100 episodes

The interior design business and marketing podcast for designers, decorators, stagers, architects, landscapers, and home pros. Hosted by interior designer, Darla Powell, and "The Soulless Ginger", Natalie Grafe.

The Interior Design Business and Social Media Marketing Podcast: Wingnut Social Darla Powell

    • Design

The interior design business and marketing podcast for designers, decorators, stagers, architects, landscapers, and home pros. Hosted by interior designer, Darla Powell, and "The Soulless Ginger", Natalie Grafe.

    Instagram Comes Clean: 5 Myths BUSTED

    Instagram Comes Clean: 5 Myths BUSTED

    Darla and Natalie will bust 5 myths that have been floating around about Instagram in this Monday Marketing Minisode! Instagram launched a branded account—@creators—where they share tips, tricks, updates, tutorials, and MUCH more. Recently, they answered some FAQs in their stories. Darla and Natalie discuss those “answers” and share their take. Don’t miss it!
    What You’ll Hear On This Episode of Wingnut Social
    [0:35] Natalie’s rainbow work skivvies
    [2:03] It’s time to busy some myths
    [3:06] Photos versus videos: which one is better?
    [4:40] How often do they change the algorithm?
    [5:54] Will Pods get you to appear higher in the feed?
    [7:32] Does a comment need to be more than 6 words to be counted?
    [8:38] Do likes/comments in the 1st 30 minutes rank you higher?
    [9:50] What you need to focus on
    [10:33] RESA being moved to April and location TBD
    Resources & People Mentioned
    Instagram @Creators account
    5 Instagram myths BUSTED 
    1. Photos versus videos: which one is better?
    Guess what? According to Instagram, they are ranked on the feed equally! However, the caveat is that your feed is based on your activity and preferences. If you interact with more videos, you’ll see more videos on your feed. Darla shares another trick that may sway you one way or another—be sure to listen!
    2. How often does Instagram change their algorithm?
    Drumroll...All the time. The Instagram algorithm uses artificial intelligence (AI) and claims feed rankings are constantly adapting and changing. 
    3. Does being part of a pod get you featured higher in the feed? 
    In the short-term, you may see positive changes. However, Instagram WILL spot engagement that isn’t authentic and adjust accordingly. It’s just a matter of time. 
    4. Does a comment need to be more than 6 words to be counted? 
    There’s a rumor goin’ round… that a comment needs to be 6 words or longer to be counted in your algorithm. Instagram responded in their truly blunt fashion, simply saying that’s FALSE. They used lots of emojis in their answer, too. 
    5. Are posts ranked higher if they get interaction in the first 30 minutes? 
    Instagram again answered that this was false BUT based on Darla and Natalie’s personal experience, the faster you see engagement the better. You also need to respond quickly and interact with your fan-base. 
    What is important in the long run?
    In the end, Instagram’s cryptic answers don’t bother Darla and Natalie. After all, Instagram holding its cards close to their chest keeps the mystery alive. This alone sustains engagement because no one really knows the answers to all of Instagram's secrets. 
    So what’s the bottom line? Comments, likes, reshares, and views are HIGHLY important—along with a focus on creating stellar content. Continue to foster authentic engagement with followers. Follow these hard and fast tips and you’ll thrive on the platform. 
    Connect With Darla & Wingnut Social
    www.WingnutSocial.com
    On Facebook
    On Twitter: @WingnutSocial
    On Instagram: @WingnutSocial
    Darla’s Interior Design Website
    Check out the Wingnut Social Media Lab Facebook Group!
    1-877-WINGNUT (connect with us for your social media marketing needs)
    Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn
    Audio Production and Show notes byPODCAST FAST TRACKhttps://www.podcastfasttrack.com

