In times of high international turbulence, people prefer to save rather than spend money, particularly on non-essential services such as interior design. Arthur Glebov, a leading marketer in promoting premium products and the founder of the Berg Target agency, addresses the marketing communication challenges that interior designers encounter during this period and outlines their key solutions.
Without further ado, let's delve into the most significant promotional challenges designers face and what hinders their ability to earn a higher income.
1. High Competition in the Interior Design Industry:
The issue is not solely that designers are vying for potential clients, but also that visualizers and suppliers are competing (often offering design projects for free, thus devaluing the work of interior designers and providing subpar service for their own gain, without regard for the client). Such competition forces us to constantly maintain a high standard for providing a high level of service and professionalism.
The simplest method to differentiate oneself is through proper social media management on platforms such as Instagram, Facebook, YouTube, Pinterest, and others. It is insufficient to merely display your projects; it is crucial to demonstrate the value of interior designers' work, particularly by showcasing implementation (since it represents the culmination of any project), discussing the client's challenges, and explaining how these were overcome. It is vital to not only identify the problem but also to illustrate its resolution.
2. Lack of Skills in Marketing and Branding:
A prevalent problem is that interior designers often target the incorrect audience, resulting in poor engagement with marketing initiatives. For instance, an interior designer may aspire to operate within the high-end market segment but may showcase a variety of projects on their marketing channels that neither align with the desired price range (either due to low project development level or because the projects fall within the low price range) nor the service quality.
To correct this dissonance in presentation, it is necessary to clearly understand who the target audience is and broadcast only those projects that meet the needs of these potential clients.
If there are no existing projects that align with the level of the desired potential clients, one option is to start 'drawing at the desk' and promoting those designs (a strategy many designers have employed successfully to attract a new tier of clients).
3. Reputation Management and Engagement with the Existing Client Base:
Positive feedback and recommendations are invaluable, yet acquiring and managing them can be complex. It is crucial for designers to be adept at encouraging individuals to write and endorse, as it is beneficial for the designer.
To attain favorable outcomes from existing clients and to facilitate business expansion, it is essential to foster relationships and client loyalty throughout the engagement, to be aware of the client's passions, and to comprehend their preferences in other domains. Implementing a CRM system for each client can lead to an expanded client base without the need for additional financial input. Understanding the client's interests allows for engagement on an emotional level, which is a far more potent sales driver than other motivators.
4. Creating Quality Content for the Appropriate Target Audience:
Interior designers often view their projects from a designer's perspective, which can lead to professional bias, as potential clients may overlook the details that are significant to the designer.
In such instances, it is crucial to detach oneself from one's projects and to present them to potential clients from perspectives and in videos that enable the client to visualize themselves within the project and to establish a strong emotional bond.
To accomplish this, it is vital to either delegate a portion of this task or to fully immerse oneself in the realms of marketing, PR, promotion, and SMM to maximize the impact of the efforts undertaken.