We’ve all been there—those pay-to-play opportunities pop up, promising a feature in a high-end publication or magazine. They sound so tempting, right? But is it really worth the investment? Let’s dive into how these interior design PR strategies can work for you.
Episode Timestamps:
- (2:20) A time when I invested in PR and didn’t see any ROI
- (3:45) Getting specific marketing feedback from your “Board of Directors”
- (8:40) The only reasons to do pay-to-play
- (10:50) What your distribution plan should look like
- (11:30) Having a 90-day social media plan in place
- (14:40) Spending more time crafting a subject line versus the message
- (17:10) The power of calling people by their names
- (20:20) The right way to mail physical copies of the feature
First, if you’re not familiar, pay-to-play PR refers to those opportunities where publications pitch you for a feature, but there’s a fee attached. That fee can range from $500 to $10,000 depending on the magazine or platform. A well-known one among interior designers is Modern Luxury, but you’ll see plenty of local publications offering similar deals.
Now, I get it. It’s a lot of money, and sometimes it feels like you’re lighting that hard-earned cash on fire. So, here’s how to determine if these interior design PR strategies are actually worth it for your business.
Check In with Your Clients
Before you spend money on a feature, have you asked your clients if they actually read the publication? Your clients are your best resource. They know where they spend their time, whether it’s scrolling through digital content or flipping through physical magazines. So, if you’re being pitched for a publication, reach out to your unofficial “Board of Directors” (more on that in a minute!)—your best clients who you’d love to work with again.
Send them a quick email with a few questions about their reading habits. Do they read that magazine? Is it something they pay attention to? If your clients are reading it, great! You’re reinforcing your brand presence with the right people. If not, why waste the money? This step is key when considering any interior design PR strategies.
Set Up Your Unofficial Board of Directors
Here’s a little trick I love: create an unofficial “Board of Directors” made up of 7-11 of your favorite clients. These are the clients you’d like to clone—those who align with your ideal business vision. Let them know you’ve selected them to help guide your marketing by providing insights. Once a month, send a short email with 2 or 3 questions about your marketing efforts or decisions you’re considering. Keep it simple and friendly—don’t overload them with too much information.
As a thank you, send them a small gift a few times a year. A bottle of wine, flowers, chocolates, or even a thoughtful dinner at their favorite restaurant goes a long way in showing your appreciation.
The Two Reasons to Say Yes
There are only two good reasons to invest in pay-to-play PR as part of your interior design PR strategies:
1. Reinforcing Your Brand: If your current clients are already reading the publication, and you want to keep your name front and center with them, go for it. One of my clients in Chicago, Jenna, did this with Modern Luxury every year, and while she wasn’t looking for new clients, she knew it reinforced her credibility and professionalism with the ones she had.
2. Creating Brand Visibility: If you know the publication’s readership includes your ideal clients, this can be a great opportunity to build visibility and credibility. Just remember—there are no guarantees for projects or clients. But when used correctly, these interior design PR strategies can strengthen your brand presence.
Distribution Plan Is Key
If you decide to go for it, having a solid distribution plan is crucial. It’s not just about getting published; it’s about making sure as many people as possible see the feature. Share it widely! Use the digital link, order physical reprints, and set up a 90-day social media share plan. Know what images you’ll use, craft creative captions, and make sure everything is mapped out ahead of time. When the publication hits, you’re ready to go.
Don’t stop at one email—plan for 2-3 rounds of emails, spaced out, with different subject lines to make sure your audience sees it. And don’t forget to mail physical copies to key contacts. A beautifully packaged, hand-addressed envelope with your feature inside is so much more impactful than a generic email.
Key Takeaways
If you’ve been thinking about investing in pay-to-play PR, make sure it’s the right fit for your business. Ask your clients, set up your unofficial “Board of Directors,” and create a distribution plan before you commit. And if you do go for it, make the most of it by sharing it far and wide!
When you’re ready to increase your interior design practice profits, work exclusively with ideal clients, and enjoy the time and resources for your extraordinary life, explore your coaching options. We’ve got your back in the business of interior design.