    • 12 min
    Show House 101: How to Launch Your Own with Maryline Damour

    Show House 101: How to Launch Your Own with Maryline Damour

    If you’re a designer who doesn’t have the renown to get invited to participate in the Kips Bay Decorator Show House—what are you to do? How do you get exposure? Maryline Damour was a new designer looking to connect with other designers and vendors in the Hudson Bay Area. She had the brilliant idea to create a show house to bring the community together. 
    Maryline was 4 years out of design school. She knew that being invited to participate in a show house was something that could launch your career. So she took her destiny into her own hands and decided to organize her own show house. In this episode of Wingnut Social she shares how she chose a house and everything she’s learned about the process along the way. Don’t miss it!
    What You’ll Hear On This Episode of Wingnut Social
    [0:50] Valentines Day & Doodling
    [2:45] Announcement: Podfest 2020 in Orlando!
    [5:22] How Maryline Damour’s show house got started
    [9:35] A show house can launch your career
    [12:15] How do you choose a show house?
    [15:35] Blowback from designers - why are we fixing up YOUR home?
    [17:15] How did she decide what to do with revenue?
    [20:00] Exposure gained from house #1
    [22:32] Obtaining show house #2
    [25:11] What’s in it for the homeowner?
    [28:10] Does the homeowner get a say in the aesthetic?
    [29:43] Legal issues you might run into
    [32:15] What is the financial commitment?
    [35:35] What is Maryline’s focus for show house #3?
    [41:52] Mistakes to avoid and lessons learned
    [44:35] What up Wingnut! Round
    [48:05] Connect with Maryline
    [51:56] Blooper Reel!
    Connect with Maryline Damour
    Kingston Design Connection
    Kingston Design Connection on Instagram
    Kingston Design Connection on Facebook
    Damour Drake
    Resources & People Mentioned
    Darla is speaking at Podfest 2020 in Orlando!
    Corey Damen Jenkins Episode
    Sasha Bikoff Episode
    Stacy Garcia Episode
    Andrew Joseph PR
    Jane Austen
    Sourcing a show house isn’t as easy as it sounds
    Most people in the Hudson Bay didn’t even know what a design show house was. As Maryline began doing market research she was finding herself educating others. But shocker—she couldn’t find anyone who would hand over their house. After a year of zero headway, she made the executive decision to use her own home. It was a mid-1800 Victorian house in dire need of repair. But what other choice did she have?
    There could have been potential blowback from designers. After all, they were essentially fixing up HER home. What if they thought it was a ploy for her to get free stuff? So she decided she needed to be upfront from day one in all of her marketing that it was her home. But she also emphasized the reason for the project in the first place—connecting area designers, vendors, and other makers in the space. People understood the value proposition and came on board. 
    Plus, she replaced her roof, fixed the front porch, and made improvements on the house to prepare it for the designers. 
    Show house round #2: A different angle
    With the exposure from her first year, Maryline took a different approach to source a show house the 2nd year. She had been approached by a publicist—Andrew Joseph—who succeeded in getting her a lot of buzz. So she did a call-out to have area homeowners submit their homes for the 2nd round. About a dozen people applied and they landed on a huge brick home that was built in the 1800s. It was a whopping 4,000 square feet with 16 different rooms spanning 3 floors. 
    The family of 8 homeschooled their children and were able to stay with family for September and October, giving Maryline and her designers’ plenty of time to transform the space. But they have to move out of their home completely for 2 months, begging the question: what’s in it for the homeowner? 
    Maryline pointed out that they get anything that remains in the home. Landscaping work, permanently installed lighting, wallpaper, paint—i

    • 52 min
    How to Use Instagram Create Mode to Spice Up Your Stories!

    How to Use Instagram Create Mode to Spice Up Your Stories!

