Wall Coverings Association - Featured Presentation


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Interior designer Pamela Bayer was a featured speakers at the Wallcoverings Association 2010 Annual Meeting in Tampa, FL. Recongized by the industry as promoting wallcoverings in her media interviews, Pamela is an advocate of wallcoverings and stays current on trends and styles. Pamela was a resource for the Association as a credible voice for designers and end-users alike.

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  • Thank you Wallcovering Association of America for having me here today.If you have questions please,feel free to interruptI don’t want you to get the wrong impression from this PowerPoint, I do love wallcovering! I enjoy recommending it-- I just need your help by making it easier.This is how I feel about wallpaper advertising and customerservice. If I’m wrong or missing something please let me know, but first I would like to introduce myself
  • Here is why you should listen to me today. I know your industry because I use to work at Eagle Paint ,which was a wallcovering store in New Jersey.1. I have offices in both NY and OH but have clients everywhere.I work with all different budgets and project sizes also both residential/commercial.I was responsible for organizing Eagle Paint and this is what started my career in interior design. I met an interior designer there was offered a job then ended up takign over her business when she moved to Florida. These are the four things I use to make my business successful: Organization - Communication- Education - Customer service –These four things are still use today and can help the wallcovering industry more successful as well.
  • I can see an increase in wallcovering sales , but I can not find any statistics online. Eco trend– people want to be on the trend and are always looking for something new.People also like the recycled label so you should be pushing these projects more! Jump on this bandwagonDecals like the ones pictured in the presentation are sold in retail stores such as Target, Joann's, and Bed Bath & Beyond. The public is aware of these items in stores but no one knows where to find wallcovering. People know their walls need something decorative but they are not turning to wallcovering. The reason being that they are not aware of wallcovering unlike they are of the decals!! We want them to spend their money on wallcovering not decals!!!!SO NOW THAT WE KNOW THAT THE DEMAND EXISITS…. THIS IS HOW MY CLIENTS FEEL ABOUT IT WHEN I MENTION USING IT IN THEIR HOMES!
  • UNSURE- They are not aware of their options/relate it with themed wallcovering from the past - They aren’t aware of how much the quality as well as design options have changed in wallcovering. UNEDUCATED -The first question I always get is if we put it up in my bathroom will it peel off the wall? If they were educated about wallcovering and knew more about it they wouldn't have to ask me this question or be concerned. CONFUSED– They don’t know where to use it? - How to use it ? (Need directions)I don’t market wallcovering as a end-all and use it in every room. I use it where it makes sense and works best for my client. AFRAID – They are scared to commit to a specific pattern/color.What’s nice about wallcovering is people see it in your home and always ask where you got it from because it catches their eye. It is something different that can make a house standout and the likely hood of someone else nearby having it is very rare. (People will ask, ‘where did you get that wall covering?’… no one asks ‘where did you get that paint?’)LET ME TELL YOU ABOUT MY CLIENTS
  • WOMEN- Women are more interested and aware of what is more popular in fashion. Women change their style with the newest trends and are more open to change. Usually, I barely meet husbands!!!ALL SPACES- I work from Manhattan apartments all the way to mansions. The most common room I use wallcovering in is powder rooms, accent walls, and kitchensRESALE- Wallcovering gives a punch residences and sometimes helps them reach the price point the need to reach for resaleRENOVATION- Renovation is the largest thing I have been helping my clients do. People are dedicated to staying and want to redo rooms and wallcovering is perfect to incorporate into this process!PROFESSIONAL SPACES- I will be updating the Rachel Ray set again since my last visit in September of 2006 with wallcovering. Keep in mind you not only want to advertise residentially but also reach out to more commercial clients. NOW THAT WE KNOW WHO THE BUYERS ARE LETS REVIRE WHAT THEY LIKE AND DISLIKE
