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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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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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 Preferences
2 Leverage channel specific content with a clear goal and strategy
3 Inspire and Inform through content that supports your strategy
4 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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Marketing Design Businesses: Era of Digital Disruption - Chad Stark and Drew McGukin

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