Department Store Buyer Becomes Interior Designer

A market analysis gives direction for a smallarticle and ad appeared, I ordered reprints, wrote
business.a solicitation letter, and bought a list of
A man contacted me about promoting hisapproximately 500 real estate lawyers (new
commercial interior design firm that he wasshowroom tenants typically have their lawyers
starting. At that time he was working as anegotiate their leases). The solicitation letters gave
department store buyer where he was verymy clients web site address and where to find his
bored in his job. He was interested in making anewsletter. The solicitation letters were mailed
career change to interior designing. He had nowith a bulk mail permit from a local post office.
formal training but had educated himself in interiorThey were also sent via email.
design and had worked on some very smallA few weeks later after sending out the
showroom and office design projects in ansolicitation letter and reprints, a lawyer who
assisting role.represented a men's suit designer company
After meeting with him and learning his goals, I didresponded to our ads. I prepared for my client a
some research into office and showroom designs,four color brochure, a PowerPoint presentation,
and the correlations between new designs andand a script to follow during his presentation. My
increased business. I discovered that office interiorclient was up against 3 other firms competing for
designing was a lot more plentiful but morethe contract. My client was rewarded the
competitive. The larger design firms concentratedcontract. The contract was for 1.5 million for a
on the office designing market. I decide for myshowroom on a very fashionable Manhattan
client that it would be best if he wouldstreet.
concentrate his efforts on the showroom designFive months after getting the contract to design
market which was less competitive and easier tothis showroom my client completed the project.
break into.The showroom turned out to be a huge success
I helped my client create a web site that wouldfor the men's suit designer company. The
express his unique approach to designingcompany even recommended my client to an
showrooms. The web site allowed clients toaccessory manufacture and design company that
request information on the different types andthe suit company was doing business with.
styles of showroom designs that my client has toWith the permission of the men's suit designer
offer. There would be articles and links to articlescompany I arranged for several stories about
that would be of interest and help prospectivetheir work to be published. I made changes on
clients with what type of showroom design wouldtheir web site to include the success that my
be best for their business. The web site wouldclient had with the suit design company's show
provide examples of other projects that wereroom design. I also included it in the next
successfully done.company newsletter that was going to be
I wrote articles on the positive correlationpublished. I repeated the process with the mailing
between new designs and increased business andlist both of them (conventional mail and e-mail)
distributed them on the internet were clientspromoting the success of my clients work. As a
would be looking for information. I included links inresult, my client got three additional clothing design
the articles back to my client's web site. I createdcompanies each of whom required large
a newsletter for my client that contained helpfulshowrooms and offices
information to prospects by explaining severalThe success of the first contract allowed my
different ways of how new showroom designsclient to break into a new market segment which
can increase business. The newsletter containedis designing offices, which is the largest and most
links to my clients' web site as well as links toprofitable in the interior design business. Here is
articles and sources of information that would bewhere my client decided to expand his business;
of assistance to any potential prospects.and in order to do this he must hire others who
I created a print ad for the New York Real Estatehave the skills to execute the appropriate tasks
Journal and wrote an article under my clients'at hand.
by-lines that appeared with the ad. After the