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| Original Message Added : 30 Oct 2008 There are three of us and it is frustrating to be getting nowhere when we know we are good at what we do and better than many. Our main work is up-scale showhomes and some private work and we want to get into boutique hotels, clubs and restaurants. We have had local press coverage and have tried for national in order to raise our profile. We have sent brochures with letters to the better estate agents, some of whom have used our services but we still haven’t cracked the market we want. There have been a few adverts in magazines aimed at particular groups but they never even give us a phone call. - How do we do it? What is the most effective way to attract the high earning, high spending home owners and business owners both here and abroad? - It seems that we are missing a trick somewhere. - Can you help? Thanks, Louisa Hynes
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| Reply : 30 Oct 2008 The question is - how do we attract the target audience as specified. The answer is - by offering them something that has real value to them - but you already knew that. The question is what will attract them and how do you communicate this value add proposition? Market research with this group might reveal some clues. Get say 10 of them and talk to them about what you do and see if they have some code words or terms that they use that you were not aware of, that might then lead you to look at the right message to communicate. Then you need to ask them - where would you look to find someone like me. Chances are the answer is - I would ask my friends - word of mouth. Doesn't help so you might have to dig deeper. The truthful answer Louisa is that it is a trial and error to see which bit works and which bits don't. Plan a system of work, then watch the results. What you must NOT do is hire a tele sales agency or a sales person until you are absolutely convinced that you have the answer. Call me on 07956 532963 for a chat if it helps Kindest Rob |
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| Reply : 30 Oct 2008 I think the first thing to do is go back to first principles and figure out who wants what you offer, is ready to buy and will pay a premium for your service. Also of importance is "when" will they buy, as obviously interior design is not a service that's needed on a regular basis. Who is in the market for what you offer NOW? You've kind of spec'ed out a target market there - "high earning, high spending home owners and business owners both here and abroad". But what does that actually mean? How would you know them or find them? Is anyone a "high spending home owner" these days? It sounds like you offer a premium service, aimed at the top end of the market. What I would question is whether that's a value proposition that's going to continue to work in the current economic and psychological climate. Everyone is tightening their belts - including high net worth individuals. In any case, high spending home owners and businesses, both here and abroad is a very broad and generic target market. The more broad and generic your target market, the harder it will be to connect your offer or proposition with people who really resonate with it. My suggestion is that you re-visit the vision of your business and make some decisions about whether your ideal client is a home owner, a particular type of business, and whether they're in the UK or somewhere else. If you try to chase all 4 target markets, you'll burn up any marketing budget in short order, long before you see results. And, the more broad your appeal, the less appealing you are - because you dilute any compelling reason to buy from you. What's different and special about you? What do your clients value most and why did they buy from you instead of someone else? Answer these questions, in order to answer this question: who will value what you do and be happy to pay for it? You really can't put together any kind of marketing plan or marketing program until you know exactly who you're targeting, and what the irresistable offer is. It would be nice to give you 101 different marketing techniques, but who knows what will work until you know exactly who you want to reach and what your message is? To illustrate the point, let's try an example. Let's say that your target market is mid-up market restaurants. Who would be most profitable and who would be ready to buy now? Probably smaller chains who haven't had a re-furb for a while. Who are they? Some research would pin point specific companies - I dunno, maybe Las Iguanas. You might then craft a free or low cost offer, to get yourself in the door, instead of trying to sell the whole she-bang in the first instance. I don't know much about interior design, so forgive my ignorance. Maybe you could offer some kind of free design audit. As a more random idea, if you're seriously considering working abroad - have you thought about Dubai? I know none of that gives you the easy or quick answer that you might want, but it really is as simple as getting very clear about the value that you offer and then communicating that value to an audience that appreciates it and is willing to pay for it. You will also do a LOT better if you can turn that communication and follow up into a system that delivers good quality leads and prospects into your business in a predicatable and consistent fashion. Jane :-) |
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| Reply : 30 Oct 2008 It seems as though you have been marketing your business so the question is "What are we doing wrong?" To answer that, more info is need on what you have done so far. Things to think about (off the top of my head): - Are you targeting the right audience? You mentioned many different Target Audiences in different sectors: Hotels, clubs, homeowners, business owners. Its also quite a wide audience to adapt to and each one will need a different approach as each one will want something completely different from you. - Are you positioning the marketing in the right place? How are you reaching the TA? You mentioned magazines (which ones and why) and brochures? Are you doing anything else? - Are your marketing materials creating the right effect? What impression does your marketing materials give out? Is it directed to the specific TA's or just a general approach to everyone? Are you creating a vibe that reflects your business as well something which your TA will look for and appreciate? - Other forms of marketing Are you doing any other forms of marketing? - Branding & your website I see a slight problem with your branding and website. Looking at your gallery i can see that your work looks great (very nice!) but the overall feel of a high class interior designer is lost with the design of the site and brand image. The website looks like a template and has faults in its functionality. Consider having it redesigned as most people will research your website if they're interested in your services and you need to make a good impression. Technically it has flaws which is also reduces its marketing potential. The logo is not bad. Its a little typical but clean and contemporary. If you can build a website to match it would help your image. If you can go one better and have the logo redesigned to match your brand that would be a bonus but not an immediate necessity. I hope you don't take offence to my comments, its only my professional opinion, apologies if i have but a is said it is something to think about. Hope this helps. |
