How To Navigate The Ever-Changing Landscape Of Media

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 Media2019-06-14T12:31:29-04:00

Effective Collaborations

Effective Collaborations

Collaboration can be such an effective tool for small businesses to build their brand, particularly in today’s competitive marketplace. 


To take your business to the next level consider these 4 tips as a foundation in your brand strategy.

First, it is necessary to find brands that are complementary and have the same values as your own business. Then you want to leverage that synergy between the two which can increase your audience reach.
Screen Shot 2019-02-05 at 3.56.42 PMMost recently, Images and Details did just that with the 4th edition of our pop- up, Ancien et Moderne in Paris. We brought together heritage brands in the luxury home sector such as Savoir beds, Rinck, and Maison Leleu utilizing a theme of “Ode to the Orient Express” to create synergy and tell a story. Savoir beds partnered with Voutsa fabrics to create bed toppers. Rinck collaborated with Fromental wallcoverings and Hector Finch Lighting to create a boiserie wall that replicated a train car on the Orient Express. The result: one of the most talked about collaborative projects during Maison Objet and Deco Off! Design inspiration and storytelling at its best!

Press coverage included: WSJ, AD Pro, T & C, Interior Design

Second, utilize each others’ social media networks, such as Instagram and LinkedIn, to share your stories and double your engagement and exposure. Check out  Savoir bed’s, Rinck’s, and Voutsas Instagram feeds. Screen Shot 2019-02-05 at 5.08.46 PMThird, you want to share assets such as photography, marketing materials, and events.  Maison Leleu and Rinck are both heritage brands with strong French ties and rich stories to tell. To expand their network and spread their brand story, they co-hosted a cocktail party inviting key clients, media and the French Interior Design Society.  Savoir Bed and Lasvit collaborated on an event with Luxe Magazine. Voutsa partnered with NYDC to invite their clients and press to see the space and meet the participants.  Each spread the word in a more cost-effective manner.   Invitations, e-blasts, and photography were co-oped and shared by the various participants.  The market and PR teams worked together to attract the different media – French, American and British which was much more effective and efficient. This increases your chance of exposure exponentially and on an international level.  Each brand has to remember to be responsive and leverage that exposure to help grow their respective brand.

And finally, if you can get your product on a new sales platform it can be a great way to increase sales distribution through larger luxury retail channels. Voutsa Textiles worked with Savoir beds and created a custom topper that is now being featured in Savoir showrooms. This became a win-win for both brands.

Effective Collaborations2019-05-28T14:00:34-04:00