHADE collection, including installations. Available through the company is a complete line of solar shades, blackout shades, motorized shades, vertical blinds, horizontal blinds, faux-wood blinds, draperies, hardware, valances, cornices and a large selection of government-suitable fabrics. Decorating with Fabric is a Green Workroom with a large selection of green and sustainable products.
In March 2010, Decorating with Fabric was presented with the Green Business Award in the Small Business Category by the Rockland Business Association. “Decorating with Fabric has successfully employed sustainable and green supplies, products and practices into our drapery and window-covering business,” Gordon said. “We are aware of our own footprint in the design, creation and installation of our treatments and strive to provide sustainable solutions to protect the environment.”
Through the new Anchorage office, Decorating with Fabric’s measuring and installation services are also offered, as is a free consultation service.
Posted by Window Fashions News at 11:14 AM
Posted by Neil Gordon on Sun, Jul 11, 2010 @ 12:38 PM
My current column for Window Fashion Vision Magazine.
http://www.wf-vision.com/viewarticle.aspx?cid=126822&pid=587
I remember being a very upset 5-year-old when my father was leaving on a four-day trip to the Chicago Houseware Show. I was crying because my dad was embarking to a faraway place without me. He explained that it was important for him to go to this mysterious destination because it was “good for the store.” The store was a retail business in the Bronx that he eventually sold, only to open a similar type store in the suburbs, a place where I would grow up along with my brother and sister. The concept of the trade show—which we just called The Show—became ingrained in me at an early age.
When I was a little older, my parents took me along with them to the shows. There were industry events, such as The Bath Show and The Gift Show, with aisles and aisles of booths with all sorts of merchandise that my mom and dad scoured while I tagged along. When I started my own business in the mid-1980s, I also went to The Show. They were and still are an indispensable part of running a business.
It was so exciting to go to our industry shows in the ‘80s and ‘90s. I left those shows awakened after seeing the booths from Hunter Douglas, Graber, Kirsch, Levolor and Ado. I felt part of something larger than I did with my own small business. I felt special when someone from Hunter Douglas would take me into a private room along with a few other fortunate dealers to get my opinion on a new product soon to be launched. I felt privileged to sell their products.
I am writing this article just after Vision10: IWCE (as the shown is now known) in Atlanta. Things have certainly changed. Gone are the majors. The reasoning, as I would imagine, is that it is not worth the expense and effort. Also missing were the huge crowds roaming the exhibition floor and seminar rooms, who were, I assume, absent for the same reasons as the suppliers. To me this is a huge mistake. Yes, the show is smaller than in years past, but it is still important to be here and it still makes a difference to the success of my business.
Vision10: IWCE matters because of two main benefits: education and networking. Let’s start with education. There are always many opportunities to learn something at the show, either at one of the booths where new products or ideas are presented or in one of the many seminars offered. This year I sat in a class taught by Deb Barrett called “Transform Custom to Couture: A Designer’s Guide to High Style Window Fashions.” What a great class! I have been in the drapery workroom business for 25 years and couldn’t imagine that I could learn anything new. I came away with a dozen new ideas that will impress my clients.
Knowledge is power, and how will we learn anything stuck at home? Sessions by industry leaders such as Debbie Green and Jackie Von Tobel are immeasurable in terms of what it means to one’s business. Then there are the networking opportunities that come in a variety of ways: mingling on the exhibition floor, socializing at the different parties, having breakfast with friends and suppliers, or meeting owners and upper management of firms that are attending or exhibiting. I particularly like what Jay Helser of Helser Brothers, a perennial exhibitor, said: “It’s about the intangibles. I always pick up something new from meeting customers and prospects at the show that turns into dollars. Maybe it’s reinforcing an existing relationship or making a new one, or getting a idea from a conversation.”
John Fitzgerald rattled off half a dozen immediate benefits that Comfortex would realize from the show all due to networking and exhibiting. Attendees such as Sarah Youngblood of Youngblood Interiors, Alpharetta, Ga., told me she always goes to the show because it gives her a chance to reconnect with business acquaintances and friends. Her clients love the idea that she is searching for new products and concepts.
Nearly every person I spoke to at the show had positive remarks about why it is worthwhile to invest in attending or exhibiting. I love what Margi Kyle, The Designing Doctor, based in Charlotte, N.C., said to me: “If you don’t appear, you disappear.” These are words of wisdom that we all need to listen to. My good friend Linda Bassert, owner of Masterworks Window Fashions and Design in Washington, D.C., says, “The importance of the IWCE to me is immeasurable. Each time I come here I meet other professionals who understand the challenges and rewards of our business. I find inspiration and fall in love all over again with window treatment design.”
