Whether it’s the glamour of Hollywood, the drama of the Super Bowl or the ingenuity of Apple, we Brits have long harboured an appreciation for all things Americana. When it comes to interior design, the ‘special relationship’ is proving reciprocal, with US homeowners increasingly choosing to work with leading British designers like Rita Konig and Sarah Brown.
This development might be attributed to the rise of home working post-pandemic: style-lovers stateside are seeking out the informality and comfort offered by the typical UK home. Alternatively, hit historic TV series like Bridgerton and The Crown may have sparked a trend for recreating British period interiors.
If you’re looking to capitalise on this demand and expand your portfolio to include Brooklyn brownstones and beach houses in the Hamptons, we’ve shared some advice for marketing your brand in the USA.
1. Showcase overseas projects
First and foremost, US visitors to your site should feel confident that you’re willing and able to undertake overseas work. If you’ve previously worked on international projects, make sure they’re clearly signposted on your website by including the city or geographical area in each title on your portfolio page like March client Bernard London.
If you haven’t yet worked internationally, your website should make it clear that you are able to do so, and emphasise any relevant experience – working with overseas clients, suppliers or brands in the UK, for example.
2. Identify local partners
Architects, real estate agents and developers often have a network of interior designers they regularly work with or recommend to clients. Once you’ve identified the particular area of the US you’d like to target, compile a list of relevant local firms and introduce yourself by email or on social media.
Share example projects from your portfolio and let potential partners know you’re open to new opportunities so that they can add you to their book of contacts. In return, you might be able to introduce them to clients and business opportunities in the UK.
3. Set up your shop for international customers
Selling a product range as well as an interior design service? Your e-commerce site should offer overseas customers a fast and simple buying experience. Many e-commerce platforms, such as Shopify, include features like automatic currency conversion, local payment methods and country-specific content to make the checkout process clearer and easier for international customers.
Check shipping rates on overseas orders or samples and make any adjustments to ensure these are not prohibitive. You might offer discounted or even free overseas shipping if you’re generating a potential lead for your interior design services.
Finally, consider including equivalent imperial units of measurement alongside metric ones to make product descriptions clearer for customers in the USA.
4. Consider key dates and holidays
American public holidays differ from those in the UK, so it’s important to adapt your marketing plan accordingly. You could acknowledge key US holidays like Thanksgiving or Independence Day with a greeting on social media or through a particular campaign or promotion.
Similarly, it’s worth alerting overseas customers to UK-specific holidays where these are likely to cause a delay in communication or the delivery of products or services. It’s also important to factor in the difference in time zones – if a promotional period or contract term ends on a particular date, emphasise that times are given in GMT.
5. Strategise your SEO
When you’re optimising your site for search, consider how search terms and keywords might differ for a US audience – such as ‘drapes’ for curtains, ‘elevator’ for lift and ‘yard’ for garden. While the term ‘apartment’ is becoming increasingly widespread in the UK, especially in the prime residential sector, the use of ‘flat’ may be less familiar across the pond.
These differences also come into play when you’re preparing social media captions and alt text for images and URLs. While US customers may appreciate the quirks and idiosyncrasies of British English, clarity and accessibility are paramount.
6. Stay true to your style
Interior design enthusiasts in the US are seeking the real British deal, so while it’s important to adjust your marketing strategy to your target audience, you shouldn’t have to change your fundamental approach to design or your own tone of voice – stay authentic.
Whether your interiors embody the warmth and colour of a traditional country home or you offer a more pared-back, minimalist approach, your marketing should represent your authentic style. Making drastic changes to your style to create a typically ‘British’ look that appeals to customers in the US may feel inauthentic and risks alienating your existing customer base.
Looking to sell to the US?
March has helped interior brands scale into US markets. To find out more about how to market your brand in America, get in touch.
