Nicka Stewart of Middletown, New Jersey writes:
“I started an organization with a partner last May. The Decorators’ Alliance of North America offers professional affiliation, certification and continuing education for interior decorators. DANA is dedicated to the personal and professional growth of its members. We offer resources, educational opportunities, industry discounts, and networking programs.
“We have several hundred members, but there are many thousands of decorators who are still unaware of us. This is the first group devoted specifically to professional decorators (not licensed designers), and is open to all fields of home fashion (window treatment designers, home stagers, interior re-designers, organizers, etc.). We know that many other decorators will profit from DANA, as well. We just need to get the word out!
“Can your Hounds help?”
Teaming up with Realtors, mortgage brokers, escrow offices and investors would serve DANA in two ways: 1) providing business to current members and 2) getting the word out about the organization. As a Professional Organizer, I’d recommend a DANA table at upcoming National Association of Realtors’ Conferences, which feature both local and national events. Do consult with your target regions’ top Realtors to determine what venues they recommend for your target market. The DANA site looks exciting, and I wish you all the best!
Wendy Terrado, Virtually Taken Care Of!
“Your Answer to a Busy World”
I think that it might be wise to promote your organization through the Interior Design programs at colleges nationwide. This could help you recruit a young demographic that can remain involved in your organization for years to come. Another way to reach that demographic would be through social networking sites, such as Facebook or Myspace. Look for groups focused on interior design and home decorating. Good luck!
You could partner with a local women’s shelter or other type of home for those in need and donate decorating services to brighten their living space. You could get great media coverage for your organization, involve your members in a fun activity, and give back to the community at the same time.
Good luck!
Leyla Farah,
Cause+Effect – Public Relations with a Purpose
National groups like yours usually have local chapters that help grow membership on a state-by-state or regional basis. Rather than having an affiliate referral program (which seems a bit like bribery, frankly) you might consider asking people if they’d be interested in setting up local chapters instead. You probably already have contacts in different states you could tap as local organizers who can increase your membership through networking and local events.
As an aside, I think you need to demonstrate more strongly on your website how it is that DANA is qualified to offer an industry certification. Who are the founding members? Usually these are well-established industry professionals or leaders, but you don’t identify yourselves. Do you have a board of directors? A charter? By-laws? Are you incorporated? Where’s your “About us” page? With all due respect, anyone can charge hundreds of dollars for a multiple choice questionnaire and print up certificates.
I love these ideas! We actually were planning a project for this year to donate decorating services to brighten up lives around the country – so Leyla’s idea confirmed my decision to go forward. We are just getting started, but here is the video I just posted to generate interest:
http://www.youtube.com/watch?v=LAiOp-YNplc
Thanks for everything, Hounds!
To your success,
Nika
Three ideas on how to reach decorators you are hoping to attract:
–Start blogging! Recruit a few members who would agree to take turns posting items to the blog. Be sure to use the same keywords within your headlines and blog posts that decorators would use when searching online for information they need.
–Post articles to article directory sites like EzineArticles.com
–Post comments at blogs read by decorators. (See “Let Bloggers Create Publicity for You” at http://tinyurl.com/ypk7ua)
I’m a little late posting this suggestion but since no one mentioned this, I figured, what the heck.
There has got to be some sort of national conference for interior decorators, right? A quick Google search turned up not only national conferences for asid.org (perhaps your competition) but also many regional conferences held at colleges and universities. It would seem logical for you to pay for a table in the exhibitors’ hall at these conferences or somehow get on the speaking circuit to spread the word about your association and what you have to offer those in attendance.
Good luck.
Leah Ingram