Against the Grain: Ron Maahs

What we learned from our recent move.

Moving into a new space is a big transition for any company. There is, of course, the physical challenge of keeping a business up and running while moving furniture, computers, servers, printers and people from one place to another. And then there are the inevitable mental and cultural adjustments that come with new spaces, new neighbors and new surroundings.

To make that transition as easy as possible, early last year we began planning for a space that would reflect both who we are and who we want to be. We spent months deciding on a raw space and, once a location was selected, we began to drive our architect crazy with thousands of suggestions (we always seem to have lots of ideas).

However, through it all, we kept a few key things in mind.

Physical space has a great effect on human interaction. The maze of walls, desks, furniture, artwork, personal items, office machinery and other artifacts that make up any given workspace can subtly change the way people interact and collaborate. And that effect can dramatically alter how ideas are formed and acted upon. In our new space, we tried to create a number of casual, comfortable "public" spaces where impromptu meetings and conversations could happen. Great ideas happen in hallways and doorways as often as in conference rooms.

Dress for the company you want, not the company you have. A twist on the old adage, "dress for the job you want, not the job you have" to be sure... but also just as true. We created a space that we can grow into both in number of employees and in regards to culture and service. We wanted to live in a building that was comfortable yet functional — housing a company that our clients would be proud to partner with and would lead us toward "who we wanted to be when we grow up." (Don't worry, we won't ever totally grow up... we promise.)

Your office is the packaging for the product that works within it. And as we all know, the packaging often has as much or more to do with our buying decisions than the product itself. And just as a sparklingly clean and organized office sends a message, the environments we surround ourselves in tell the world who we are and what they can expect from us.

In the end (or is it a new beginning?), I think we've built a space that will serve the Trilix team and our clients well. We invite you all to stop in and see our new space anytime. Just be sure to give us a heads up so we can make sure the shuffleboard table is freshly waxed.

Tremendous thanks to the following folks who helped me keep most of my sanity during the past months.

Curt Johnson, Offices at Northpark

Marty Barkley, Simonson & Associates Architects

Jan Stokesbary and Carrie Boyle, Workspace, Inc.

With special thanks to our very own Design Director, Brent Wirth, for lending his excellent design sense to our new digs.

Marketers hire agencies to help them position their company or brand and to help them maximize the return on their marketing dollar. But none of those things can happen unless one element is in place. Chemistry. This is a people-working-with-people business (aren't they all?), and if the people don't enjoy working together, greatness won't happen.

Although bad agencies aren't a good fit for anyone, great agencies aren't a good fit for every client. The foundation of every good agency-client relationship is the interpersonal relationships that are formed between members of the agency and client teams. When those relationships work, the trust, respect and good vibes create an atmosphere where great marketing can happen. Below are a few questions you should ask yourself when choosing an agency.

Are they capable of growing with my company?
Five years from now, your company is going to be in a different place. People, products, markets… they'll all be different. And just because an agency can get the job done today doesn't mean they'll be a good fit for the long haul. Is your agency flexible, capable of growing along with you and able to adapt with the inevitable changes in technologies, communications techniques and media trends?

Am I ok with my agency seeing other people?
No agency-client relationship is an exclusive one, but where you are in the pecking order is an important thing to consider. If the agency you're considering has one or two clients who make up the bulk of their business, don't expect to have a you-say-jump-they-say-how-high relationship.

Would I take my agency home to meet my parents?
Your agency represents you. Not only are they responsible for the public image of your company, but just associating yourself with the agency says something about your company. Your logo is going to show up on their Web site and in their presentations. And their stamp is on all the materials they develop for you. Make sure it's a stamp you'd be happy to show anyone — including mom.

Do I like them?
This sounds like an obvious question. So obvious, in fact, that it doesn't need to be asked. But it does. Because it is so often overlooked. Is your agency team the sort of folks you'd have a beer with? Are your meetings all business, or do they contain the odd anecdote about vacations, family life, college parties, ball games or the last movie you saw? Regardless of how much your agency is billing you, the smiles, laughter and friendship should be free.

Asking yourself these simple, but vital, questions can help ensure that your agency-client relationship is one that can last the test of time and produce great work all along the way.

Cell phones... everyone has one these days. Your family, friends, co-workers... even grandma doesn't leave home without it. These mobile communication devices have become a way of life in the 21st century.

With the many features available on cell phones, text messaging has become a very popular form of communication. It is estimated that about 12 billion texts are sent out across the United States each month and approximately 42 percent of texters would be open to text marketing if it were relevant to them. Companies are beginning to realize this trend has some advertising potential – if used wisely.

No one wants to think that they could possibly be bombarded with "junk" texts all day long. That is why companies have to require customers to opt in. The customer chooses to receive messages from an organization. Should they find these messages to be not useful, they can opt out at any time.

The use of text advertising could be used for a variety of businesses and customers. Malls can use it for special promotions, local bars and restaurants can use it to attract more customers on slow nights and stores can promote sales or special savings for those who receive the text.

Let's take, for example, your favorite local restaurant. They may put table tents out promoting the text messaging program and give you a number to text to opt in. By doing so, you will receive reminders of special events – first Tuesday of the month, kids eat free – and also random special offers. By opting in, you will receive a confirmation text and you will need to reply to confirm that you wish to be added to the list.

On a slow night, the manager might decide to send out a message offering a free appetizer or dessert with the purchase of two meals. It is a very timely message and only those who have opted in to receive them will know about the special that night. This also benefits the restaurant that may see an increase in traffic they otherwise would not have that night.

One trap companies do not want to fall into is sending out too many texts. Texts must be timely and offer the customer something of perceived value. Otherwise, they may start viewing your messages as junk and opt out as a result.

Texting is an excellent opportunity for companies to get timely messages out to their audience. Since many people have their phones on them at all times, the message hits them almost instantly.