Case Study | Lead Generation | EMarketz | Interior Design

Interior design is a sector where technology meets creativity. With the sector getting more sophisticated, interior design companies are going the extra mile to give the best service to their clients and reach the bottom of their sales funnel. The growth in the interior design industry is directly attributed to the growing Indian real estate market, growing population, rising income levels, and urbanization. But, that is not all. The interior design industry is projected to reach USD 38.2 Billion by 2027, at a CAGR of 7.4% and this growing market seemingly has a lot of potential demands - what companies have to figure out is how to make themselves an option for the consumers.

This is where the marketing factors that drive potential customers to the company come into play. The interior design industry has also had a huge influence from the growth of social media and the digital drive - the customers for the industry are not far off. The growth of Space Decor is a testament to this. Although a mid-sized interior design company, Space Decor based in Bangalore, had successfully catered 27+ residential projects and 15+ commercial projects in Bangalore. Combining creative flair & latest technologies, the company executed projects that were worth the money and had built trust among its customers.

Steep Growth and Slump

In 2017, the company relied upon outbound lead generation strategies and were able to acquire 31 leads per month, with the conversion rate 18.6%. In the first-quarter of 2018, the company worked on their strategies and were able to close their deals faster than ever. However, with the sector expanding at a breakneck pace, evolution of lead generation techniques and fierce competition from the tycoons, Space Decor witnessed a dip in the qualified leads (20 leads per month) and conversion rate 9%.

Despite shifts in the dynamic market, in the second quarter of 2018, the company invested heavily on their outbound strategies. This included reaching out to the audience through direct mail, Emails blast, advertisements in newspapers, etc. But the company faced challenges in measuring marketing ROI, and attribute generated leads. Space Decor was unable to figure out an alternative strategy to generate leads and lagged behind in the league to being a key player in the industry.

Outbound marketing strategies

Outbound marketing or push marketing tactics can be especially effective when combined with other forms of online and offline advertising. It can also be helpful in reaching people who may not be reached through other methods, such as those who are difficult to reach or those who are not interested in your product or service. There are a number of potential benefits to using outbound marketing:

• Increased Sales : Outbound marketing can help increase sales by generating leads and generating interest in your product or service. It can also help you reach people who may not be reached through other methods, such as those who are difficult to reach or those who are not interested in your product or service.
• Increased Engagement : Outbound marketing can help you build relationships with potential customers.

Then why did it fail for Space Decors?

There may be multiple reasons for the failure of outbound marketing in the interior design industry but surely its historic disadvantage surely did not help as it is often understood to utilize outdated techniques that are “interruption based,” and with the evolution of inbound marketing, the carpet bombing techniques of outbound marketing are perceived to be unappealing to say the least. However, this marketing technique when combined with the right resources from inbound technique will always fair better in the long run and specifically speaking about the interior design industry which is growing at such a rapid pace that the influences of the inbound marketing techniques which works on the “pull” factor - interior design companies should spare more resources creating their presence and being an option that is pursued. This is how we remodel the lead generation success of Space Decor up ahead!

Resolving Challenges with Emarketz

Successful Outcomes

Lead generation solutions that stand apart

There is no secret that websites are one of the most valuable marketing assets. Our team of writers mapped out thematic content (in large volume) that aligns with the objectives of the business. This was followed by updating websites with small, yet specific content on a regular basis to fuel the search engine ranking. We also developed a niche portfolio, webinars, short videos and promoted among the audience who are looking forward to renovating their house, commercial space or building a brand new residential or commercial building.

How we curtailed the “distance to decision”?

Prior to joining hands with EMarketz, Space Decor merely produced 20 leads per month (in 2018), with distance to decision being about 62 days (on average). But EMarketz was able to generate 4X, i.e., 80 validate leads per month. Also, the team took effective measures such as remarket- ing technique (sending follow up emails, etc.) to reduce the distance to decision by two times, i.e. 31 days. At the end of November 2018, besides cutting down the distance to decision and increasing leads, we enabled Space Decor to increase their conversion rate to 25.8%