The Interior Design Business and Social Media Marketing Podcast: Wingnut Social
How Implementing Surveys Transforms Email Marketing with Rob & Kennedy

How Implementing Surveys Transforms Email Marketing with Rob & Kennedy

November 20, 2019

How can implementing surveys as part of your marketing mix benefit you? Is there a way to integrate surveys that can be helpful to both you and potential clients? In this episode of Wingnut Social, Rob & Kennedy join Darla and Natalie to talk about how surveys can transform your email marketing. 

Rob & Kennedy are both in the entertainment industry (one a comedic hypnotist and the other a mind reader!). They sought to find a business to fill their down-time when they were traveling (waiting in airports and lounges) while also solving a problem they faced. ResponseSuite was born. To hear how it benefits everyone—designers included—listen to this episode now!

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What You’ll Hear On This Episode of Wingnut Social

  • [3:05] Surveys as a marketing tool
  • [5:00] Rob & Kennedy’s Background
  • [7:05] What is ResponseSuite?
  • [8:50] How should you use a survey
  • [11:25] Create surveys that aren’t boring
  • [15:20] How it serves your clients
  • [19:05] Filtering potential clients by budget
  • [23:25] You need to use an email campaign
  • [26:40] Is it easy to use?
  • [28:25] What up Wingnut round!
  • [31:10] Connect with Rob & Kennedy

Connect with Rob & Kennedy

Resources & People Mentioned

Implementing surveys = a powerful marketing strategy

ResponseSuite is a marketing automation system that allows you to gather data from people who complete a survey. The answers from the survey integrate with your email marketing platform and filter people into different email campaigns. It can be used in multiple ways. 

You can integrate it into your website.

A survey can be used in an email marketing campaign.

ResponseSuite can independently host a survey for you. 

Rob & Kennedy state that it’s easy to use and basically “Darla proof”! If you’re still unsure, they offer a 14-day trial where you can schedule a 20-minute phone call where they walk you through how to create a survey! 

How does this help you serve clients?

Rob & Kennedy point out that there are three things you want to gauge from a potential client: What stage they’re in, their aspirations, and the biggest (design) challenge they face. Answering these questions can help you properly segment potential clients into categories for marketing campaigns. Some of the ways you can segment people include:

  • By hot or cold leads
  • What style of design they like
  • Different budget categories
  • Biggest challenges faces

They state that it would be advantageous to offer a range of budget categories in a survey question—including ranges that are too low for you to work with. Why? You can create different pages for a potential client to land based on their answer(s). 

For example, If the budget is too low, you can offer them a PDF resource, DIY guide, or even referrals to other designers. If they select a budget option that would be a perfect fit for you, they can be directed to a calendar to schedule a conversation with you. It’s genius! It’s an easy let-down for client’s who aren’t a good fit, without an awkward phone call or email.

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What Kenny Rogers Can Teach Us About Social Media Marketing

What Kenny Rogers Can Teach Us About Social Media Marketing

November 18, 2019

Is your social media marketing on point? Do you know how to track when things are going well or when you’re struggling? How do you deal with haters? In this episode of Wingnut Social, Darla and Natalie channel their inner Kenny Rogers to deliver some stellar insight on social strategy.

Listen on Apple Podcasts

What You’ll Hear On This Episode of Wingnut Social

  • [0:37] When do you implement changes?
  • [2:15] Know when to hold ‘em
  • [4:25] Delegate your social media
  • [5:20] Know when to walk away
  • [6:50] You NEED to budget for marketing

Resources & People Mentioned

Know when to hold ‘em

Instagram has some nifty tools to allow you to track how your posts are performing. In a business account, you can choose “insights” in the toolbar to track your stats. Natalie and Darla recommend two things it helps to track, and if they’re performing well—stay your course

  1. Reach: When your reach is enticing 50% of non-followers to view your content. Your hashtags are working, keep going.
  2. Engagement: If 5-10% of your followers are actively engaged with your posts (commenting) then you’re doing something right.

