New Sourcing Tool Makes Life Easier

Monetizing an interior design business with products is a conversation that is ever evolving in the design industry. Between vendor accounts, affiliate links, buyer clubs and sales tools, at times it can be hard to decide what’s best for you and your business. Using a variety of these options can be very beneficial to your business and today, I’m going to share more information about one sales tool I came across that has become a real game-changer for many independent interior designers.

SideDoor is a sales tool and platform where interior designers can curate shoppable collections of products from their favorite vendors to share with their clients and/or social media followers. This tool gives you the option to create collections and invoices specifically for your clients AND it allows you to create collections in your style and brand to share on your website and social media platforms.

With over 80 popular vendors and average commissions of 33% this sales tool allows you to monetize your business in a much simpler way. So how does this work? Follow the steps below.

1.       Request Access – you can go to www.onsidedoor.com and request to be a part of the program. SideDoor will review your request to see if you’ll be a good fit. Once you are accepted, you will get in on the early access program, which is currently FREE. (Date of this post is 10/20/20)

2.       Curate Collections – After you are accepted, you can start creating collections using products from a vast array of vendors at vendor direct designer net pricing. You can share these collections in client proposals or directly online with your followers.

3.       Share – Once your collections are curated you’ll be able to embed shoppable links on your website, blog and other social media platforms.

4.       Earn Commission – When your clients or followers purchase products from you, you earn the spread between designer net and retail. SideDoor takes care of the rest.

5.       Sit Back – Once your client makes a purchase, SideDoor will fulfill the order, get it to your client and deposit your earned commission.

If you are interested in learning more, you can visit the SideDoor website at www.onsidedoor.com to check out their current vendors, frequently asked questions and apply for access.

For more information on exactly how the sales tool works, you can also sign up for a webinar using the link below. The webinar is Wednesday at 1:00 p.m. EST.

 https://zoom.us/webinar/register/WN_lOMV7remSQ6Yoc3ctkVEKQ

These webinars are available every Wednesday so you could sign up for another time if this Wednesday is not convenient for you.

SideDoor is a simple and easy to use tool but we know you are busy and actively growing your business. Whether you are currently using SideDoor or you decide to sign up now, we are here to help. There are several VDAs on my team who are able to help you manage your SideDoor account to make sure you are using the tool to its full potential.

Have a wonderful day!

XX, Danae

Self-Hosted Project Management

Many interior designers use project management software such as Ivy, Studio Designer, Mydoma, Design Manager or another software. Last week’s blog post focused on the features of these project management systems.

What happens when you don’t find the right fit, or decide to do it yourself either with free programs or programs you already have? There is a group of interior designers that are doing this and are considered self-hosted. They don’t use any of the software options above to stay organized. So how do they do it?

MICROSOFT EXCEL

Most people already have Microsoft Excel and if you are good at it, it can be used to organize projects, orders, expenses, bookkeeping and a variety of other things in your business.

PINTEREST

You can create private boards to share with your client to house your design ideas and product choices for their design. You can also create a private board to create a library of your favorite and popular products and sources.

GOOGLE DRIVE

You can keep photos, stories, designs, drawings, recording, videos and more in your google drive. Your first 15 GB is free with a google account. This is also great for storing notes, spreadsheets, invoices, documents and correspondence with clients.

TRELLO

This free cloud-based platform is great for working with your clients to collaborate on projects. You can create boards, lists and cards to help you stay organized. Many of my virtual design assistants use Trello when collaborating with designers as well.

PAYPAL, VENOMO, WAVE

Create invoices and collect payments. These are free to use but some fees may apply for processing payments.

HELLO SIGN

Use this free service to collect digital signatures for your client contracts. Collecting signatures with this platform just became a lot easier.

MAILCHIMP

Free for up to a certain number of subscribers this service is a great way to get started with your email subscriber list. As you grow you may want to consider using a paid service for your email campaigns. Next week’s post will be on the best options for your email subscriber list and emails.

WEBSITE

Some designers even use private pages on their website to communicate with their clients regarding renders, concept boards, selections, etc.

Self-hosted may take a bit more organization but some people are more comfortable using systems they are already familiar with. There are a variety of ways to be successful in this business. It just depends on what works best for you!

Best Project Software for Interior Designers

I work with a lot of interior designers and they use a variety of project management software including Ivy, Mydoma, Studio Designer, Design Manager and self-hosted.

Which one is best for you? Hopefully the information below will help. Mydoma was the only one I was able to locate new updates for 2020.

Ivy
Ivy’s website states - Our platform is designed to take the pain out of administrative tasks and allow designers to focus on the work they love. You don’t just get access to the Ivy platform, but also to our incredible industry resources, and the most powerful and supportive design community.

I’ve been told that Ivy has a low learning curve and is the user-friendlier version of Studio Designer. Ivy works well with direct integration with QuickBooks online including easily accepting credit cards. Ivy allows you to view project timelines without added data entry because estimated ship dates automatically go on the Project Calendar. Ivy will continue to add functionality to make it a strong candidate for the interior designer’s use.

Although it may be user friendly, it does take two programs to do what Studio Designer can do in one. Studio Designer is more customizable; however, Ivy is still very popular among interior designers.  

Key features:

Product Sourcing

Proposals & Invoicing

Room Boards

Project Tracker

Time & Expense Tracker

Online Payments

Reports

Mobile App

QuickBooks Online Sync

Pricing: Free $0/month

Starter $59/month

Essential $49/month when billed annually – Current Special Offer

Ultimate $199/month when billed annually

Try it: They offer a free demo at www.ivy.co. Ivy is owned by Houzz.  

Design Manager

Design Manager is an all in one software for project management, purchase order tracking, accounting, reports, inventory. Since Design Manager isn’t super user friendly it is often used by established design firms. Their website claims 70% of interior designers prefer Design Manager over QuickBooks.

Design Manager is the leading project management and accounting software for interior designers. Created in 1984 to respond to the requests of local interior design firms, it expanded into a nationwide software company and became one of the first providers of cloud-based design software. Because design firms have specific needs that cannot be answered by conventional software, it is our mission to provide a product that is dedicated to serving the design community. We deliver software that saves time, money, and frustration, while eliminating countless hours of paperwork.

Key Features:

Project management

Time billing

Enter spec info fees, markups and discounts

Client documents with payment links

Purchase orders

Order tracking

Receipts

Accounting

Reports

Inventory

Pricing:

DM Cloud $39.99/month

Pro Cloud $54.99/month

Save 10% by paying annually

Current offer: Save 50% off first 3 months.

Try it: They offer a free trial at https://designmanager.com/

Mydoma

Mydoma is great organizational tool for your interior design projects.  Many designers love the systems and process and creating automations so that your business runs easier and Mydoma helps with this.  The Mydoma platform helps with the onboarding process, a place to keep project info (ex: space info, before images, measurements, inspiration images), and a place to collaborate with your clients.  Using Mydoma you are creating an online design studio/project binder to collaborate with your clients.  You can have new clients sign contract, fill out onboarding questionnaire, and send initial payment all within the program.  Great if you do e-design or smaller design packages.

This software is limited if you run a full-service interior design firm.  And the accounting is in QuickBooks, so it requires double entry for products.  

