Knowing Your Target Audience

Knowing your Target Audience

Your brand is your reputation, so make it a good one!

One of the most important factors of owning a business is knowing how to attract supportive and loyal customers. To enable this, you will first want to determine what type of audience you want to attract. These are the people you believe want or are in need of the service or product you are selling. Who are these people identifying with the product you are selling? You will need to ask yourself basic questions to get clarity such as, Where do they live? How can you reach them? are they a business themselves or a consumer? What field are they in? What is their budget?And so on….

Second, you will need to do some research to determine and define what your brand is and what makes it unique. Then create a strong brand identity getting your business to stand out and speak to your audience(s) in particular and among the other businesses in your field. It will need to be one that they understand and can easily relate to. Have your message be specific and catered to the detailed behavior and lifestyle of your customers. Whether it matters if they are local or not for example.These are the people who will seek you out in the sea of others by your image, so you’ll need to tailor your message to meet their exact needs. Ask yourself questions like, Why your product? Why should people come to you over all the others? What can you offer that the others cannot?You want your message to be clean, clear and concise.

Finally, set a goal of creating a unique and lasting image in the marketplace. Assess the places you need to be to build your audience. In order to do this well, it is vital to invest in strong marketing strategies and campaigns in order to reach these consumers and generate awareness about your business. How can they find you? How can you be sure you won’t be overlooked and lost in the sea of other strong brands in your field?

Brand building can happen through:

User experience (i.e. your website)
SEO & Content Marketing
Social Media Marketing
Email Marketing
Paid Advertising (PPC)

Connecticut based, Eleish van Breems Home have spent years examining their target audience and knows exactly who they are and how to reach them. They spend a great deal of time learning who their clients are, what their brand is and has to offer that others cannot and they have created a unique and lasting image in the marketplace. When the two owners first started out they were able to reach their local audience and with further research they have since expanded to online in order to reach the same demographics that are outside their home base. They have broadened their store front to other locations in order to reach their target audience in other geographic locations. During this growth they have also expanded their audience to include designers, broader age range and income levels. Meanwhile, on the other spectrum, a Connecticut Design Center did the same research. For them, selling to The Trade only they know their target customers are local Designers, but also the clientele of their designer clients. Based on watching the demands in their market place they have identified which lines to carry – both new and seasonal. Furthermore, they know exactly how to best market themselves to reach their clients. Both are thriving businesses that are growing!

Is your brand reaching its potential?

Contact Beth Dempsey

beth@imagesanddetails.com

203.966.8203

Knowing Your Target Audienceimagesmbd2020-02-06T10:26:43-05:00

Speaking Engagements as a Tool for Success

You Are Your Best Advocate

Speaking Engagements as a Tool for Success

To put it simply: You are your best advocate. Of course, to build your brand you not only need volume in the voices backing you, but how do you draw in those supporters? To draw in support, one must utilize and enhance existing relationships to grow and build new opportunities. Participating in speaking engagements allows you to advocate for yourself along with fellow industry leaders, partners and media.

Whether you sit on a panel with other industry influencers or give a talk on your own, the insight and knowledge you share is greatly valued. The positives of sitting on a panel is that you are able to make connections with your peers, can compare and contrast points of view, and are promoted through their channels. On your own you can share intimate details on your business, your process and even the ups and downs that have led to your success which bonds you with others who are in a similar situation or let potential clients feel less intimidated to work with you. These types of events give you name recognition, credibility and promote you as a leader or expert in your field. It is also the perfect moment for media to learn more about upcoming names and build story ideas off of the unique details you might bring to the discussion.

As a company, we have been participating in speaking engagements on branding, marketing and PR. We recommend these experiences to clients who feel comfortable speaking, as it brings a face for people to connect with and remember. For example, we set up Atlanta based client Tish Mills- Kirk to participate in a panel discussion locally at Atlanta ADAC Market, this gave her the opportunity to build her relationship with vendors Style Library and Grizzel & Mann, meet and talk with an editor from AD Pro, along with explore the topic with fellow designers Michael Mitchell and Tyler Hill of Mitchell-Hill and Tim Green of Tim Green Designs. We also set Tish up to style a tablescape vignette in the Alden Parkes showroom with Replacements at High Point Market and were able to reach out to Style Library to help support her design through the rapport she received through the previous talk. She also engaged an audience in the space by participating on a panel with fellow designers Denise McGaha and Joni Vanderslice on unconventional ways to grow your business.

