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In the world of interior design, gaining visibility and attracting new clients and bridging the peaks and valleys of consistent projects is essential for financial stability. While various marketing strategies exist, one often overlooked and misunderstood tool is the humble yard sign.
In this blog post, we will delve into the benefits of yard signs for interior designers, debunking five common myths that prevent most interior designers from using them. We'll explore the concept of "staying in the neighborhood", and highlight the advantages of gaining additional clients in areas where you already have ongoing projects. By examining five facts about the success of yard sign marketing, we'll uncover its potential. We'll also dispel some of the common myths that hold interior designers back from embracing yard signs, and provide some useful tips for designing great yard signs! Last, we'll offer suggestions on how to get clients on board with yard signs, that could make or break the financial stability of your business.
Let's dive right in!
The Benefits of Yard Signs for Interior Designers:
Yard signs are an often underestimated marketing tool for interior designers, but their benefits are undeniable. First, they act as a local advertisement, capturing the attention of potential clients in the very neighborhoods where you're already working on projects. By displaying your contact information and showcasing your expertise, yard signs create brand awareness and establish a sense of trust. Second, they help you stay connected to the local community, fostering relationships and referrals.
Let's face it, your client's neighbors are very likely of the same socioeconomic status as your current client. Which means they can probably afford your design services! So, why would you not try and. "stay in the same neighborhood"? This concept of "staying in the neighborhood" can help you target your ideal clients, build a great reputation and ensure that you have consistent work and future projects.
Five Facts About the Success of Yard Sign Marketing:
1. According to a study by the American Marketing Association, yard signs are one of the most cost-effective forms of advertising, providing a high return on investment.
2. Research conducted by HOUZZ reveals that 45% of homeowners seek recommendations from their neighbors when looking for an interior designer.
3. AD100 interior designer, Kelly Wearstler, emphasizes the impact of yard signs in her own business, stating that they have generated a significant number of leads and clients over the years.
4. Yard signs have a powerful subconscious effect on potential clients. Studies show that they increase brand recognition and credibility, as they signal an active and thriving business.
5. Yard signs are versatile and can be customized to reflect your unique style and brand. They serve as a visual representation of your work, allowing you to showcase your expertise and attract the right clientele.
I don't know how or why the idea of yard signs became taboo in interior design. The truth is, most interior designers simply don't make it a common marketing practice. Many assume that their client simply "won't let them". The truth is, it doesn't matter. This is your business, and gaining new clients shouldn't be up for a vote.
Five Myths About Why Interior Designers Don't Use Yard Signs (and Why They Should):
Myth #1: "My clients won't let me."
Reality: First, you probably never even asked. Second, even the roofing, painting and windows companies place yard signs. Simply make yard signs a part of your business, no questions asked. Then deal with complaints as they arise.
Myth #2: "Yard signs are old-fashioned and ineffective in the digital age."
Reality: While digital marketing is important, yard signs complement your online presence and provide a tangible touchpoint for potential clients. Pro Tip: Include a QR Code!
Myth #3: "Yard signs are too expensive and not worth the investment."
Reality: Yard signs are relatively affordable, and when strategically placed, they have a high potential for generating new leads and clients.
Myth #4: "They will get thrown away or damaged by kids and landscapers."
Reality: While this may potentially be true, by simply including a snippet of language in your contract that yard signs must be displayed during the entirety of the project and any damage may incur a replacement fee, should help dissuade clients from removing them. Also, yard signs are fairly cheap, and you should assume that you may need to replace them as a cost of doing business.
Myth #5: "Yard signs are ineffective because people don't pay attention to them."
Reality: Research shows that yard signs are noticed and remembered by local residents, creating a lasting impression and prompting inquiries.
Hopefully, we've dispelled some of the myths. Now let's get your creative juices flowing. Yard signs should be clean and easy to read. Let's leverage basic design principals for designing your yard signs. Just keep in mind, your yard sign should reflect your brand while also making it very simple for cars that are driving by to quickly understand that you are an interior designer, and how to get in touch with you.
Five Useful Tips for Designing Great Yard Signs:
1. Keep it simple: Use clear and concise messaging to convey your brand and services effectively.
2. Design for visibility: Choose bold colors, legible fonts, and high-contrast combinations to ensure your sign stands out.
3. Include contact information: Make sure to prominently display your phone number, website, and social media handles for easy access.
4. Showcase your work: Add high-quality images or symbols that represent your design style, giving viewers a glimpse of your expertise.
5. Add a call-to-action: Encourage potential clients to take the next step by including phrases like "Call for a free consultation" or "Visit our website for design inspiration."
When it comes to marketing your business, you should do what is best for you and your business. Yard signs are a great way to "stay in the neighborhood", passively generating more projects and business in neighborhoods that can most likely afford your design services. Most likely, it's not your client that is preventing you from using yard signs to market your business. But if for some reason you do encounter a client every now and then that objects to your yard signs, here are a few ways to get them on board with your marketing strategy.
Five Suggestions on How to Get Clients on Board with Yard Signs:
1. Empathize with your clients: Explain the benefits of yard signs and how they contribute to the success of your business.
2. Share success stories: Highlight the experiences of satisfied clients who found you through yard signs, emphasizing the positive impact on their projects.
3. Offer incentives: Consider offering a referral bonus or reward for new clients generated from the yard sign. This could be as simple as a Starbucks gift card.
4. Create an ally: Let them know that they are helping you! People genuinely want to help. So, create an ally. Let them know that by displaying the yard sign, they are helping you as a person, a small business owner and a designer who is just trying to do what you love.
5. Communicate the exclusivity: Emphasize that yard signs are reserved for your valued clients, showcasing their association with a reputable and sought-after interior designer.
In a world dominated by digital marketing, it's easy to overlook the power of physical advertising. However, interior designers shouldn't ignore the incredible potential of yard signs. By utilizing yard signs, you tap into the local market, reaching potential clients where they live and work. Yard signs provide an opportunity to establish trust, build brand awareness, and gain new clients in the very neighborhoods where you're already working.
Don't let the myths hold you back from exploring this cost-effective and impactful marketing tool. Embrace yard signs and unlock a world of opportunities for your interior design business. Ask yourself, can you afford to miss out on potential clients right in your own backyard? Take the leap and let yard signs transform your business today.
Remember the words of renowned interior designer Sheila Bridges, "To be successful in interior design, you have to think outside the box. Sometimes, success lies right outside the front door." Yard signs might just be the key to unlock that success.