  • LIKESVARIETYTRANSFORMATION ECO-FRIENDLYLARGE PRICE RANGEDISLIKESREMOVAL – When a client goes through removing wallcovering its usually about 7 layers packed on the wall. This makes it hard for a client to commit to another application because they have had a bad experience. They are also not aware of new products that are out there to remove wallcovering. FEELS PERMANENT- Client’s don’t understand how easy it is to switch it out and update every couple years. They feel like they are committed to it for 10 years instead of 3 or 4 years.HANGING WALLCOVERING- They don’t know who to ask to help with removal and install. They are also to scared to do it themselves. Builders need to recommend wallcoverings on their drawing sets like paint and other finishes. Small businesses need to give demonstrations on how to hang with professional advice not stores like Home Depot.I think it is a good idea to incorporate paperwork with instructions for hanging when you order wallcovering.HOW TO CHOOSE?- I take several books and styles to my client meetings to help them find something they like and fits in their home. WHERE TO PURCHASE- Pamela Bayer Interiors !!!! Obviously not everyone can do that but no one knows where to go we need to give guidance!SO THIS IS WHAT I TELL MY CLIENTS ABOUT WALLCOVERING …
  • THESE ARE THE MESSAGES WE SHOULD BE SPREADING TO CLIENTS….ANYWHERE – Wall coverings work in any room! You impress me and I will impress them!FREE SAMPLES - Clients can request free samples online from some wallcovering companies. Paint is super easy to get samples of and they even offer small cans of paint samples. Wallcovering companies need free samples to pin up in room to see how it looks during the different times of day. ACCESSIBILITY - Limit confusion on where/how to find samples. (Internet, paint stores – Sherwin Williams has wallcovering who knew?) people can’t name wallcovering brands but they can name paint brands!! USER FRIENDLY - It’s just as easy to use and its easy to specify like paint.ECO – FRIENDLY – Need to push!!! I do just like I do low VOC paint.Everyone needs to send out this message… everyone needs to be on the same page and put competition aside. We need to build a consistent message.HOW MANY COMPANYS HERE TODAY SEND OUT A NEWSLETTER TO THEIR CUSTOMER/BUSINESSES THEY DO BUSINESS WITH??
  • How do we improve the outlook on wallcoverings? ADVERTISING!!! – Your going to have to spend some money to advertise to make money!Where you should be advertising – The wallcovering industry is running away because they are not taken advantage of these easy ways to advertise like other companies!!HGTV (1994)Newspapers/magazines LAUNCH PARTIES-MEDIA RELATIONSTrade shows aren’t working!!! Mostly students there and their not buying your product!!!! I have never been to a trade show, I find it a waste of time and repetitive. This is how I take advantage of my media relations:BROADCAST--- NBC MONTHLY SEGMENTPRINT --- PLAIN DEALER OF CLEVELAND AND BERGEN COUNTY RECORD OF NJONLINE --- WEBSITE..REDOING RIGHT NOW ALWAYS TRY TO KEEP UPDATED. LAUNCHING E-NEWSLETTERRADIO --- MY BEAUTIFUL HOME- ANDY JANUARY PARTNER PROGRAMS- Free samples to designers and we also need to work with builders as well.RETAIL SALES - Make wallpaper available in retail for example Bed Bath & Beyond and Target.ONGOING RELATIONSHIPS- My clients are “Pamela dependent” and I like this -- you should want your customer to be the same way. -mailing lists -newsletters -Important to build a relationship because a year or two later they might want something new.
  • Now is the time to push your products the demand for wallcovering does exist!I believe I touched on all four things I mentioned at the beginning that I’ve learned during my career. Organization – Organize yourself to sell. Communication – Communicate with your buyers through advertising, media relations and ongoing communications. This is an electronic world , this is the only way to keep up with your customers. Education – Educate the buyer about where to buy wall covering and how to use it. Customer service – Invest in your customer service. Help us, help you! I get emails to my blackberry while on television asking me about your products and where to get them. I drop my books off at peoples house to browse free of charge. You need to raise the bar. If clients see a shower curtain, soap dish, and towel display with a wallcovering incorporated it would helps them learn how to use it. Then they would want to use/purchase it!! When my assistant and I make boards for are clients with groupings it really helps the client see the big picture. People are always looking for ways to change and update their house inexpensively Market yourself, put yourself out there….QUESTIONS???
