The tax bill passed in December 2010, and economic indicators are stronger for remodeling. The affluent are spending again. However, they are more cautious and value-driven than before.
What can you do to grow your business?
Specialize. Create a specialty niche that capitalizes on a growing trend. It doesn’t mean you’re limited to doing that work, but it makes it easier to market your business because you will be known for that specialty. Neurosurgeons make 265% more than family practice doctors. Kitchen and Bath designers make much more than the average interior designers based on NKBA statistics and our findings.
Create your own economy. (Some interior designers are swamped, congratulations to you!) Why? They spent their year marketing consistently. They revamped their websites, reconnected with past clients, used social media, increased their visibility with public relations and generally worked hard. Action: Create a 12-Month Referral Program for your business. One for past clients, one for current clients, and one for referral partners. Automate it with software like Constant Contact, Send Pepper or AWeber.
Increase your visibility. Self-promote or hire a publicist. Create a 12-Month plan for Advertising, PR and Marketing. Make sure you have a Facebook Fan Page, Twitter Account, Optimized LinkedIn profile and an updated website. List your business on the Search Engine Maps for your area. Optimize your website to include the words, “interior design your city” on more than one page, create a blog and post at least once a week (make sure it is attached to your website) to increase your website traffic. Set a target for your media exposures. Don’t stop until you have commitments for the number of articles, public speaking opportunities, TV or radio interviews. Write blog posts for your local on-line newspapers. Get involved in your community.
Joint venture. Find people who are in allied businesses and co-promote. If you’re not a specialist in window treatments, kitchen or bath design, partner with someone who is. Develop a relationship with a remodeler and create joint articles or press pitches about the latest trends. The media loves to hear about trends.
Systematize your marketing. Some wise person said, “you never know which day you missed marketing that caused the phones not to ring months later.” Inconsistent marketing creates inconsistent results. Market, Market, Market. Marketing makes selling irrelevant. Analyze what you’ve done in the past. If you didn’t get a result after spending thousands of dollars on advertising, STOP.
The next time you think about writing a press release, ask yourself- “Will anyone really care?” Chances are, besides your mom, the people in your company, and maybe your clients, no one will give a damn about the fact that you just signed a new client (unless it’s Google) or that you won an award for best decorated Christmas tree in your town of 5,000.
Am I saying that those things don’t matter and that you shouldn’t talk about them at all? No. They are very important parts of a comprehensive PR strategy, but they are not what a good release makes. You should talk about the “smaller victories”–on your blog, on your Facebook page, in an email newsletter.
A press release should really make a journalists job easy. They have to write A LOT and are always on deadline. Don’t swamp them with mundane information that they will not want to write about or incomplete information that makes them have to spend their precious time digging for more.
If you’re going to take the time to write a press release,
make sure it’s something more than you care about
if it seems that it might be too mundane, think about a different pitch
paint a picture and then sell your story
include factual information (and never, EVER lie)
include necessary links and information that the writer can quickly access to add under a tight deadline
be readily accessible to the journalist for any additional questions that may arise
Press people- what do you think? What makes a good press release? What really peeves you?
As a designer, do you find yourself asking “what do they have, that I don’t?” What makes a well-known, or celebrity designer, stand out from the crowd, receive accolades, book contracts, and the like? You work your fingers to the bone, burn the candle at both ends to visualize and design thoughtful, beautiful, sophisticated spaces, just as they do.
The difference just might be their mastery of the social media whirl, their presence on the major Social Media platforms; Twitter, Facebook, Ava Living, LinkedIn, or their focus on up-to-this-very-minute trends showcased in twice-weekly blog posts.
Case in point, Tobi Fairley, known for her signature look of fresh simplicity that is both beautiful and functional, launched her blog in September 2008. Today, it is read in 95 countries! She is dedicated to timely updates of her business Facebook page, which has just about 3,200 fans, and at least 3-4 tweets per day. All of which allow her to remain engaged and committed to her base, potential clients, and any publications looking for content. She has been showcased in House Beautiful, Traditional Home, Better Homes & Gardens, along with other local and national shelter publications. She is seen as a taste-maker and a trend-setter.
