HomeStory Interior Design Vertical M arketing Program

1. HomeStory Interior Design Vertical Marketing Program

2. There are lots of ways to reach Interior Designers. Here is an outline which can be customized for your local HomeStory office. It includes: 1. Marketing Pieces2. Social Media3. Public Relations4. Networking5. REFERRAL RELATIONSHIP PROGRAM6. Industry relationship program7. ROI TRACKING

3. 1. Marketing Pieces

4. Marketing Pieces Include: • Postcards • Advertising • Literature • Presentations • Letters • Email Blasts

5. Postcard Mailing Program Includes: • Creation or Purchase of a Mailing List • A mailing list can be purchased from a local mailing house • Also, some interior design associations, like the IIDA sell their mailing list • IIDA – International Association of Interior Designers – cost $445 for entire list in all franchise areas • Not all associations sell their mailing list.

7. Postcard Mailing Program • Creation of Postcard Artwork • Camera ready artwork has been created and posted on the FTP site for your use • Artwork and message should be visual and focus on how the designer can please his/her customers, as well as how easy it is to use HomeStory • Keep in mind a 1-2% response is considered good for any mailing

8. Advertising • Research of Where to Best Advertise • Check the demographics of where you are considering advertising. To target designers you will want to research: • Associations which include designers in your area and the advertising opportunities they offer – including newsletters, email blasts, magazines, sponsorships, online opportunities - Google, websites and more • Design magazines that target the professional • Lifestyle magazines that target the designer

9. Advertising • Preparation of Artwork • Ads will want to focus on how HomeStory can best make the designer look good to his/her customers • Depending upon the advertising medium selected, artwork will need to be prepared in the appropriate format for print, web, email etc.

10. Advertising • Online Pay per click advertising – How it works – Internet, Facebook, Google etc. • Ads can be placed around your location and demographics • Advertisers select a budget and are charged a price per click • Once the advertiser has reached their budget, the ad is removed until the cycle renews or retires • Each click receives a charge – so don’t tell all your family and friends to try it out – you’ll be charged for each click

11. Literature • Product Book and other handouts can be sent out as part of a mailing which specifically target the interior designer and also provides additional product information • When printing brochures, you often pay the same cost for setup regardless of quantity • Estimate your long term needs and buy enough to last a year or two

12. Presentations • Industry Associations often meet regularly and offer speaking opportunities • Pitch to speak at a local luncheon about the benefits of new doors for their clients or another industry related topic. They will not allow a sales pitch • Pitch speaking at an industry conference – everything you ever wanted to know about door installation, new technology in door installations and other related topics • Contact the local meeting , education or speaker coordinator to request a speaking opportunity

13. Presentations • Handouts • It is always good to use handouts as a leave behind for any presentation • Be sure to include your contact information somewhere in the materials in case attendees want to follow up for additional information • A handout can include: • HomeStory Folder • Product Book • Business Card • Flyer introducing how you work with interior designers and the benefits of designer doors

14. Presentations • PowerPoints • There are lots of creative ways to include your brand in a presentation without making it a sales pitch • Brand colors, photos and other items can be lightly transparent in the presentation background or handouts without making it a sales pitch • HomeStory PowerPoint backgrounds have been created for your use, along with a slideshow pitching the benefits of HomeStory

15. Letters • Before creating a letter, start a database or purchase one of local designers in your area • If you purchase a list there may be restrictions as to how often you can use it and how it is used. Most list purchases are one time only unless negotiated

16. Letters • Create a letter addressed directly to the designer introducing yourself and the benefits of doors • Designers are very visual, so you’ll want to include a brochure or flyer showing the beauty of doors and the ease and convenience of working with HomeStory • For a large mailing of 1000+ it is often less expense to use a mail house due to discounts on postage and zip sort

17. Email Blasts • Email blasts can be a very effective communication tool • Starting at $15 a month, programs like Constant Contact can be a great resource for email campaigns • There are several templates which can be customized for your message • The program incorporates a hassle free unsubscribe and helps keep your email blast legal • There is a also a tutorial center

18. 2. Social media

19. Social Media • Social media is widely available and used by the masses • It is an excellent marketing tool • Once something is posted, it should be considered public knowledge • Be careful what you post, it can come back to haunt your company later

20. Social Media • Never post anything online when • Angry, tired, upset, drunk, not feeling well etc. • Never say anything bad or uncomplimentary about a customer or anyone else online • Don’t fight and get nasty with others online • Any photos posted should be professional and helpful • Don’t post others drunk at parties, in unflattering poses, or in any other uncomplimentary manner that could hurt your company or the brand

21. Social Media Includes: • Houzz • LinkedIn • Facebook • Twitter • Pinterest • YouTube and Many More

22. Houzz • Houzz is an excellent marketing tool for those in the construction or remodeling industries • Professionals have the opportunity to upload their portfolios online for other industry professionals and customers to see • Houzz is FREE

23. How to Maximize Houzz • After creating an account, find other referral relationship professionals – designers, architects, remodelers etc. in your area and follow them • Go to the second tab at the top of the page and click on find local pros • Type in the city and state and then type in the type of professional you wish to find • A list of industry professionals will display on your screen

24. How to Follow Others • Click on the interior designer to see his/her profile and portfolio • Underneath the person’s picture is a follow button • Click on the button to follow the person • Each person you follow will receive an email that you are following them

25. How to Get Involved in Discussions • At the top of the page, you will see tabs – click on Follow Discussions • There are two types of discussions • Before and After – showing photos of before and after projects along with discussions • Design Dilemmas – In these discussions, people ask for advice about specific home improvement projects • These discussions are searchable by product, improvement etc. Type in door at the top and get involved in door related discussions