We need to have a strong yearly event that we all participate in. John Fitzgerald of Comfortex told me of his days with the Direct Marketers Association. “Their yearly show was a must-go event. If you didn’t show up, it was considered a faux pas.” It is time for companies like Hunter Douglas, Springs, Ado, Rollease, Norman and others to come back to the show and be the examples for others to follow. Our industry needs you and I know you need us. You may believe that you can do without the show and reach out to your base on your own. But if you only preach to your followers, how will you ever have a chance to learn and grow?
Neil Gordon is owner of Decorating with Fabric, a drapery workroom serving architects and designers in the New York metropolitan area. He has written written a book called The Designer’s Coach and has presented nearly 100 webinars. One of his next is “The Green Window” on August 19 at 12:00 EST where he will cover many areas from energy conservation ideas to green and sustainable products and finally to ways of reducing your consumption footprint.
Posted by Neil Gordon on Sat, Jun 19, 2010 @ 11:08 AM
We had some exciting installations this past week. Below you will see some photos of a Greenhouse Shading System. This works great and looks amazing. It's a double cell shade that works on tracks. I am showing before and after pictures as well as a shot from the outside.
I know it's a simple example of soft fold roman shades, but I love the fabric with the red walls in this newly opened restaurant in Andover, New Jersey.
Here is a nice project that shows a shapped cornice with a bead trim. Also notice how the shape complements the window mullions.
Posted by Neil Gordon on Sun, Jun 13, 2010 @ 05:27 AM
This past Saturday on June 13th, 2010 I took a guided cruise around Manhattan to view the amazing architectural sites. We met at Chelsea Piers, near 22nd St on the Hudson River at 2PM and stepped aboard the teak decks of the Manhattan, an elegant, 1920s style yacht, for a leisurely 'round-Manhattan architecture tour, hosted by members of AIA New York.
On this 2.75 hour cruise, we completely circumnavigated the entire island of Manhattan (passing under all 18 bridges) while we took in the sites that the AIA of New York planned. Our tour guides were architects Michael Bisehoff, Arthur Platt, and Kyle Johnson.
Some highlights from our expert guided tour included:
West Side "Starchitecture": Todd Schliemann's The Standard Hotel, Frank Gehry's IAC, and Jean Nouvel's opulent Eleventh Ave condos
Coverage of the most classic icons of lower Manhattan: Pier A, Trinity Church, and the Woolworth Building
Latest updates on the development of Governor's Island, the Brooklyn Waterfront, and the Domino Sugar Factory
Back story on Manhattan's urban planning and the allocations of low income housing
East River icons: the UN, the Seagram Building, and Gracie Mansion
The Harlem River unveiled - tales from the unseen end of Manhattan
The Cloisters, Riverside Church, and Grant's National Monument
Below are photos from the day.
Posted by Neil Gordon on Sat, Jun 12, 2010 @ 05:17 AM
I have often written about my first years in the business I spent cutting spring roller shades in my parents store. I learned this skill of trimming shades down to size on the Grand Concourse in the Bronx. This was a busy store and part of the job of cutting these in-stock roller shades was doing the task in front of the customer. Talk about pressure for a ten year old.
Current photo of the Loew's Paradise Theatre
Directly across the street from Gaylin's in the Bronx in 1968
The tools we used to cut these vinyl and cloth shades were a pair of scissors to trim and the Star Window Shade Machine for the main cutting. It functioned very simply by inserting the roller shade (with the wood slat removed from the bottom) into the machine, tightening the clamp, spinning the crank by hand and slowly pushing the blade through the material. Here is a photo of that machine which I still have.
Star Window Shade Machine Model-B
It wasn't too long before my Dad purchased the electric version and my productivity soared. In 1968 my parents opened a new store in the suburban town of Nanuet, New York and cutting roller shades became a very large and profitable part of the business.
Electric Star Window Shade Machine
New home owners moving to the suburbs needed there windows covered with reasonably priced shades and in-stock cut to size roller shades fit the bill. The basic options were shades that were translucent or blackout, and either plain bottom or with scallop and fringe. The plain bottom shades were quick and easy to cut, the scallop and fringe shades took the extra steps of cutting from both sides so the scallop was symmetrically cut.
While this part of the business doesn't exist for me anymore, it holds wonderful memories. Looking back it taught me a lesson of the concept of "adding value" to a product. First by educating the customer on the type of shade she should buy, then carefully cutting it down to the exact size to fit their window.
Posted by Neil Gordon on Fri, Jun 11, 2010 @ 02:30 PM
June 8, 2010 CHESTNUT RIDGE, NY - Decorating with Fabric, Inc.'s president, Neil Gordon, was at the forefront of the green movement when he decided to go green over 17 years ago by offering his first green product - organically grown cotton.
