Whether you’ve got full décor printing capabilities, or you’re just dipping your toe into this new market, everyone will eventually need to start marketing their services to build business. We sat down with LexJet’s market development pro Rachel Gamberg to learn how to get a décor-focused marketing plan off the ground.
“Based on your equipment and current capabilities, you can identify markets that you can created product lines for and start to segment these groups,” she says. “And if you have plans to invest in new equipment, started thinking about more applications you can offer in the future.”
The two main market segments in décor include commercial and residential customers. With commercial, think: hotel design, office décor, restaurants, retail spaces, etc. Residential applications typically focus on interior designer-led projects or the do-it-yourselfer homeowner. Décor applications include everything from customized wall paper and canvas prints to window graphics and lamp shades and so much more.
Do Your Research
Gamberg suggests spending some time researching these markets to learn what’s trending in the print industry vs. the home décor industry. Checking out websites like Houzz.com or HGTV.com will offer lots of cues as to what interior designers and their clients are looking for.
With this market research and knowledge of what your competitors provide, determine what best describes your business. Here are three possible scenarios:
- Print service provider print house and fulfillment center for multiple markets and customers with décor as an offshoot of your main business
- Large-format print shop with in-house graphics and communications department with décor as a new strategy, typically focused on commercial applications
- Home décor brand with in-house printing that typically has an in-house design team to create unique products to bring to market
Get the Word Out
Now it’s time to start spreading the word. Two great avenues to start include a well-designed website and an e-newsletter that reaches current and potential customers. “You need a strong website with quality design to make the best first impression,” Gamberg says. “Remember: décor-minded customers are critical and notice the details.”
Your newsletter is an excellent vehicle to show off your new services and recently completed projects, with great photos and authentic customer testimonials.
If you like hands-on and face-to-face interaction, start attending interior design trade shows and wholesale market shows to find new inspiration and client leads. NeoCon, Global Shop, BDNY, Las Vegas Market, High Point Market and Merchandise Mart in Chicago are all events to consider.
Maximize Online Reach
Depending upon who your current customers are or, the type of new customers you are trying to market to, here are some marketing tips for décor.
Digital Ads: Banner ads on professional interior décor blogs, like Wayfair, or magazines to reach commercial customers or, through social media platforms to reach consumers and DIY’ers
Key search words to maximize your SEO to find new leads. Convert clicks to larger projects; a banner stand to full environmental graphics project or, POP posters to a full retail project and wall wrap, etc.
Social media to share with the industry and connect with your customers and build your brand. Instagram is a great platform to show off high-quality, inspirational photography of your best installations and projects or, behind the scene shots of your team.
List Services on various websites:
- Industry associations: Wallcoverings.org, ASID, AIA, etc.
- Houzz.com – professional level, architects, interior designers or luxury seeking homeowners.
- Etsy.com – prosumer to consumer, list fine art printing services to artists and photographers or, wholesale wall art to consumers
- Or, start contacting these retailers for whole inquiries: West Elm, Z Gallery, Anthropology, Jossandmain.com and Wayfair.com, etc.
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