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by Pamela N. Danziger (Author)
The traditional business of interior design has been disrupted in the face of growing competition, arising from retailers moving upscale with more sophisticated design resources (RH, Crate & Barrel), offering complimentary design services (Ethan Allen, Pottery Barn, West Elm), and emerging new-age internet etailers and services (Wayfair.com, Havenly.com). Complicating matters further, consumers are increasingly taking a do-it-yourself approach to home design and decorating challenges, encouraged by HGTV and other sources of information that portray a oversimplified and unrealistic picture of home improvement projects. Designers dedicated to providing customized, professional interior design services need new marketing strategies to succeed in today's competitive and complex market. To win in this new marketplace, designers must be exceptional marketers as well as exceptional designers. This book is a designer's guide to marketing success. Based upon research that author Pam Danziger, president of Unity Marketing, is known for, this book identifies the best clients for interior designer services and reveals how to reach the target customer with branding and marketing that connects. With a foreword by Cary Kravet, President and CEO of Kravet Inc., a leader in to-the-trade design resources, this book helps prepare interior designers to be more proficient and effective marketers as they confront today's changing market for professional interior design services.
Author Biography
Speaker, author, and market researcher Pamela N. Danziger is internationally recognized for her expertise on the world's most influential consumers: the American Affluent, including the HENRYs (high-earners-not-rich-yet) mass affluent. As founder of Unity Marketing in 1992, Pam leads with research to provide brands with actionable insights into the minds of their most profitable customers. Pam is a member of the renowned Leaders in Luxury + Design panel recognized by The Home Trust International. She received the Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum in 2007. She was named to Luxury Daily's Luxury Women to Watch in 2013. She is a member of Jim Blasingame: The Small Business Advocate's Brain Trust and a contributing columnist to The Robin Report and Forbes.com. A prolific writer and blogger, Pam is author of seven books, including her latest 'Home for HENRYs: Meet the New Customers Home Décor Marketers Are Searching For - High-Earners-Not-Rich-Yet, ' which launches a series focused on the mass-affluent HENRYs, who are the changing face of America's affluent consumer marketplace. In 2016 she added 'Shops that POP! 7 Steps to Extraordinary Retail Success, ' to her bibliography. It reveals the secrets to crafting a retail shopping experience that's irresistible to high value shoppers. As a luxury market expert, Pam is frequently called on to share research-based insights with audiences and business leaders all over the world.
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