| Department Store Buyer Becomes Interior Designerby: | | | | that appeared with the ad. After the article and ad |
| William Dupree | | | | appeared, I ordered reprints, wrote a solicitation letter, |
| A market analysis gives direction to a small business. | | | | and bought a list of approximately 500 real estate |
| A man contacted me about promoting his commercial | | | | lawyers (new showroom tenants typically have their |
| interior design firm that he was starting. At that time he | | | | lawyers negotiate their leases). The solicitation letters |
| was working as a department store buyer where he | | | | gave my clients web site address and where to find |
| was very bored in his job. He was interested in making | | | | his newsletter. The solicitation letters were mailed with |
| a career change to interior designing. He had no formal | | | | a bulk mail permit from a local post office. They were |
| training but had educated himself in interior design and | | | | also sent via email. |
| had worked on some very small showroom and office | | | | A few weeks later after sending out the solicitation |
| design projects in an assisting role. | | | | letter and reprints, a lawyer who represented a men's |
| After meeting with him and learning his goals, I did | | | | suit designer company responded to our ads. I |
| some research into office and showroom designs, and | | | | prepared for my client a four color brochure, a |
| the correlations between new designs and increased | | | | PowerPoint presentation, and a script to follow during |
| business. I discovered that office interior designing was | | | | his presentation. My client was up against 3 other firms |
| a lot more plentiful but more competitive. The larger | | | | competing for the contract. My client was rewarded |
| design firms concentrated on the office designing | | | | the contract. The contract was for 1.5 million for a |
| market. I decide for my client that it would be best if he | | | | showroom on a very fashionable Manhattan street. |
| would concentrate his efforts on the showroom | | | | Five months after getting the contract to design this |
| design market which was less competitive and easier | | | | showroom my client completed the project. The |
| to break into. | | | | showroom turned out to be a huge success for the |
| I helped my client create a web site that would | | | | men's suit designer company. The company even |
| express his unique approach to designing showrooms. | | | | recommended my client to an accessory manufacture |
| The web site allowed clients to request information on | | | | and design company that the suit company was doing |
| the different types and styles of showroom designs | | | | business with. |
| that my client has to offer. There would be articles and | | | | With the permission of the men's suit designer |
| links to articles that would be of interest and help | | | | company I arranged for several stories about their |
| prospective clients with what type of showroom | | | | work to be published. I made changes on their web |
| design would be best for their business. The web site | | | | site to include the success that my client had with the |
| would provide examples of other projects that were | | | | suit design company's show room design. I also |
| successfully done. | | | | included it in the next company newsletter that was |
| I wrote articles on the positive correlation between | | | | going to be published. I repeated the process with the |
| new designs and increased business and distributed | | | | mailing list both of them (conventional mail and e-mail) |
| them on the internet were clients would be looking for | | | | promoting the success of my clients work. As a result, |
| information. I included links in the articles back to my | | | | my client got three additional clothing design companies |
| client's web site. I created a newsletter for my client | | | | each of whom required large showrooms and offices |
| that contained helpful information to prospects by | | | | The success of the first contract allowed my client to |
| explaining several different ways of how new | | | | break into a new market segment which is designing |
| showroom designs can increase business. The | | | | offices, which is the largest and most profitable in the |
| newsletter contained links to my clients' web site as | | | | interior design business. Here is where my client |
| well as links to articles and sources of information that | | | | decided to expand his business; and in order to do this |
| would be of assistance to any potential prospects. | | | | he must hire others who have the skills to execute the |
| I created a print ad for the New York Real Estate | | | | appropriate tasks at hand. |
| Journal and wrote an article under my clients' by-lines | | | | |