But all of this takes time, energy and the search for trends and topics that are interesting, and if that candle is burning while you are hard at work on a project, how do you do it all? Gibson Design Management, and our sister company, OttoPilot Media, are experts in Social Media. We know how to move the pieces around the gameboard to maximize your visibility and your fan base. We would welcome the opportunity to answer any questions, and help you through the Social Media maze! Please contact Martha for details.
In celebration of the Celtic festival of Samhain, a precursor to our modern-day Halloween, the border between our world and the netherworld becomes thin, and you never know what frights you might find as your abode gets in on the mischief-making, along with all of the other ghoulies and goblins. Trick or treat? Won’t you come in……
Setting the perfect tone in the entry, Graham & Brown’s “Skulls” wallpaper designed by Barbara Hulanicki, and available through 2modern.
You may want to watch your step on Flor’s Funny Bones area rug.
Perhaps “Ghastly Bats” by Alexander Henry for draperies, also available in 4 other colorways.
The accessories always make the room, don’t they? (cue the evil laughter…..)
I’m currently sitting on an Alaska Airlines flight, flying from DC to Seattle. It’s a long flight, the seats are average size, and the paid snacks are average too. However, there are some remarkable things about this flight that do not just have to do with Alaska Airlines.
This plane has WiFi. Yes, I realize that this technology exists but it’s surprising how many planes do not still have the service (come on airlines, get with it). I was excited to learn that we would have WiFi, but imagine my glee when I found out that Bank of America (who is the credit card backer of the Alaska Airlines Visa) would be covering the cost of the WiFi for all Alaska flights this month. Typically the WiFi is up to $12.95 for a flight of this length. I have a Bank of America credit card, and now I’m more likely to keep that card and to consider B of A for other banking and credit card needs. I don’t know how the deal worked between B of A and Alaska, and I don’t really care. I do care that I have free WiFi right now; my experience with Alaska is better and I like Bank of America more.
Bank of America win.
Alaska Airlines win.
Alaska Airlines also has these cool electronic devices called DigEPlayers. This means that for a fee, you get your own digital player that is preloaded with several movies, TV shows, music videos, music, and more. This is mentionable in and of itself because I like that I can choose what I watch and I don’t have to strain to watch a movie that I didn’t really want to see in the first place on an overhead screen. I mentioned that these DigEPlayers have “More” and this is where we find another joint venture win. I scrolled through the menu and found that the player has Soundview Executive Book Summaries. I have seen these advertised in a magazine, and they did not look inexpensive, but imagine my glee (AGAIN) when I found that I could choose from over 45 business books and hear the executive summaries during my flight. Now I’ve been able to try out this service, while I’m a captive, bored audience, and now I will be more likely to actually purchase this summary subscription
In-flight boredom eradicated... (at least on Alaska Airlines!)
from Soundview because I recognize the value and I like that they entertained me.
Soundview Executive Book Summaries win.
Alaska Airlines win.
Since I really enjoyed listening to a couple of these executive summaries, I found that I wanted to know more than just the 20 minute soundbyte on a couple of them. This means that I opened my Firefox, went to Amazon, and bought the books…from the sky. I’m sure this is SkyMall taken to a whole new level.
Amazon win.
Author win.
Alaska Airlines win.
So, the next time that you are thinking about running your company as an island, think about how much happier you could make your customers or clients if you give them things that may not cost you any extra but mean a lot to them. People remember what made them happy and when they were happy. Shouldn’t that be in your store, in your office, on your website, or on your flight? I’ve almost even forgotten about the $20 that Alaska charged me to check my bag.
With all of the shiny new tools out there, many of our small business clients ask whether they still need use email marketing to reach their communities and audiences. A few months ago, I would have said “yes”, but not as emphatically as I say it now. A few months ago, I would have spouted off something about how your clients, influencers, and potential clients like to receive their information in different ways. Not everyone is going to be on Facebook, reading your blog, etc. but they might actually like to hear from you by email. I believe that this is still the case, however now we have some metrics to back it up.
Last week at the Word of Mouth Marketing Supergenius conference in New York, Olivier Blanchard from The BrandBuilder not only gave an incredibly robust presentation on determining ROI from social media efforts but he also gave a REAL LIFE (these exist!) example of a small business who used different digital and print avenues to promote his business.