If either of these metrics is suffering, it’s time to reevaluate. Play around with different hashtags or copy on your posts until you find something that works! Tracking metrics doesn’t just apply to Instagram. Stay aware of your engagement and reach across platforms. But if it ain’t broke, don’t fix it! 

Know when to fold ‘em

Darla and Natalie are brutally honest—time is money. Is social media eating up too much of your time? If you struggle with posting consistently and it isn’t your groove, delegate! Your talents are better served in the areas where you excel. For most of you, that’s spending your time designing. Especially when it comes to dealing with divisive comments. 

Unfortunately, not everyone on social media is there to build others up. The errant “That color is NOT what I would have chosen!” can leave you reeling. The ladies point out that’s it’s tough, but you have to take the high road and let it go. It’s time to fold your hand and move along. 

Darla and Natalie talk budgeting for social media and show off their vocal talent in this fun episode of Wingnut Social. Don’t miss it!

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The Mindset Behind Posting Project Minimums for Your Design Business with Christine Lin

The Mindset Behind Posting Project Minimums for Your Design Business with Christine Lin

November 13, 2019

A project minimum might be a concept you’ve toyed with if you’re in the interior design industry. When you need to bring in some Benjamin’s to run your business it can be an appealing option. But how does it affect your business? Will you see a decrease in leads or clients? Thankfully, Darla and Natalie’s guest Christine Lin will shed some light on the subject.

Christine has been in the design space for only two and a half years, but she’s already making waves in the San Francisco Bay Area. One year after she launched her firm she decided to implement project minimums. To find out what that looks like for her and how it’s impacted her business, listen to the whole episode of Wingnut Social now!

What You’ll Hear On This Episode of Wingnut Social

  • [0:55] Going to Disney World!
  • [3:10] Project Minimums with Christine Lynn
  • [7:20] The scope of Christine’s first projects
  • [10:40] Taking the leap: Setting a minimum
  • [12:50] The basics of markups
  • [16:50] How did inquiries change? 
  • [18:20] Advice for new designers
  • [19:20] The Form + Field Intake process
  • [21:50] Setting realistic budgets
  • [27:30] The pros of an office space
  • [32:35] What up Wingnut!
  • [36:00] Connect with Christine

Connect with Christine Lin

Resources & People Mentioned

Does a project minimum make sense for your business?

When you’re just getting started, it's imperative that you take the work that comes your way to build a portfolio. But as you’ve adjusted and begin to settle into the niche you desire, do you toy with the idea? According to Christine, there is a point where you need to stop taking on small projects that don’t net any profit. 

You have to be able to cover your overhead expenses.

Are you covering the costs of your office? What about paying your staff? Christine also notes that setting a certain minimum cost will determine the types of projects you receive. She loves large projects where she gets to renovate and design an entire home. Setting a design fee minimum of $10,000 and a budget minimum of $50,000 helped weed out the smaller projects. It allowed her to focus on what brought her joy.

How did a project minimum budget affect her business?

When Christine implemented her project minimums, she didn’t experience a gap in clients or loss of business. Instead, she started getting leads for larger projects that fit her vision and expertise. She will accept lower project budgets on a case-by-case basis if it piques her interest—such as the project she did with Ayesha and Steph Curry

Christine is clear about her project minimums on her website and in her contact form. She enjoys vetting client inquiries and answering their questions. She often finds that when she speaks with them she is also educating them on costs (which can be quite high in her area). The process allows her to help adjust expectations while also feeling out if the project would be a great fit.

Her take it or leave it approach suits her and her business continues to thrive. Listen to the whole episode for her insight on the topic, acquiring an office space, and more!

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The Voxer Walkie Talkie App: Making Messaging Fun

The Voxer Walkie Talkie App: Making Messaging Fun

November 11, 2019

Voxer is a push-to-talk walkie talkie app for communicating in real-time, in a way that’s fun. If you don’t like texting and Siri’s voice-to-text leaves you sending unintelligible messages—this may be the app for you. In this mini-poddy episode of Wingnut Social, Darla and Natalie gush about the app and how useful it has been for them. 

