By: Theresa Fianko, Marketing - Interact Group
The Interior Design industry has over the years been a venture for creative minds. The process starts with the Designer or Architect’s contact with the client, understanding his needs, lifestyle and the purpose of the project. From the information given, the Designer is then able to conceptualize an idea and puts it on paper through free form representation intended to communicate directly to the client. In the past, the technique of rendering was manual, by hand through sketches, drawings and finishing with water paints, color pencils etc. Not in this era of digital revolution, where major technological advancements have changed the technique of rendering. With the use of Computer Aided Design and Drafting(CADD) software, the process now focuses on graphics, cinematics, and other special effects to present an aesthetic appeal to the client.
Marketing, as a discipline has not been left out of the digital revolution as professionals strive come up with new strategies each time to stay relevant in the industry it represents. Marketing is all about being flexible in creativity, strategic and analytical in thinking, progressive opportunism, and effective communication. Relating these characteristics to the contemporary Interior design industry, we can say that great strides have been made.
With computer aided designs, the Designers’ creativity can now be presented and marketed to the client in a more realistic way. The render communicates directly with much clarity the visual ideas already presented at the initial stage.
Digital advancements have made it easier to execute modifications on a design. Previously, modifications may require complete cancellation of the manual render which is time-consuming and may delay presentation to the client. Depending on the nature of a project, computer aided rendering can take few hours to complete compared to days with manual rendering.
In the non-digital age, marketing for Interior Design was done via word of mouth only; which is a great option but only able to attract a limited audience to the service provided. With the advent of Digital Marketing, renders can be presented from 2D and 3D systems and displayed on media platforms to promote and create awareness about a project or the activities of the Interior Design Company to an unlimited audience.
Also, it is now easier to explain the design process to a potential or existing client. Through the use of image centric content, the client can go through a step by step analysis of how the final outcome of a particular project is achieved.
The use of social media platforms in marketing enables an Interior Design Company to interact directly with their targeted audience, and to connect to other stakeholders easily by showcasing their portfolio thereby attracting more business opportunities.
More companies in the industry are now using modern marketing methods to promote and create awareness of their respective brands. Generally, marketing in the Interior Design industry has been made easier and more beneficial to all stakeholders using the digital approach.