    If you’re at a loss—banging your head against the wall—and can’t think of content for your Instagram story, look no further: Instagram’s create mode is here to save the day. What is it? What can you do with it? Is it worth your time? The short answer is YES. 
    Find out how to use this feature in this Monday Marketing Minisode of the Wingnut Social podcast! Darla and Natalie will fill you in on this fun and interactive side of Instagram. If you’re looking to increase engagement and connect with your fans, this is a must-listen!
    What You’ll Hear On This Episode of Wingnut Social
    [1:24] Instagram Stories Create Mode
    [5:47] The 7 features you can use
    [7:23] Why you NEED to embrace it
    [10:30] Blooper Reel
    Resources & People Mentioned
    Instagram.com
    Instagram Create Mode 101: Dummy-proof
    Stories are one of Instagram’s most popular features! The more you add to your story and interact with your fan base, the more it influences the algorithm and gets you more traffic. So for those of you who haven’t embraced the newest feature, here’s where you find it:
    In the top left corner of the app, choose the spot where you would normally add a story.
    In the menu on the bottom, scroll to ‘create’ and gain immediate access to 8 different features.
    It’s that simple! If you don’t have images prepared, it’s a creative way to post to your story without stressing over pulling content out of nowhere. 
    Create mode’s fun-filled features
    There are currently 8 features that you can choose to make your Insta story creations. What are they?
    Happy Birthday: Post a special Happy Birthday shout-out to your story!
    GIF Mode: This hilarious feature allows you to add a GIF to your story.
    Templates: 8 premade backgrounds to interact with your fans in a unique way. 
    On This Day: A randomly selected #ThrowbackThursday photo you can share to your stories!
    Make a poll: Type a random question to ask your followers!
    Ask ME a question: Listen to the episode to hear some of the crazy questions Darla was asked when she tried this!
    Countdown: Going live? Have an event coming up? Give your fans a countdown to boost excitement and anticipation!
    Quiz: Ask your followers to answer a quiz question—see how well they know you!
    Darla emphasizes that you need to go check it out for yourself—and Natalie is totally on board. Experiment and find your favorite feature and start increasing engagement with your fan-base!
    Connect With Darla & Wingnut Social
    www.WingnutSocial.com
    On Facebook
    On Twitter: @WingnutSocial
    On Instagram: @WingnutSocial
    Darla’s Interior Design Website
    Check out the Wingnut Social Media Lab Facebook Group!
    1-877-WINGNUT (connect with us for your social media marketing needs)
    Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn
    Audio Production and Show notes byPODCAST FAST TRACKhttps://www.podcastfasttrack.com

    • 11 min
    Brick-and-Mortar Isn’t Dead: The Upside of a Retail Space with Victoria Sanchez

    Brick-and-Mortar Isn’t Dead: The Upside of a Retail Space with Victoria Sanchez

    Should an interior designer invest in a retail space to enhance their design business? How can a showroom benefit your current firm as well as be profitable on its own? If you’re on the fence about investing in your own space, Victoria Sanchez joins Darla and Natalie to go over the pros and cons and share why it works so well for her.
    Victoria Sanchez is an award-winning designer and the owner of ‘Victoria At Home’, a premier home furnishings boutique with showrooms in Alexandria, VA, and Santa Fe, NM. She has a Bachelor’s and Master’s degree in interior design—and over 30 years of experience in the industry. 
    What You’ll Hear On This Episode of Wingnut Social
    [0:55] Ready for Winter to be over!
    [2:23] Darla’s upcoming speaking gigs
    [6:13] Victoria Sanchez’ background
    [8:06] All about Victoria’s retail store(s)
    [11:00] What comes first, the chicken or the egg?
    [13:10] What’s tricky about a retail store
    [15:10] With Age comes wisdom
    [17:35] When do you open a location?
    [20:07] Is the expense of a retail space worth it?
    [24:33] How important is the location?
    [31:00] Marketing for interior designers
    [34:45] Why having a showroom is worth it
    [38:35] What up Wingnut! Round
    Connect with Victoria Sanchez
    LinkedIn
    Twitter
    Victoria At Home
    Resources & People Mentioned
    Darla is speaking at Podfest 2020 in Orlando!
    Upcoming RESA speaking gig: Details TBD
    Cheryl Kees Clendenon Wingnut Social Episode
    Andrew Joseph Public Relations
    La Luz
    Urban Loft
    A Tree Grows in Brooklyn by Betty Smith
    Your retail space is a portfolio of your work
    Victoria has always been drawn to retail and she loves the opportunities it provides her. People come into her store and get to know her style and personality. They gather a general sense of who she is—while she gets to know them. She is able to explain that she’s a designer and show them her aesthetic in one moment. 
    Victoria points out that retail space isn’t for everyone. She didn’t launch hers until her kids were in high school and she had more time—and cashflow—to get it going. You need tools and resources in play, as well as money for inventory, display, and staff. Above all, you have to love working with people.
    She shared that about 25% of her revenue comes from her retail space and about 75% is from design work with clients. She uses her retail space as a catalyst for her design business and it has significantly increased her client-load. Victoria shares more about her locations and why their placement is important. Keep listening!
    More designers need to invest in marketing
    Victoria is passionate about educating designers. She believes the current curriculum in design programs is lacking proper marketing techniques for the specific field. She points out that it is of paramount importance to have a marketing plan in place. If that’s not something you’re comfortable with—hire someone who is. Victoria works with Andrew Joseph PR to help market her new location in Santa Fe. 
    She was honest with herself and knew she didn’t have the time or expertise to properly market her business. Her community in Santa Fe is small and she learned quickly that marketing and networking go hand-in-hand. If people like you, they will talk about you—and word-of-mouth in a small community will get you places. 
    Is having a retail space worth it in the day and age of digital shopping? Can you compete with the online giants? Listen to the whole episode to hear Victoria’s take on the industry and why she believes brick-and-mortar is here to stay. She’ll share some of her numbers, expenses, and how her two locations are so different. 
    Connect With Darla & Wingnut Social
    www.WingnutSocial.com
    On Facebook
    On Twitter: @WingnutSocial
    On Instagram: @WingnutSocial
    Darla’s Interior Design Website
    Check out the Wingnut Social Media Lab Facebook Group!
    1-877-WINGNUT (connect with us for