What You’ll Hear On This Episode of Wingnut Social

  • [1:35] Voxer basics
  • [4:05] How is Voxer better than Siri?
  • [6:15] For those who hate texting or typing
  • [6:40] Take-backs allowed
  • [7:15] How does it help designers?
  • [8:55] Nitty-gritty details

Resources & People Mentioned

Voxer is THE Walkie Talkie for adults

Natalie reminisces about her childhood when she and her friends would play with Walkie Talkies. It was the coolest thing as kids. She even brought it into her teenage years—with a CB radio in her truck. Voxer allows you to revisit your childhood in a fun yet functional way.

The free version of Voxer allows you to communicate with up to 5 people in a chat. The pro version? Darla reports that it allows up to 500 people to interact. You can sync the app with the contacts in your phone, or pick and choose those to add to the app. 

Practical applications for designers

There are so many logistics involved when it comes to install days, photoshoots, and simple communication with vendors and clients. The app makes communication fast and efficient for a designer. It can apply to other industries as well, such as first-responders and those in hospitality. 

Your voice and intonation come across correctly, as opposed to leaving someone guessing with a text message or email communication. Were you sarcastic? Angry? Joyful? Guess no more. It makes communication with clients fun and engaging. Even better—if you accidentally record something better left unsaid, it can be deleted if the receiver hasn’t listened to it yet. 

Darla and Natalie chat about the other details that make this app so enjoyable, so keep listening!

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The Inside Scoop: Guest-Starring on an HGTV Design Show with Brenda Thompson

The Inside Scoop: Guest-Starring on an HGTV Design Show with Brenda Thompson

November 6, 2019

What do you do if you’re approached to be a guest on an HGTV design show? While it’s every designer's secret dream, is it something you really want to tackle? The upsides can be enormous—increased exposure, potential growth in clients due to the exposure, and the potential to be featured again. But are there downsides? 

Here to chat with Darla and Natalie in this episode of Wingnut Social is Brenda Thompson of HouseLift Design. After years in the business management world, 5 years ago she took her love for designing warm and inviting spaces and launched her business. Earlier this year a production company reached out about a local opportunity—to hear about her adventure, listen now!

What You’ll Hear On This Episode of Wingnut Social

  • [0:55] Upcoming event and announcements
  • [4:45] Brenda Thompson of HouseLift design
  • [5:50] Landing an HGTV design show gig
  • [13:00] What the process is like
  • [16:30] The uncertainty involved in the day-to-day
  • [23:50] Handling a budget and timeline
  • [27:25] Advice for young budding designers
  • [31:10] How’d she handle the camera?
  • [37:10] Would she do it again?
  • [39:35] What up Wingnut Round
  • [42:10] How to connect with Brenda

Connect with Brenda Thompson

Resources & People Mentioned

Being on a design show is a whirlwind experience

Within two days of a production company reaching out to Brenda, she was signing a contract to be a guest designer on House Hunters Renovation. She had never experienced anything like this before—there was so much involved behind the scenes that you never would’ve guessed. 

She was given 10 days to pull together contractors, have samples in hand, and design plans in place. 

She was given a budget that demanded she be creative with her costs—so she had to leverage some favors. After many late nights, her team pulled together and designed a space that left both the producers and the homeowners ecstatic. 

The reality of being a design star

Being in the limelight is a fun experience, but it isn’t necessarily all that it’s cracked up to be. Scheduling camera days and dealing with all the moving parts involved can be overwhelming. It left Brenda drained and exhausted. She also had to turn away potential clients until the project was wrapped up. 

For someone with zero prior experience, being on-camera is a whole new world of intense

Each particular day of shooting was focused around something major: showing the homeowners the design plans or even showing a kitchen counter-top arriving. Brenda never anticipated the number of times they’d have to reshoot a scene. Trying to appear natural and at-ease on your 10th take of a scene is a lot. She noted it was hard to remember what you’ve said and not appear robotic while repeating it (again and again...and again). 

