What is your Value Proposition?
Photo Credit: DesiLu
I talk a lot about marketing, but when I talk to designers, many of them don’t really know what I am talking about…specifically. When I interview designers on my podcast, I often get: “We don’t really spend any money on marketing.” To which I respond: “So you don’t have a website? No business cards? No spend on social media?” But in all reality, marketing extends well beyond even these few marketing channels.
What is Marketing? If you have read anything from me before, you may have heard my unique definition of Marketing: Any activity or point of contact with your customer or potential customer that communicates your value proposition. Every time a customer comes in contact with you or your brand, the customer either leaves with a positive or negative experience. That can be in the way your phone is answered (or not answered), a visit to your showroom, browsing your website, or even the interaction with you and your team as you work with them on their project. Every touchpoint or interaction has the potential to increase or decrease your value in the customers mind. It is those designers that think through this carefully, that are able to charge top dollar for their services.
If you have a studio, I would guess that it would be designed and decorated to look fantastic. If you met with new clients there, that is a touchpoint that would hopefully leave a positive impression, and would raise your customers perception of you, raising your value proposition. If customers could go to your website during the process of working with you, login, and get instant updates on the project and delivery dates, again, you would be raising your value proposition. On the other end, if it is hard for customers to contact you or your office, or even simply had an old and outdated website, your value in the mind of your customer, would be reduces. All of these are opportunities to shine, don’t miss them!
Have you ever heard someone say, “I would never buy that, it is too expensive”? Without reference, that could be a $20 item, or a $40,000 item. But it could also be said the other way: “Wow! I got such a great deal!!” about either item. It is ALL about the perceived value of the item or service. Make sure you are providing excellent value in every opportunity.