In the world of marketing information overflow and the ever emerging social media outlets, it is hard to discern exactly which marketing activities to engage in, and at which point of business evolution to do them. While some marketing strategies are run-away winners for certain designers, they may be completely wrong for others. How does one know what to do to market an interior design practice, when to do what, and how to go about it? This course dispels the myths and distills marketing concepts in an easy to digest and implement sequence. Designers will walk away with a tangible marketing blueprint, showing how to fill the pipeline in the next 6-12months and continue getting a steady flow of clients over time.
- Goal setting - what to expect from the session.
- 6 limiting beliefs – go through each one, get acknowledgement and participation from the audience.
- Set up context – ask the audience to choose 1 single goal as a focus for action from today’s session on which they will concentrate every day thereafter.
- Explain teacher’s unusual path to marketing passion and what makes her an expert in this field.
- Introduce 1st marketing model – the marketing “color wheel”. Go over each strategy that makes up a continuous and methodical cycle of marketing activity, as opposed to the usual random and occasional attempts of many design firms.
- Introduce 2nd marketing model – the marketing blueprint. Explain how each strategy needs to be viewed and prioritized through the prism of marketing mastery level of each practitioner (note: marketing mastery is not to be confused with design mastery). Juxtaposition foundation tactics against advanced tactics and explain that, although all are great and are effective, each has a place and time. Foundation strategies have and will remain strong, accounting for majority of business transactions; they are not to be dismissed and forgotten, even in the light of recent emergence of social media and new productivity technologies.
- Networking. Explain and give evidence that face-to-face contact is still THE way most business is done, even in light of social media. Give real-life examples, illustrating the strength of this strategy. Give a list of 7 networking organizations appropriate for an interior design professional. Give specific tips on how to make the most of networking time.
- Partnerships. Explain and give evidence that partnering with alike businesses, which share but don’t compete for the same clientele is one of the fastest ways to obtain qualified clients. Give real-life examples of partnerships contributing to the bottom line of the design business. Give exact types of businesses with which to form partnerships.
- Referrals. Even though cited as most used strategy by small businesses, it is actually one of the most underused and overlooked in daily real life. Explain 3 reasons why designers fail to ask for referrals and walk them through specific ways to raise their confidence levels in using this strategy.
- Speaking. Public speaking is quoted to be one of the biggest human fears, yet when mastered, it can create great personal relationships. It is also a strategy that reaches ‘one-to-many’ vs. ‘one-to-one’, which saves time and provides cost efficiency. In this segment of the presentation, the audience learns about where to speak and what to speak about.
- Marketing Budget. Not only do designers struggle with how to approach marketing strategies, they are often paralyzed because they don’t know if they can afford any of these strategies. In this segment, the audience receives the actual template for a marketing budget and learns how to develop one for their own business. The result is a sense of ownership and control because the plan is clear and logical.
- Mindset shift. Effective marketing takes perseverance and consistency. The audience learns from a real-life example of the teacher and active practitioner how it took 7 creative and very persistent touch points to finally achieve the desired result.
How to do the uncomfortable. It is human nature to postpone or avoid uncomfortable experiences, yet we all know that all it takes is simple practice. The session ends on a humorous and highly inspirational note illustrating the principle of practice and leaving the audience motivated to go out and implement the marketing principles they just learned.