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.

What to Expect in Your First Meeting With an Interior Designer

So, you are considering consulting with an interior designer or decorator to assist with an upcoming project. How do you select one designer over another? And what should you expect at the first meeting? Here are some things to keep in mind.

  1. Decide on the scope of the project – What is it that you are really looking to get done? Are you remodeling the entire kitchen or just need help select colors for the kitchen walls? Are you in love with a chair or piece of furniture but not sure how to make it fit in the room? Ensure you KNOW THE ANSWERS to these questions definitively before you start your search. The very first question an interior designer or decorator will ask is -What is the project? The scope of the project will determine the type of help you will need – from a design build firm to an interior re-designer or somewhere in-between.
  2. Talk to local friends about experience with a similar project -Now that you are confident about the scope of project, ask friends and family about their experience in the same arena. If your friend started out with a simple color consultation that blew up into a major home remodel, you can talk to he/she to learn how it happened. And how to avoid the same situation from happening to you.
  3. Gather pictures and ideas of rooms that appeal to you -When you say ‘modern’, it can mean totally different things to an architect, designer and/or decorator. Show pictures instead! Collect pictures of rooms and ideas from magazines, web pages, pictures of friends homes, books and prepare them to show the designers in your first meeting. Additionally, if you like the décor of a local store, take pictures for yourself and ask the salespeople which designers shop there frequently. You may learn of additional designers to consider as well.

Now – you are prepared to meet with an interior decorator or designer and have narrowed down the list of possible companies. What should you expect next? As you contact and meet designers, keep the following things in mind.

  1. Expect a nominal initial consultation fee – As the old adage goes – time is money! Expect an experienced and preferred designer to charge for the initial visit. An hourly fee or set fee for the first meeting is common and some designers may apply it to the first order. Hint: Savvy interior designers use this as a gauge for new clients. If a prospect grumbles or complains about the initial consultation fee, the designer may assume the prospect will have trouble paying subsequent fees and not interested in taking the prospect on as a client.
  2. Expect to answer lots of questions about your taste and style – Since this is the first time that the designer is meeting you, he/she will do what they can to learn about your style. He/She will take notice of the current state of your home, your furniture choices (if those are evident) and how you and your family currently live in your space. If you have any big dislikes or likes, now is the time to express those – i.e. – no roosters in the kitchen décor or a desire for a water element in your bedroom. And don’t forget to show the pictures that you collected, as discussed earlier!
  3. Ensure important decision makers are available – Even if your spouse/significant other will not be involved with the process, if he/she will live in the space, then include her/him in the initial meeting. Especially if the room is shared, like the kitchen or master bathroom. Don’t set up this meeting during the day when the spouse/significant other is not available. This can easily become a cause for contention once the project gets underway.
  4. Expect to discuss budget – This can be a touchy subject but not talking about it won’t make it go away! Be sure to be clear about what your budget limitations are and ask the designer/decorator if your budget expectations match the reality of the project. And if the designers don’t mention budget, be sure to bring it up – you deserve to get a sense of things before any plans get started.
  5. Know what you like but be open to explore new things – The saavy designer won’t design an entire room at the first meeting, but he/she may suggest a few things to gauge your reactions to different ideas. If you find yourself reacting negatively to the suggestions, keep looking! Soon you find a designer/decorator who speaks your language…but keep yourself open to learn a few new words in that language! (I hope that analogy makes sense). That is what you are paying a designer to do – bring new and fresh ideas to your space!

We hope the above advice is useful as you consider hiring a design professional for your next project. The list was developed from our own experiences and interactions with clients before, during and after home projects.

General Interior Design Ideas

Most homeowners around the world are consistently seeking new ways via which they can get the results they want to amplify their home’s interiors. In order to accomplish this, they are ever willing to go the extra mile and get access to the best of tips and tricks provided by some of the most reputed names and brand in the interior designing industry. Today, one of the most formidable platforms that has been able to provide homeowners with this level of expertise is that of the internet where its plethora of blogs, sites and portals have provided individuals with enthusiastic aspects via which it can be achieved. There are a number of interior designing ideas that can be procured from the web world, each of which are capable of inspiring homeowners to make its applications vivid in their own households. Fact of the matter is that the World Wide Web is overloaded with these interior design ideas that it can become a daunting task to find the perfect ones that are capable of living up to the expectations of those that need it. What needs to be understood is that the best of interior designing ideas can only come from the best in the industry. Hence, if you are opting for a platform to provide you with the best of interior design ideas, you would need to scout the web effectively so as to make sure you can get the best of tips, advice and DIY notes.

As people around the world keep on trying to find new ideas to amplify their home’s interiors, they are poised with the most difficult task ahead of them – How to do it? This is where online blogs and portals step in and offer individuals with the best of ways which will help them accomplish their tasks. There are a few sites that offer individuals with samples to be inspired by. There are other sites that offer social networking platforms so that homeowners can interact with other interior designers across the globe. Truly speaking, the internet has certainly brought the world closer together. With the help of such a multitude of options available in the online world, home owners and interior designing fanatics will be able to get their next big idea adorned into their own homes. If these sites and informational portals do not serve up its purpose to those interested, individuals can opt for DIY sites that offer individuals with eBooks and manuals that would help them achieve their desired interior results as per their financial and personal specifications. If you are on the lookout to get inspired with interior design ideas, you would be able to find these informational resources on the net to help you out. Scout the web world frequently from the best of places and stay abreast of the latest happenings that will help transform your home into an interior haven. What you need to understand is that you should always keep yourself to ideas.

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