7 Marketing Strategies – Interior Designers, Consider These Areas

Interior Designers need to understand their whole marketing strategy and how each of its 7 constituent tactics work together to grow the business.

This article is a checklist. Go through each of the points I’ve listed and apply it to your sales and marketing in your business. My opinion on what are particularly important marketing communications for interior designers are highlighted in bold and might differ if you target business rather than the public. Let me know your thoughts:

1. Search Marketing – Get your prospect at the time of their decision-making.

* Search engine optimisation (Higher rankings)

* Paid Search / Pay-per-click (Google AdWords)

* Paid for inclusion / feeds

2. Online PR – Create Awareness of your brand by getting it mentioned.

* Industry Portal Representation (eg Thehousedirectory.com)

* Social Media (blogs, feeds, communities)

* Media Alerting Services

* Brand Protection

3. Online Partnerships – Link your brand WITH OTHERS IN YOUR INDUSTRY

* Affiliate Marketing

* Sponsorship

* Co-branding

* Link building

* Widget marketing

4. Offline Communications – You should know these.

* Advertising

* Personal selling [out]

* Sales promotion

* PR

* Sponsorship

* Direct Mail

* Exhibitions

* Merchandising

* Packaging

* Word-of-mouth (your old clients are your best and cheapest salespeople)

5. Interactive Ads

* Site-specific Media Buys (only if you target businesses)

* Ad networks

* Sponsorship

* Behavioural targeting

6. Opt-in Email

* House list emails (your clients and prospects)

* Cold (rented lists)

* Co-branded (share the marketing load wisely and boost your brand image)

* Ads in 3rd party newsletters

7. Viral Marketing – Electronic variants of traditional ‘word of mouth’

* Pass along emails

* Word-of-mouth (eg using the share & enjoy functionality below)

* Buzz marketing [out]

* Generating media mentions

What do you think?

And as a PS I will follow this up with 2 more articles; one about different ways of engaging (financially) with clients; and a second about using Facebook for an interior design business. The first comment, below, reflects a theme running through many questions posed to me: website designers (techies) and ad agencies (space sellers) are trying to get you to part with your hard earned design fees; I would read a book on digital marketing that comes more from the marketing end rather than the technology end eg. “Mastering Web 2.0 bu Susan Rice Lincoln”, that’s a good way to start. DON’T SPEND £10k/$15k on a new web site think about your customers and how they behave, your marketing communications need to latch into their behaviors.

Department Store Buyer Becomes Interior Designer

A man contacted me about promoting his commercial interior design firm that he was starting. At that time he was working as a department store buyer where he was very bored in his job. He was interested in making a career change to interior designing. He had no formal training but had educated himself in interior design and had worked on some very small showroom and office design projects in an assisting role.

After meeting with him and learning his goals, I did some research into office and showroom designs, and the correlations between new designs and increased business. I discovered that office interior designing was a lot more plentiful but more competitive. The larger design firms concentrated on the office designing market. I decide for my client that it would be best if he would concentrate his efforts on the showroom design market which was less competitive and easier to break into.

I helped my client create a web site that would express his unique approach to designing showrooms. The web site allowed clients to request information on the different types and styles of showroom designs that my client has to offer. There would be articles and links to articles that would be of interest and help prospective clients with what type of showroom design would be best for their business. The web site would provide examples of other projects that were successfully done.

I wrote articles on the positive correlation between new designs and increased business and distributed them on the internet were clients would be looking for information. I included links in the articles back to my client’s web site. I created a newsletter for my client that contained helpful information to prospects by explaining several different ways of how new showroom designs can increase business. The newsletter contained links to my clients’ web site as well as links to articles and sources of information that would be of assistance to any potential prospects.

I created a print ad for the New York Real Estate Journal and wrote an article under my clients’ by-lines that appeared with the ad. After the article and ad appeared, I ordered reprints, wrote a solicitation letter, and bought a list of approximately 500 real estate lawyers (new showroom tenants typically have their lawyers negotiate their leases). The solicitation letters gave my clients web site address and where to find his newsletter. The solicitation letters were mailed with a bulk mail permit from a local post office. They were also sent via email.

