Marketing Tips For Interior Designers

The other day, I was chatting with my friend, who happens to be an interior designer, and I remarked that it must be pretty easy to get work doing what he does. He stared at me and then started laughing. After he had quit cackling, he explained to me that interior design work wasn’t as glamorous as the TV shows made it sound. There’s a lot of real work involved, and even when you are excellent at what you do, you won’t always have people banging down your door to get you to design their houses and workspaces. By taking a quick look at some of the marketing tips for interior designers that my friend passed on to me, and taking a look at what I’ve figured out my own, you’ll soon see that there are some things that are essential.

First, you will need a professionally designed web page. Because people are going to be looking at you to design their living spaces and their work spaces, you’ll find that you need to grab them with your design aesthetic the moment they get to your page. Of course, a well-designed web space has nothing to do with how good you are at your job, but it’s all about presentation and awareness. If you have a web page that’s dark, cramped, poorly designed and ugly, you’ll find that no matter what your portfolio looks like that people will assume that’s how your design works. If you are not a professional at web design, it’s worth the money that you spend to hire someone who is.

Many good marketing tips for interior designers will be associated with how you can make people remember you. Whenever you finish a job, offer your client a way to get in touch with you. Whether you decide that you want to do this in the form of a magnet or some sort of client gift like a pen or an umbrella or gift basket, you’ll find that by leaving something of yourself in their home, you’ll make yourself accessible to anyone who comes in, whether they are guests or family. My friend suggests something like a magnet or a calender, because it is useful and people will always keep it handy.

Finally, remember to keep records of all of your work. You should always be able to give samples of what you can do and how you got there. The more progression shots that you can show online, the more you’ll be able to tell prospective customers how you are going to work some magic on their spaces. While of course you should have these pictures up on your website, you’ll find that having a hard copy that you keep to show clients in your office is another thing you can do.

My friend had a lot to say about marketing tips for interior designers but most of it could be summed up by saying “don’t let them forget you.” Remember that networking is a big deal, and that you have do a fair amount of it to get to where you want to be!

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.

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