The more that you are out in the public eye the more opportunities become available for you and your business. Team up with brands targeting the same audience to make an imapact and gain eachothers existing followers. If you are a store or showroom make your space available for events and put together a few speaking experiences, this is trending as the best way to build engagement and feedback from the audience you are targeting. Don’t be afriad to add personality and a face to your business!

For more infrmation or help with an event, contact Beth@imagesanddetails.com.

Speaking Engagements as a Tool for Successimagesmbd2019-11-05T13:01:30-05:00

How To Navigate The Ever-Changing Landscape Of Media

It’s time to create a new road map.

Over the last several years, media has taken a downward spiral, especially in the home and interiors sector. From the toppling of the mighty in 2018 of Hearst Tower — House Beautiful, ELLE Decor and Veranda, to last Friday’s news of Traditional Home downsizing and bringing 5 Publications under one editor, it’s a totally new landscape.

Last month, I moderated the “Changing Landscape of Media” panel at the Luxury Home Design Summit at the Chatham Bars Inn hosted by New England Home Magazine. It was a dynamic three days of incredibly compelling speakers and discussions. I would highly recommend attending next year’s event.

The big takeaway is: in reality, there are more opportunities today to be able to generate exposure for you and your company than ever before. The challenge is to determine who to approach and how to get them to notice you.

A few tips:
Content is key
Craft a compelling story
Know your audience
Be authentic
One to one conversations

Stacy Kunstel a long time stylist and media maven shared some thoughts of media from the old guard (print) to the new media and what’s on the horizon. Overall, there are many more opportunities to get exposure for your company, especially in nontraditional ways. The downside is how to decipher and determine what is correct for you and your brand. Here are a few of her thoughts on what design related companies might want to explore now: self publish, YouTube, Zillow, podcasts, designer in resident features, non-design media covering design.

Digital director Keith Pollock of AD shared insights into their power in the marketplace. They recently have grown to 4 million Instagram followers. In April, they launched a pro membership service for designers similar to Business of Home but with much more capabilities and customization. It provides opportunities to get published, sourcing assistance and train reporting. Tip from Pollock: pitch via email, be brief but give noteworthy details.

Adam Japko of Esteem Media discussed the new landscape and creating custom contact through native advertising. This feels and looks visually like natural content. There is a 61% growth in this category since 2016. One of the interesting tidbits is if you hear something, a few days later you typically only recall 10%, whereas if you see an image there is 65% recall. It is a visual world today. They are projecting dollars spent on influencer marketing to be $5 to $10 billion by 2020.
Tip: When working with influencers, brands need to “let go of control” this allows content to “be authentic”.

As a creative brand strategist, our recommendation is always to have a great story to tell and to spend the time to know who your target audience is. It is the method of delivery that is really different today. If you want to learn more give us a call.

Beth Dempsey
Images and Details
203.966.8203
Beth@ImagesandDetails.com

How To Navigate The Ever-Changing Landscape Of Mediaimagesmbd2019-07-09T14:27:20-04:00

A Dream Client

Downtowns have always been an integral part of the community. With such a fast-paced society and a technologically driven culture taking over, it is more important than ever that we support our downtown retail shopping scenes.

Retailers who can capture their target audience and provide them with properly merchandise products and services are still thriving today. One example is Kirby and Company, founded by Elaine McCleary in downtown Darien, Connecticut. Not only is she a brilliant merchant, she knows how to market the store appropriately for her target audience. After working in the local retail environment of Juliska, McCleary identified the need for gifts and accessories and capitalized on it with her first retail shop, Kirby and Company, established in 2014. Targeting people who love color, family, happiness, and friends. After spending time getting to know her customers and utilizing the analytics of digital marketing, Elaine noticed a void in the marketplace for young women from ages 8 – 26, going from backpacks to first apartments. A place for girls and young women to buy affordable gifts and décor for themselves and friends along with a space that was speaking to them and not down to them. With the success of Kirby and Company, Elaine had the push and the perfect solution to open a second store called Kirby Girl. In marketing terms, she definitely provides the customer with a unique value proposition and offers just the “right” product and the “right” price in the most appealing way. She makes her clients “feel good” about what they are purchasing.

