Marketing Strategy
Dexpert Studio
Background
Dexpert studio, an interior design firm has gone through prototyping their new product (e-design services) and is now testing the market for the viability of their new product and marketing strategies.
• New affluents and busy professionals who have recently purchased a home.
• People in this segment have achieved some level of success and would like to express that achievement through the things they purchase.
• To raise awareness and develop interest in the service.
• To position Dexpert Studio as a design consultant for clients and convey the value they will gain by using the service.
• The audience is a relatively new segment within the e-design market that hasn't been targeted before. As a result, it requires dedicated market development initiatives and strategies.
• The level of operations and client support becomes more important as they should convey the value of the offer and position the brand higher than the online competition and slightly lower than local luxury design services.
• Most people think interior design services are super expensive and for rich people only.
• New affluents like to show off, but would rather not spend much.
• If they can do it themselves, they will.
• Any expense is unnecessary, unless it adds value. Then it's an investment.
• Make product improvement and adjust price to increase the value to cost ratio.
• Reach the target audience through advocates and strategic partnerships.
• Create content and proof points to develop interest in the product.
• Streamline project workflow to reduce cost and delivery time
• Include a VR walkthroughs in the design process to increase value and improve customer experience.
• Develop case studies of one space with different budgets, styles, and outcomes.
• Create an exclusive affiliate program for targeted influencers with personalized platform for each affiliate.
• Create educational content on how every design choice changes different spaces.
Campaign Overview
This organic campaign utilizes content marketing and is part of a social media initiative in the early stages of product development, designed to raise awareness and generate curiosity and interest around the product. During this time, the main focus is on developing partnerships and referral programs, and these contents are created to support that purpose.
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