Key features:

Orders, invoices & online payments

Design packages

Product sourcing

Time tracking

Client portal

Designers Toolkit

Pricing: $59 per month for Solo

$79 per month for Team (8 users)

$12 per month for Agency

Try it: Free 30-day trial. www.mydomastudio.com

Brand New Features 2020

• Ability to set categories to vendors - Suppliers or Service Provider

• Better organization & management of services

• Comprehensive proposals redesign

• The addition of “Grouped” products

• Ability to create purchase orders & work orders on the same window

• Creation of invoices on a proposal level

• Comprehensive reporting

For more information on Mydoma Studio 3.0 - Tulip

Studio Designer

Studio Designer claims to be the leading application for interior design professionals. It provides project management and accounting systems for its users. In 2016, it created a Vendor Portal and Client Portal. In 2019, version 2.0 is a new streamline look and efficiencies.

It is a very robust and extensive program for every operation a design firm could face.  This is a one-stop-shop for all your interior designer application needs.  Because of this Studio Designer can feel overwhelming for a novice designer.  It is an accounting program and project management program wrapped up in one.  You can manage your entire business from this program.  Accounting, Expediting, Ordering, Timelines, Reminders, Logistics, Inventory and so much more. 

This program is very technical, and you may need an accountant that specializes in the program.

Key features:

Project management

Studio capture

Time billing

Client portal

Integrated accounting

Reporting

Pricing: Basic - $35/month

Professional - $45/month

Try it: Studio Designer does not offer a free trial, but they do offer pro-rated refunds, if you wanted to try it for a few days for a few bucks.  www.studiodesigner.com/

Self-hosted

I know more and more interior designers that are going to a self-hosted type of program. They use landing pages on their websites to organize and communicate with clients, Pinterest boards for sourcing and communicating with clients, spreadsheets for orders, order tracking, expenses, budgets and processes to stay organized and on top of their businesses. This isn’t for everyone but if you are looking for a cost-effective way you may be interested in checking out a self-hosted system. Next week, I’ll be writing about how the self-hosted system works and why it might be beneficial to you!

Sourcing Tips & Tricks

As you are aware, being an Interior Designer means juggling a multitude of things from client meetings, to sourcing, invoicing, proposals, dealing with contractors and the list goes on and on. Streamlining processes are crucial to building and maintaining a successful interior design business and so today I’m going to write about sourcing.

Sourcing can be as simple or as complicated as you like, but to simplify things I’ve got a few great tips and tricks for you below.

1.       Narrow down a list of key vendors. I know many interior designers that only work with their favorite vendors … you know the ones. They are easy to work with, offer great commissions and their shipments come on time and intact. Keep this list in your computer or better yet go to each of their websites and save them to your favorites. This way you can have tabs across the top of your website browser that you can get to easily and quickly. If you need help with a list of key vendors … let me know as this could be a blog post entirely on its own.

2.       Keep an ongoing list of your favorite products. I realize you don’t want all your clients’ homes to look the same but there are a handful of items that even the most successful interior designers’ source for multiple clients. For example, I follow a popular interior designer on the east coast who has a very popular blog and from her portfolio I can tell that she loves tulip tables, X benches, anything leopard print, trays and popular design books. She has her go-to sources and can easily source these items.

3.       Organize your favorite products in libraries on Pinterest, Excel or another area of your computer. This way when you have a client looking for a kitchen table you can go to your kitchen table cheat sheet to see if there is a great kitchen table there. I realize these lists will always be changing but it’s a great time saver if you spend a few minutes updating them as needed.

4. Trust your gut and move on! When you create the design for a client you know what you want and what you’re looking for. Choose a few options for each piece and move on. You could spend hours getting lost down the rabbit hole of products available. If you know you spend way too much time sourcing for your clients, decide ideally how much time you should be spending, set a timer and get to it. Again, pick a few great options and move on!

5.       Outsource your sourcing. I realize this is hard for some people but when you find someone great who understands your style and what you are looking for it can be such a huge benefit to your business. Working with a trusted virtual design assistant can be a huge asset to your business.

Hopefully you’ll find these tips helpful in creating a system for sourcing that will save you time and headaches!

Get Clients with Email Marketing!

Email marketing is where it is at! You can have small list and generate a lot of business from that list. Social media is still great but instead of putting content out there for the whole world to see knowing that fewer and fewer people are seeing it every day, put more effort into the content that your target marketing is seeing.

You may have thousands of followers on Instagram, thousands of likes on Facebook and millions of view on Pinterest but even if you only have a couple hundred on your email list you could be making a lot more money with your email list than all of your other social media combined.

Why are email lists so important? Email lists are comprised of people that want to hear from you. They are interested in what you have to say and are interested in updates having to do with your business. Social media is a very valuable tool but unless you are paying for targeted ads it’s not as specific to your target market as your email list is. The email list provides you with a go-to list of people to contact when you decide to run a special, offer a new service or have great news and updates to share.

Starting an email list is fairly simple for someone who knows what they are doing.  I’ll be honest, my virtual design assistant set mine up for me. The easiest way to start one is to create an opt-in on your website. You can attach this opt-in to all your other social media as well. The opt-in is a pop up that will appear when someone visits your website and it will ask for an email address. A lot of designers offer a freebie in exchange for the email address. You can offer a style quiz or a how-to guide for the most commonly asked questions you receive such as how to hang curtains, how to hang a gallery wall, how to choose the appropriate sized rug, etc.

Once you have your freebie and your opt-in ready you will need to link it to an email capture service like MailChimp, ConvertKit, Constant Contact or SquareSpace. These services allow you to keep an email subscriber list and allow you to set up email campaigns. You can create an automatic email campaign or go in and schedule new ones to go out as needed.

The most common thing I hear from designers is they don’t have time to write the emails. We can help you! We can write them for you or you can purchase them directly from our site at https://www.elitedesignassistants.com/eda-emails-for-purchase.

After searching the internet, I found that email marketing is one of the most cost-effective marketing tools for small businesses. According to the Direct Marketing Association, email marketing on average sees a 4300 percent return on investment (ROI) for businesses in the United States.

This is because email marketing is easy to manage, gives you full control, and allows you to establish a direct contact with your customers.

Now that you are considering doing more email marketing, what marketing services are out there?

I talked to several interior designers and came up with the 4 most popular email marketing services among interior designers. Three of them were listed in an article at wpbeginner.com and one of them is fairly new but it’s becoming a real contender.

CONSTANT CONTACT

Constant Contact is one of the largest and fastest growing email marketing services in the world. It is also the easiest to use and beginner friendly.

You can easily manage your email lists, contacts, email templates, marketing calendar, and more.

Each account gives you access to easy tracking and reporting, built-in social media sharing tools, free image library, list segmentation, Facebook ads integration, and a powerful eCommerce integration for Shopify stores. If you sell product from an online store this could be great.

Their Email Plus accounts also come with powerful features like email automation, surveys & polls, coupons, online donations, and subject line A/B testing which helps you send targeted emails to maximize your open rate.

Constant Contact offers unmatched support with live chat, phone calls, email, community support, and a vast library of helpful resources.

Aside from online training, they also offer in-person live seminars across the United States. This allows small businesses to quickly learn the basics of email marketing and start using it to grow their business like a pro.

For all the reasons above, several sites have rated Constant Contact the best email marketing service for small businesses.

Constant Contact has a 60-day free trial (no credit-card required). After that their pricing starts as low as $20/month.