To hear more about her journey, listen to the whole episode! Also, follow Brenda on social media to find out when her episode will air on HGTV!

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IGTV Launches a New Feature That is a Game-Changer for Designers

IGTV Launches a New Feature That is a Game-Changer for Designers

November 4, 2019

IGTV rolled out an update that should be a game-changer for those in the creative space! IGTV has been around since 2018, but its new feature allows you to create a series for your channel. You could become the next IGTV Design star! 

Darla and Natalie share the simple steps to get your channel rolling in this episode of Wingnut Social. They’ll also fill you in on the “why” behind using this feature. 

What You’ll Hear On This Episode of Wingnut Social

  • [0:35] IGTV rolled out a game-changer
  • [2:05] Create your own video series
  • [4:00] Allows you to prepare and record
  • [5:30] How to add a video to a series
  • [6:55] Ideas of what type of series to launch
  • [8:05] The Wingnut Social series announcement

Resources & People Mentioned

So why is this IGTV feature a game-changer?

The biggest change is that you no longer have to go live on Instagram and deliver a perfect video from start to finish. IGTV allows you to record videos however you’d like, and upload them to your channel. But the best part of the feature?

You can create your own video series for Instagram. 

You can start a design series about your creative process from beginning-to-end. Instagram users can follow you and choose to receive notifications when you drop your next episode. It’s genius!

To hear more ideas for your own series—and find out what the Wingnut Social upcoming series will be about—check out the whole minisode now!

How to use the IGTV series tool in the app

Ready for the simple steps to add a video from Instagram? Here’s how:

  1. Open the app and touch the IGTV icon in the top right corner.
  2. Click the + button in the top right corner.
  3. Choose the video that you’d like to add and click ‘Next’.
  4. Choose a cover photo (either a still from the video or your camera roll)
  5. Add a title, description, and pertinent information then choose ‘Add to Series’.
  6. If you haven’t created a series yet, it will give you the option to create and name one. 
  7. It allows you to post a preview of your video to your Instagram feed, allowing users to watch the whole video if they choose to do so.

For instructions on how to create a series from the IGTV app or a web browser, check out the link in the show notes!

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How Sasha Bikoff Shattered the World of Iconic Design

How Sasha Bikoff Shattered the World of Iconic Design

November 1, 2019

What qualifies someone’s work to be labeled as iconic design? What makes it so groundbreaking that others begin to follow suit and emulate the style? Sasha Bikoff exploded onto the scene in the design world with what can only be described as a now iconic staircase design.

Sasha has a background in Fine Art and art history which lends a unique spin to her design career. Her style is multicultural, pulling from her life in New York and her experience studying abroad in Paris. Darla and Natalie chat with Sasha at High Point Market, surrounded by her stunning Currey & Co Installation. 

What You’ll Hear On This Episode of Wingnut Social

  • [1:00] DCOTA Announcement
  • [2:30] Darla introduces Sasha Bikoff
  • [5:50] Botticelli’s Primavera inspired installation
  • [8:35] Sasha’s background in Art and Culture
  • [11:05] The importance of a show house
  • [19:35] You need to photograph your space
  • [22:00] Her upcoming line with Currey & Company
  • [23:40] Her journey from Milan to High Point
  • [25:00] Empowerment for Women
  • [26:50] The emotion she desires to evoke
  • [28:25] What up Wingnut
  • [30:05] Connect with Sasha Bikoff

Connect with Sasha Bikoff

Resources & People Mentioned

Iconic design is about making a splash in the industry

Bodacious, luxurious and extravagant are a choice few adjectives that describe Sasha's design style. As Darla and Natalie chat with Sasha they are surrounded by her Currey & Company installation inspired by Botticelli’s Primavera. Black velvet drapes the ceiling, and her reinvented lighting illuminates the space.

She melded the Italian renaissance with modern design to create a breathtaking space.