From our perspective, as the PR and Marketing firm, Kirby and Company along with Kirby Girl are a dream client. They came prepared with the right marketing tools including a message, audience, graphic materials, keywords and more; giving us the opportunity to communicate a well-prepared message to the media. For their recent launch of Kirby Girl, they created vibrant yellow and white striped wall for selfies, a logo and tagline with a story, hashtags, and fabulous photography. With all of the right ingredients, we were armed with the right ammunition for a successful press launch. We created a day for press to preview the space prior to opening including influencers, bloggers, journalists and stylist who were like kids in a candy store (literally with Kirby Kandy!). Investing in great photography is “key”. Case in point, photographer, Julia Dags captured the joy and color of the store. Elaine’s memories of her grandfather’s saying inspired the “Stay on the Sunny Side of the Street”, this saying reinforces her brand and her mission to empower her target audience- young woman or the young at heart. She successfully captured not only the media’s attention but also the hearts of the community. Local stories have started to be published, check them out in Serendipity July/Aug 2018, Lemon Stripes, Prettypinktulips, Darien News, Neirad, New Canaan & Darien Moms.

Kirby Girl is on the road to a sunny future. Cannot wait to see what’s in store this Fall.

A Dream Clientimagesmbd2019-06-14T11:57:12-04:00

Images & Details Event: LCDQ Legends Design Panel

Hollywood at Home’s new showroom location on La Cienega Boulevard

At this year’s LCDQ, Images & Details brought together five of LA’s top interior designers, Jamie Bush, Amy Meier, Christo Prevazanos and Todd Nickey & Amy Kehoe for a roundtable discussion of their custom fabric collaborations with our client Peter Fasano, hosted by Domino editor Robert Leleux at the new Hollywood at Home showroom.

Designer Amy Meier’s Tent was a show-stopper at Hollywood at Home

The west coast-based designers shared the inspiration behind their individual patterns and what it was like to work hands-on with a guru like Fasano, who has been creating fabrics and textiles for over 30 years. Guests were able to examine the custom fabrics close-up, which provided a distilled version of each of the designer’s personal styles.

Designers, Editors and Bloggers enjoy the lively discussion

A slide show, created by Fasano about his 30 years in fabrics and textiles, played to laughs and gasps from the audience, and afterwards he talked about the satisfaction he feels in helping these talented artists bring their visions to life in a medium so integral to the creation of a room’s aesthetic. The designers agreed that although challenging at times, the rewarding experience allowed them to capture their personal style in a new and different way.

Peter Fasano speaks to the audience

Images & Details Event: LCDQ Legends Design Panelimagesmbd2019-05-28T15:22:35-04:00

Images & Details Organizes Design Industry Event at Wakefield

Kips Bay 40th Anniversary Author Steven Stolman, Liz King owner of The Linen Shop, Designers John Eason and Charles Pavarini III

Images and Details recently organized one of our favorite regular events: the Wakefield Design Center To the Trade Only Market Day! Twice yearly, we gather a collection of the top names in the business at the Stamford showroom for the benefit of Connecticut interior designers, and like the best interior design, it’s always a fun and functional experience.

Kyle Hoepner -Editor in Chief -New England Home, Designer Jamie Drake, George Snead – Wakefield Design Center

The fabulous Jamie Drake kicked off the day, discussing the process behind adapting his interior design aesthetic into product, from inspiration to final project. Those who were there will never forget the slides Jamie showed us of renderings he had completed as a child – he was clearly born to be a designer!

Christine Haney of Farrow & Ball, George Snead of Wakefield Design Center

Next, top finishes brand Farrow & Ball hosted a conversation with 3rd generation designer Elizabeth Pyne of McMillen Interiors, discussing color and pattern. Popular blogger and designer Erin Gates then did a Q&A with Stacy Kunstel (of New England Home as well as Dunes and Duchess) on Social Media Savvy. (Just a quick aside here to congratulate Erin on her newly-announced pregnancy!)

Stacey Kunstel – Editor, Author/Blogger Erin Gates

Of course, the current design moment is owned by Kips Bay, so we were thrilled to have Steven Stolman, author of 40 Years of Fabulous: The Kips Bay Decorator Showhouse, there to host a panel with Kips Bay participants John Douglas Eason, Harry Heismann and Charles Pavarini III. These darling designers also did a book signing after their talk; it occurred to Images & Details that a copy of the book having been signed by all of the participating decorators, would make a killer holiday gift!

Tilton Fenwick Designers Anne Maxwell Foster and Suysel dePedro Cunningham, Kyle Hoepner -Editor in Chief -New England Home

Wrapping things up, the amazing Anne Maxwell Foster and Suysel dePedro Cunningham of Tilton Fenwick discussed the role networking played in the growth of their business, from conception to their Duralee Designer fabric collection, with Kyle Hopener of New England Home.

George Snead- Wakefield Design Center, Rita Donnerstag of AKDO tile, Alexa Donnerstag and Designer Jamie Drake

Many, many thanks to Farrow & Ball for sponsoring lunch. We look forward to seeing you in the fall!