"I needed the industry to catch up," says Gordon, "before I had the great choices and options we have today."
Just as when he was ahead of the industry in offering green products, Gordon is well aware of the need for educating clients, staff and suppliers on the importance green business practices. To that end, he recently became a member of the Green Business Bureau, the nation's leading third party green business certification program.
"I felt it important to have a third party designation, and the Green Business Bureau offered the most comprehensive program I found," says Gordon.
Gordon especially appreciates the Green Business Bureau's educational component when it comes to informing his customers and suppliers.
"The more I make them aware, the more green becomes accepted in my industry," says Gordon.
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About Decorating with Fabric, Inc.
We proudly serve the New York Metropolitan Area's Drapery, Window Covering and Upholstery needs. Among our many clients are Architects, Interior Designers, Facility Managers and Government buyers that work on Commercial or Residential projects.
Contact:
Neil Gordon, President
Decorating with Fabric, Inc.
14 Nicole Way
Chestnut Ridge, NY 10977
Phone: 845-352-5064
Fax: 845-290-6370
E-mail: neil@dwfcontract.com
Website: http://www.dwfcontract.com/ <http://www.dwfcontract.com/>
Follow me on
Linked In <http://www.linkedin.com/in/neilpgordon>
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Posted by Neil Gordon on Thu, Jun 10, 2010 @ 03:33 PM
Daylighting
LEED NC 2.2 - EA 1.0
Daylighting shading systems work through redirecting the natural light to reduce the usage of artificial lighting and thereby reduce the energy used both for powering electric lights and energy used cooling the heat generate by the electric lights. However, using the daylight to accomplish this requires dynamic control over the solar energy entering the building for two reasons, the total solar energy transmitted to a typical window can exceed 1,300 watts per square meter and direct unfiltered sunlight is too bright for typical office interiors. The illuminance or intensity of the incident light, is measured in lux. Illuminance levels required for office work lie between 250 and 1,000 lux, with 500 lux being the generally preferred amount. Direct sunlight can produce illuminance levels of over 100,000 lux, far exceeding a comfortable amount.
A common strategy for harvesting this daylight is to redirect the light into areas where illuminance levels are supported with artificial light. For example, a passive or active light shelf can be both installed internally and/or externally along the upper portion of the glazing to catch and bounce the incident sun rays and direct them father into the space. Using a shelf with a high reflective or albedo value allows the light to be directed further into the space. Further enhancing this daylight harvesting can be achieved through ceiling systems which also utilize a high albedo rating thereby assisting in moving the daylight further into the space.
The common misconception is that these systems create more light and illuminance, however, these systems simply move the large light levels produced from the sun into areas not normally given exposure to the sun. Using a dynamic daylighting solutions such a light shelves can assist in reducing artificial lighting by up to 50% depending on the space and location of the building.
Energy Reduction
LEED NC 2.2 - EA 1.0
Energy reduction through solar shading and window coverings may be quantified by the reduction of solar energy entering a space and thereby reducing the amount energy used for cooling and reduction of thermal energy leaving the space and thereby reducing the energy required for heating.
About half of the Sun's energy that reaches the Earth falls within the visible spectrum; the remaining half falls within the infrared - having a wavelength longer than that of visible light - and ultraviolet (UV) - having a wavelength shorter than that of visible light part of the spectrum. In summer, most regions need to filter out UV radiation from entering interiors due to the intense heat it creates. While modern spectrally selective glazing can be made to allow in only visible light (filtering out UV and infrared radiation), visible light also produces heat. Materials inside the building absorb heat from the visible light, causing the temperature of the materials - and building interior - to rise. As the temperature rises the materials produce thermal infrared radiation, which is then prevented from leaving the interior through the windows by the UV and infrared blocking glazing.
Thermal heat reduction is achieved through creating an isolating space along the window. This is calculated through the R Value or measurement of the heat absorbed by the material. R Value is the measure of apparent thermal conductivity and the higher the R Value the less heat is lost through the window or assembly. Decorating with Fabric offers the most efficient and extensive range of solar shading and window covering products in the market, providing the highest R Values of the industry.
Using selective solar shading and window covering applications from Decorating with Fabric the reduction of solar gain can be achieved through the use of fabrics with low Solar Heat Gain Coefficients (SGHC). Decorating with Fabric offers a number of distinctive and designer friendly fabrics which can achieve very low SHGC through a variety of openness, weave structure, color and even enhanced reflective coatings.
