The Marketing Evolution of Build Interiors | Episode 4

From humble beginnings to establishing Build Interiors’ strong reputation in the market, the conversation unpacks how the right approach to branding and consistency has taken them to where they are today.

Sam shares how the company started with no paid advertising, relying solely on organic growth in the first year. The initial marketing plan was simple: post regularly on social media, study algorithms, and stay active on platforms like Instagram and Facebook. Through consistency and authenticity, the brand grew significantly.

Sam admits that the early marketing efforts were a DIY approach, from setting up a content schedule to researching trends online. As the business grew, however, so did the need for a more structured approach, leading to the involvement of a marketing agency.

Build Interiors began working with an agency to take their marketing to the next level. By doing this, they moved beyond social media posts to larger campaigns like billboards and event activations. This shift allowed them to strategise annually, planning out their entire year, from billboards to social media content.

One key aspect discussed is the importance of collaborating with marketing experts, even if you’re running things in-house. Sam shares how the agency became a vital resource for brainstorming ideas and executing campaigns, while also emphasising the need to invest in high-quality marketing assets.

Sam walks through the evolution of Build Interiors’ marketing approach, especially how they remained true to their brand identity. For example, despite the popularity of TikTok, the platform didn’t align with their brand image, so they chose not to utilise it. Instead, they focused on what worked best for their audience, highlighting that different strategies work for different brands.

The “Design Diaries” video series is one of the most notable campaigns. The series showcased designers across New Zealand. Sam describes the importance of how putting a face to the brand helped people connect on a personal level, which contributed to their ongoing growth.

Sam has a quirky method for generating creative marketing ideas: wearing AirPods in the shower to dictate notes. This unusual approach has led to some of their most successful campaigns. While brainstorming, they later filter through these ideas with their agency, refining the best concepts for execution.

Whether it’s through regular social media posts, staying visible with billboards, or executing creative campaigns, the key takeaway is that consistency builds credibility and trust with your audience.

Sam underscores the importance of investing in branding and marketing from the beginning. They attribute much of their success to focusing on how people perceive the brand and how it makes them feel, which has been crucial to Build Interior’s long-term growth.

For business owners and marketers, this episode offers valuable insights into the power of organic growth, the importance of maintaining brand integrity, and the benefits of partnering with experts to enhance marketing efforts.