marketing design businesses: era of digital disruption - chad stark and drew mcgukin

Marketing Design Businesses in the Era of Digital Disruption

Design Bloggers Conference 2017

Presented by Chad Stark: Sr. VP of STARK, President of Scalamandre + DFA Drew McGukin: Founder Drew McGukin Interiors

Tuesday, May 7th, 2017

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WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM

Chad Stark

Originally Digital Marketer and Startup Junkie

STARK Sr VP, Scalamandre President, DFA President

Instagram: @cdstark

Drew McGukin

New York-based Interior Designer

Principal, Drew McGukin Interiors

Instagram: @drewmcgukin

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Who is our Customer and Why Now?

What Makes Design Marketing Unique?

4 Foundation of Digital Marketing

Design Marketing Strategies to THRIVE

Key Discussion Topics

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Evolving Consumer Review:

Millennials (or Generation Y) are the demographic cohort following Generation X. There are no precise dates when the generation starts and ends; most researchers, demographers, and commentators use

birth years ranging from the early 1980s to early 2000s.

- Wikipedia

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The Industry’s New Consumer – “LUXURIAN” or “HENRYs”

HENRY: High Earners Not Rich Yet

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Characteristics of HENRYS:• Crave luxury• Art, Real Estate, Food, Wine, Luxury Goods & Travel

• Have the means to attain Luxury Lifestyle

• Not restricted to Millennial Age Range• Not Millennials – but Millennial-minded

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Economic

More Price/Value Conscious

Use Internet to source/shop

Technological

Free Design Material online

Social Media, Design Blogs

Online Design Communities

Consumer Characteristics in “Connected Culture”

More Savvy Shoppers

Self Confidence

DIY Culture

Generational

Less “Touch and Feel”

Less Inclined to Travel

More willing to interact online

Prefer EASE and ACCESSABILITY

Choice Paralysis

Crave Instant Gratification

Online Research pre-visit

Browse Showrooms w/o designer

Want to buy products directly

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• More VISUAL and PICKY target market• Read less and visually scan more – Facebook food video versus

recipe.

• Immense pressure from industry (ie retail stores) to become design authority. • Spending $$$ to establish “new” design authority • Industry slow to adapt new and innovative technology /

marketing tactics.

Design Business Marketing – What makes it unique?

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Marketing Design Businesses in the Era of Digital Disruption

4 Pillars of Digital Marketing (ie the foundation) Remain Constant:

• Authenticity

• Frequency

• Etiquette

• Relatability

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Authenticity Consumers can feel the difference between genuine and fake

Honest + Genuine --> builds trust Pay to Post is ok when ON BRAND

Can instantly hurt credibility if not genuine Establish voice through unique-to-you content Define your own “program”

Personal vs Professional Personas MUST have a focus for professional accounts 1 or 2 accounts can work depending on content curation Link accounts

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Frequency Digital followers expect frequent communication

Cannot disappear for extended periods of time or risk irrelevance Gain New Followers is easier than winning back Lost Followers

Consistency Posting should follow consistent visual and style guidelines Define your natural rhythm

*consider variation per channel

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Etiquette Etiquette is Social Currency

Always give credit where credit is due builds trust and respect Designers + Stylists + Vendors encourages mention exchanges Photographers + Publishers Don’t neglect followers!

Stay Positive “Play the Game” – collaborate / cross pollenate / etc. Can’t be all take, Social is about the give.

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Relatability

Social Media overrun with bland corporate noise

Personality goes a long way!

Corporate control of brands has DISAPPEARED

Self Promotion vs Inspiration (ie promotion of others)

Consumers respond to “humanized” brands

Influencer and Peer-to-Peer Recommendations

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• Authenticity

• Frequency

• Etiquette

• Relatability

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Strategies to THRIVE with Design Marketing in the

NEW design economy

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Marketing Design Businesses in the Era of Digital Disruption 4 Pillars of Digital Marketing Remain Constant:

• Authenticity• Frequency• Etiquette• Relatability

Strategies to THRIVE in Design Industry:1 Embrace the new Design Economy and Consumer Preferences2 Leverage channel specific content with a clear goal and strategy 3 Inspire and Inform through content that supports your strategy4 Engage colleagues, influencers, and clients

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EMBRACE the new design economy Follow and Understand evolving Ecosystem

New Service Models and Consumer Preferences Less is More Product > Lifestyle Image Quality – iPhone vs professional setup Shopable Social Media – “trims away fat” transparency Website as ”one of many” digital touchpoints

Leverage DIY Mentality

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Havenly: Get Decorated - The easiest way to decorate your home

21

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Havenly: Get Decorated - The easiest way to decorate your home

22

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LEVERAGE channel-specific content Start with defining campaign or brand goals

Goals Strategies Tactics Live vs Stories vs Posts

Utilize Dynamic Content (video, rotating slides, etc) Each channel has unique advantages based on goals Don’t forget about email personalized and effective

Clear Channel Strategy Mastering 1 channel > 25% mastering many (Social Credibility)

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INSPIRE and INFORM through content Emotional content vs pretty pictures

Be BOLD and take RISKS unique and engaging content 80:20 safe : risky showstoppers vs sellers Product Shopping vs Design Experience Emphasis on PROFESSIONAL photography without losing authenticity

Showcase uniqueness and process Demystify Design Process Share Contacts and “Know How”

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Trending content = PROCESS

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ENGAGE your followers RESPOND TO EVERYONE get featured in Instagram “discovery” section

# interactions / # followers = engagement efficiency ratio Interactions more interactions more, more, more!

Partner with industry influencers to backlink posts Stories & Live Videos

Proactively follow, like, and comment reinforces relatability Showcase understanding of audience

Share in client excitement Solicit constant feedback

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Marketing Design Businesses in the Era of Digital Disruption Design Bloggers Conference 2017

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4 Pillars of Social Marketing Remain Constant:• Authenticity• Frequency• Etiquette• Relatability

Strategies to THRIVE in Design Industry:1 Embrace the new Design Economy and Consumer Preferences2 Leverage channel specific content with a clear goal and strategy 3 Inspire and Inform through content that supports your strategy4 Engage colleagues, influencers, and clients

Q & A