26. How to Get Involved in Discussions • The Before and After Discussions are a great place to post photos of before and after installs and the transformation of the customer’s home • Never mention the customer’s name or where they live • Don’t put in perfect photos. People on Houzz like photos that look like they were taken on the job with a smartphone • It is ok to say your office did the install and the city where it took place

27. How to Get Involved in Discussions • Not everyone is nice online • Sometimes people look for opportunities to cut others down online because they don’t have to post their name or real photo • Always be professional, never respond angry and think about your post before posting • If you need help how to respond to someone’s post, please call the HomeStory office

28. How to Get Involved in Discussions • The Design Dilemmas are a great place to give advice about doors, colors, upgrades, and other remodeling items that include doors • You cannot always tell if the person is in your area, but since the discussions are searchable, others can see and find them • Someone who participates later in the discussion can see you or need business later and remember you • The more active you are, the higher you appear on the professional list

29. LinkedIn • LinkedIn is a great online networking tool • Before reaching out to others, make sure you have maximized your profile • Include your website, link to the HomeStory video, add links to your social media profiles • Under your job description have a phone number, email or other way to contact you. Not everyone is allowed to see contact information • Next to your company and title include - door replacement, so when posting and interacting with others, they can see what HomeStory does

30. How to Maximize LinkedIn • Joining groups is the key to LinkedIn • Once you are in a group, you can send messages to anyone in the group (unless they blocked messages) • There are groups on almost any topic on LinkedIn • Find a local group with interior designers who can directly refer to you or use your services • It could be an industry association, chamber of commerce or other group which would include interior designers

31. How to Maximize LinkedIn • After joining groups, request a daily report of group discussions under your setting feature • Look for opportunities to get involved in discussions • Spam is not allowed and you can be moderated (someone has to approve your posts) if you spam • Potential posting topics: news that would be helpful to designers, new laws, new technology announcements etc.

32. Facebook • Corporate has a Facebook page which will be managed by corporate • All locations are listed under this main account, so each location has a page if they want it • Profiles and pages are different • A personal profile represents a person. A page is set up for a business or other organization and a personal profile is required to create a page. Once created, personal profiles can be selected to be an administrator on a page

33. Facebook • Facebook has groups • Joining groups with designers is a good way to reach out and meet interior designers • Liking pages is a good way to network • When you like a page, others receive an email that you liked their page • Searching for interior designers in your area and liking their page is a good way to interact • Some groups on LinkedIn have discussions about liking each other’s pages – a great opportunity

34. Facebook – What to Post • Your Facebook page is a great place to post • articles featuring your business, • Photos from your latest installations • Before and after photos of projects • Community activities and charities you are involved in and more • Please send your before and after photos, links to articles and other owner happenings to corporate to post as well

35. Twitter • Corporate has a Twitter account which will be managed by corporate • Twitter is a great tool for monitoring the media and industry happenings

36. Pinterest • Pinterest can be used a number of different ways and is a great tool for increasing your website traffic and Houzz following • Think about strategy and how it will be used • This media is loved by designers and other visual industry professionals • Look around and see what your competitors are doing, what you like and dislike – then decide how to proceed

37. Pinterest • Pinterest users pin photos they like onto boards • You can re-pin photos from other’s pins or pin directly from your website or Houzz account • Photos link back to where the original source is – leading them back to your website or Houzz account, helping you build followers on Houzz, and hits on your website

38. Pinterest • If you use your logo as your profile photo, your photo and name are displayed • If you pin and re-pin quality photos, you will develop a following • Joining architecture, interior design and other similar group boards will help you get in front of designers • Look around and see what your competitors are doing, what you like and dislike – then decide how to proceed

39. Pinterest • The secret to attracting followers quickly is group boards • It is hard to get on group boards with a brand new account • To begin, start following group boards you would like an invite to • In the beginning accept invites of boards that aren’t offensive etc. just to help gain a following. You can decide not to keep them later.

40. Pinterest Manners • Do not post spam on group boards • You can lose your account • Don’t put phone numbers of your posts, buy my product or service etc. • When posting on group boards, follow the board’s rules • Different board owners have different rules

41. Pinterest Networking & Strategy • Follow all the newspapers, magazines, etc. that could write about you or give you good publicity • Follow others who could use your services or refer others to you that are within your area • Follow charities, chambers and others you wish to network with • Post from your website and Houzz to bring them back to those sites

42. YouTube • YouTube is a great place to post video of your installs, your commercials and other events you attend • Before posting • Make sure you own the video or have permission to post it in writing • Make sure the quality is good and no one is portrayed in an embarrassing or unprofessional manner

43. 3. Public relations to interior designers

44. Public Relations: • Public relations is the practice of promoting and maintaining a favorable opinion in the eyes of others.

45. Public Relations Opportunities Include: • Press Releases • Story Pitches • Articles • Donating Time or Money Resulting in Publicity

46. Press Releases: • A press release is a statement or news release submitted to the news media for inclusion in their publication • A press release must contain some news before most media will consider printing it • A personal opinion, business pitch, advertisement or other similar item is not considered a press release • Good items for consideration include: new technology, hiring a new employee, moving your location, donating time or a product or service

47. Press Releases: • Not everyone is going to print a press release • Some will print the release exactly as it is • Others will rewrite part of it for you • Some will hold it for future opportunity • Others might consider a feature story • Others will throw it away

48. Article Pitches: • Publications are always looking for new products, interesting information and items that benefit their readers • You can pitch an article by: • Calling a publication • Sending a pre-written article to a publication • Talking to the sales manager if you are purchasing advertising in the publication • Offering to write a column on a regular basis as an industry expert • Example press releases to interior designers on FTP site

49. 4. Networkingto interior designers

50. Networking • Networking in person is a great way to meet others and promote your business • Find local organizations and associations within your community that have interior designers as members and consider joining • Once you join, get involved