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Sneak peek of DFA "Why a Designer" campaign
Oct 12, 2010

The Decorative Furnishings Association's new ad campaign is ready for publication, and will run in the New Year's issues (end of December/early January) of eight shelter magazines: House Beautiful, Architectural Digest, Veranda, Traditional Home, Elle Decor, Luxe Design+Interiors, Cottages & Gardens and New York Spaces.

The campaign features interior designer Shari Markbreiter (left) of MH Studio. The copy reads: "I was worried: Then ecstatic; I would lose control: We saved time; The kids wanted to help: We all loved the results; It would be out of my budget: We nailed the budget; It wouldn't be my style: It's so us!"
With the campaign, DFA moves forward to inspire prospective consumers of design as the first of its seven steps to revitalize the market for decorative furnishings and interior design by creating more consumers of design.
The strategy includes the following steps: 1. Communication within the broad community of interested parties (designers, showrooms, design centers, manufacturers, media and design schools); 2. Consumer marketing (this ad) and eventually the web site; 3. Welcome to design centers as destinations for design; 4. Pathways for consumers to engage with designers; 5. Adding vitality to the experience with design in the showrooms and design centers; 6. Educational programs supporting designers in their efforts to build healthier practices; and 7. Monitoring the success of the strategy.

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