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| Reply : 30 Oct 2008 In short, I think the answer to your question is to identify other suppliers, who are already serving the bigger clients you want to work for, and then embark on an alliance/partnership strategy. You are obviously very comfortable about the strengths you have as a team. However, you are faced with a classic Catch 22. The bigger (more monied) clients will be buying on trust, experience and (perhaps more significantly) a relevant track record of successfully delivered projects and happy customers. Can you compile some interesting case studies that demonstrate the value you bring as a specialist team? Your first step has got to be one that will build up the credibility you have for providing services to your target audience. There is no reason why this cannot be done in partnership or alliance with another player. You may need to offer to white label your services to begin with, but ensure this will not prevent you developing a case study at the end of the day. One that will (even in partnership) shows the impact you guys brought to the project. Fundamental to this strategy is the need to clearly define your unique and differentiating brand promise, as a specialised team. Then you can identify possible strategic partners/alliances where your specialist knowledge and services will compliment what they are able to do. The sum of the parts is always greater ...and often more fun. |
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| Reply : 30 Oct 2008 Some very good advice already given above. Here's my first thoughts:- Without seeing your advertisements it's hard to comment on why they didn't draw a crowd. If they were simply display type ads with a nice picture, your business name on top, and some bullet points of what you do, then your ad simply disappeared into the mix. If you are going to advertise you need to understand the basics of direct response style advertising. You do need to split your marketing into the different areas. So the marketing you do to Pub owners would be different to the marketing you do to Home owners. If we take Pub Owners as an example you would need to produce some kind of Free Audit for the Landlord. Your Marketing would be along the lines of 'How to Turn a Tired Pub Into A Wealthy Watering Hole' with an offer of a free Audit to determine what could be done. You could have a specific page on your website just for Pub Owners and offer a free ebook with the same title as above. What you are trying to do is find people that might be interested and give them something for free. Then market to them over the next 12 months sending out your best tips newsletter monthly along with a special offer for that month. You can repeat the above for each individual market sector making it specific to that sector. So for Home owners wanting to sell your offer a service entitled "How to Sell Your Property Fast, At the Asking Price, Even in a Downturn Economy" You'd joint venture with estate agents to identify these clients. For People who have just bought a new home you can keep an eye on upper market estate agent websites. Capture the details of the properties that fall into your target market whilst they are up for sale. Once they have sold start to market to the new owner ;). Again you may want to run a long sequence of letters on a monthly basis to these people. They may not be ready straight away but they may take you up on an offer a few months in. You have to be able to systemise your approach to generating leads and then put the leads in some kind of follow-up system. So far we have 3 new separate pages on your website. Pub Owners, House Sellers, House Buyers. Ideally you would have 3 separate websites so as not to confuse the audience. So one site just for Pubs etc. You may want to consider doing joint ventures with Private Jet Companies, Luxury Car Rentals, Executive Spa's or Gyms. Any business that has the same clients that you are after. You can of course target high income high spend people by buying a list. Check out Selectabase. To understand more about direct response marketing go to http://www.maximumprofitsinminimumtime.co.uk/index.html and download a £97 marketing manual that I am currently offering to members of FreeIndex. Best regards, Steve. |
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| Reply : 30 Oct 2008 Not much more to add, although my instinct tells me that the best route to your target market audience is to form alliances with up market suppliers of kitchens, bathrooms etc. (i.e. none competitive companies that target the same market as you wish to). This approach works well for clients I have worked with in your sector. Also, get yourself on the radio or local television!! It's not as difficult as you may think... think up plan / stunt that will make good listening / viewing, then invite the media in!! Hope this helps. Mark |
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| Reply : 30 Oct 2008 Sales Advice Online Advertising Advice Google Adwords and PPC Advice Search Engine Optimisation (SEO) Advice |
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| Reply : 4 Nov 2008 In addition, become a judge on a respected panel, build credibility, attend CPD courses. Prospective clients will recognise your faces, get to know you, trust you, learn of your work, etc. It's an enjoyable process that will not feel like work. The result will be that you win larger contracts which are less price sensitive. Good luck - the best companies win in the end (usually!). Peter Minuteman Press |
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.jpg&maxW=50&maxH=50&action=crop "Jane Hendry")
.jpg&maxW=50&maxH=50&action=crop "Chaten Parmar")
.jpg&maxW=50&maxH=50&action=crop "Steve Crane")
.jpg&maxW=50&maxH=50&action=crop "Rob Hadingham")
.jpg&maxW=50&maxH=50&action=crop "Peter Wise")
