Authentic story telling is a big part of why there are approximately a bazillion Swifties in the world today. What does this have to do with running a highly successful residential interior design business???

Two of my absolute favorites - LuAnn Nigara and Nancy Ganzekaufer - discuss how marketing ala Taylor Swift is a really, really, really great idea for interior designers in the latest episode of the A Well-Designed Business podcast.

Episodes at a glance:

• Interior Design with Kandrac & Kole - Joann Kandrac & Kelly Kole - The Top 10 Trends of High Point Fall 2023 - 30 min

• A Well-Designed Business - LuAnn Nigara - Power Talk Friday: Nancy Ganzekaufer: Profit Insiders Academy: Marketing Lessons From Taylor Swift’s Playbook - 55 min

• Hot Young Designers Club - Rebecca Plumb & Shaun Crha - Optimizing Your Pinterest With Leah Reinert - 54 min

Interior Design with Kandrac & Kole - Joann Kandrac & Kelly Kole - The Top 10 Trends of High Point Fall 2023 - 30 min

Throughout the course of her long career, international interior designer and author Kelly Hoppen, CBE, has earned and received every plaudit. Her impact on our industry and the public’s perception of the significance of interior design in their lives cannot be underestimated.

She joins us for this latest show alongside Martin Waller, Founder of the Global design brand, Andrew Martin, the internationally recognised Andrew Martin Interior Designer of The Year Award and the annual Interior Design Review. Martin is also a long-time friend and collaborator of Kelly.

In this episode, we learn about their own career pathways, their views on the evolution of interior design and the fruits of their many partnerships, including Kelly’s latest collection for Andrew Martin.

A Well-Designed Business - LuAnn Nigara - Power Talk Friday: Nancy Ganzekaufer: Profit Insiders Academy: Marketing Lessons From Taylor Swift’s Playbook - 55 min

In this episode, host Luann Nigara sits down with Nancy Ganzekaufer to discuss how designers can approach marketing the way Taylor Swift does. Let’s face it, fan or not, she is a marketing genius.

Pick It Apart

[6:35] Viewing your marketing strategy from the example of Taylor Swift.

[10:57] How Taylor permeates each generation with her marketing.

[18:27] How Taylor has a strong and active social media presence.

[20:39] The importance and benefits of showcasing your collaborations.

[29:46] Nancy explains how The Profit Insider’s Academy works and all of its benefits for designers.

LuAnn Nigara and Nancy Ganzekaufer's Ah-Ha Moments

• “This year’s LuAnn Live was focused on health and wealth. This is hugely important to me. Marketing smartly is an important part of that, so you’re not running yourself ragged.” - Nancy Ganzekaufer

• “Share authentically and learn to apply stories. People can relate to and follow along with stories.” - Nancy Ganzekaufer

• Share stories where you have learned a significant lesson from a mistake, that will prevent your client from making the same one.” - LuAnn Nigara

• “When you showcase your fun, you won’t believe how many people will relate to it.” - Nancy Ganzekaufer

Hot Young Designers Club - Rebecca Plumb & Shaun Crha - Optimizing Your Pinterest With Leah Reinert - 54 min

What is the most challenging part of your business? What percentage of your projects involve working with a designer? How do you vet clients before getting into pre-construction? Rebecca and Shaun sit down with Steve and Heather Tankersley, owners of Tankersley Construction, to discuss their business.

In this episode, Rebecca and Shaun speak with Steve and Heather to discuss:

• The most successful and challenging projects for Steve and Heather

• Tankersley’s pre-construction process where they evaluate design goals, budget, etc

• Challenges of traditional contracting methods

• Having a structured process for vetting clients – a form on the website, in-person or virtual meetings, etc

• The need for designers to stand firm in their boundaries rather than compromise on unprofitable projects

• The potential for clients to shop around after receiving the pre-construction documentation

• Steve’s experience with Sandler Training and how it has helped them in their business

• Frustration with clients who refuse to budge on costs despite inflation

• Renovation costs are unlikely to go down and will increase due to inflation

• Impact of social media on shaping people’s perceptions of home design

• A client’s experience of wasting $50,000 on plans that were not feasible to build due to budget constraints

• How National Association of the Remodeling Industry (NARI) is helping to make the remodeling industry better

• Heather and Steve’s goals for the future of their company