One of the best ways to market your interior design firm or interior decorating company is to get in touch with the media so that they can position you as an expert in the field. Most media professionals will request a press kit as the first step to getting an interview or being referred to a publication or television spot for some exposure, so you need to create a high-impact and professional kit to secure your spot.
Here are the essential components of creating a press kit for an interior design business:
The Cover Letter for Your Press Kit
The cover letter is one of the most important elements of your interior design business's press kit because it is the first item the media professional will see when you mail them the kit. The cover letter needs to include contact information and provide a brief introduction to your company. The letter should not be longer than a page and needs to be printed on company letterhead. It should include:
- The name and title of the owner
- A brief summary of your interior design-related education, and what specifically makes you an expert in the design field
- How you can be contacted (e-mail and direct phone number)
- A picture of the owner
The Company Overview of Your Press Kit
In order to be positioned as an expert in the field, media professionals need to know what makes your interior design firm or interior decorating company different from the rest. This is your chance to present the backbone of your business. The company overview needs to include:
- Your interior design firm's mission statement
- What the interior design firm's goals are
- Your unique services, products or affiliations (e.g. specific brands that you work with, furniture vendors and notable professionals from the industry who you may consult with for business)
Marketing Collateral of Your Interior Design Business
Media professionals also need to learn about your business through the client's eyes, so a portion of the press kit for your interior design business needs to contain brochures, flyers, postcards and other marketing materials that you may have used to promote your business recently. You can include a brief statement or introduction that explains when and how these items were used as part of your marketing plan.
Case Studies and Testimonials
You can establish credibility and authority as an expert in the interior design or interior decorating field by
including one or two case studies with before and after photos of the project, as well as testimonials from satisfied clients. Case studies and testimonials shouldn't be the focal point of your press kit, but can be included as support for your company and your work.
Samples of Your Work
If you have been in business for several years, you will probably have a large portfolio of photographs and samples from clients. Create a two to three page samples page that includes before and after photos of clients you have worked with (if they have granted permission to use their project for marketing purposes), and any website links to photos of rooms and living spaces that showcase your best work.
Creating and distributing a press kit for your interior design business or interior decorating company can be an effective marketing strategy, but you need to make sure it contains all of the necessary elements that media professionals are looking for. From the cover letter to the samples page, use these tips to create a compelling and unique press kit so that you can position your firm in the spotlight.
Sabah Karimi is AC's 2008 'Content Producer of the Year'. She's been featured in The Wall Street Journal, and on The Early Show on CBS News for her work with AC. She's also the author of "The AC Source Book", a blueprint for success with Associated Content.