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.

Selecting a Good Interior Design Consultant

A good interior design consultant is as important to a remodeling project as a builder is to a new home construction. If you decide to work with one, they should bring a wealth of experience and product knowledge to the table to help you with your remodeling or new home construction project.

Hiring a good designer

Good interior design consultants are more like good therapists. They don’t tell you what to do, rather they guide you through a process of selecting options that best suite your style and provides the best outcome. So how do you find a good interior design consultant? Well, the best way is through word of mouth and referrals. Talk to your friends to see if any of them recently used an interior design specialist and if they were happy with the results. Interior designer web sites can be helpful, but also visit local builders and model homes to obtain referrals. Another great source for referrals can be your local furniture store. Many can provide interior design referrals or have local designers that moonlight in the store. Your local parade of homes or builder show rooms are also good sources.

First Impressions

You should interview a few interior design consultants before you make your final selection. Be sure to review pictures of their recent work. Ask for referrals and contact their clients to see if they were happy. It’s important that you develop a good relationship with the interior design consultant. You should feel comfortable discussing your budget and its important that you feel the designer is listening to you. You should be comfortable saying no. In the end, you need to feel like there was a common goal between you and the designer.

Experience Matters

The ideal interior design consultant will have many years of experience working with builders, vendors and other suppliers. They should have depth of experience in fabric, appliances, furniture and other accessories. After listening to your desires, they should be able to take you to the showrooms, fabric stores and other vendors that will supply you with the unique products that will develop your individual style.

Selecting the right Interior Design Consultant will help ensure that when the project is finished, you love the results.

Ideas For Contemporary Interior Design

Done well, interior design is a way to make your house look inviting, relaxing, and like an expression of your life and personality. Here are a few ideas you might try to make your house more beautiful.

Good interior design includes many processes: painting, wallpapering, tiling, carpeting, lighting schemes, artwork, and furniture to name a few. Modern interior design is constantly evolving, and that’s a good thing. Wouldn’t it be weird to have a house that was exactly like the typical ranch house of the 70s? New design should always take into account some of the best of past designs without recreating them in their entirety.

If you think that you have to have a large home for it to be stylish, you couldn’t be more wrong. If anything, smaller space forces you to be more clever, so that you have the floor space you need, but have the things you need at hand too. The main thing you need a lot of when updating your house is creativity.

Don’t worry about a shopping spree yet. We’ll get to that, I promise. First you should visualize how you want each room to look. Think about the big features first (the bed in a bedroom, sofa in the living room, table in the kitchen, etc.) and then think of the smaller accoutrements that go with them. How can you make a nice mix of textures without making the room look overly busy. You should also take into account how the room will be used, and by whom. I don’t have to tell you that if you have young kids white furniture and carpet isn’t a good idea. But the great thing is, if you have small kids (or rowdy dogs), you have a great excuse to go for that richly colored carpet. It hides Kool-Aid stains better.

Consider linens, secondary furniture, wallpaper, and lamp shades. You can find some of the most amazing lampshades at thrift stores. Lamps, too! In fact, many thrift stores don’t mind if you take a shade from one lamp and the base of another. Be careful when choosing wallpaper. It can be gorgeous, but it can just as well look dated.

A lot of people have been picking up elements of the Art Deco style of the 1920s and 30s. It’s characterized by clean lines, black and white, and a sophisticated elegance.

The bold and colorful designs picked up from various Asian styles are also popular, and they’re great for making small spaces look bigger. Carved wood and hand painted details about in Asian style, and even if you’re just buying paint for the walls, there’s nothing more serene and beautiful than a soft bamboo green.

Eclectic style is great. It’s a way of saying: “This is me. I like elements of many styles, and I combine them to suit my taste.” Some of the most beautiful living spaces are done in an eclectic style.

Don’t forget the importance of lighting as part of your interior design. While you don’t have to match style with style, it might look a little odd to have fussy Victorian lamps in a retro-mod style living room that looks like something out of The Jetsons. Then again, who am I to judge? You should make it exactly how you like it. Adequate light that draws at least partly on natural light during the day is about as strict as the lighting design suggestions get (plus safety!).

You can spend all day happily looking for ideas on the internet, and you don’t have to stick with interior design sites. You can also purchase just about anything you see on the web by ordering it online, though you may have to do some amateur sleuthing to find it on a retail site. And there’s always that great standby of cutting pictures from magazines. Once you fill up a notebook, try to discern whether you see any trends in your selections. Interior decorating should be enjoyable. After all, it’s your home, and it’s where you spend a lot of time. You should enjoy looking at it, so go for it and have fun.

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