Inside the Industry

In preparation

Six pieces Eve is writing from twenty years inside the trade. Each is a brief, not an article, until she has written it in her own words.

1. 01

   How a product gets specified: the UK architect and designer route

   Specification is won early and repeated. What designers respond to (peer recommendation, editorial coverage, the product in their hands), why it is slower than selling to a retailer, and where the margin lives in project-based sectors.

   Reads alongsideUK Market Entry

2. 02

   Choosing the right UK trade show, and making the stand pay

   Which shows the UK flooring and interiors trade actually attends, visiting versus exhibiting, and the before-during-after plan that turns a stand cost into a pipeline.

   Reads alongsideImplementation and Ongoing Support

3. 03

   Distributor, dealer, retailer: who does what in UK flooring and furniture

   A plain explanation of the route to market, what each party needs from a manufacturer’s marketing, and why marketing that supports the people on the road beats marketing that runs alongside them.

   Reads alongsideUK Market Entry

4. 04

   What an overseas head office needs to know before marketing in the UK

   Localising assets rather than translating them, working with a head-office marketing team across time zones, and judging UK activity against UK objectives.

   Reads alongsideUK Market Entry

5. 05

   Why a founder’s LinkedIn profile outperforms the company page for interiors suppliers

   The company page validates the business; the personal profile builds the pipeline. The 15-minute routine. Written without the unsourced statistics in the presentation deck.

   Reads alongsideFractional Marketing Director

6. 06

   Owned audiences: why a CRM beats rented reach for a trade brand

   A newsletter list is owned; social reach is rented. Building a trade database properly, segmenting trade from public, and what to send.

   Reads alongsideImplementation and Ongoing Support