From Olivier’s presentation:
Example of spend justification — A retailer suspected his print advertising wasn’t helping. 90% of spend was on print, 10% was on email, blog, and in-store. We embedded unique promo codes in each channel. We did sales as tests. We didn’t need to measure all the time, just slivers of time. Of all promo codes, 4% of sales came from print, 69% came from email, 17% came from Facebook, and 10% came from web and blog.
In our own experience, we have also found that our clients have highest direct sales from email marketing compared to other platforms. One of the design firms that we work with in Montana held a large sale on all furnishings from one of its manufacturers. The firm printed and mailed postcards about the sale and….crickets. For the same sale, we developed an email marketing campaign as well. At least three large furnishing purchases were attributed directly to the buyers receiving the emails (side note: margins on furniture are large). Emails are sharable too. For your list of 500, you may reach 1,000 when people forward on something good to their friends. That’s much more difficult with a hard copy mailer.
By what I’ve written in this post, I would imagine that several of you are thinking- “Well then why do we waste our time with Facebook, Twitter, blogging, and the other things that are about to make my brain explode? Why not just put all of our resources into email marketing if we want to make more money?” Facebook, Twitter, LinkedIn, blogging, vlogging, etc. are important for the new way that we, as consumers and as sellers interact; we expect that interaction and it’s an important fundamental piece of our new marketplace. On the digital marketing scale, email marketing is much less conversational. Conversations are important in building the bridges for future sales and future brand development. Don’t give up on the other platforms, but especially don’t think that email marketing is now obsolete. Just like each of the other tools, it has its place in your tool belt.
Alexandra and Amanda have just arrived in New York City to enjoy a few days of meetings, great events, and of course– fun. (Would you expect anything less?)
Kicking off today is House Beautiful’s “Kitchen of the Year“ in Rockefeller Plaza– an event full of cooking demonstrations with celebrity chefs, tastings, kitchen design tips, and a fully rendered “Kitchen of the Year” designed by Jeff Lewis. After the daytime activities conclude, Alexandra and Amanda will attend House Beautiful’s “Kitchen of the Year” opening night gala! For more details, watch the video below– and be sure to check Twitter for updates and photos by Alexandra and Amanda.
They will also be meeting with ultra-talented GDM member Ondine Karady at the event, whose 50′s movie- inspired kitchen, “Bumblebee by the Beach,” which was designed for House Beautiful’s “Uncompromising Design“ video series can be seen below. Alexandra and Amanda have just updated that Ondine’s video has been playing on the big screen in Rockefeller Plaza throughout today’s event– congratulations! Tomorrow, Ondine’s kitchen design will continue its reign in the spotlight at cooking demos and more sponsored by Jenn-Air.
Credit: Ondine Karady for House Beautiful
Tomorrow, Alexandra and Amanda will attend the Word of Mouth Marketing Supergenius Conference hosted by Gaspedal for some educational nourishment. The event will feature how-to crash courses in Word of Mouth (WOM) Marketing, brilliant speakers, and real-world case studies.
If you happen to be in New York, head over to Rockefeller Plaza to partake in some of these exciting events. Even if you’re not a design enthusiast, there’s sure to be something for everyone to enjoy!
Again, stay updated on Twitter and follow Alexandra and Amanda as they journey through New York! More to follow…
You might have heard mentions of our sibling company, OttoPilot Media, through the Twitter grapevine, but perhaps you’re wondering what OttoPilot Media is all about. Make sure your tray tables are in the upright position– here’s the rundown:
In short, OttoPilot Media helps fly your business to a higher level through non-traditional marketing… but that’s more than just a catchy tag-line. We work with companies to determine which social media platforms will be best for what they want to achieve. Once that’s defined, we enhance and customize the necessary tools (blogs, Facebook, Twitter, YouTube, Foursquare, and more) so each social media platform accurately reflects the brand or business. We want our clients to look like the experienced pilots they are.
Plus, we take care of the hard part: effectively managing these platforms. Signing up, refueling and applying a fresh coat of paint to these social media accounts isn’t enough– so we generate content, schedule posts and tweets, and make sure you’re always up-to-date, knowledgeable, and engaged with your online communities. You won’t have to worry about a thing– it’s like sitting in first class all the time!