Sasha doesn’t take herself too seriously and believes this is a trademark attitude to embrace. She uses her imagination to reinvent things while embracing her true passion to create one-of-a-kind pieces. The goal of her design is to transport you into another world and to evoke a visceral response from the depth of your being

To hear the ladies chat about Sasha’s explosion into the industry, the importance of a show house, and how she connected with Currey & Company—keep listening. 

Lighting is the jewelry of the home

Sasha always wanted to attend High Point but never had the platform needed to come—until her deal with Currey & Company. Her creative nature always left her creating pieces that didn’t exist in the market. Sasha loves an impeccably crafted piece of lighting and knew she could create an iconic collection. 

Now, she has one that will be available for purchase in spring 2020!

She describes it as 1980’s Art Deco Revival meets Miami beach, with some tropical vibes thrown in. She adores the Miami Vice era and her colorful pieces will reflect that. She hopes whatever she creates will leave your eyes wandering in awe.

Darla, Natalie, and Sasha chat about how she strives to help women feel empowered in a design world dominated by men and her crazy journey to where she is now. This is an episode to be remembered

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How to Master the Luxury Design Niche with Julia Molloy

How to Master the Luxury Design Niche with Julia Molloy

October 30, 2019

To make waves in the luxury design niche you need to be BOLD. The key to high-end design is crafting a signature experience. If you’re trying to pave your way in the niche, you have to be on top of your game. Julia Molloy joins Darla & Natalie in this episode of Wingnut Social to help you master luxury design.

Julia is an expert with over two decades of experience and an extensive background in graphic design. She’s the founder of the BOLD Summit conference—and her business is luxury design. If you’re ready to position yourself as a luxury provider, Julia will help take you to the next level

What You’ll Hear On This Episode of Wingnut Social

  • [2:45] The Business of Luxury Design with Julia Molloy
  • [5:25] What is the BOLD summit?
  • [8:40] What to expect at the BOLD summit
  • [10:50] What role does social media play?
  • [15:50] The mindset of the luxury client has evolved
  • [20:55] Luxury and quality are promises kept
  • [23:55] The biggest obstacle designers are struggling with
  • [30:40] Is the middle-tier dying out?
  • [34:30] What up Wingnut!
  • [39:00] How to connect with Julia

Connect with Julia Molloy

Resources & People Mentioned

Social media is “street cred” for high-end designers

Too many coaches for high-end designers claim that luxury designers should be above social media. That it is too “lowbrow” for their status. But this is far from the truth. Julia says that it does play a different role, but it’s just as important

A luxury designer needs to view social media as a building block. 

Kelly Hoppen, Vincente Wolf, and Martyn Lawrence Bullard all have huge social media followings—because their online presence gives them street cred. Luxury is all about association and attraction. For this reason, you need media coverage and editorials. You need that social media following and a fan-base. 

Keep listening as the ladies talk about how your marketing strategy needs to be taken up a notch and what that could look like—and hear a smashing Edna Mode impression. 

Luxury design is all about design without compromise

Many designers don’t want to choose the luxury niche because they have the misconception that the clientele they’d work with would be arrogant and elitist. But the world of luxury has shifted to be more inclusive and enlightened. The culture is evolving and so must you. 

The new era of luxury are people who desire to live congruently with the way they feel inside—with no compromise. 

Julia has a client that specializes in completely vegan luxury design. It isn’t that the clientele is snobbish, but they have the means to be specific about the customization level they desire. Your goal as a luxury designer is to deliver impeccable quality. Keep the promises you make to your clients—then take things up a notch

Julia covers the biggest obstacle luxury designers struggle with, if the middle-tier still exists, and SO much more—so listen to the whole episode for all the juicy details!

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The High Points of High Point Market

The High Points of High Point Market

October 28, 2019

High Point Market needs to be an event every designer has marked on their calendar! The market is the largest home furnishings industry trade show in the world. With over 10 million square feet of space and thousands of vendors, it is THEeventfor Designers.

The fall market just wrapped up and Darla and Natalie are here to chat about what they learned. The networking and other practical applications they took away are covered in this minisode of Wingnut Social—Don’t miss it!