Images & Details Organizes Design Industry Event at Wakefieldimagesmbd2019-05-28T15:22:35-04:00

Michael C. Fina

We are pleased to announce our agency relationship with luxury retailer Michael C. Fina. Journalists: please contact beth@imagesanddetails.com or dana@imagesanddetails.com for your holiday gift guides, tabletop and entertaining stories, jewelry and timepieces, or anything Michael C. Fina. Stay tuned for lots of exciting news on this wonderful brand.

Michael C. Finaimagesmbd2014-08-25T09:21:20-04:00

Reflections on the 2104 Red and White Ball

For the past five years, Images & Details has conceptualized and overseen the production and press for one of metro New York’s most successful charity events, the RED CROSS Red and White Ball . We take over the Net Jets hangar and in 24 hours reimagine it as a design lover’s Shangri-La. It’s one of our favorite events and this year was the best yet—40 leading designers creating one-of-a-kind tablescapes for 500 guests to enjoy over dinner and dancing. This year’s event was co-chaired by world-renowned designer Mary McDonald of Bravo’s Million Dollar Decorator. That’s Mary looking glam, below center with Giovanna Miller and Mary Young. Nearly $1 million was raised for the Red Cross, a charity we love to support as we know they are always there for us.

Carey Karlan‘s table was transportive. Inspired by the Jardin de Luxembourg, it came complete with cherub statuary by Pennoyer Newman and almost indecently luxurious platinum petaled plates by L’Objet. The best part of this table, though, was Carey’s unabashed celebration of something from nature, the divine yet fleeting peony. She served up a single, extravagant fuchsia bloom at each place, floating in a silver champagne coupe. So simple. So swoony. So superb. So Parisian.

With charming themes of leaves and hearts and heart-shaped leaves, interior designer Francine Gardner of Interieurs created this glittering table using china, crystal and flatware in various tones of gold and anchored her vision with a custom tablecloth of fabric hand-blocked by legendary fabric designer Peter Fasano.

Peter Fasano’s own table, which he co-created with designer Ondine Karady featured a whimsical Lego red cross “sculpture”, complete with little Lego Red Cross workers, a Lego Red Cross ambulance and helicopter. The very pretty red and white napkins on Peter’s table were made of hand-screened fabric by Elizabeth Hamilton. The overall effect was charming, ebullient and celebratory of an organization that does so much for so many.

Designer Darrin Varden‘s “Ripple Effect” table represented how the good deeds of the Red Cross can spread across a community following a disaster. He centered a gloss-lacquered red cross on a custom tray with red sand raked in concentric circles Zen-garden style, echoed by the circles in the tablecloth. Each guest received a miniature Zen sand garden complete with rake and a heart to place in the center filled with the message “Your heart may seem to be one drop in a sea of humanity, but its intention can be felt throughout the world. Thank you for your generosity.”

Jeweler extraordinare Simon Teakle, who was also the evening’s auctioneer, had a table that was widely touted as one of the most clever and sophisticated. A silver model of an R.A.F. F.E.2B plane, Hallmarked in London in 1917-18 by Edward Dime, soared above guests, who were invited to “enjoy the parachute gift” – the undisclosed treats were in jewelry boxes suspended from “parachutes” of billowy, white hydrangea blooms. The crowning touch was Mr. Teakle’s take on napkin-folding, in which white napkins were fashioned into classic nurse’s-hats.

So many more lovely tables were on display, and we are very grateful to all of the designers and design brands that made this magical evening possible. Everyone seemed to have a wonderful time, including, left to right, below designer Darrin Varden with event co-chairs Liz Boutry and Jennifer Madrid:

Some photos in this post were generously shared with us by Quintessence.

Reflections on the 2104 Red and White Ballimagesmbd2019-05-28T15:22:35-04:00

Paris to Palm Beach: Past Meets Present

From Paris to Palm Beach, the past and present collide, bringing inspiration from the 1960s to design aficionados on both sides of the pond. On a recent trip to Paris Deco Off this was apparent in showrooms, salons and galleries. Pierre Frey opened its archives for the first time, to celebrate a collection of archival inspired prints by designer Vincent Darré, (shown above) and it was like being a kid in a very groovy candy store.

From there, a visit to the Cartier Exhibition at the Grand Palais proved a feast for the eyes. I was amazed at how many American Beauties, from Elizabeth Taylor and Grace Kelly to Lee Merriweather Post, were fans. And yes, that proverbial cat, the panther, came to life on brooches, bracelets and necklaces .