Now, we all know that if a pilot got distracted while flying, the results wouldn’t be too favorable. To avoid this, we stay focused and alert while your company runs on its familiar schedule (we know that can be a big distraction)– in order to deliver the best in-flight service and turbulence-free ride for you and your clients.
Moreover, we are specialists when it comes to helping our clients develop ideas and get people talking about their brand (and saying good things, of course). We work with companies to define a manageable flight plan, and then implement our revolutionary tools (i.e non-traditional marketing) to ensure our clients are visible across online platforms, and consistently sharing their unique brand with others.
Are the skies a little clearer now? We hope you’ll get in touch to learn more about how OttoPilot Media can help your business fly to new heights!
While waiting for a pretty significant writer’s block to clear up, I thought a dip into my Twitter stream might help refresh me a bit. Even though it is against the general “how-to’s” of Twitter, I have focused my following to design, marketing and artistic tweeps— so that the noise doesn’t become too overwhelming. Well, lo and behold: when I really focused, some great new, inventive and interesting ideas and products revealed themselves. And, miraculously, the writer’s block vanished.
Below is a selection of some “twinspirational” Twitter finds.
@LadyFabrics (visit their website): Gorgeous, 100% natural, sustainable, biodegradable fabrics.
A wide array of colors from Lady Fabrics
@Alluminare (visit their website): Fully customizable fabric, wallcovering, pendants, lamps, pillows and so much more! Wonderfully interactive.
Fully customizable lampshades and more on Alluminare's website
@tracyhiner (visit the website) This is NOT your average wallpaper, it’s Art, and yes, with a capital A!
Two examples of Black Crow Studios' artful designs
@modernica (visit the website): Uber-cool furnishings that would make the Jetsons’ swoon.
Ultra modern chairs from modernica.
@HomeDecorNews (visit the website): A lot of something about a lot of everything for the design industry, from the DIY-ers to professionals.
@myperfectcolor (visit the website): Anything and everything you would ever want to know about Benjamin Moore paint.
The moral of the story: inspiration comes from many sources, Twitter being only one of many!
I can already hear the rumblings of controversy based purely on this title. Over the past few months, our social media division at Gibson Design Management and our subsidiary media company, OttoPilot Media, have been discussing objective ways to measure our social media efforts for our clients. This has included discussion of customized metrics for each of our clients based on business and marketing goals.
I’m going to say it, so argue away: having more people “like” your Facebook business page is better. This does not mean that you can just stop there. You still need engaging content and someone consistently monitoring and responding so that it is a conversational platform.
When I first graduated from college and worked in sales and marketing for NVR, we were taught that a large part of sales is a numbers game. If you don’t speak to anyone, and you don’t set any appointments, and then you don’t write any contracts, you’re not going to make any sales. However, the (qualified) leads that you generated and the more appointments that you had meant that statistically you would be more likely to achieve your sales goals.
Don’t get me wrong- it did matter that these leads were qualified and that I was good at my job. I wasn’t sitting down with 15 year olds who wanted to buy an $800,000 home. However, these interactions were one-on-one. It does not cost you any extra money on Facebook to reach 100 or 1,000 additional people via your page.
With Facebook, every time that you post, the number of people that post reaches is purely the number of people who “like” your page. If that number is larger, you have a greater reach and reach is an important metric. If your objective is brand awareness, having more people know about and like your brand is important. If your objective is more sales, you are more likely to sell something with a greater audience.
My crystal ball predicts a mild recovery in 2011.
Increase your visibility. Self-promote or hire a publicist. Create a 12-Month plan for Advertising, PR and Marketing. Make sure you have a Facebook Fan Page, Twitter Account, Optimized LinkedIn profile and an updated website. List your business on the Search Engine Maps for your area. Optimize your website to include the words, “interior design your city” on more than one page, create a blog and post at least once a week (make sure it is attached to your website) to increase your website traffic. Set a target for your media exposures. Don’t stop until you have commitments for the number of articles, public speaking opportunities, TV or radio interviews. Write blog posts for your local on-line newspapers. Get involved in your community.
Pottery Barn
