16: Marketing has the Power to Change the World

Ericka Saurit, Brand and Marketing Strategist and Consultant

Ericka is the founder of Saurit Creative, a boutique brand marketing agency dedicated to supporting and elevating brands within the home industry. With a global perspective and a wealth of experience in both interior design and brand marketing leadership, Ericka has played a pivotal role in digital product development and brand strategy at Airbnb in San Francisco, writing the Design for Hosting guidelines and creating content to educate hosts on exactly how to uplevel their listings using interior design as a sales tool. Ericka's unique blend of skills in interior design and marketing drives her passion for transforming businesses into standout brands. 

Get inspired as Ericka shares her practical and original approaches to marketing and branding—with frameworks to help you craft unforgettable brand narratives and to learn the fundamentals of marketing so that you can build genuine, unbreakable trust with your audience online.  

06:41 - KEY MARKETING TRENDS FOR THE HOME INDUSTRY.

The COVID-19 pandemic brought about a seismic shift in our relationship with our living spaces. Suddenly, our homes transformed into multifunctional hubs where we work, eat, learn, and unwind. This newfound focus on the quality of our living spaces triggered a surge in demand for interior designers across the spectrum, from e-designers to vacation rental specialists and even artisans. The home design industry was booming, and designers were busier than ever.

Should they continue to say yes to every opportunity, or should they take a step back and reevaluate their approach?

WHAT'S YOUR STRATEGY?

Ericka understands that in times of potential slowdown or normalization, it's essential for designers to be discerning about the clients and projects they accept. Rather than panicking and slashing marketing budgets, Ericka advocates for a more strategic approach: to view downtime as an opportunity for introspection and improvement.

Instead of minimizing their marketing efforts, believing they need to save money and protect their businesses, do this instead:

·       Use this period of relative calm to rethink their brand and messaging.

Understanding what your brand truly represents and crafting the right message for your clients is vital. This involves a deep dive into your brand identity, ensuring it aligns with your vision for your business.

"Rather than fearing the changing tides, successful designers embrace the opportunity to redefine their brand and marketing strategy during slowdowns. In the world of design, adaptation is the key to lasting success."

Ericka Saurit

09:28 - MARKETING BUDGETS FOR OPTIMAL RESULTS

A fundamental principle holds true: before you can effectively create a website, marketing collateral, or dive into the realm of social media, you must have a solid and clear brand message.

Ericka understands that a strong brand message lays the foundation for a successful marketing strategy. It's not just about how you visually present your brand; it's about the story you want to tell, the values you want to convey, and the ideology you represent.

Ericka's approach is clear:

·       Get your brand message straight. Once that foundation is solid, you can visualize your brand and determine which marketing channels and assets to prioritize.

"Your marketing budget first must be spent on getting that story straight."

A muddled or unclear brand message can create challenges when building a website. A website isn't just a place to showcase your work; it's also a platform to tell your story and connect with your audience. It's where you aim to resonate with your visitors and, yes, even convert them into clients.

13:20 - THE POWER OF I