CONVERTKIT

ConvertKit is a robust email marketing platform for professional bloggers, authors, and marketers. It is extremely easy to use and incredibly powerful.

ConvertKit allows you to easily offer content upgrades and incentives with email signup forms. It also comes with easy to manage auto-responders allowing you to send drip emails.

With ConvertKit, you can easily segment subscribers into those who are interested and those who have already purchased. This helps you increase conversions with automated emails that feel more personal. In marketing terms, this is called targeted email marketing.

ConvertKit offers email-based support and has an extensive knowledge base with great learning material.

ConvertKit offers a 14-day free trial, and their pricing starts from $29/month. They also offer a 30-day refund policy.

MAILCHIMP

Mailchimp is one of the most popular email marketing service providers in the world primarily because they offer a forever free email marketing service plan.

Mailchimp comes with an easy email builder, autoresponders, segmenting contacts into groups, and simple tracking for analytics. It also allows you to setup delivery times based on user’s time zones, and you can setup segmenting based on geolocation.

You can easily integrate Mailchimp with WordPress, Magento, Shopify, and many other platforms.

When it comes to marketing automation features, Mailchimp platform is quite limited when compared to other providers such as ConvertKit.

In the recent years, Mailchimp has attempted to add many of the “advanced” features, but I’ve read some you have tested these and don’t feel that they are truly advanced.

Mailchimp support is offered by email, live chat, and a large tutorial knowledge base.

Mailchimp offers a forever free plan which allows you to send 12,000 emails for up to 2,000 subscribers. This plan is limited because you don’t get features like send-time optimization, advanced segmentation, multi-variate testing, etc. You are also required to display their branding in your email. Finally, support is restricted to email only which is fine if you’re a hobbyist but as a serious business, you need reliable support that you can count on.

Their paid plans start from $10/month for up to 500 subscribers, and the pricing increases in the increment of 500 subscribers.

As limited as Mailchimp sounds it’s still a great free option to get you started with your email marketing. As you grow you can upgrade to a different system if you chose. At the end of the day it’s your content that sells.

SQUARESPACE

Squarespace is a popular website design program for interior designers so when they came out with their email marketing service it made sense that interior designers kept their email marketing in the same space as their website.

It’s super user-friendly, has integrated analytics, responsive design and offers consistent content from your Squarespace website to email, which is super great from an ease and branding perspective. You can start for as little as $5/month (annually) for 3 campaigns per month, 500 emails and unlimited subscribers.

Squarespace doesn’t have as many features as Mailchimp and it’s not free, but most interior designers who have a Squarespace website love the new email marketing feature and are willing to pay a bit per month to be able to have the easy of creating emails directly from their website without having to copy and paste or search for links.

Hopefully you know enough now to feel confident about starting and/or maintain that subscriber list of yours! It’s a great tool to generate clients when you need them and to keep your pipeline full.

Please let me know if you have any questions on how you can use email marketing to grow your business!

 XX, Danae

Charge Your Worth!

If you are in any sort of interior design Facebook group I’m sure you’ve noticed what and how interior designers are charging for their services are very popular topics of conversation. With a wide variety of ranges as well as whether to charge hourly, fee based, hybrid, paid consult, commission or whatever other way there is to charge, there are a number of ways to go about making money in this industry.

One of the most popular things I see is how to charge your worth. I’ve seen a number of very experienced designers say that they feel like after the initial consultation clients go running to the hills after they tell them their fees. Why is this? Well, you aren’t attracting the right type of client.

In order to charge your worth and make money, you need to attract the right type of client and by doing so you can demand higher fees. So how do you demand higher fees?

Niche

The number one thing you’ll hear coaches say is niche, niche, niche. And I agree with them. Niche down to offer services that make you different from everyone else. Specialize in the type of design that you are most passionate about and experienced in. But Danae, what happens when I get a client who wants to pay my fees but they aren’t in my niche? You can either help them the best you can – you are a designer after all and if you are comfortable helping them I’m sure you’ll do great. Or you can refer them to another designer – maybe you have a designer friend that you refer business back and forth to each other based on the niche. Or if you want the best of both worlds, hire a virtual design assistant that specializes in the design you prefer not to do in order to keep the client and continue to make money while your assistant helps with the design work, sourcing, etc.

Your niche should be specific. What do you specialize in, where does your experience and passions lie? If you typically only work with coastal homes you have your niche. If you only design coffee shops, you have your niche.

Why should someone hire you? Why would you hire you? What sets you apart from everyone else out there? What problems do you solve? You need to be specific and use your website, social media and brand to connect with your target market.

People are willing to pay for expertise and if they need a home office designed and you specialize in home offices and know all the tips and tricks to make the most efficient use of a home office while making it a breathtakingly beautiful place to work – then you have our niche.

Still stuck on what to specialize in? New niches appear all the time. Besides evaluating your passions and strengths stay on top of interior design trends. Sometimes a niche evolves over time and if you are paying attention you may be able to open yourself up to a whole new target market. For example, right now home offices are a hot trend, as are home school spaces, relaxation spaces, mudrooms and reconfiguring kitchens. Pick your favorite space and run with it … or niche in home remodels for people who suddenly will be spending a lot more time at home.

Once you have your niche create a Facebook group or Instagram channel to better advertise your services and expertise. No matter what your goals are the best way to generate clients is by:

·         Being yourself

·         Being real

·         Being honest

·         Write like you are writing to a friend

·         Be consistent – consistency is one of the most common ways interior designers get tripped up on marketing their services. They get stuck in a vicious cycle of marketing for clients, getting busy, discontinuing their marketing, finishing up with their clients only not to have anyone else in the pipeline and start the process over again. Working with a virtual design assistant can help you with a variety of tasks that can keep your pipeline full, your clients happy and your business prosperous.

If you are still struggling on what to charge – seek out a fellow designer that is also a coach or offers courses on how to charge, what to charge, the best ways to charge, etc. Ironically, I’ve been working on this post for two weeks and yesterday I got an email from Sandra Funk with House of Funk on this very topic. I’ve heard great things about her helping other designers so it’s worth checking out!

I hope this helps you to finally start charging what your worth. Have a great rest of your week!

Danae

Jack of All Trades, Master of None

I’ve always hated the saying – Jack of all trades, master of none. I can do many things really well, so I almost take it as a slap in the face when I hear this. I know many, many people who are masters of a lot of things. Look at interior designers for instance – not only do you have to be good at designing things you have to be good at rendering, drafting, sourcing, social media, marketing, copyrighting, bookkeeping, administration, customer service, web design, graphic design, coordinating schedules and a number of other things I know I’m missing.

There are several interior designers who are really good at every aspect of their business but the real question is are there several interior designers who are passionate about all of it? Most likely not. So, although I don’t agree with the saying – Jack of all trades, master of none – I do think that as individuals we are more passionate about certain aspects of our business, which in turn shows up in our work.

And even though some of us are masters of a lot, we no longer have time to be. This is exactly why at Elite Design Assistants the virtual design assistants (VDA) can specialize in certain areas. They can work on what they are passionate about and it does make them quicker, more efficient and masters of their niche.

If you don’t want to do it all, maybe you don’t need someone else who can do it all, too. Many of my clients are finding great success using multiple VDAs. They might have one who focuses on photorealistic 3d renders, a second that focuses on administration and a third that focuses on social media.