    • 45 min
    Your [Ideal] Marketing Demographic IS on Social Media!

    Your [Ideal] Marketing Demographic IS on Social Media!

    If you think your marketing demographic isn’t on social media—you’re wrong! Stop using the excuse that it’s pointless to market on social media platforms because it won’t get you business. Darla and Natalie are about to prove you wrong. It’s time to embrace the power of social media.
    In this Monday Marketing Minisode, the ladies will share some fascinating statistics about popular platforms such as Facebook and Instagram. Listen to the end for a surprising statistic they didn’t see coming!
    What You’ll Hear On This Episode of Wingnut Social
    [0:36] The best thing about the Super Bowl
    [1:40] The demographic on social media
    [3:10] Facebook Statistics
    [5:30] Instagram Statistics
    [7:00] Twitter Statistics
    [8:00] LinkedIn Statistics
    [10:20] YouTube Statistics
    [12:13] Your target audience IS on social media
    [13:48] Use the #WowWingnut hashtag!
    Resources & People Mentioned
    Demographics for popular platforms
    Your marketing demographic on 5 platforms
    If you’ve doubted the necessity of marketing your design firm on social media, here are some statistics that will blow your mind: 
    Facebook: 
    79% of 30–49 year olds use Facebook
    68% of 50–64 year olds use Facebook
    74% make an income of $75,000 or higher
    74% also have a college education
    Instagram: 
    47% of 30–49 year olds use Instagram
    23% of 50–64 year olds use Instagram
    43% have a college education
    42% make an income of over $75,000
    Most of Darla and Natalie’s ideal clients use Instagram. It’s a great place to show off your work and give potential clients a visual representation of what you can do for their space. In fact, most of Darla’s design clients come from Instagram!
    Twitter: 
    26% of 30–49 year olds use Twitter
    17% of 50–64 year olds use Twitter
    32% have a college education
    32% make an income of over $75,000
    Twitter isn’t the ideal space for interior design BUT it is good for tagging and reaching out to brands that DO have a strong Twitter presence. 
    LinkedIn:
    37% of 30–49 year olds use LinkedIn
    24% of 50–64 year olds use LinkedIn
    51% have a college education
    49% make an income of over $75,000
    It may not be the prettiest platform, but a chunk of your target market still exists here!
    YouTube: 
    Darla and Natalie were astounded when they read the YouTube statistics. It just proves that video truly is king—for any age. It is the #1 social media platform. 
    87% of 30–49 year olds use YouTube
    70% of 50–64 year olds use YouTube
    80% have a college education
    83% have an income over $75,000
    The proof is in the pudding
    Darla and Natalie didn’t want to bore you with statistics but they are SO important and help prove their point: You need to be on social media. It’s a long game, but you have nothing to lose. 
    The days of sending out mailers or passing out paper flyers are no more. You cannot simply rely on referrals and word-of-mouth. You need a pipeline that won’t dry up—social media can provide that for you. 
    If you’ve been putting it off and delaying the inevitable, embrace it. Get your business on Instagram, Facebook, or whatever platform best matches your marketing demographic. Your customers will find you when you go where they are.
    Connect With Darla & Wingnut Social
    www.WingnutSocial.com
    On Facebook
    On Twitter: @WingnutSocial
    On Instagram: @WingnutSocial
    Darla’s Interior Design Website
    Check out the Wingnut Social Media Lab Facebook Group!
    1-877-WINGNUT (connect with us for your social media marketing needs)
    Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn
    Audio Production and Show notes byPODCAST FAST TRACKhttps://www.podcastfasttrack.com