A few weeks later after sending out the solicitation letter and reprints, a lawyer who represented a men’s suit designer company responded to our ads. I prepared for my client a four color brochure, a PowerPoint presentation, and a script to follow during his presentation. My client was up against 3 other firms competing for the contract. My client was rewarded the contract. The contract was for 1.5 million for a showroom on a very fashionable Manhattan street.

Five months after getting the contract to design this showroom my client completed the project. The showroom turned out to be a huge success for the men’s suit designer company. The company even recommended my client to an accessory manufacture and design company that the suit company was doing business with.

With the permission of the men’s suit designer company I arranged for several stories about their work to be published. I made changes on their web site to include the success that my client had with the suit design company’s show room design. I also included it in the next company newsletter that was going to be published. I repeated the process with the mailing list both of them (conventional mail and e-mail) promoting the success of my clients work. As a result, my client got three additional clothing design companies each of whom required large showrooms and offices

The success of the first contract allowed my client to break into a new market segment which is designing offices, which is the largest and most profitable in the interior design business. Here is where my client decided to expand his business; and in order to do this he must hire others who have the skills to execute the appropriate tasks at hand.

You Can Now Decorate Your Home Using An Online Interior Designer

The new thing in home decorating and designing is taking it to the internet! That’s right, e-decorating, room-design online or virtual-room design, no matter the name, the results are the same. You can get your master bedroom or the whole house, redecorated online now!

Maybe because of the DIY spin on things from magazines and television shows, this new craze of online interior decorating has become the hot new trend. With the ability to order what you need online for that new swanky bedroom or handsome study, why not employ an online interior decorator too?

Doesn’t that lose some of its appeal though? Surely you’re lacking that one-on-one, personal touch? Perhaps; but this is the way the world has gone, with everything from buying groceries to changing your driver’s license. There are advantages to online interior decorating too:

Budget and Style
In person or online, the designer can still provide a consultation. It becomes less expensive for both the customer and the designer as the travel-cost and time is eliminated. The more costs you can eliminate, the easier on the budget.

Skype has brought a whole new visual element to us and interior designers now consider this and the web-cam as their tools-of-trade.

Inventory, Measuring and Photography
Gone are the days of the interior designer having to be there in person to take measurements and photos. Your advisor will guide you on how to measure for curtains, paint, wallpaper and more, again via the web-cam and Skype.

Customers can send photos of the room, along with the measurements via email, and the interior designer comes back with further questions and even orders the items needed for direct delivery to the customer.

Concept of Design
Nothing has changed here. Whether in person or online, your professional designer will still talk with you, look through the photos you send and pull together the concept you are looking for.

By guiding customers through the process of measuring rooms and space, they will share websites with the customer to view color palettes and product recommendations instead of doing so in person.

Buying and Installing
Where the on-site interior designer will implement and coordinate buying and installing the items needed for your remodeling or renovation, they are often using sources that aren’t available to the public.

The online designer has two options; firstly, they make all the purchases themselves, have it delivered direct and arrange any contractor needed for the installation, or secondly, they will guide the customer through the process of buying products more cheaply from online-retailers leaving the customer to employ their own contractors.

Time Whilst the online architect puts the job in motion by making the purchases and setting up the installation process, the time frame is left in the customer’s hands. They can set their own pace in setting up the installation schedule that best suits their budget and time-frame.

Pricing
Customers could expect to pay an upfront retainer fee if they employ the services of an on-site interior architect, plus either an hourly or flat rate and the total cost can be prohibitive.
An online interior designer normally has a flat rate fee and is much less expensive.

For the person who desires the designer feel and look in their home or office but doesn’t have an open-ended budget, the online interior designer is the way to go. The customer may have to do some of the legwork themselves, but they’ll be getting the same experienced guidance that they would with an on-site professional.

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