Daniel Streng is a designer of furniture. He is quite knowledgeable about design and marketing strategies and sometimes uses these strategies to reach potential clients. For some years now he has worked with IDEE, a Japanese furniture company. I had the chance to interview him and in this article I’ll introduce IDEE and Daniel Streng’s marketing strategy.
IDEE is a Japanese interior design shop which handles original designed furniture and interior accessories. The company has 10 fashionable shops in Japan and an online shop too. The reason IDEE is successful in Japan is because they have made a new culture of design. They actively search for good designers by themselves. For example, when recruiting, they search for young talented designers from around the world and they actually take the time to visit their studios. If IDEE’s officer feel the art is designed well, they will ask the designers what else they can make and from there the process begins. In this way, IDEE finds the designers they want to work with, which allows them to produce original designed furniture.
IDEE puts an emphasis on making and keeping good relationships. In the case of Daniel, when he first visited Japan, IDEE arranged hotel and transportation accommodations so that his transition was smoother. In addition, IDEE provides many opportunities to create new relationships between him and other people who are related to his art from all over the world. Daniel said “IDEE is like an embassy”. They believe that keeping good relationships enables attractive product production. IDEE promotes clients and designers to not only work with each other on projects, but to also partner in life. For example, If you are one of the designers of furniture and your client is kind to you, they will make more of an effort to make more wonderful products with you. IDEE loves to see their designers grow professionally and personally. This is what separates IDEE from other big companies and this is why they are successful in Japan.
IDEE understands that quality and cost are very important factors when purchasing new furniture. They also understand that there are many competitors, so customer service is important too. IDEE believes that they offer a nice balance of these factors, which is yet another aspect that separates them from the competition.
When it comes to advertising for IDEE, Daniel says that there are two important things to remember. The first is, “To distinguish what is legitimate”. Meaning, help the customer understand the quality behind the design. Two, is “To find authenticity”, which means staying true to your design as the creator.
For example, If the product which we want to advertise is “green” then it should be advertised as “green” which helps customers understand the cost, quality and environmental effects your product possesses.
Another techique Daniel uses is in spreading word of his products, is Guerilla marketing.
Guerrilla marketing is an advertising strategy in which low-cost, unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
Here are some examples of Guerilla marketing strategies that have been used by Daniel. In 1994, Daniel used an eye-catching performance in the middle of the street to gather many people for a party. The party started with 50 people and ended with over 3,000 people. The cost of this performance was only $200.
In 1995, Daniel used a show window in a retail location. They not only put their products on display, but also their staff for 3 days. This helped draw attention and create a “buzz” for his designs. Keeping your ideas fresh and trying new ways to advertise are very important .
Magazines Recommended by Daniel about design
- AXIS magazine
- INTRAMUROS
Article By: Hiroki Tanaka