Why targeting selective markets captures immediate attention
It’s all about VALUE.
Although there are similarities, branding (longer term) has significant differences from marketing. Designers need to get their marketing message to their target market as quickly and efficiently as possible. The days of just doing “business as usual” and relying on only referrals, advertising or even show houses can have you just waiting for business. I am not suggesting these are not all good methods. I am suggesting we need to be more specific as how and to whom we market our services and always add value.
Being pro-active about getting business is an essential part of your business plan.
Passive marketing is like “throwing spaghetti at a wall”, some sticks, some does not. We need to make a concerted effort so we are not wasting precious time and resources. But first we need to ask ourselves specifically, who is that client?
1.) First step is to carefully and strategically define your target market.
Some examples of current target markets are:
- . Green design
- . Resorts/Spas
- . Retirement/assisted living
- . Historic design
- . Empty nesters
2.) Once identified, you will need to find out where your target “lives.” This means researching their buying habits, what they read, what associations they might belong to, what websites they visit, income and life-style, just to name a few. Defining that can ensure all your time, effort and money is targeted.
3.) You also need to think about how your target is changing their buying habits, direction, style, and how they are finding sources. Obviously an elderly person looking to downsize will read different magazines and attend different functions than a gen-xr looking to build a green home.
Once defined, your marketing message will then add VALUE to that target audience. It’s important to uncover this before and not just during your consultations with your clients. You will be providing value instead of being one of many designers they may be interviewing. Instead of talking about what YOU can DO for them, it becomes about filling THEIR NEEDS.
Interior Design Network: Product of the Week
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Exquisite Surfaces / Anduze Pots
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Interior Design Network: Designer of the Week
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AH DESIGNS
Andrea Hebard Interior Design is a full service design firm specializing in commercial and residential design. We service Orange County and the surrounding areas. AHID strikes a delicate balance between comfort, beauty and functionality. From conception to installation, careful thought, planning and creativity ensure livable, inviting spaces. We offer project manangment as well as design concepts for kitchens, bathrooms, living rooms, bedrooms, or vacation homes.
AH Designs
8 Moon Shadow
Irvine, California 92603
949-856-2224
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Interior Design Network: Photo of the Week
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Phot courtesy of SiskinPhoto
Interior Design Network: Photo of the Week
Interior Design Directory
Photo courtesy of EmeraldLight
Interior Design Network: Product of the Week
Interior Design Directory
Stella Platform Bed is attractive and charming bedroom furniture that provides both comfort and relaxation. Transform your room into the elegant sanctuary you have always wanted with the Stella Platform Bed. Indulge yourself, be in total harmony in this elegant, crisp lined platform bed. It features a box frame and a curved headboard for those who like to read or watch TV in bed. This platform bed to be the perfect amalgamation of innovation and quality you can find.
Interior Design Network: Designer of the Week
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McDonald & Moore Ltd.
Patricia Borba McDonald and Marcia Moore have developed an interior design philosophy that is progressive, yet timeless. Their designs employ classical art and architecture interpreted to incorporate individual client needs, honoring different cultural traditions. McDonald & Moore achieve interior design of the highest quality: livable and flexible art forms within each client’s financial parameters.
McDonald & Moore Ltd.
408-292-6997
www.mcdonaldmoore.com
Interior Design Network: Reaching Your Dreams
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Reaching Your Dreams
Is it your dream to have an interior design career? If so, you need to have a plan to achieve your goal. Where are you going to go to school, should be the first question you ask yourself. Have you done any research on Interior Design schools in your area? If you have found a school, research it thoroughly. What do Professional Interior Designers think of the school? Does it have a good record of accomplishment in graduates getting work in the Interior Design field?
Speak to a Professional Interior Designer; ask them how they got their interior design career started. What school did they attend? Was it difficult in finding work once they graduated? Did they volunteer their services in order to gain experience? Another important aspect to consider is will you be able to attend school in person or do you need to take an online degree program instead. Many Interior Design students keep a full time job and take an online degree program from an accredited Design school. It is something to consider if you need to keep working to pay the bills or support a family. Do not give up on your dream!
We already know that you want an Interior Design career, but do you know what Interior Design is all about? Do not think that this career is all about being creative all day long. It is also not about choosing pretty colors and working with amazing fabric either. Interior Design is about selling the client on your ideas, organizing every detail and making sure that the client is completely happy when the job is finished. An Interior Designer must work with the local municipalities to make sure all building codes are adhered to, and accurate records must be kept regarding the entire job from beginning to end. Other important tasks that the designer is responsible for include negotiating with contractors and making sure they get the job done properly and on time. Dealing with problems is a daily occurrence for Interior Designers, what do you do when the painter does not show up? It is the Designers job to make sure everything comes together smoothly.
Once you have finished your education, your Interior Design career will likely begin as a junior designer or assistant designer. As your career advances, you could end up as a senior designer, a project manager or even a partner in a design firm. Another option for your design career is to become a self-employed interior designer.
To give yourself an advantage over other aspiring interior designers, it would be prudent to learn as much as you about computer aided drafting software. Knowledge of this type of computer program could start you off at a higher pay scale. You can aid your interior design career by taking some marketing or sales courses since interior design is more about selling and marketing than anything else is. If you really want to improve your sales pitch to prospective clients, take some acting classes.
I hope that this information has not dissuaded you from seeking your dream of an interior design career.
Interior Design Network 