Making yourself known is an integral part of running a design business. This week, we asked four designers—Helena Clunies-Ross, Melissa Dyckman, Becca Jarrad and Kevie Murphy—how they spend their marketing dollars.
Tell a Story
“Most of our marketing budget this year is going toward storytelling in one way or another. A large portion of that is [dedicated to] project photography and shoot stylists. We also began working with a PR and social media team this year. We have other small expenses, such as award submissions throughout the year and printed business materials.” —Becca Jarrad, Studio Eidos, Chicago
Cover All Bases
“Depending on the year, our budget may include major initiatives such as branding or a website refresh, as it did recently, or focus more heavily on photography and styling, award submissions, and strategic advertising. We also prioritize philanthropic and industry partnerships, including participation in events such as Design on a Dime, Kips Bay, and other organizations we care deeply about supporting. Client gifting and social media content creation are also part of the mix, but always in service of reinforcing relationships rather than chasing visibility for its own sake. Overall, our marketing spend adjusts annually based on gross revenue, allowing us to remain disciplined while continuing to invest in the areas that have proven to build genuine connections.” —Kevie Murphy, K.A. Murphy Interiors, Manhasset, New York
Public Relations
“I’m a firm believer in hiring a PR team. Being relatively new to the design industry but having some solid projects under my belt, I needed a way to share them locally and regionally, and a PR firm was the best decision. It has helped me build credibility to back my work and gain trust in my community.” —Melissa Dyckman, Melissa Dyckman Interiors, Lahaina, Hawaii
Visual Investments
“Our marketing budget is focused primarily on brand-building and visibility. The majority goes toward professional photography of completed projects, because strong imagery is the foundation of everything, from press features and award submissions to client acquisition and digital marketing. We also invest in launches and curated events when introducing new products or collections. Those moments allow us to bring together press, collaborators and clients in a way that reinforces our brand positioning.” —Helena Clunies-Ross, Helena Clunies-Ross Design, New York and London