Some of our VDAs are so niched down that they specialize and prefer to do CAD drawings and renders for kitchens only. While some VDAs focus on construction documents and specs, others focus on website design or SEO or branding or sourcing. Since we offer many services, we have a lot of experts in each area of the interior design business.

If you hire a VDA to do QuickBooks, she very likely will not be the same VDA you hire to do your 3d renders. QuickBooks for the interior design industry is a unique skill set due to the multiple moving pieces in that business. Most personality types who do really well in QuickBooks don’t also do well with creating renders.

These options are what make it possible for you to grow your business. You know you’re getting an expert in the tasks that you most need help with.

Maybe the saying should be changed to - Jack of all trades, passionate about one. I could get on board with that. ;)

** Although I do typically recommend getting a VDA for each niche, I do have a few unicorns on my team so I’m never quick to count anyone out. Just as a designer truly can be gifted enough to do it all and love it– on occasion we find a VDA that can, too.

Get More Clients Using SEO

I’m sure you’ve heard the phrase “work smarter not harder” before and this is exactly what SEO does for you. With proper SEO and digital marketing, you will be surprised at how much business you can drive to your interior design business. Clients seeking your services can literally be pointed in the right direction instead of having too much information to sift through and get lost in.

The great news is SEO doesn't take months of work, usually it takes just a few weeks. Over time, procedures will need to be updated but a little SEO can go a very long way. If you are unfamiliar with SEO it is Search Engine Optimization and it uses keywords placed in your online content to find you when potential clients are doing online searches. A great SEO expert will know the common search words used in your niche and make sure those words are strategically placed in your content.

Let’s say you specialize in mid-century modern design in Austin Texas. All those keywords would need to be placed in your content so when a potential client does a google search for mid-century modern design in Austin Texas your business comes up. Your SEO would also include variations of the keywords such as mid-century mod, mid-century modern interior design, mid-century modern style, mid century mod décor, etc.

There are a number of benefits to having SEO in your online content such as it:

1.     Creates a better experience for your potential clients

2.     Becomes a primary source of leads

3.     Brings a higher close rate and higher conversion rates

4.     Builds brand credibility

5.     Promotes better cost management

6.     Increases your social media following

7.     Can take you a head of the competition

Are you ready to look at how SEO can increase your business? We have a couple of SEO experts here at Elite Design Assistants and they are ready to help you! When working with one of our SEO experts they have some very specific questions you’ll answer and then they get to work making your online content work for you.

If you are interested in learning more about working with a SEO VDA please feel free to email me at danae@elitedesignassistants.com for more information.

Enjoy the day!

Danae

20 Fun & Unique Client Gift Ideas

I’ve found client gifts to be a popular topic in many designer Facebook groups and decided to compile a list of some of the most obvious and most unique ideas I have come across. Many designers do give a smaller gift for perhaps an e-design client or a smaller project and then they may give a larger gift for their larger more lucrative projects. What you decide to do is up to you, but if you are struggling with client gift ideas, hopefully the list below will help!

Also, once you decide what to gift, you may want to consider adding questions to your client survey to help you. For example, if you decide you are going to give restaurant gift certificates, ask what their favorite restaurants are in your survey. Or if you are going to give flowers, ask what their favorite flowers are. And depending on what you decide to give, you may just need to be observant while working on the project. You’ll see some great ideas below!

1.       Coffee gift cards – Often paired with a mug or Yeti these gift cards are perfect for your coffee loving clients.

2.       Small accessory – You’ve designed their home so you know their taste – you can probably come up with an awesome accessory they can display. Buy local or search Etsy for some great finds.

3.       Piece of artwork – Everyone loves a good piece of artwork and your local antique store or Etsy should offer some quality, affordable pieces.

4.       Coaster set – Personalize a set of coaster’s with your client’s favorite quote, saying or something meaningful to them and/or their family.

5.       Bouquet of flowers – Flowers brighten every home.

6.       Granite turntable for kitchen – These are beautiful and useful.

7.       Butcher-block cutting boards – This idea came with a self-promo. Have your design logo engraved or burned into the corner of the board.

8.       Wine, champagne, specialty beer or other favorite beverage - Anyone familiar with Crown Royal Peach? In certain parts of the country, you would become the talk of the town if you gifted this highly sought after seasonal beverage.

9.       Design health check – Some designers offer a design health check once a year for five years. It’s often a two-hour limit for questions and changing things up like décor. This is a fantastic way to get repeat business and referrals.

10.   Chocolates – Specialty chocolates are a very special treat.

11.   Indoor potted plant – Potted plants are a great gift for a client that you just designed a space for.

12.   Chef’s apron – If your clients love being in the kitchen, a personalized chef’s apron make a great gift.

13.   Doormats – Personalized or not, everyone needs a good doormat.

14.   Wall signs – Are your clients the wall sign kind of people? These can be personalized as well.

15.   Doorknocker – Doorknockers make a fun and unique gift.

16.   Unique wooden bowls – Wooden bowls make a great accessory and if they are unique, a great conversation starter.

17.   Restaurant gift certificate – Everyone eats, and even if they aren’t going out during these times they could be doing curbside pickup or ordering in.

18.   Cozy throw – A gorgeous throw is perfect for a living room, sitting room, bedroom or even an office or a den.

19.   Set of kitchen hand towels – These are always needed and well received.

20.   BOXFOX – This is a gift box company were you can customize a personalized box of fun goodies for your clients.

If you are doing your own packaging, a great idea to maximize your marketing efforts is to put the gift in a reusable grocery bag with your design logo on it. People love these bags and a quality one can be used as a tote bag.

Any of these gifts would be a great way to show a client how much you appreciate them.

Enjoy!

Hiring Virtual vs. In-House Assistants

As many interior designers are growing their businesses, I’m seeing the need for quality help increase significantly. Many designers are moving towards hiring virtual help for a number of factors but I do still see some designers who desire in-house help. I decided to highlight the differences between hiring virtual vs. in-house assistants as well as the pros and cons of each.

Virtual

Due to technology, virtual assistants are becoming more and more popular. They are often skilled in specific areas of business and are able to do a wide variety of tasks. Specifically for the interior design industry a skilled virtual design assistant can offer services such as 3d renders, floor plans, construction documents and specs, concept boards, presentations, invoicing, vendor management, client management, product selection and sourcing, bookkeeping, social media management, copyrighting, marketing and SEO and so much more!

Many clients work with their virtual design assistant through Trello, Asana or email and find that even if they are needing help with staying organized, scheduling and/or creating and implementing their processes a virtual design assistant can be a huge asset in terms of business growth.

So what are the pros and cons of working with a virtual design assistant?

PROS

·         Typically work on a 1099, as-needed basis.

·         You don’t have to worry about taxes, benefits or layoffs.

·         They provide their own office equipment, software and workspace.

·         During COVID times, there is no need to worry about social distancing since they work from their own home.

·         The great ones require no training.

·         They can do a wide variety of tasks including some tasks you may think only in-house people can do such as put together material binders, schedule appointments, answer phones or attend meetings.

CONS

·         They are not in-house to run errands – however, I have found some of my clients local virtual assistants that are open to running local errands and doing in-house tasks on an as-needed basis.

·         Not able to communicate face-to-face.

·         May work for more than one interior designer and not have the ability to work with you full-time if that’s what you desire.

