Big Picture - June/July 2018 - 15

Opportunities in Interior Décor," at WFX: Wide Format
Exchange in Minneapolis with PSP panelists who have R&D
and interior décor experience.
Two important conclusions came from the discussion.
First, it's essential to understand the dynamics among
architect, designer, and client (or other working dynamics).
Second, design content is critical. Content is the key distinguishing element among brands, and without good content,
substrates become a commodity.
Many published surveys show there's no question interior
décor is a popular market segment for print service providers.
FESPA's "2018 Print Census" reported that 74 percent of 1400
survey respondents from across the globe stated wallcoverings and interior décor are primary areas of growth for their
current business. Key trends from the survey include:
optimism, customer demands, an evolving wide-format
product mix, digital-technology investment, textiles, and
environmental demands.
On the flip side, the interior design community is experiencing a paradigm shift due to new technology and the
pressure to keep up with demands from evolving supply
chains. Designers now have competition with tech and
e-commerce startups zeroing in on residential and "resimercial" (residential furniture used in commercial or workplace environments) interior décor markets. The American
Society of Interior Designers (ASID) "2018 Interior Design
Outlook and State of the Industry" report states the factors
impacting the interior design market are "demographic shifts,
technological syncretism, emerging technologies, and
increasing competition from nondesigners."
CRAFTING THE STORY

1. Do your research by networking.
What is the best way to navigate a new market and make
connections? Networking. This may seem like rudimentary
advice, but the art of networking is a skill you must learn to
master outside your comfort zone - beyond the walls of the
print community. Ask open-ended questions because
creative-minded people love to express their aspirations and

2. Learn the language of interior décor.
We've all heard of "love language," but there is also "design
language." All industries have their own lingo and terminology,
making it important to take the time to understand how
designers communicate. For example, the classification of
similar products might be referred to as a category, or versions of
products within a collection are sometimes called an assortment
- depending on who is doing the talking. You may have heard
the terms soft goods, case goods, or home furnishings - these
are all categories. The print industry would likely refer to the
classification of products as applications or, perhaps, substrates;
in the wallcovering market, a substrate is likely called a ground.
This may seem trivial, but if you are trying to connect with
someone in a new market, make a good first impression by
showing you did your homework.
3. Understand the creative process.
In the creative and design world there is always a source
of inspiration from which an idea originated. Most designers
will take their inspiration and develop it into full and impactful
mood boards (Pinterest is a good tool), which are edited down
into a final concept before material testing or prototyping. Of
course, this varies by design discipline and market segment,
but the point here is that design is an iterative process. Other
influencers may also sway decision-making depending on
their involvement - think creative directors and product
managers. PSPs are most likely to be involved in a commercial project once space planning and elevation plans are
complete and ready for bid. Or, you could be approached for
fulfillment, but if you have an established rapport, your
expertise might be requested earlier in the process.
4. Be a reliable source of inspiration.
Like the first tip, the best way to position yourself is to do a
ton of networking. However, networking does not mean to
take without giving. In my personal experience, it means
giving more than asking. The best way to engage with a
creative-minded person is to inspire and educate them. Tell
them about the possibilities with digital print and educate
them about applications and possible limitations along the
way. They will likely whip up a new way to elevate an
ordinary print substrate that you haven't seen before. Team up
on social media posts to promote far and wide. Lastly, and
most importantly, inspiring others about digital print will not
only offer a positive and collaborative experience for your
clients, but it will also build your credibility in both digital
print and interior décor markets.
Be on the lookout for upcoming design shows. Use visually
powerful social media platforms like Instagram to research,
expand your network, and follow specific hashtags for daily
inspiration. With the right strategic planning and your
commitment to a deeper understanding of creative-minded
people and designers, your décor print business will be on the
path to success.

BIGPICTURE.NET

During the WFX panel, we also discussed the concept of building
brands and leveraging print as a mechanism to help designers
differentiate from one another. Imagine if your print capabilities
could help a designer develop their own décor brand or product
line. How much more value would that bring vs. focusing on one
or two substrates in your sales approach? By first understanding
the wants and needs of designers and their customers, then
establishing a holistic, consultative sales approach, you will tap
into their vision - something all creative people have. I learned
this through trial and error and reverse thinking.
I've learned that each interior project or collection
amounts to much more than simply products filling a space; it
is a cohesive body of work which conveys an idea through a
specific mood or aesthetic. That story also becomes a brand,
which builds customer loyalty and, as we all know, customer
loyalty grows business. The lesson here? Don't assume you
are just selling print services - you are crafting a narrative.
For more ideas to help kick-start your strategy, here are
my top tips on how PSPs can develop a better understanding
of the décor market and how to build the value of digital print:

long-term vision. Build a new relationship; find a designer to
beta test a creative application or program. Execute the
project flawlessly and you are more likely to be recommended
to their industry peers, thus expanding your network.

http://www.BIGPICTURE.NET

Table of Contents for the Digital Edition of Big Picture - June/July 2018