The rules of marketing have changed. Strategy that once was cutting-edge, even just a few years ago, is now on the road to being obsolete. Technology and cultural changes have forced such concepts as transparent, organic and authentic design to the foreground in a rapid sea change that has left no industry untouched, especially interior design. Once shrouded in secrecy and the domain of an elite few, the profession of interior design has burst into the mainstream, allowing consumers unprecedented access to designers and their sources.
Although communicating the value of design services in terms of emotional benefits and universal human truths — including the desires to feel successful, safe and at home — may come naturally to savvy designers who have mastered the in-person sales conversation. But this level of mastery doesn’t usually extend online.
Because when it comes to Web, social media and email marketing, most designers don’t have a clear understanding of their online audiences.
Ask designers to describe their ideal client and the majority will answer: “An affluent one.” But this answer does not consider that Paris Hilton and Warren Buffet both are affluent yet require completely different approaches when it comes to online engagement and sales.
Another common target market for designers is the baby boomer population. But which end of the age spectrum? A 55-year-old woman and a 70-year-old man both would be considered boomers, but each has entirely different needs. Is the client single? Are the kids still at home? Is universal design a priority? Why is the client embarking on the design process at this stage? Just as the answers to these questions impact a designer’s vision for a space, they also are essential in creating authentic and precise communications for online design brands.
Audience, affluence and building a luxury firm that can be sustained for decades are just a few of the panel topics that will be featured during the Business of Luxury Design summit, a two-day event being held at the Wynn Las Vegas resort Aug. 28-29. Formerly known as the Business of Design, the conference was purchased and rebranded by Julia Molloy, one of the industry’s leading operations specialists, last year.
This year’s exclusive event, sponsored by ASID, has fewer than a dozen spaces left. Participants will be known as luxury influencers and learn from industry leaders such as Vicente Wolf, Mario Buatta, Clodagh and architect Richard Landry. Attendees also will return to the office with an event presentation reel, documents and business tools that they can use to enroll every team member. Because one of the keys to success in the new age of marketing is ensuring that every level of the firm is part of the marketing machine.
Kim Kuhteubl is a producer, writer and member of the Producers Guild of America. Her company MeByDesign.net works with interior designers and trade manufacturers on brand strategy and audience engagement through publication, social media and licensing.
This article was provide by Multibriefs.