Why targeting selective markets captures immediate attention

It’s all about VALUE.

Although there are similarities, branding (longer term) has significant differences from marketing. Designers need to get their marketing message to their target market as quickly and efficiently as possible.  The days of just doing “business as usual” and relying on only referrals, advertising or even show houses can have you just waiting for business.  I am not suggesting these are not all good methods.  I am suggesting we need to be more specific as how and to whom we market our services and always add value.

Being pro-active about getting business is an essential part of your business plan.

Passive marketing is like “throwing spaghetti at a wall”, some sticks, some does not.  We need to make a concerted effort so we are not wasting precious time and resources. But first we need to ask ourselves specifically, who is that client?

1.) First step is to carefully and strategically define your target market.

Some examples of current target markets are:

1. .          Green design
2. .          Resorts/Spas
3. .          Retirement/assisted living
4. .          Historic design
5. .          Empty nesters

2.) Once identified, you will need to find out where your target “lives.”  This means researching their buying habits, what they read, what associations they might belong to, what websites they visit, income and life-style, just to name a few. Defining that can ensure all your time, effort and money is targeted.

3.) You also need to think about how your target is changing their buying habits, direction, style, and how they are finding sources. Obviously an elderly person looking to downsize will read different magazines and attend different functions than a gen-xr looking to build a green home.

Once defined, your marketing message will then add VALUE to that target audience. It’s important to uncover this before and not just during your consultations with your clients. You will be providing value instead of being one of many designers they may be interviewing.  Instead of talking about what YOU can DO for them, it becomes about filling THEIR NEEDS.