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HomeStory Interior Design Vertical M arketing Program. There are lots of ways to reach Interior Designers. Here is an outline which can be customized for your local HomeStory office. It includes:.
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There are lots of ways to reach Interior Designers. Here is an outline which can be customized for your local HomeStory office. It includes: 1. Marketing Pieces2. Social Media3. Public Relations4. Networking5. REFERRAL RELATIONSHIP PROGRAM6. Industry relationship program7. ROI TRACKING
Marketing Pieces Include: • Postcards • Advertising • Literature • Presentations • Letters • Email Blasts
Postcard Mailing Program Includes: • Creation or Purchase of a Mailing List • A mailing list can be purchased from a local mailing house • Also, some interior design associations, like the IIDA sell their mailing list • IIDA – International Association of Interior Designers – cost $445 for entire list in all franchise areas • Not all associations sell their mailing list.
Postcard Mailing Program • Creation of Postcard Artwork • Camera ready artwork has been created and posted on the FTP site for your use • Artwork and message should be visual and focus on how the designer can please his/her customers, as well as how easy it is to use HomeStory • Keep in mind a 1-2% response is considered good for any mailing
Advertising • Research of Where to Best Advertise • Check the demographics of where you are considering advertising. To target designers you will want to research: • Associations which include designers in your area and the advertising opportunities they offer – including newsletters, email blasts, magazines, sponsorships, online opportunities - Google, websites and more • Design magazines that target the professional • Lifestyle magazines that target the designer
Advertising • Preparation of Artwork • Ads will want to focus on how HomeStory can best make the designer look good to his/her customers • Depending upon the advertising medium selected, artwork will need to be prepared in the appropriate format for print, web, email etc.
Advertising • Online Pay per click advertising – How it works – Internet, Facebook, Google etc. • Ads can be placed around your location and demographics • Advertisers select a budget and are charged a price per click • Once the advertiser has reached their budget, the ad is removed until the cycle renews or retires • Each click receives a charge – so don’t tell all your family and friends to try it out – you’ll be charged for each click
Literature • Product Book and other handouts can be sent out as part of a mailing which specifically target the interior designer and also provides additional product information • When printing brochures, you often pay the same cost for setup regardless of quantity • Estimate your long term needs and buy enough to last a year or two
Presentations • Industry Associations often meet regularly and offer speaking opportunities • Pitch to speak at a local luncheon about the benefits of new doors for their clients or another industry related topic. They will not allow a sales pitch • Pitch speaking at an industry conference – everything you ever wanted to know about door installation, new technology in door installations and other related topics • Contact the local meeting , education or speaker coordinator to request a speaking opportunity
Presentations • Handouts • It is always good to use handouts as a leave behind for any presentation • Be sure to include your contact information somewhere in the materials in case attendees want to follow up for additional information • A handout can include: • HomeStory Folder • Product Book • Business Card • Flyer introducing how you work with interior designers and the benefits of designer doors
Presentations • PowerPoints • There are lots of creative ways to include your brand in a presentation without making it a sales pitch • Brand colors, photos and other items can be lightly transparent in the presentation background or handouts without making it a sales pitch • HomeStory PowerPoint backgrounds have been created for your use, along with a slideshow pitching the benefits of HomeStory
Letters • Before creating a letter, start a database or purchase one of local designers in your area • If you purchase a list there may be restrictions as to how often you can use it and how it is used. Most list purchases are one time only unless negotiated
Letters • Create a letter addressed directly to the designer introducing yourself and the benefits of doors • Designers are very visual, so you’ll want to include a brochure or flyer showing the beauty of doors and the ease and convenience of working with HomeStory • For a large mailing of 1000+ it is often less expense to use a mail house due to discounts on postage and zip sort
Email Blasts • Email blasts can be a very effective communication tool • Starting at $15 a month, programs like Constant Contact can be a great resource for email campaigns • There are several templates which can be customized for your message • The program incorporates a hassle free unsubscribe and helps keep your email blast legal • There is a also a tutorial center
Social Media • Social media is widely available and used by the masses • It is an excellent marketing tool • Once something is posted, it should be considered public knowledge • Be careful what you post, it can come back to haunt your company later
Social Media • Never post anything online when • Angry, tired, upset, drunk, not feeling well etc. • Never say anything bad or uncomplimentary about a customer or anyone else online • Don’t fight and get nasty with others online • Any photos posted should be professional and helpful • Don’t post others drunk at parties, in unflattering poses, or in any other uncomplimentary manner that could hurt your company or the brand
Social Media Includes: • Houzz • LinkedIn • Facebook • Twitter • Pinterest • YouTube and Many More
Houzz • Houzz is an excellent marketing tool for those in the construction or remodeling industries • Professionals have the opportunity to upload their portfolios online for other industry professionals and customers to see • Houzz is FREE
How to Maximize Houzz • After creating an account, find other referral relationship professionals – designers, architects, remodelers etc. in your area and follow them • Go to the second tab at the top of the page and click on find local pros • Type in the city and state and then type in the type of professional you wish to find • A list of industry professionals will display on your screen
How to Follow Others • Click on the interior designer to see his/her profile and portfolio • Underneath the person’s picture is a follow button • Click on the button to follow the person • Each person you follow will receive an email that you are following them
How to Get Involved in Discussions • At the top of the page, you will see tabs – click on Follow Discussions • There are two types of discussions • Before and After – showing photos of before and after projects along with discussions • Design Dilemmas – In these discussions, people ask for advice about specific home improvement projects • These discussions are searchable by product, improvement etc. Type in door at the top and get involved in door related discussions
How to Get Involved in Discussions • The Before and After Discussions are a great place to post photos of before and after installs and the transformation of the customer’s home • Never mention the customer’s name or where they live • Don’t put in perfect photos. People on Houzz like photos that look like they were taken on the job with a smartphone • It is ok to say your office did the install and the city where it took place
