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Marketing Design Businesses: Era of Digital Disruption - Chad Stark and Drew McGukin

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Marketing Design Businesses: Era of Digital Disruption - Chad Stark and Drew McGukin

  1. 1. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  2. 2. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  3. 3.  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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  4. 4. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  5. 5. The Industry’s New Consumer – “LUXURIAN” or “HENRYs” HENRY: High Earners Not Rich Yet / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  6. 6. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  7. 7.  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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  8. 8. / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  9. 9. • 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? / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  10. 10. Marketing Design Businesses in the Era of Digital Disruption 4 Pillars of Digital Marketing (ie the foundation) Remain Constant: • Authenticity • Frequency • Etiquette • Relatability / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  11. 11. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  12. 12. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  13. 13. 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. / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  14. 14. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  15. 15. • Authenticity • Frequency • Etiquette • Relatability / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  16. 16. • Authenticity • Frequency • Etiquette • Relatability / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  17. 17. / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  18. 18. Strategies to THRIVE with Design Marketing in the NEW design economy / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  19. 19. 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 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  20. 20. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  21. 21. Havenly: Get Decorated - The easiest way to decorate your home 21 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  22. 22. Havenly: Get Decorated - The easiest way to decorate your home 22 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  23. 23. 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) / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  24. 24. / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  25. 25. 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” / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  26. 26. Trending content = PROCESS / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  27. 27. Trending content = PROCESS / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  28. 28. Trending content = PROCESS / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  29. 29. / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  30. 30. 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 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM
  31. 31. Marketing Design Businesses in the Era of Digital Disruption Design Bloggers Conference 2017 / DBC - 2017 WWW.STARKCARPET.COM + WWW.SCALAMANDRE.COM + WWW.DREWMCGUKIN.COM 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 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 Q & A

Hinweis der Redaktion

  • Marketing Design Businesses: Era of Digital Disruption 
    Drew and Chad have become focused on today’s tech saavy “Luxurians”.  In this session, both will establish who these buyers are in today’s commercial marketplace and top social channels, sharing success stories in mining these new digital client prospect pools.  They will cover approaches from both designer and showroom/company/brand perspectives.  Both are actively nurturing the brand>designer>client commercial food chain, and are wisely looking to the future with digital strategy practice and development intended to intersect disruptive online development in the world of luxury design commerce.
    Chad Stark, Sr. Vice President and President of Decorative Furnishings Association, is the main figure behind the scenes at Stark. He continues to direct the company as an industry leader, while growing business in the digital age. As the operational wizard behind Stark, he manages all the technical details while remaining focused on providing the highest level of customer service to trade clients.
    The New York Chapter of the International Furnishings and Design Association [IFDA] named Drew McGukin a ‘Rising Star’ in 2012; Departures Magazine has included Drew as a member of its Home Design Council since 2014; and Houzz.com, the leading online platform for home remodeling and design, continues to honor Drew with its “Best of Houzz” distinction in design for driving extraordinary online traffic through his online portfolio.

    ___

    As technology continues to present us with new ways to approach projects, the design world’s clientele now has greater access to information than ever before. This access is changing the nature of the luxury consumer and puts us in a position where our in-depth knowledge of products and the industry is truly our most useful tool when working with this evolving client base.

    When consumers once relied solely on the guidance of their decorators or designers, there now exists a widespread Do-It-Yourself (DIY) culture and endless free or affordable design resources at the touch of a screen. The client base that is developing in this environment prefers ease and accessibility to the ritual of making the trip to a showroom. It then becomes our job to use our knowledge of the design industry to effectively guide them as they find themselves bombarded with seemingly infinite suggestions.
  • Can probably shorten customer part
  • 15-35 Years Old
  • There are various technological, generational, and economic factors that have been contributing to this change over the last 10 years.
    Today, there are more design enthusiasts than ever before because of the easy access to free design materials online, such as blogs and design magazine websites. This is creating more knowledgeable shoppers who feel confident in their decision making without the help of a decorator.
    This new generation of consumers is less “touch and feel” oriented and more willing to purchase products online. They are less interested in making long trips and want products that are easily accessible.
    Lastly, consumers have become more price-sensitive than ever before, and they are using the Internet to make sourcing and shopping for products from different suppliers easier and more affordable.
    In fact, more wealthy retail consumers than ever before are walking into showrooms without designers and trying to buy luxury products themselves.
  • There are various technological, generational, and economic factors that have been contributing to this change over the last 10 years.
    Today, there are more design enthusiasts than ever before because of the easy access to free design materials online, such as blogs and design magazine websites. This is creating more knowledgeable shoppers who feel confident in their decision making without the help of a decorator.
    This new generation of consumers is less “touch and feel” oriented and more willing to purchase products online. They are less interested in making long trips and want products that are easily accessible.
    Lastly, consumers have become more price-sensitive than ever before, and they are using the Internet to make sourcing and shopping for products from different suppliers easier and more affordable.
    In fact, more wealthy retail consumers than ever before are walking into showrooms without designers and trying to buy luxury products themselves.
  • There are various technological, generational, and economic factors that have been contributing to this change over the last 10 years.
    Today, there are more design enthusiasts than ever before because of the easy access to free design materials online, such as blogs and design magazine websites. This is creating more knowledgeable shoppers who feel confident in their decision making without the help of a decorator.
    This new generation of consumers is less “touch and feel” oriented and more willing to purchase products online. They are less interested in making long trips and want products that are easily accessible.
    Lastly, consumers have become more price-sensitive than ever before, and they are using the Internet to make sourcing and shopping for products from different suppliers easier and more affordable.
    In fact, more wealthy retail consumers than ever before are walking into showrooms without designers and trying to buy luxury products themselves.
  • Customized and Personalized communication = a functional result