In-House

In-house assistants are still desirable to those designers who need a face to welcome clients into a studio or prefer to work with their assistants in person. The most common struggle I see among designers today regarding hiring an in-house assistant is finding quality local candidates. Many designers have to train college interns or people with little industry experience and most designers don’t have time for taking on that type of commitment.

However, there are obviously some positives to hiring in-house if that’s what you prefer.

PROS

·         Able to run errands.

·         Able to communicate face-to-face.

·         You have more control over their time, especially if you are hiring a full-time employee.

·         Able to train an intern or inexperienced assistant if that’s what you desire.

CONS

·         Must provide a workspace, office equipment and supplies.

·         In most cases, must guarantee a certain number of hours per week whether they are part-time or full-time.

·         In most cases, they are hired as an employee and provided benefits.

·         Increased worry about layoffs during our current climate of uncertainty.

·         Is often difficult to find quality local candidates with industry experience.

As you can see there are a variety or pros and cons no matter which route you decide to take. I suggest you take a good look and your business and your goals in order to determine what type of assistant will be best for your business.

As always, feel free to reach out with any questions you may have regarding the subject. I’m always happy to help!

Danae

How Popular Is Sustainable Design?

Sustainable design has been a topic in the interior design and construction industries for the past several years. As more and more consumers, builders and designers become concerned with our environment, the more popular sustainable design has become. Depending on where you live, you may not be aware of how popular sustainable design is becoming so I decided to do some research.

Sustainability was named the most popular global trend for 2020. Interest in the environment is becoming a priority and so is using natural materials, buying local, refinishing, repurposing and buying secondhand.

Within sustainable design, here are a few other popular trends.

1.       Minimalism – We’ve seen tiny homes and barely there décor. As people focus more on making memories with experiences they are letting go of material things creating a minimalistic space. Not only is this less is more approach better for the environment, it’s better on the pocket book and for some – their mental health.

2.       Biophilia – Biophilic Design is about incorporating natural materials, light, plants, landscapes, smells and textures into design. It’s becoming very popular as people are looking to surround themselves in nature. Think plants, living walls, banana leaf rugs and lampshades made of grasses such as tobacco or even grown mushrooms.

3.       Energy efficient – Using less energy and taking advantage of sunlight is not only great for the environment, it’s great for your health. Many people have switched to LED lightbulbs, solar energy and are paying attention to their window treatments whether they are used to block out heat, let in heat or let in light.

4.       Low VOC – Clean air is a must to stay healthy and consumers and industry professionals have been trying to eliminate as many toxins in the home as possible. Non-toxic paint and low VOC finishes such as wood floors instead of carpets are becoming the new norm.

If you have a passion for sustainable design and are doing all you can to reuse, repurpose and conserve, yet are curious about the most sustainable way to buy new – remember, buy local and/or watch for certifications.

Sustainable products will be marked with special certifications such as Forest Stewardship Council, Energy Star, OEKO-TEX or Greenguard.

Although, you may not think you have a need for knowledge of sustainable design today, there is a growing population of consumers passionate about the environment. In my research, I tried to find what the most eco-friendly generation is and to my surprise, there is some contradictory information.

One articles says the Baby Boomers are the most eco-friendly generation; they range in age from 74-56. Other articles say consumers in the mid-forties, while others say the Millennials which range in age from 39-24 are the most conscious about the environment. And yet another resource claims Generation Z is also called Generation Green, this age group is 25-5 so not many of us working with that generation yet.

I guess no matter what one things for sure – people everywhere and every age are showing more concern for our environment. If you are passionate about the environment as well and looking to get into a specific design niche, sustainable design may be just the thing for you.

Mastering The Delegation Process

I often hear from people that they aren’t sure how to delegate tasks. The easiest way to do this is to write down what you need help with. What are you struggling with, what do you dread doing?

The most popular tasks I see delegated are 3d renders, CAD drawings, social media management and marketing, sourcing, bookkeeping and administrative tasks such as proposals, invoicing, tracking shipments, emailing updates to clients, scheduling appointments, uploading product into database, etc.

After you’ve decided what you want to delegate create a list for what you’d want your assistant to do.

If you are currently working with assistants or plan to work with one or more in the near future, define what everyone’s responsibilities are so things don’t fall through the cracks. Communication is key! The more everyone is on the same page, the better.

Now that you know what you want to delegate, how do you go about keeping everything organized? I’ve seen several ways that interior designers assign tasks to their assistants, especially when working virtually.

1. Asana or Trello. Some use free project management programs like Asana or Trello to create To Do Lists and Task lists where all communication is kept for an easy to find place of assignments, tasks and emails. Nothing gets lost in the shuffle in these programs.

2. Google Drive. Others use Google Drive and share documents to keep everything in one location that is also updated in real time. You could share a calendar of tasks to be completed and your assistant could mark when they have been completed and sent back to you.

3. Weekly To Do List. I know a few designers that will send their assistant a To Do List via email along with deadlines each week. On Monday, the assistant knows what projects she needs to work on and when they need to be completed.

4. What works for you. I have other designers who tend to fly a bit more by the seat of their pants and are assigning tasks as they come in and the assistant is making sure everything is getting done on time.

5. Ask your assistant. Since my team is full of seasoned interior design assistants some of my clients just ask their assistant what they find to be the most efficient way to communicate and receive tasks. No need to reinvent the wheel if you are open to working with your assistant in the manner she/he has found to be the most effective.

As you can see, I match my clients with people who can work in the style that my client already has in mind. I’m sure you organized your business very different from the interior designer down the street. What works for you may not work for someone else and that’s okay!

This is why we match for work style and personality as well as expertise.

I hope you had an amazing 4th of July holiday and as usual, feel free to reach out if you need anything.

Have a great rest of the week!

Danae

Drum up More Business This Summer!

Are you trying to grow your interior design business? The world is a crazy place right now so you need to let your target market know you are still out there if you are still working.

*Email your subscriber list updates and news on your business. Need ideas on what to send them? We have a couple brand new emails in the email template shop on our website. One is in reference to letting them know you are still working and the best ways you will be working with clients moving forward – New Standards of Working Together. The other is an email regarding current design trends due to quarantine – Latest Design Trends for Current Times. Both are located at https://www.elitedesignassistants.com/eda-emails-for-purchase. Ongoing, your email subscriber list should become one of the easiest ways to drum up business.

*Share any news and/or updates on social media. I realize sometimes social media is a hard place to get people’s attention but beautiful photos and consistency really do work!

*Engage. Make sure you are engaging with people who comment on your posts. This is how you build relationships with people that may want to hire you either now or in the future. Get them to sign up for your email.

*Facebook groups. I know many designers who are having success getting business in Facebook groups, either local groups or groups they’ve created.

*Facebook ads. I have a few clients who are using Facebook ads with great success, too. There are so many ways to drum up business if you want to.

*Local engagement. Have you considered writing an article for a local magazine, contributing to your local chamber of commerce’s welcome packets for new residents, being interviewed on a local program or radio show or speaking for a local group? There are many ways to get noticed in your area.

*Create a plan! The easiest way to stay in front of people and to grow a business is to create a plan, implement that plan and be consistent.

I hope these ideas have helped and as always feel free to reach out if you have more questions.

I hope you have a wonderful and safe 4th of July weekend!

Take care!

Danae

Client Processes

It’s going to be a crazy, busy summer so let’s get organized!

I’ve heard from many of you that are getting very busy which is very exciting but can also be very overwhelming so I thought I’d give you some ideas on things you should consider to help you get and stay organized!