Active and operable Solar Shading systems and Window Coverings allow the building occupant the flexibility to control the indoor environment based on both the ambient solar conditions as well as personal taste. Something simple low e or spectral glazing cannot achieve alone. In addition in climates with distinct seasonal difference the systems can be used to both reduce the incident solar gain, and in colder seasons, allow the gain to reduce heating loads in certain circumstances.
Recycled Content
LEED NC 2.2 - MR 4.1, 4.2
Recycled content can be defined as materials used in the production of products that have been directed from the waste stream. Usually these materials are associated into two categories, pre-consumer and post-consumer. Pre-consumer recyclable materials are items directed from the waste stream during the manufacturing process. These materials do not include rework items or materials that would have gone back into the standard work flow, but rather materials which would have been strictly wasted. Post consumer recycled materials are those generated by households, institutions or commercial facilities, which can no longer be used for their intended purpose.
Using products which are produced wholly or partially from recycled content reduces the environmental impact of harvesting and processing virgin materials. It also lessens the impact on landfills and other waste-containment systems. Decorating with Fabric strives to offer products from as many recycled or rapidly renewable materials as possible.
Automation
LEED NC 2.2 - EA 1.0
Maximum indoor comfort can be achieved through building and automation systems which regulate and allow users discrete management over thermal control and light levels to suit individual needs or those of groups in shared spaces. Control strategies can be developed to expand on the comfort criteria to allow adjustments to suit individual needs and preferences. These may involve system designs incorporating operable windows, hybrid systems integrating operable windows and mechanical automated systems, or automated systems alone.
Automated control systems for solar shading and window coverings can also maximize the energy reduction and light control options. Sun control systems which dynamically adjust to the angle of the sun dependant on the location and orientation of the building allows for optimal placement of the shading system. Systems which can automatically adjust to changing weather conditions and schedule multiple levels of activity; such as regular window cleaning, or evening privacy adjustments are possible.
Decorating with Fabric offers the most extensive collection of automation and intelligent control systems to suit any budget.
Indoor Environmental Quality
LEED NC 2.2 - EQ 4.2
Indoor environmental contaminants can originate within the building or be drawn in from outdoors. IEQ problems are often caused by ventilation system deficiencies, overcrowding, off gassing from materials in the office and mechanical equipment, tobacco smoke, microbiological contamination, and outside air pollutants.
Volatile organic compounds (VOCs) are air pollutants produced from off gassing of materials that can cause respiratory and other health problems. In an indoor environment VOCs may be produced by many office components, including window coverings, air conditioners, wood and laminated furniture, ceiling systems, wall coverings, and carpets. In addition to being indoor air pollutants, VOCs escape into the atmosphere and contribute to outdoor air pollution and global warming.
Decorating with Fabric has a full line of low VOC products that pass the GreenGuard® Air Quality Certified® and GreenGuard® for Children and Schools SM standards. All GreenGuard Certified Products have been tested for their chemical emissions performance including for formaldehyde, volatile organic chemicals (VOCs), respirable particles, ozone, carbon monoxide, nitrogen oxide, and carbon dioxide.
Posted by Neil Gordon on Thu, Jun 10, 2010 @ 04:51 AM
Diffuse Light - Retain Views
Wire Mesh Drapery works just like other drapery products using standard drapery hardware and fullness recommendations. It has the attributes of diffusing while maintaining the view. Here is a phot of a recent installation we did in a New York City Kitchen.
Custom Stained Wood Blind
We custom stained a two inch wood blind with tapes for this installation in Manhatten. Flanking the wood blinds are
grommet style draperies on a nickel finish metal pole.
Posted by Neil Gordon on Wed, Jun 09, 2010 @ 07:52 PM
The Window Fashions Certified Professionals Program and Window Fashion Vision magazine present
WFCP WEBinars
WFCP and Window Fashions Vision magazine now offer accredited, affordable, accessible education online with our live webinars, assuring you the same excellence found at any of our in-person seminars. Gain a competitive edge in business while you earn valuable WFCP credits, all from the comfort of your home or office.
To learn more about our webinars and for sign-up information, call 651/293-1544.
Coming Soon! On Demand Webinars
Mark Your Calendar!
The Green Window with Neil Gordon
August 19, 2010
9:00am PST/ 11:00am CDT/ 12:00pm EST
In this session Neil Gordon will demonstrate ways to turn your drapery and window covering business green. This webinar will cover many areas from energy conservation ideas to green and sustainable products and finally to ways of reducing your footprint. This is a great way to show your clients and prospects you care about the environment and in turn, differentiate your business from your competitors.
Attendees will learn... 1) How to use products they are already selling to promote the Green message. 2) About new products and ideas that they may have never heard of. 3) Ways to make a real difference by practical steps to using alternative resources and ways to recycle.
Members $30 Non-Members $40
