Topic: Strategy

B2b Marketing - Interior Designers

Posted by Anonymous on 250 Points
Started business 3 mos.ago have tried direct mail; letters, postcards, brochures about 166 Interior Designers in this area. Inquiries about our service 9, actual jobs 3. How can we better market ourselves to this industry? We've considered trying other avenues such as premiums, lunches??? How can we break into this industry, only one other service provider offering same services as our company ( interior installation of artwork, mirrors, decorative hardware, window treatments, etc.) Would also like to market to art galleries over 100 in this area. Any ideas of how to get into the minds of "artsy" clients? Have recently considered mailing survey asking designers what services do you need that are not readily available?
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  • Posted by wnelson on Accepted
    PH Tom,
    If I understand your offering, an interior designer specifies the wall decorations and your firm comes in to install them. You claim one competitor, but in fact, don’t you have one service competitor and anyone else who thinks that being able to wield a hammer, level, rule, straight edge, and pencil? Maybe the 163 interior decorators just don’t understand the unique selling points that your firm has over them doing it themselves (or hiring your service competitor).

    You seem to have a good grasp on the customers you want to serve and how big that is. How to get into the minds of the “artsy” clients (art galleries) and the interior decorators is to define what you provide that is worth them paying for. What are their needs? (The survey may be a good idea to help you define this, but care must be taken because people will state they have need but still won’t hire you because they don’t want to pay for a service). What are your competitors’ strengths and weaknesses? What are your strengths, weaknesses, opportunities, and threats? How can you position your company to take advantage of your strengths and your competitors’ weaknesses, convert your weaknesses to strengths, avoid the threats, and reel in the opportunities? How can you reposition your services to meet the needs of your customers better than your competitors (including those people who think they can do these themselves)? What are your unique selling points given all this? What's the best way to motive the prospects that they will benefit by your services? I believe the place to start is with answers to these questions. Then, you can provide direct mail pieces, brochures, sales letters, etc that highlight the unique selling points.

    I hope this helps.

  • Posted on Author
    Thanks for your responses they are all great ideas. After thought, I read an article in Inc. Magazine Aug.05 about "preferred service providers" aka "partners in business" and thought of going this route via direct mail with survey. I get dizzy reading so many marketing books. Anyway, we have tried going to offices but no one will see us, or they don't except "sales" calls/solicitations. I will definitely sit down and think through what all three of you have offered. Thanks!

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