First of all, take some time to write down everything you need to do in the coming days, weeks and months. Then crumple up that list and throw it in the trash. I’m so sorry! I’m totally kidding. Please dig that list back out of the trash and from here on out I promise I’ll be serious. J

Block out some time and let’s get to work!

Guidelines

Do you have an operations manual? Have you written down or typed out your business process from start to finish? Creating processes help you stay organized, prevent important details from being overlooked and are very beneficial when delegating tasks.

Write down your business processes and create a manual or guideline that you can use as a reference for all clients you work with and assistants you hire. Include processes for working with clients, marketing, hiring, purchasing, bookkeeping and anything else that is a major part of your business that you feel needs a detailed guide.

I have found that interior designers organize their businesses a little bit differently. Some of them are paper, binder, folder people and others are computer, software, techy people. Do what works best for you!

Today I’m going to write more about client processes and what you should consider having in place, if you don’t already.

Create binders or folders either hard copy, on your computer or in your favorite software program for each client. Now create a To-Do list and schedule for each client. Color code each client and merge the schedule into one master calendar so you have a clearer picture of what needs to be done. But before any of this can be done perhaps you need to take a look at your client processes.

Communication:

Do you have an outline for how communication is handled with clients? Do you have email templates ready to save you time since you most often are sending some of the same emails, whether it’s a response to an inquiry or a welcome email, next steps email, update email or invoice email.

Consultations:

Do you have guidelines on how quickly you need to respond to inquiries and set up consultations? Do you have certain days/times blocked off for consultations only? Do you have a client qualifying process you go through before booking a consultation with an inquiry?

Proposals:

Once you’ve qualified a candidate, had a consultation and are ready to create a proposal, do you have proposal templates on hand? Do you use a formula for figuring out a project timeline and budget? How long do your clients have before they need to respond to your proposal?

Working with Tradespeople/Vendors:

Do you have a list of your go-to contractors, tradespeople and vendors? Do you have a process for connecting with them and lining them up for projects and/or placing orders? How do you schedule installations? Communication and follow up is key and guidelines on these processes are going to eliminate time, headaches and costly errors in the future.

Site Visits:

These processes may have changed due to COVID-19 whether it be the frequency of visits or the manner in which they are conducted. Be sure you have a clear idea of how to schedule and coordinate these as well as how many of these you need for each project. Do you block out time on certain days for site visits?

Reveal Day:

Do you have a checklist and processes for the completion of the entire project? Do you also do styling or take photographs? How do you then present your client with the final invoice?

Running an interior design business is no easy feat! There are multiple moving pieces and a lot of things to coordinate, order, install and consider when working on one project let alone several at one time. Writing down every process and procedure may seem like an overwhelming task but spending a little time now will save you loads of time, money and headaches in the future.

Hopefully, this has given you some things to consider! If you are really struggling with your processes I do know there are courses on this very subject that you can take to really help you get your entire business organized and running in a more efficient manner! Or, I know people who hire an assistant to help get their processes in order as well.

Have a great weekend! Danae

Are You Ready to Hire a Virtual Design Assistant?

I have heard from more and more designers that things are opening back up and things are getting busier than ever! Now that you’ve had several weeks to review how you were running your business and how you chose to run your business moving forward, are you ready for a virtual design assistant?

Have you decided that moving forward you are going to hire virtual assistants instead of in-house employees? Are you looking to work with professionals who offer an as-needed contract instead of a set number of hours per week? Are you looking to work with a professional who has experience, understanding of the interior design industry and would make a great long-term partner in your success?

Virtual design assistants are a great resource for any interior designer looking for help. They are able to provide a variety of services such as 3d renders, CAD drawings, presentations boards, sourcing, social media marketing, administrative tasks, content creation, graphic design and a whole lot more! Imagine working with someone who is available when you need them and you only pay for the hours they are actually working.

Imagine being able to offer new services that maybe you currently are not offering such as 3d renders or e-design services. A virtual design assistant can help you get 3d render and e-design services set up for your business and provide the service for you! When working with a virtual design assistant through Elite Design Assistants for the e-design services we offer a client onboarding guide created specifically for you in your branding, we offer the client questionnaire, the package offerings that you mark up to fit your pricing, the installation instructions, shopping list, 3d renders, concept boards, floor plans, etc. It’s virtually a turnkey service, one you can start offering even if you’ve never offered e-design services in the past.

So how do you get started? Either reply to this email or go to my website at https://www.elitedesignassistants.com/scheduleyourcall and schedule a time to chat. Once I get a clear picture of the exact type of virtual design assistant you need, I match you with an assistant that you can visit with to make sure it’s a great fit. All of the virtual design assistants have interior design education, years of experience and are matched based on their strengths and passions.

If a virtual design assistant is an option for you, I hope you reach out! Whether you use my service or not, I’m happy to help.

Have an amazing day!

Danae

COVID Considerations for Interior Designers

During & Post COVID Work Considerations

As states are starting to open up and interior designers are resuming somewhat normal activities, depending on where you live, there are a few things to think about when getting back out into society.

Safety recommendations – Be sure to research the safety recommendations in your state. I’ve noticed a wide variety of recommendations just to get a haircut or eat at a restaurant so be sure to research what your state is recommending when it comes to in-person meetings, in-home visits, site visits, shopping, etc.

Be respectful – The mask/no mask debate is happening everywhere but it’s important to be considerate of your clients. I know many business owners who don’t wear masks unless their customers/clients are wearing a mask. As a sign of respect they, will to, wear a mask. Ask your clients their preference if you aren’t typically a mask wearer and feel free to let your clients know your preference if you are.

Liability insurance – Have you checked with your insurance  provider to see what kind of coverage there is if any in the event that you, your client or contractors contract COVID during your working relationship? Again, all insurance coverages are different so call your provider.

Legal Waiver – The legal waiver is going to be something we could be seeing a lot of moving forward. Whether it’s from a school, sporting event, business or contractor (again, depending on where you live) organizations and businesses are going to want people to understand the risks involved in attending an event or working together and are going to want people to waive liability in the event they contract COVID. Ask your attorney if you should consider a legal waiver.

Contracting – Do you have a force majeure clause? Now that we all know what a force majeure event looks like it’s worth looking into. What happens when you can’t complete a job due to factors out of your control? Do you have a refund policy? Or is there a policy in place where the work will resume when safe? These are definitely some things to discuss with your attorney.

The interesting thing about the pandemic is that every state has slightly different policies for things. As I’m seeing some states are still shut down, others are proceeding with softball and baseballs seasons, restaurants are open for inside dining, malls are open, events are happening and people are gathering in larger crowds.

The best thing to do is research your state, the safety recommendations and policies and come up with a plan that best suites you and your clients for today and in the future. And for extra measure, consult with your attorney. It’s always better to be safe, than sorry.

I hope you have a beautiful day!

Danae

Interior Design Legal Contracts

What should you include in your interior design contract? When it comes to contracts you should consult an attorney but before you do, what are other interior designers saying you should consider when drawing up your contracts?

Knowing exactly what to include in your interior design contract can be overwhelming. Especially when something comes up that’s not covered. I am NOT a lawyer and I am NOT giving legal advice here but when several interior designers were asked what they would include in their interior design contract, these were some of the answers that they came up with. Of course, all of these may not pertain to you, this list is just to give you some things to think about. When dealing with contracting I suggest you consult with your attorney or purchase legal contracts from a reputable provider. There are a few below that other interior designers have recommended.