  • Wall Coverings Association - Featured Presentation

    1. 1. Wallcovering has a home<br />Presented by: Pamela Bayer Interiors<br />
    2. 2. Pamela Bayer Interiors<br />About….<br /><ul><li> 20 years experience
    3. 3. New Jersey & Ohio
    4. 4. Client & project range</li></li></ul><li>Market Demand<br />Needs increase<br />Eco- trend<br />Decals<br />
    5. 5. How do clients feel about wallcovering?<br />Unsure <br />Uneducated<br />Confused<br />Afraid<br />
    6. 6. the buyer<br />Women<br />All size homes<br />Refresh for resale<br />Renovation<br />Professional spaces<br />
    7. 7. Clients likes & dislikes<br />Likes<br />Dislikes<br />Removal<br />Feels permanent<br />Hanging wallcovering<br />How to choose<br />Where to purchase<br />Variety<br />Transformation<br />Eco-friendly<br />Large price range<br />
    8. 8. the word about wallcovering<br />Anywhere<br />Free samples<br />Accessibility <br />User - friendly<br />Eco friendly<br />
    9. 9. How to improve the outlook on wallcovering….<br />Advertising<br />Media relations<br />Partner programs<br />Retail sales<br />Ongoing relationships<br />
    10. 10. The demand does exist….. hang yourself out there!<br />
    11. 11. Questions?<br />
    12. 12. Pamela Bayer Interiorspbayerinteriors@gmail.com330-635-9289201-739-9402www.pamelabayer.com<br />
    13. 13. Slide 3- http://www.whatdesigners.com/guides/images /medium/Harmonie_FA08_MED.jpg<br />Slide 3- http://www.furniture-for-small-spaces.com/wp-content/uploads/2009/04/floral-falls.jpg<br />Slide 4 -http://www.hull.ac.uk/php/sbswdr/mscpastwork/ 85_DashingDecor/news/DIY.wallpaper_e_c05121baa6f7e87f42266c0662e4a480.jp<br />Slide 5 - http://images.google.com/imgres?imgurl =http://styleathome.com/blogs/favouritethings/files/2008/10/wallpapercompany.jpg&imgrefurl=http://www.styleathome.com/blogs/favouritethings/2008/10/&usg=__eyWL12n4Yg2Ha1dqXiaDUGpF2kE=&h=265&w=457&sz=36&hl=en&start=42&tbnid=E8g29s1OGdbwpM:&tbnh=74&tbnw=128&prev=/images%3Fq%3Dwallpaper%2Bcompanys%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D21<br />Slide 6 -http://www.orangebeautiful.com/blog/pics/3032.jpg’<br />Slide 7 - http://imagebank.ipcmed ia.com/imageBank/cache/n/newwallpaper.jpg<br />Slide 8- http://moraquita.com/photos-los-altos-hills-modern-home/wpcontent/uploads/2007/10/hgtv_logo.gif<br />Slide 8 - http://www.visualstaging.com/images/designMagazines.jpg<br />Slide 9-http://images.google.com/imgres?imgurl=http://1.bp.blogs pot.com/_BdP8Yt4F1oU/SrE2AN0Vf2I/AAAAAAAAFJo/37vcSzl8Vj4/s400/cavern%2Bwallpaper%2Bmet%2Bhome%2Bpowder%2Broom.jpg&imgrefurl=http://designmanifest.blogspot.com/&usg=__p6bNAv17-SR2Q-SK5xWL6cqE4MY=&h=400&w=320&sz=30&hl=en&start=6&tbnid=mI8VLQFN1gRb6M:&tbnh=124&tbnw=99&prev=/images%3Fq%3Dwallpaper%2Bin%2Bthe%2Bpowder%2Broom%26gbv%3D2%26hl%3Den%26sa%3DG<br />Sources<br />