Marketing to engage designers and architects
The UK Interior Design Bureau.
We provide marketing for manufacturers and suppliers who wish to use Creative Specifiers as a route to market. The term Creative Specifiers includes interior designers, architects and other design specifiers.
Faster, Happier Sourcing and Selection
Recognised as being responsible for high-value specifications, interior designers and other creative specifiers are heavily targeted. Yet traditional marketing does not serve the fast yet meticulous style in which they work.
Our purpose is to facilitate faster, happier sourcing and selection, achieving the specifications that interior designers need and the sales that manufacturers and suppliers want.
Why Standard Marketing Is Not Effective For Creative Specifiers
However glamorous it can seem, the interior design route to market is still a specification sale. The marketing approach cannot rely on the subjective and descriptive style so often used in traditional marketing. Why?
An emotive message, being a more consumer-orientated approach, will not match the interior designer’s professional mindset when sourcing products or the urgency of the task. If the properties of the product have not been successfully communicated the sale can quite easily fall through when exposed to long project lead times. Further challenges to a successful purchase will come from other influencers and the intense pressures that the fit-out and construction team will impose.
Interior designers will judge for themselves how beautiful a product is. What they instantly need to understand are its critical properties and the advantages in working with your company. Clear delivery of these will help create a firm specification that can progress to successful procurement.
Our focus at the UK Interior Design Bureau is to create the foundations for these robust specifications at the point of sourcing and selection.
St Cecilia Restaurant, Atlanta, US by Meyer Davis.
Houghton Hall, Norfolk. Built for Sir Robert Walpole 1720s.
Architects: James Gibbs & Colen Campbell.
Interiors: Interiors by William Kent.
Our Approach: It’s Got To Be Good and It’s Got To Be Honest
To be successful, marketing communications to this audience must:-
- Present instantly readable images and product data
- Enable quick progression to a specifying resource
- Succinctly convey the benefits of working with the product and company
The only way to achieve this is to match your product presentation with the way that interior designers think and work.
Our team includes interior designers and architects. Through having this insider knowledge we are able to create marketing material to which Creative Specifiers respond.
Who Needs Interior Designers as Customers?
You may be a supplier who is frustrated by your sales figures knowing that your product is perfect for the interior design sector. You may be seriously approaching the contract sector for the first time in your company’s history. Or you may be a retailer needing to develop a contract division.
Getting your product in front of interior designers can be a hard task in this heavily competitive sector. If you are aware that your company has a strong product and service but is not performing to capacity in the interior design marketplace, we can help you.
16th Century Studio Barn, Sussex. Copyright Harriet Anstruther Studio. Photography Henry Bourne.