During this unprecedented time, the design community’s top priorities are the health, safety, and well-being of loved ones, colleagues, customers, friends, and neighbors. These circumstances raise the question: How can design companies deliver appropriate and respectful brand messaging while still marketing their products and services?
“Lean into what makes your brand unique,” advises Nancy Hood, 1stdibs’s chief marketing officer. “Remain true to who you are while honestly addressing the challenges we are facing. Tap into the human element, remembering that we are all going through a shared experience.” Below, three companies elaborate on how their marketing messages have shifted and how they are continuing to serve their customers during the current climate.
Mitchell Gold + Bob Williams: President and CEO Allison O’Connor
“I think the best thing any brand can do right now is to take a humanistic approach. Mitchell Gold + Bob Williams has always been about making a healthy home, creating a sanctuary, and bringing natural elements into your space, and we hope our content will help people with this in these times. We also want to provide some relaxing escape for people surfing our social channels and visiting our site. And we are starting a new designer Q&A series on Instagram, where people can ask our experts questions and get tips on designing their spaces.
We are continuing to market but with a sensitive approach. Our design associates are working remotely and collaborating with customers virtually to answer questions and assist with projects big and small—from creating a floor plan to choosing fabric for a sofa.
Our strategy needs to be fluid right now, as we all see what happens in the days ahead. We are looking beyond marketing and seeing how we can help on a larger scale, [perhaps using] our factory to make masks and gowns for the health care community. Our factory in North Carolina is ready, willing, and able to do so, and we are reaching out to government officials to see how we can be of assistance.”
California Closets: SVP and Chief Marketing Officer Sam Toole
“Our products are not essential for health and safety, but there is a large population who is now working from home and spending a lot more time there—and being able to add organization to the home can bring some order and calm. Currently, we are moving all of our complimentary design consultations to free ‘virtual’ design consultations using Zoom technology to collaborate with customers one-on-one. We provide clear instructions on how to measure and quickly turn around a 3D CAD rendering of the custom design.
We are pursuing more creative social media tactics to convey our willingness to support customers—online, by video conference, by phone. We have also been focusing on our website, email marketing, and ways to amplify our new TV campaign to bring additional awareness to our virtual design capabilities.”
1stdibs: Chief Marketing Officer Nancy Hood
“We are leaning into the very things that are the essence of 1stdibs: a life enriched by extraordinary design; enduring value; the joy of beauty; and our exceptional community of makers, dealers, galleries, and designers. This all seems more vital and meaningful than ever.
We are shining a spotlight on our sellers, showcasing them in our merchandising strategy, emails, editorial features, and social media campaigns. We have also just launched Trade 1st, our enhanced program for design professionals. We hope that Trade 1st, as well as our support of the trade through editorial and social media campaigns, will help our trade partners weather the storm.
From an editorial perspective, we have always focused on creating compelling content that inspires, informs, and delights our readers. With everything that is swirling around us, we can all use some beautiful distractions and some good old-fashioned storytelling."
"design" - Google News
March 28, 2020 at 01:51AM
https://ift.tt/2vUxRob
How Three Design Companies Are Handling Their Brand Messaging Right Now - Architectural Digest
"design" - Google News
https://ift.tt/2tAY9dw
Shoes Man Tutorial
Pos News Update
Meme Update
Korean Entertainment News
Japan News Update
Bagikan Berita Ini
0 Response to "How Three Design Companies Are Handling Their Brand Messaging Right Now - Architectural Digest"
Post a Comment