    Consumers ARE more informed AND have access to more info so you need to get with the program (honesty/transparency)
  • Our customer is specific (visually discerning)

    Our competition has lots of money compared to us\

    meaning our retail competition has a lot more money than we do and they are using it to try and establish themselves as design authority online, so we feel that pressure to compete (RH example with nice brochures)


    We do not spend our limited budget in the right places (as a whole)  slow to change, not very efficient (ie no short form video)

  • 35

  • People need to feel engaged in the SOCIAL part of social media – share things, collaborate, involve people who you think may be interested. This will lead to larger following if done properly.

  • People need to feel engaged in the SOCIAL part of social media – share things, collaborate, involve people who you think may be interested. This will lead to larger following if done properly.
  • Ends at 1038

    People need to feel engaged in the SOCIAL part of social media – share things, collaborate, involve people who you think may be interested. This will lead to larger following if done properly.
  • Speak about Ashely again for promotion of others

    Nate Berkus
  • Talk about how Vienna built to 100K + leveraging emotional content ONLY
    No photos
    Personal Instagram is private
    Now shifting to Stories for “Face to a name” addition
    Also promoting events and speaking opportunities through Stories.
  • Speak about Ashely again for promotion of others

    Nate Berkus

    Stories
  • Industry specific
  • 35
  • Only way for this to help you is for you to truly understand what it means for your new design consumer.

    Examples: Havenly, Laurel & Wofff, DecorAid – changing mentality – DIY culture

    As well as how to leverage the tools
  • Ashley Darryl Dining Room Time Lapse
  • Ashley Darryl Dining Room Time Lapse
  • Instagram stories and live videos on FB are another tool for engagement
  • Marketing Design Businesses: Era of Digital Disruption 
    Drew and Chad have become focused on today’s tech saavy “Luxurians”.  In this session, both will establish who these buyers are in today’s commercial marketplace and top social channels, sharing success stories in mining these new digital client prospect pools.  They will cover approaches from both designer and showroom/company/brand perspectives.  Both are actively nurturing the brand>designer>client commercial food chain, and are wisely looking to the future with digital strategy practice and development intended to intersect disruptive online development in the world of luxury design commerce.
    Chad Stark, Sr. Vice President and President of Decorative Furnishings Association, is the main figure behind the scenes at Stark. He continues to direct the company as an industry leader, while growing business in the digital age. As the operational wizard behind Stark, he manages all the technical details while remaining focused on providing the highest level of customer service to trade clients.
    The New York Chapter of the International Furnishings and Design Association [IFDA] named Drew McGukin a ‘Rising Star’ in 2012; Departures Magazine has included Drew as a member of its Home Design Council since 2014; and Houzz.com, the leading online platform for home remodeling and design, continues to honor Drew with its “Best of Houzz” distinction in design for driving extraordinary online traffic through his online portfolio.

    ___

    As technology continues to present us with new ways to approach projects, the design world’s clientele now has greater access to information than ever before. This access is changing the nature of the luxury consumer and puts us in a position where our in-depth knowledge of products and the industry is truly our most useful tool when working with this evolving client base.

    When consumers once relied solely on the guidance of their decorators or designers, there now exists a widespread Do-It-Yourself (DIY) culture and endless free or affordable design resources at the touch of a screen. The client base that is developing in this environment prefers ease and accessibility to the ritual of making the trip to a showroom. It then becomes our job to use our knowledge of the design industry to effectively guide them as they find themselves bombarded with seemingly infinite suggestions.

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