    • 15 min
    How to Get Published in AD Pro—Straight from Editor Katy Olson

    How to Get Published in AD Pro—Straight from Editor Katy Olson

    How does an interior designer get a project published in AD Pro? What are they looking for? Publishing is competitive and it’s important to set yourself apart from the hundreds of emails editors receive daily. So how do you get chosen? Find out from today’s guest, Katy Olson.
    Katy is the Editor for AD Pro, a subscription-only digital resource for design-industry professionals. Previously, she was the Executive Editor at Business of Home. Her work has been featured in New York Magazine, Daily Mail, Hampton’s Magazine—and much more. 
    AD Pro started out as a section of the Architectural Digest website, the brainchild of the editor-in-chief. Now, it is a B2B membership for movers and shakers in the design industry to come together and be informed, entertained, and inspired.
    Get the inside scoop on what editors look for in a pitch in this engaging episode of the Wingnut Social podcast. 
    What You’ll Hear On This Episode of Wingnut Social
    [3:55] All about Katie Olson
    [6:20] The target audience of AD Pro
    [8:50] How does AD Pro benefit Interior Designers?
    [11:15] How to get published in Architectural Digest
    [14:20] Invest in professional photography
    [17:15] Editors look for exclusivity
    [21:20] Cultivate a relationship with the editor
    [22:50] Shoot for a sense of timelessness
    [24:20] What makes Katy say ‘yes’ or ‘no’?
    [27:20] What up Wingnut! Round
    [30:40] Connect with Katy Olson
    Connect with Katy Olson
    Katy on Twitter
    Katy on LinkedIn
    Katy_Olson(at)condenast.com
    Resources & People Mentioned
    Architectural Digest
    AD Pro - 20% Discount Offer!
    The Sara Lynn Brennan episode
    The Alchemist by Paulo Coelho
    What sets you apart and gives you higher odds of being published?
    Katy’s #1 recommendation is to cultivate a relationship with the editor(s). If you pitch a project you can ask them to give it to you straight. Do you really have a shot? If they can’t get your project featured, perhaps they can help you brainstorm another angle. Is there a compelling story? Can your project facilitate discussion? Was there something particularly difficult that you overcame? If you have that relationship it opens the door to conversation versus a yes or no answer. 
    Architectural Digest embraces a classic style. If your design aesthetic is modern, AD may not be the perfect fit for your work. Katy recommends doing your research—if AD isn’t a good fit, find a publication that will be. But if AD is your goal, shoot for a sense of timelessness in the piece you submit. Make sure you’re reaching out to the proper editor, but keep in mind they collaborate with their team. If something isn’t a fit for the print version it may be an option online. 
    What is the ideal email pitch?
    Katy receives 100+ emails a day and can easily pinpoint those that won’t get the time of day. If you want to be considered, don’t send out a mass pitch, misspell her name, or send an email to the wrong editor. 
    So what should you do? 
    Include whatever makes the process easier. Attach your 4 best high-quality images or a dropbox link to your project. Immediately share the photographer’s contact information (and whether or not the magazine has publishing rights for the images).
    Take care of any house-keeping in that initial email—it only has to be a simple paragraph—and what angle they can use for your project. Doing these simple things will help set you apart and increase the likelihood of a resounding YES. 
    To hear Katy’s thoughts on photography, exclusivity, and a full run-down of the benefits of an AD Pro membership, listen to the whole episode!
    Connect With Darla & Wingnut Social
    www.WingnutSocial.com
    On Facebook
    On Twitter: @WingnutSocial
    On Instagram: @WingnutSocial
    Darla’s Interior Design Website
    1-877-WINGNUT (connect with us for your social media marketing needs)
    Check out Currey & Company for your decor needs!
    Subscribe to The Wingnut

    • 34 min

Customer Reviews

jodiehughes6 ,

Wingnut Fan

I enjoy listening to Darla and Natalie (ripping into each other) on the podcast. The interviews are interesting and the knowledge I obtain is very inspiring for my own business. One of my favourites!! 🇦🇺

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