Marketing Interior Design
by Terri Maurer and Katie Weeks
There are countless marketing and public relations-related books, web sites, and articles online and in print that can help the individual interior-design business owner approach marketing, from something as simple as Public Relations for Dummies to more design-oriented sources.
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Likewise, there are hundreds of ways — some free, some reasonably inexpensive, and some extremely expensive — to promote a brand or business. Finally, there are many independent consultants to assist in the PR process.
The ready availability of so many choices may be overwhelming, but luckily a basic marketing strategy need not be that complicated. What it does need, however, is consistency.
Marketing and public relations should be more than a one-time event or effort. It is important to recognize that although marketing is often grouped with sales in general discussions, the two are different functions. While "sales" often relates to techniques and tactics that may be used to turn a potential lead into a solid client, "marketing" often refers to the methods that generate those potential leads in the first place. The more frequently a designer's or firm's name is seen in the industry, the more colleagues, clients and potential clients, and employees will think of that person or firm in a time of need. In an article focusing on marketing for design firms that ran on the design web site Core77, author Adam Lerner distilled the concept down to the following formula: "attention + frequency = memory."
Whatever your budget, there are many options available for reaching out to build name recognition.
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This article is excerpted from Interior Design in Practice: Case Studies of Successful Business Models by Terri Maurer and Katie Weeks, copyright © 2010, with permission of the publisher, John Wiley & Sons.