What You’ll Hear On This Episode of Wingnut Social

  • [0:35] High Point Market
  • [1:45] Darla moderated her first panel!
  • [2:20] Practical applications from High Point Market
  • [3:40] High Point is networking heaven
  • [4:35] Make a list of the showrooms to see
  • [5:45] An example of user-generated content
  • [7:45] Every person is SO giving

Resources & People Mentioned

High Point Market is networking heaven

High Point Market is the preeminent trade show for designers—but that isn’t just because of the millions of square feet of showrooms (though you definitely need to make a point to see many of those). With a big name in the industry around every corner, the networking opportunities are endless. 

Darla even got to hug Taylor Spellman.

Pretty awesome, right? It also gives you many opportunities to put your brand out there. Karina Jones, Wingnut’s Producer, had the wonderful idea to pass out Little Debbie Cakes in boxes labeled with a Wingnut Sticker and a business card. What a genius marketing idea. 

AND people tagged Wingnut on social media eating their Little Debbie Cakes! So fun.

Panelists are giving of their time and advice

High Point Market is packed full of learning opportunities. Not only are the panels educational for listeners—but for the panelists as well! Panelists are down-to-earth open-books who are willing to share their successes and their mistakes to help you learn.

Why not take advantage of their wealth of knowledge and experience?

Darla and Natalie left the market with a little bit of a high-point hangover…and an overwhelming feeling of abundance. Even if you’ve been in business a short time or 20+ plus years you will learn something at High Point. 

Listen to the full minisode that is jam-packed full of useful tips and tricks for attending High Point and everything Darla and Natalie learned!

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Why It’s Time to Embrace Personal Brand Photography with Jamie Swanson

Why It’s Time to Embrace Personal Brand Photography with Jamie Swanson

October 23, 2019

Personal brand photography is an up-and-coming style of photography that will change the way you look at your business. We’re all familiar with portrait photography and lifestyle shoots—but what sets a brand photographer apart? Why does your business need a personal brand photographer on retainer?

Jamie Swanson is a photographer, a blogger, and also a podcaster with years of experience in the industry. Jamie talks with Darla and Natalie about the importance of personal brand photography and how it can positively impact your entire brand in this episode of Wingnut Social.

What You’ll Hear On This Episode of Wingnut Social

  • [1:15] High Point Market recap
  • [3:30] Jamie Swanson guest stars!
  • [5:20] What is personal brand photography?
  • [8:00] What do you want people to say about you?
  • [14:50] How in-depth do you go?
  • [18:55] Should you make the investment?
  • [25:10] What is the investment range you’re looking at?
  • [27:10] How to find a personal brand photographer
  • [29:20] Embrace being the face of your business
  • [34:10] What up Wingnut round
  • [36:45] How to connect with Jamie

Connect with Guest Name

Resources & People Mentioned

What sets personal brand photography apart?

A personal brand photographer is a multi-faceted professional who can create beautiful images that highlight who you are as a business professional and human. They help you create a professional image that sets you apart and connects you with your followers.

What do you want people to say about you?

Are you funny? Down-to-earth? Imaginative? Entertaining?

A good photographer will help you identify the connection you want to make and help illustrate it to your audience. It is a strategic branch of photography that combines technical skills, psychology, and a lot of imagination. Jamie gives Darla and Natalie ideas for scenarios to photograph (possibly even involving whiskey and Little Debbie Cakes) and goes in-depth into the process—keep listening! 

It’s an investment strategy you can’t ignore

Your goal as a business owner and entrepreneur is to create a name for yourself and your brand. You want to be THE go-to home designer in your area. Personal brand photography used strategically on social media can be the accelerant you need for your business. While it can be a significant investment, the upside is well worth the cost.

If you’re new to the market and just getting your business launched, Jamie recommends investing in a basic package. If your business is bringing in consistent revenue and you’re ready to take it to the next level: get a personal brand photographer on retainer now!

They will deliver gorgeous photos of you in your element. With the right images executed correctly, you can lower your monthly ad spend and increase social media engagement. Your investment will pay off. 

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