Hey There Goldilocks, Is Your UVP Too Much, Too Little, or Just Right?

Does your UVP cover everything from ABC to XYZ? If so, you're likely struggling to make ends meet.

Ok, now you're wondering just what the heck we’re talking about, aren’t you? Oh, nothing too important, just your Unique Value Proposition. Or, you know, the answer to why prospects should want to work with you!

Now that we have your undivided attention, let’s quickly define some terms so we can get to the meat of the matter. Sound like a plan?

What is Your Unique Value Proposition?

What is UVP?

“Also known as a unique selling proposition (USP), your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition. Your unique value proposition should appear prominently on your landing page and in every marketing campaign.” (Unbounce.com)

Or, even more simply:

“A unique value proposition (UVP) is the core benefit or solution that differentiates your product or service from the competition and positions it as the best possible option on the market.” (CoSchedule.com)

So what do these definitions have to do with our opening question about “everything from ABC to XYZ”?

There is a tendency among entrepreneurs and small business owners to try to be all things to all people. After all, the thinking goes, whether you're trying to build or grow a business, you need more clients and, the best way to get more clients is to broaden your menu of services, isn’t it?

BUT, and here’s where that kind of thinking tales you – there’s no real value proposition to excite prospective clients there!

You see, your UVP should answer the question, “Are the unique features of this [product/service] worth the price?”

If it instead boasts the fact that you can do everything anyone could ever conceive of wanting from you (which is impossible, BTW), it offers no real value relative to the cost for the client. And, when all is said and done, clients buy VALUE, not your all-in-one fantasy menu.

Think a graphic will help? Here’s one borrowed, with thanks, from the folks at Omniconvert.com:

How’s that for adding clarity?

Where to Go From Here to Develop Your UVP

The website Dummies.com offers some excellent guidance for the next steps when developing your unique value proposition:

“Famed business author Neil Rackham believes a value proposition consists of four main parts: capability, impact, proof, and cost. You could have a strong selling proposition, but a weak value proposition.”

This model, the Value Proposition Builder, creates six stages for value proposition analysis:

• For what market is the value proposition being created?

• What does the market value the most – the value experience or the customer experience?

• What products are being offered?

• What benefits will the customer derive from the product?

• What alternative options exist?

• What evidence substantiates your value proposition?

“The unique selling proposition combined with the unique value proposition shows how marketable [your services] can be. It isn’t enough to be unique; you must be unique in a way that creates the perception of good value to the customer.” (emphasis added)

From this list, it’s easy to see that the most important feature of your UVP should be placing the emphasis on benefits and value. Or, to put it a simply as anyone can, make sure your UVP answers the client’s #1 question, “What’s in it for me?”

In these confusing times, Ted remains available for business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry, he is able to answer questions about everything from general marketing to specific tips for developing your UVP as the guide for your marketing strategy… Get in touch with TD Fall today.

Video Conferencing Tips – The Latest Scourge of the Design Business

The word scourge means “Something causing misery or death”. Now, while dying may not actually be a realistic fear of holding a virtual meeting, video conferencing has definitely been known to make more than a few designers miserable. Yet, for most of us, social distancing and ongoing stay-at-home orders require that meeting remotely become the norm. If you're struggling to come to grips with the “new normal” for meetings, we have some valuable video conferencing tips to help you adjust. (And, we hope, become proficient!)

First, whether we like it or not, it’s time for all of us to accept that the current pandemic has made video conferencing an essential component to keeping a business running. Sorry but, being camera shy is no longer acceptable (or forgiven).

Whether you're conferencing with your team, contractors, suppliers, clients, or prospects, you need to do everything possible to ensure your remote conference or consultation is glitch-free. In other words, how you handle yourself in these (hopefully) temporary but stressful times will make a huge impression on everyone you do business with. Professionalism simply MUST be the priority here and we have a number of tips to help you.

Virtual Meeting Hosting Tips

Conducting a virtual meeting can be challenging for the uninitiated. Even some of us who have experience with them run into problems occasionally, which is why we suggest you follow these tips:

• Testing… Testing 1, 2, 3 – It should go without saying that being heard matters in a video conference. It should, yet many people forget this little detail. Making sure you can hear and be heard clearly is critical to the success of any virtual meeting. Using a headset with an attached microphone is usually much better than relying on the mic that’s built into your computer.