How to Get Involved in Discussions • Not everyone is nice online • Sometimes people look for opportunities to cut others down online because they don’t have to post their name or real photo • Always be professional, never respond angry and think about your post before posting • If you need help how to respond to someone’s post, please call the HomeStory office
How to Get Involved in Discussions • The Design Dilemmas are a great place to give advice about doors, colors, upgrades, and other remodeling items that include doors • You cannot always tell if the person is in your area, but since the discussions are searchable, others can see and find them • Someone who participates later in the discussion can see you or need business later and remember you • The more active you are, the higher you appear on the professional list
LinkedIn • LinkedIn is a great online networking tool • Before reaching out to others, make sure you have maximized your profile • Include your website, link to the HomeStory video, add links to your social media profiles • Under your job description have a phone number, email or other way to contact you. Not everyone is allowed to see contact information • Next to your company and title include - door replacement, so when posting and interacting with others, they can see what HomeStory does
How to Maximize LinkedIn • Joining groups is the key to LinkedIn • Once you are in a group, you can send messages to anyone in the group (unless they blocked messages) • There are groups on almost any topic on LinkedIn • Find a local group with interior designers who can directly refer to you or use your services • It could be an industry association, chamber of commerce or other group which would include interior designers
How to Maximize LinkedIn • After joining groups, request a daily report of group discussions under your setting feature • Look for opportunities to get involved in discussions • Spam is not allowed and you can be moderated (someone has to approve your posts) if you spam • Potential posting topics: news that would be helpful to designers, new laws, new technology announcements etc.
Facebook • Corporate has a Facebook page which will be managed by corporate • All locations are listed under this main account, so each location has a page if they want it • Profiles and pages are different • A personal profile represents a person. A page is set up for a business or other organization and a personal profile is required to create a page. Once created, personal profiles can be selected to be an administrator on a page
Facebook • Facebook has groups • Joining groups with designers is a good way to reach out and meet interior designers • Liking pages is a good way to network • When you like a page, others receive an email that you liked their page • Searching for interior designers in your area and liking their page is a good way to interact • Some groups on LinkedIn have discussions about liking each other’s pages – a great opportunity
Facebook – What to Post • Your Facebook page is a great place to post • articles featuring your business, • Photos from your latest installations • Before and after photos of projects • Community activities and charities you are involved in and more • Please send your before and after photos, links to articles and other owner happenings to corporate to post as well
Twitter • Corporate has a Twitter account which will be managed by corporate • Twitter is a great tool for monitoring the media and industry happenings
Pinterest • Pinterest can be used a number of different ways and is a great tool for increasing your website traffic and Houzz following • Think about strategy and how it will be used • This media is loved by designers and other visual industry professionals • Look around and see what your competitors are doing, what you like and dislike – then decide how to proceed
Pinterest • Pinterest users pin photos they like onto boards • You can re-pin photos from other’s pins or pin directly from your website or Houzz account • Photos link back to where the original source is – leading them back to your website or Houzz account, helping you build followers on Houzz, and hits on your website
Pinterest • If you use your logo as your profile photo, your photo and name are displayed • If you pin and re-pin quality photos, you will develop a following • Joining architecture, interior design and other similar group boards will help you get in front of designers • Look around and see what your competitors are doing, what you like and dislike – then decide how to proceed
Pinterest • The secret to attracting followers quickly is group boards • It is hard to get on group boards with a brand new account • To begin, start following group boards you would like an invite to • In the beginning accept invites of boards that aren’t offensive etc. just to help gain a following. You can decide not to keep them later.
Pinterest Manners • Do not post spam on group boards • You can lose your account • Don’t put phone numbers of your posts, buy my product or service etc. • When posting on group boards, follow the board’s rules • Different board owners have different rules
Pinterest Networking & Strategy • Follow all the newspapers, magazines, etc. that could write about you or give you good publicity • Follow others who could use your services or refer others to you that are within your area • Follow charities, chambers and others you wish to network with • Post from your website and Houzz to bring them back to those sites
YouTube • YouTube is a great place to post video of your installs, your commercials and other events you attend • Before posting • Make sure you own the video or have permission to post it in writing • Make sure the quality is good and no one is portrayed in an embarrassing or unprofessional manner
Public Relations: • Public relations is the practice of promoting and maintaining a favorable opinion in the eyes of others.
Public Relations Opportunities Include: • Press Releases • Story Pitches • Articles • Donating Time or Money Resulting in Publicity
Press Releases: • A press release is a statement or news release submitted to the news media for inclusion in their publication • A press release must contain some news before most media will consider printing it • A personal opinion, business pitch, advertisement or other similar item is not considered a press release • Good items for consideration include: new technology, hiring a new employee, moving your location, donating time or a product or service
Press Releases: • Not everyone is going to print a press release • Some will print the release exactly as it is • Others will rewrite part of it for you • Some will hold it for future opportunity • Others might consider a feature story • Others will throw it away
Article Pitches: • Publications are always looking for new products, interesting information and items that benefit their readers • You can pitch an article by: • Calling a publication • Sending a pre-written article to a publication • Talking to the sales manager if you are purchasing advertising in the publication • Offering to write a column on a regular basis as an industry expert • Example press releases to interior designers on FTP site
Networking • Networking in person is a great way to meet others and promote your business • Find local organizations and associations within your community that have interior designers as members and consider joining • Once you join, get involved