The ’60s seemed to be a common thread throughout the journey – from fabrics to jewelry to fashion. At a dinner at the Alcazar in St.Germain my circa late sixties vintage Mondrian-style dress fit right in with a groovy and eclectic assortment of editors and style makers from Avery Boardman President and man-about-town Dennis Scully to new Oscar de la Renta Home Creative Director Carolina Irving.

French Artist extraordinaire Philippe Berry was also at dinner. His art (such as the famous Trois Beaux Ballons sculpture, below) and furniture-as-art (such as the Giaccometti-inspired bronze cocktail tables as seen grouped dramatically in ELLE Décor, below) exude a lot of sixties-ish influences:

Sixties style made an appearance again at the opening of the Palm Beach Jewelry, Art and Antique Show. The show was definitely a step back in time with more than 100 exhibitors. One of our favorites, estate jewelry icon Camilla Dietz Bergeron had truly great pieces from the 60s from David Webb:

Of course I can never have enough vintage jewelry inspiration, so we popped over to one of my favorite museums The Norton Museum of Art which is nearby the show. It is small and manageable with consistently great special exhibitions. This time there was David Webb: Society’s Jeweler featuring his masterful jewelry (all made in America) worn by so many stylish women in the 60’s. These pieces graced the swanlike necks and slender wrists of legends including Jacqueline Kennedy, Doris Duke and Diana Vreeland. I’d forgotten how much editorial space magazines gave to jewelry in the 1960s. Here’s a taste of what we saw. I imagined others who saw this exhibit running over to Camilla’s spot at the show to scoop up some great pieces.

Back at the Show, at Cavalier Galleries, Ron Cavalier had so much coolness from the era, including one of the last copies of Taschen’s beautiful Beatles limited edition boxed sets of “those” photos by the extraordinary Harry Benson. There were even 1965 Rolls Royce parts reconfigured to be coffee tables and wall art – the ultimate in recycling.

Bringing things full circle things full circle, back at the Norton, we adored To Jane, Love Andy: Warhol’s First Superstar where that icon of the ’60s, Jane Holzer the muse/fashionista turned up everywhere from magazines to movies, and yes, she still lives in Palm Beach!

Fittingly, we finished the day of with a piano performance piece by John Cage called 4’33” where you sit silently for 4-plus minutes and the audience

ambiance creates the piece.

If that isn’t something from the 1960s, nothing is. Hope you enjoyed. – Beth

Photos in this post: Taschen.com, CBSnews.com, interior design.net, architectural digest.com, Beth Dempsey, Camilla Dietz Bergeron, ELLE Decor, Philippe Berry.

Paris to Palm Beach: Past Meets Presentimagesmbd2019-05-28T15:22:35-04:00

I&D Welcomes Two New Interiors Clients

We’re very excited to welcome our two newest clients:

AKDO: Stone and Tile One of the tile industry’s insider secrets up until now is AKDO. Importers and distributors of some of the world’s most exceptional natural stone and tile, AKDO has been a force in the stone and tile industry for two decades. Simply put, they offer (literally) tons of beautiful stone, and their newer additions of gorgeous glass, porcelain and ceramics are exceptionally artful and nuanced. AKDO’s global resources and nationwide distribution to over 800 to-the trade tile showrooms across the country allow them to offer the finest quality stone, tile, mosaics, and slabs with a broad range of stocked colors and patterns as well as impressive custom capabilities.

PETER FASANO LTD / ELIZABETH HAMILTON COLLECTION: Fabrics and Wall Coverings For over 30 years, Peter Fasano has been crafting hand silk screened, hand painted fabrics and wall coverings in an eclectic mix of designs from his eco-friendly studio in Massachusetts. In 2010 Peter’s wife and business partner for the past 30 years, Elizabeth Hamilton, debuted her own collection of textiles. While Peter’s designs are bold prints and bright colors, the Elizabeth Hamilton Collection focuses more on traditional patterns using the tones of plant dyes and patterns found in nature — simple and elegant. Linen, hemp, cottons and silks are the soft textiles of choice. Their products are offered in 19 showrooms in 13 states as well as in Australia and London. Custom commissions from top designers and passionate design enthusiasts are a specialty of these artisanal creators. The designs have been used in residential, hospitality and commercial projects including works specifically for Frank Sinatra, the White House and Camp David to name just a few.

I&D Welcomes Two New Interiors Clientsimagesmbd2014-01-10T10:19:22-05:00

Previous 12