What other interior designers say you should consider including in your contract.

1.       If you do not want to hire contractors by being the general on a project, add verbiage that specifies that the client hires all contractors and is responsible for paying those contractors.

2.       Add a disclaimer that you are not responsible for the quality of items purchased.

3.       Include fees for late payments.

4.       Be sure to include a termination clause where all payment for work already completed and any items ordered will be due in full at time of termination.

5.       If you want to use the photographs of finished work in your marketing, make sure you have a ‘reserve the right to take photos and use those images in your marketing’ clause.

6.       Make sure your fee/payment schedule is clear. Do you require up front payment of any sort, do you bill monthly, do you bill for estimated shipping charges and then reconcile charges at time of delivery? Include everything possible.

7.       Trade sources – This maybe isn’t included in your contract, again consult an attorney, but be careful of sharing your trade resources. There have been instances of clients going directly to the vendors in search of a better deal.

8.       Permissions/social media – Be clear in your contract as to who is the legal owner of the design work. I’m guessing you want that to be you. If your clients are sharing the design on social media do you want to be tagged in the photo as the interior designer? Be sure to put this in your contract.

9.       Confidentiality clause – depending on your clientele they may not want you to share the designs you created for them on social media. This is something to consider when looking at your clientele. If you work with high profile clients, I’m guessing they will request a confidentiality clause that will pertain to the design, social media and any information related to them as people and/or professionals and their design.

Besides the obvious standard lingo on specifications of work, drawings, etc., what the internet says you should consider when creating a contract.

1.       Consultants and contractors – (similar to above) Some interior designers will oversee the work of contractors and hire their own – others will have the client hire and pay contractors. Be clear about how you run your business in your contract.

2.       Prices guarantees – Be sure to include a clause that does not guarantee the price of goods or other services if you are hiring contractors. Pricing changes can be out of your control and if you quote a client a price today and they decide two weeks from now to purchase that item, the price may have changed. Protect yourself!

3.       Purchasing and Procurement – If you want paid up front for the purchase of goods then put that in the contract and be sure to collect payment at time of order.

4.       Refunds – Be sure to include a clause that states whether or not your goods and services are non-refundable. If you are dealing with custom pieces, they should be non-refundable.

5.       Cancellations – Like above be sure to have a cancellation clause that states how the payment works upon cancelation/termination.

6.       Reimbursable costs – Be sure to outline what reimbursable charges are such as shipping charges, rendering services, travel, storage, etc.

7.       Payment terms – when is payment due and how often?

8.       Insurance – Be sure to have business insurance to cover your business, liability, commercial auto and possibly even worker’s comp. But also consider in the contracting what the client should have insurance on in regard to their home and goods. Seems silly but who is responsible for all furnishings and materials during delivery, moving and installation?

9.       Photography of completed works – like mentioned above, make sure you make it clear you want photos of the finished product, include that you will not mention the clients name or address in your marketing if they are concerned about privacy.

Other things to consider:

·         Revision limitations – you certainly don’t want unlimited revisions, or you may never get a job completed.

·         Fees for interior design work delays – if your client is holding up the project for some reason what are the fees for their delays.

·         Damages - who is responsible for damaged goods, finishes, etc.

·         Expiration of agreement - does your agreement with your client expire at some point?

·         Safety on site - are you and the clients required to follow safety measures while on site visits?

·         Ownership of designs – if you own the design make that clear in your contracting so others aren’t able to profit from your designs.

·         Indemnity - holding each other harmless.

·         Site visit and limitations –set a limit of site visits or you may be called to the site frequently by the client for little to no reason at all.

Last but not least, do you need a COVID clause? It’s actually called a force maejure clause and it frees both parties from liability or obligation in times of an extraordinary event or circumstance beyond the control of the parties such as war, crime, strike, riot, epidemic, or an event described described as the legal term act of God preventing one or both parties from fulfilling their legal obligations under the contract. Most of the time in these cases it’s not excusing the non-performance entirely but only suspending it for the duration of the force majeure event.

I know I’ve given you a lot to think about but hopefully some of this will prevent you from experiencing significant headaches and nightmares in the future! Consult your attorney or the one I suggest below and make sure you are covered!

There are several great resources for interior design contracts out there. A few that I’ve seen other interior designers recommend are Nancy Ganzekaufer at www.nancyganzekaufer.com or Capella Kincheloe at https://www.capellakincheloe.com.

Or if you want to work with an attorney to draw up your own contracting I recommend Keren de Zwart with Not Your Father’s Lawyer at https://www.notyourfatherslawyer.com.

At the end of the day you need to be sure that your contract protects you from a variety of situations that can come up as an interior designer dealing with clients. The more you have outlined in the contract the better off you’ll be.

Get your thoughts in order and consult an attorney, it will save you time and headaches in the future!

Stay safe!

XX, Danae

Interior Designers & Copyright

As an interior designer there are several things to consider when it comes to your designs and creations. Copyright infringement is becoming a huge problem in the interior design industry so make sure you are aware of what your rights are as an interior designer as well as the rights of others. I’ve been working with Keren de Zwart with Not Your Father’s Lawyer to bring you some helpful tips!

Social media:

The legal truth is – if you didn’t create it, you need permission to share it! That goes for social media content, testimonials on your website, and third-party content you might incorporate into your products and services. Anything that isn’t your original work* belongs to someone else. Make sure you have permission to use it.

I realize that on social media people share other people’s work all the time and if a big name person share’s your work, recognizes you for it and is going to get you more exposure than more than likely you might be okay with that. But what happens when someone shares your work without your permission to a group or following that you prefer not to be associated with? You can email them and ask them to remove that content as it does not belong to them. The same can happen to you. Just because you admire Amy All Star Designer’s work doesn’t mean she wants you sharing it with your followers.

What happens when someone is sharing your work without recognizing you as the interior designer? Again, reach out to them and ask them to either remove the post or add you as the original designer.

Permissions:

Make sure you have consent and terms of service on your website, blog and in your contracting. Do you give permission to others to share your work with your watermark and/or authorship being recognized?

Be sure to include a release in your contracting with your clients if you intend on sharing photos, designs, etc. It’s happened a time or two where a client will claim ownership over designs and photos because they are paying for the service and they try to take credit for the design on social media. Make sure your contract is clear on what belongs to you and how your client can share it!

*If you are an employee or independent contractor for a design firm, do you know who owns the rights to your work? For example, if you are a designer for Havenly be sure to look into your contracting to see how and if you can share the designs you created. Are your designs owned by Havenly? Can you share your designs on social media and if you can must you include that you are a designer with Havenly? The same holds true for any design firm you work with!

The more you know about copyright law the easier it is to legally share on social media and to be aware of how other people should legally be sharing your work, too. When it doubt … ask permission!

Is there anything else you’d like to know? Please let me know if you have any questions!

Have a great day! Danae

IP Law for Interior Designers Part 3: Social Media Influencing

Social media is huge and it’s becoming a major hot topic in the interior design industry. Keren de Zwart, founder of Not Your Fathers Lawyer, wrote an article specifically pertaining to sponsorships and social media and here is what she has to say.

