Vol. 2.7

50 Ways to Market Your Interior Design Business

1. Hire a public relations agency to help plan and carry out a CUSTOMADVERTISING PROGRAM. Work closely with PR specialists and maintain finalapproval of all materials.

2. OR - Create and maintain a DO-IT-YOURSELF CAMPAIGN. Measure thebalance between expenses for a professional service versus your own efforts.

3. Have a clearly defined GAME PLAN. Know where you want to go and plan howto get there.

4. Select a SPECIALTY and commit to it. Explore a niche by developing specializedletters and packets geared to specific markets, i.e. Corporate, Hospitality,Medical, Tenant and so on.

5. Become an EXPERT in your field by focusing on specific clients and types ofprojects. Learn the "expected" jargon. Provide goods and services within yourniche.

6. Discuss with your STAFF the firm's marketing plan. Every employee within yourfirm helps you sell your services and unless you ask, you may never know whohas an important connection with a potential client, perhaps making thedifference in securing a project.

7. RESEARCH your client's problems, concerns and frames of reference.

8. Build a PRESENTATION to energize your message.

9. Check your COMMUNICATION ATTITUDE and delivery skills.

10. PHOTOGRAPH WORK and attempt to have features published in tradepublications.

11. Create a PORTFOLIO in an easy-to-update format.

12. Establish MEDIA CONTACTS: Radio or Television - Print Media - Trade Shows -Internet

13. Issue PRESS RELEASES telling prospects about personnel changes, newcontracts, design awards, senior personnel, and special events on a regular basis.

14. ADVERTISE in local publications on a regular basis announcing promotions,projects and items of interest.

15. Develop an introductory BROCHURE stating your mission and providing contactinformation.

16. Create SALES PACKETS with Scope of Services and Client References.

17. Seek SPEAKING opportunities to reach decision-makers.

18. Maintain HIGH VISIBILITY within the community.

19. Enter DESIGN COMPETITIONS whenever possible.

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20. Plan MEDIA APPEARANCES publicizing your successes.

21. Create an IMAGE that builds higher value to demonstrate your level ofprofessionalism and ability to do the job.

22. Remain VISIBLE in your field and make sure clients and prospects are aware ofyour services.

23. A LETTER is one of the most important and effective ways to communicate tocustomers one's capabilities, knowledge and professionalism. Be surecorrespondence conveys an appropriate, error-free response, while highlightingthe benefits of your services to the customer.

24. Create a NEWSLETTER to send out periodically. Announce new projects, firms'background, trends within the industry, upcoming events, organizationalinvolvement, completed projects, projects in progress or other pertinent factsclients might be interested in learning.

25. Develop a specific DIRECT MAIL media marketing campaign.

26. Write and PUBLISH books, surveys, articles, and newsletters.

27. Offer SEMINARS. Meet with individually specific market groups on an individualbasis.

28. SPONSOR MEETINGS at your facility.

29. Develop a REFERRAL NETWORK of associate, business and client contacts.

30. NEGOTIATE with a manufacturer's representative for client listings.

31. PARTNER with appropriate businesses to increase visibility.

32. Find time to PROSPECT. Contact the 500 fastest growing companies in yourarea.

33. DIG UP LEADS from Construction Reports, Cold Calling, Personal Contacts,Business Contacts, City Planning Offices, Architectural Firms. Seek to beconsidered when others accept multi-disciplined assignments.

34. Contact large "OUT OF STATE" FIRMS for small jobs in the area.

35. Never pre-judge a lead. Make it known all LEADS ARE WELCOME.

36. Tackle COLD CALLS with a goal of obtaining an appointment with the decisionmaker. Know your purpose, research telephone techniques, project an attitude ofenthusiasm, talk about solving problems, ask open-ended questions, makeobservations, listen, and use positive statements. Prepare a checklist withanswers to possible questions and objections.

37. Ask permission to place INSERTS on letterhead in trade magazines and books atyour local bookstore or within local news venues.

38. COMMUNICATE with clients and future prospects on an ongoing basis, perhapsevery three to six months.

39. NETWORK in client circles. There is no substitution for "face-to-face"interaction.

40. VOLUNTEER when possible for community activities and promote good willwithin the community.

41. Keep a MASTER LIST OF 250 CLIENTS, which you contact or call on a regularbasis. Send thank-you letters for client support and patronage.

42. Develop RELATIONSHIPS with clients. As your clients needs change, be thereto help them implement the changes necessary.

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43. CUSTOMER SATISFACTION. Resolve customer complaints immediately.

44. Offer one day of FREE CONSULTATION to your top 10 clients.

45. Search for new business from old business. Ask for REFERRALS.

46. Invest in first-rate TECHNOLOGY and resources to enhance your perceivedvalue.

47. Visit local design schools to discuss and SHARE KNOWLEDGE of the industrywith up and coming designers.

48. Offer a MENTOR PROGRAM at your place of business.

49. Become a PERMANENT fixture in your industry.

50. Keep your ears and eyes open for any opportunity to PROMOTE your businessor DEVELOP a new contact.

Dezignaré® Interior Design Collective, Inc.PO Box 203476

Austin, TX 78720-3476T: 512-260-1560F: 512-260-1658

E: info@dezignare.comW: www.dezignare.com

©1998-2009 All Rights Reserved

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