1. Website Analysis – What are the 4-P’s of the firm’s marketing strategy? Product? Place?
Promotion? Price? Describe their homepage. Mission Statements (if provided). Target
Clients (ex. Restauranteurs, High-End Residential, Affordable Housing, etc). Quality of
photography. Project descriptions. Firm and employee profile. Specialties. Press. Social
Media. Branding/Logo. How easy is the page to navigate? Is there a way for new
potential clients to quickly submit an inquiry? What is the initial onboarding process for
new clients via the website (ex. ‘New Client Questionnaire’ page). Are there any
‘roadblocks’ or deterrents on the website that may discourage new clients from
reaching out? Are these intentional (ex. to create ‘exclusivity’ or firm scarcity)? Is there a
retail component? Does the designer sell products or just services? Why or why not?
2. Online Marketing Analysis – Describe the Who, What, When, Where, and How Often of this
particular firm’s social media presence? What platforms do they utilize? What kinds of
content do they post? Ex. Articles on LinkedIn? Construction progress photos on
Instagram? Customer reviews on Houzz and Facebook? How important do you think
having a social media presence is for an Interior Design firm? What is your favorite, or
most effective, post from this particular firm (ex. a favorite project or article). How could
they improve?
3. Differentiation – Describe what qualities set this firm apart from the competition. What
unique services do they offer clients? Do they have design expertise or niches most
competitors do not offer? How does their image or branding stand out from the rest?
Who are their primary and secondary customers? Why would clients hire this firm over
other firms offering similar services? How closely does this firm seem to follow trends? How
does this serve their client base? How is their professionalism communicated to potential
clients? Or not? (ex. too personal or casual social media posts).
4. Takeaways – What are the 3-5 main takeaways you learned from studying the marketing
strategies of this firm? How important is the website? Social media? Firm ‘image’ or
impression? Press? And what should a new Interior Designer primarily focus on when
starting their own practice? Given more limited time, resources, and budget in the first 3-5
years. Where should one focus their energy with regard to marketing?
