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.

E-Decorating: Is Online Interior Design Right For You?

Call it online interior design, e-Decorating, virtual room design, or room design online. Whatever the spin, it all points to a cutting-edge trend in home decorating that translates into affordable interior design for you.

With the deluge of DIY shelter magazines, home-decorating TV, and easy online access to home furnishings, it was only a matter of time before the interior design industry would be forced to evolve as well. Enter e-Decorating, a budget-friendly, flat-fee based online interior design alternative to traditional, on-site interior design services.

Wondering how e-Decorating works? Here’s how face-to-face and web-based compare:

Style and Budget

* An on-site designer helps you define your needs, preferences and budget through on-site consultations. An online designer does the same through a questionnaire, phone consultations and in some cases, services such as Skype.

Inventory, Measuring and Photography *

An on-site designer inventories, measures and photographs your space. An online designer guides you in conducting your own inventory, measuring and photography, which you then submit, typically via e-mail.

Design Concept

* An on-site designer creates your room’s design concept, which includes a space plan, color palette and product recommendations. An online designer does the same.

Architectural Drawings

* An on-site designer prepares interior architectural drawings for the construction of the space and or built-ins. An online designer typically does not prepare architectural drawings that require precise on-site measuring.

Purchasing and Installation

* An on-site designer implements and coordinates the purchasing and installation process, with bespoke, antique and/or custom To-The-Trade items not available to the general public. An online designer guides you in implementing the purchasing and installation of products from well-established online-retailers and, in some cases, purchases To-The-Trade items directly for you.

Timeline

* An on-site designer sets the pace for the purchasing and installation process. An online designer allows you to take your project at your own pace, implementing your purchasing and installation as your budget and time allow.

Pricing

* An on-site designer typically requires a retainer ranging from $1,000 to $10,000 and charges actual project fees at either a flat or hourly rate based on $120 – $200/hour. An online designer charges a flat fee ranging from $250 – $1,000 for a complete room design.

There you have it. If you’re on a slim budget, don’t mind doing a little leg-work, and like initiating new projects on your own, consider e-Decorating services. If you have bundles to burn, need precisely dimensioned architectural drawings, and prefer to have someone else do all the leg-work for you, go face-to-face. Either way, you won’t be disappointed.

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