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.

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.

The Benefits of Studying Interior Design Online

You may have a real passion for interior design but feel you just cannot take a degree in that subject. Well you’re wrong; you can. The revolution today caused by digital communication means that almost anyone can take a degree in interior design via the Internet. That’s the beauty of the medium.

It doesn’t matter where you live, even overseas, or what you are currently doing or even how old you are. If you have the will to succeed in studying interior design, there are online courses available right now from a number of highly-regarded institutions.

Now just think about the situation here. Just think about the benefits. You don’t have to travel to college or the university. Classes are skipped not because you are lazy or too busy but because you don’t have them, at least not in the traditional sense. You study at your own pace and in your own home, both of which are huge benefits to your personal life. So often people can’t afford to quit their job and tackle some full time study. But with the option of part time study, you can plan your subjects for the semester or the year and only take on what you can handle.

Now don’t go thinking because you are not attending classes in person on campus that you are missing out on quality tuition or contact with other students and faculty members. You most certainly are not. You get the same materials day students receive and you can keep in touch with tutors and students just like yourself via the Net. You may even find your college or university has a section of their web page devoted to graduates of their interior design course. This is a wonderful way to help you meet prospective employers and possible future business partners.

You may believe that an online degree may not have the same status as one obtained from studying on campus. This is simply not true. The universities and colleges offering online interior design degrees are well established and highly regarded. A degree from these institutions is considered to be valuable – even prestigious – and whether you obtain your degree online or on campus makes no difference at all.

A major benefit of studying online is the lack of pressure. On campus, students must attend classes and have assignments completed by a set date. Studying online gives you more freedom and certainly there is no pressure to get to class or tutorial and to get that assignment in by Friday or else. The most common method of study for online students is that they receive the goods and then, in most cases, set their own schedule. This enables them to keep working if they have a job or to care for their children if they have any, and still pursue their dream of qualifying as an interior decorator.

The schools and courses are available and waiting for your application. All it takes is a click or two from your computer mouse. The world of interior design is there to be explored.

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