Whether you’re the business owner pitching the product or service or the influencer getting paid to promote it, the rules around sponsored posts and advertisements on social media are getting tighter, so be sure you’re in the know and in compliance to avoid fines and penalties with this guide to social media sponsorship rules.

What’s All the Fuss About?

If you’ve been playing the sponsorship field for a while, you might have heard about how the Federal Trade Commission (FTC) cracked down in recent years and sent notices to some really big names (cough::Kardashians::cough) telling them to be more transparent about their sponsored posts or risk fines and other scary penalties.

But why are they making a big deal about it and why now? Well, in short, consumer protection. The whole purpose behind the FTC is to ensure transparency in commerce and to protect consumers. They’re regulating everything from the National Do Not Call List to approving mergers of major corporations and ensuring they’re not violating antitrust rules.

While you–as a business using social media to promote your product or service or as an influencer using your following and relationships to share great finds with the world and get paid for it–may understand how the world of sponsorship deals works, the reality is that most consumers out there don’t really get it. If they follow influencers, it’s because they enjoy the content and like learning about new products, trends, restaurants, etc. That’s what makes influencers such incredible marketing tools.

But in today’s world, with influencers having tens of thousands or even millions of loyal followers who will purchase anything and everything the influencer hawks, the FTC wants to make sure consumers have all the information before they hit the “buy now” link.

What are the Rules?

The rules are being formed as the industry unfolds, so what holds true today might not hold true 6 months or a few years from now. It’s important to keep up on the rules to ensure you’re compliant.

BE UP FRONT

The key here is that the FTC doesn’t like anything that makes it hard for the consumer to understand the relationship. Your yoga mat might really, truthfully be the best yoga mat to ever hit the market, and the influencer paid to promote it might actually think that. But that doesn’t mean they can skip the part where they share with their followers that they got it for free or are being paid to promote it. If there’s a connection between you and the promoter (payment, free product/service, ownership in company, affiliate links) it needs to be disclosed.

SPELL IT OUT CLEARLY

Don’t use vague terms like #collab #thanks #sp. It has to say exactly what it is. Cater to the lowest common denominator. Generally acceptable versions: #ad #sponsored #sponsoredpost #paidcollaboration.

PUT THE DISCLOSURE WHERE CONSUMERS CAN FIND IT

So you have a sponsored post that looks fab, meets all the Instagram algorithm checkboxes with lots of quality content in the form of a 3-paragraph swoonfest of your product, and the influencer adds the hashtag #ad as one of his or her 30 hashtags? Good deal, right? Wrong! Don’t bury that disclosure in the list of 30 hashtags. It needs to be up front, separated from the sea of hashtags. And something that people get wrong all the time is that the disclosure has to be before the ellipses that a user has to click on to see the rest of the content. That means when users are just scrolling through their feed, they can see within those first two lines that it’s sponsored content.

If you are working on a sponsored post for Instagram stories or Snapchat and there isn’t a place to add content, it should be included directly on the story.

Who is Responsible?

It is both the business’s and the influencer’s job to comply with the rules. Both can be fined for failure to comply. So how do you ensure the legal action by the other party? Get it in writing. Have an agreement written and ensure that there is a list of acceptable and prohibited actions and/or omissions in the posts.

But Nobody Else is Following the Rules!

Forgive me for sounding like a parent–I do parent two little ones on a daily basis after all–but if all your friends were jumping off a cliff would you follow? Here’s a few great reminders for you:

Ignorance of the law is not a defense. “But I didn’t know!” is not a defense to breaking the law and violating rules. It’s your job to stay abreast of these things.

Everyone is doing it. This might be true. I regularly see very, very popular influencers on social media getting it wrong–sometimes in small ways like putting #ad at the very end of a 5-paragraph review of their latest hotel stay–but that doesn’t mean you can’t get in trouble for it. Can you tell the officer that pulled you over for speeding that you shouldn’t get a ticket because there were dozens of other cars speeding on the road? Nope. You can only be responsible for your actions and those with whom you contract to promote your business.

Want to make sure you’re getting it right? Feel free to contact Keren today so you can put together your custom influencer or sponsorship agreement and grow your business without worry that you’re violating any rules. For more information about Keren de Zwart please check out her website at www.notyourfatherslawyer.com.

Stay tuned for more information regarding copyright and social media in the coming weeks!

Stay safe!

XX, Danae

IP Law for Interior Designers Part 2: Trademarks When, Why & How

Last week I shared the trademark basics in Part 1 and today I’m sharing more information on when, why and how you get a trademark for your business. Keren de Zwart of Not Your Father’s Lawyer wrote this post.

An important part of building your business is building your brand. You want your customers and clients to know your business, your culture, and of course, your products and services. Trademark law can help protect your brand as you grow your business, and allows you to keep copycats from confusing your customers.

But how do you actually go about protecting your trademark? And what do you do once you have a registered trademark?

Protection without a Registered Mark

In the United States, even if you don’t officially have a mark registered with the United States Patent & Trademark Office (USPTO), you still have some protections if you are using your mark in commerce. Known as “common law” trademarks, they’re protected under state law principles of unfair competition–i.e. someone else can’t benefit from the goodwill you’ve built by passing the product off as their own. But don’t rely on common law trademark protection. It is very limited both in geography and brand protection.

Difference Between Your Logo and Your Word Mark

A common misconception is that if you trademark your name, you’ve trademarked your logo and vice versa. In the world of trademarks, those are two different things. When you registered the name, it’s a standard character mark. Your protection is the word(s), not the specific logo. When you trademark the logo, you’re not trademarking the words, just the design–the font, characters, styling.

So shouldn’t you register both? Well, that sometimes depends on what you can afford at the time. Since each piece is different, you have to pay for registration twice. And if you’re registering a trademark in multiple classifications, that can get expensive really quickly.

If you have to choose, go with the standard character mark of the name. Why? Put simply, it offers you more protection. You can change your logo and the name is still trademarked. Someone with a different logo but same name can still be infringing on your intellectual property protection.

Using the Correct Symbols

One last thing. Did you know there are different symbols for different aspects of trademark law?

A ™ symbol (or SM for service marks) is used to notify the public that a term, slogan, or logo is being claimed as a trademark under common law rules, but note that using the ™ or SM symbols does not guarantee protection under trademark law. To succeed in a common law infringement action, the owner must prove both that 1) the owner was the first to use the trademark; and 2) the use of the same/similar mark by the other party confuses the public from distinguishing the source of the goods/services.

After your mark is officially registered with the USPTO, it’s important to use the ® symbol to notify consumers and any trademark applicants that the mark is registered with the USPTO. Do not use this before you have a certificate of registration with the USPTO. It is illegal to use the ® on anything that is not officially registered with the USPTO. That not only means using it when you haven’t even applied, but also not using it until and unless the USPTO send you a certificate of registration.

Ready to Protect Your Trademarks?

If you want to take the next step in protecting your trademark, Keren de Zwart, founder of Not Your Father’s Lawyer, can take you through the entire process, from research and assessing the registrability of the mark, to applying for a trademark, responding to office actions, and taking the process all the way through to a registered trademark for one, flat-fee price. For more information on Keren, please check out her website at www.notyourfatherslawyer.com.

Over the next few weeks I’ll be sharing information about copyright law and social media. Stay tuned for more interesting info. And of course, if you have other intellectual property law topics pertaining to interior design that you’d like us to share, please let me know!

Stay safe!

XX, Danae