• What they are seeing matters – Whatever you do, avoid the nostril shot! Keep your camera at eye level or slightly above and never, never, never use the upward angle. (You must have seen that horrible view on remote reports or meetings. Yikes!)

• Look over your shoulder – Because they will be, guaranteed. Yes, your background is important. While you might want it to be attractive and “make a statement” during your meeting, you want to avoid distractions. Your goal should be to keep attendees’ eyes on you and what focused on you're saying, instead of some cool but diverting piece of art or furniture.

• When silence is golden – As with so many things, knowing when to stop speaking and listen is important; and never more so than during a video call. That’s what your mute button is for. The experts in this stuff agree: Mute your microphone whenever you’re not speaking, even if you’re alone in the room. Background noise can be an annoying distraction and stifle any meeting’s flow. (So can mumbled comments you hope no one else can hear.)

• Light it up – Make sure your room is well lit (side lighting is the best). Few things are worse than having a professional meeting while feeling like you're talking to someone in a dungeon. [Also, it’s a bad idea to have a bright window behind you, putting your face in shadow] Use natural light from windows or simply turn on the overhead light in the room to brighten up the conference. (Entreprenuer.com)

• Dress the part – While you may love the new remote work environment because you can keep it casual all day, that won’t work for you here. For an online conference, trade-in your “work PJs” for a regular work outfit. (What if you suddenly have to stand up and they see your ratty shorts beneath your lovely blouse?) Keep it professional in every way. You can always revert when the meeting is over.

• Rehearse your role as moderator – Practicing in a low-stakes environment with a friend or colleague ensures that your lighting, audio, and visuals are all optimized before you’re in an important meeting with a client. Pay attention to yourself so you can critique how you look. (Houzz.com) And, make sure you have a roadmap for the meeting. Use an agenda and stick to it so none of the attendees feel like you're wasting their time.

Once you've set up your conferencing system, test it with someone who won’t judge but who will give solid feedback. Also, while muting your mic when you're listening is important, make sure you unmute before offering a monologue that displays your amazing expertise and insight – but which no one can hear!

A final tip for those who attend virtual meetings: make sure you can be seen and heard as well as your host, and that you're dressed appropriately with a non-distracting background. Otherwise, you may be ignored and you certainly don’t want that to happen.

Ted remains available for business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the changing trends and priorities.

If these video conferencing tips don’t answer all your questions about hosting virtual meetings – or other questions about marketing your furnishings or interior design business… Get in touch with TD Fall today.

New from Kravet – Introducing Grand Bazaar by Brunschwig & Fils

Grand Bazaar by Brunschwig & Fils is an exciting line of furniture, new from Kravet, that includes new fabrics flavored with influences from Turkey, India, and Thailand.

Brunschwig & Fils takes you on a journey through Turkey with its newest collection, Grand Bazaar, inspired by the alluring charm of Turkish culture. Established by the Sultan of the Byzantine Empire over 500 years ago, the Grand Bazaar was and is known as a trading place for jewels and textiles – a melting pot of the old and new. The beguiling history, architecture and atmosphere of the market inspired this exclusive collection of gorgeous prints and coordinating wallcoverings. Let’s take a deeper look at this stunning new collection!

The colors and patterns in this collection transport you to exotic locales and traditions of the Grand Bazaar markets with blue and white hues, paired with pops of pomegranate and balanced with sophisticated jewel tones. In the spirit of the patrons shopping the enchanting market, Brunschwig & Fils scoured its archives to conjure up a Middle Eastern spirit and design elements associated with the Ottoman region.

KATIBI and MONTGUYON, Brunschwig & Fils archive favorites, have been updated to suit today’s interiors. KATIBI was inspired by an 18th century Indian Palampore and features a beautiful tree of life pattern. MONTGUYON is another revival design, first introduced in 1961, featuring antique French needlework reinterpreted in a broken warp print effect. 

KARABALI, named after a Sultan’s private garden, is an extraordinary design depicting exotic florals and foliage extracted from traditional Indian textiles. This dramatic pattern was printed in Thailand and is destined to make a grand statement in any interior.

Take in all the exotic traditions, culture, and colors this region has to offer with Brunschwig & Fils’ latest collection, Grand Bazaar.

We remain open for business and ready to support you in any way we can. We will continue to share the design trends, like lines that are new from Kravet, that we believe will benefit you most as either an interior designer or furnishings retailer. Click here to… Get in touch with TD Fall today.

Must-Have Kitchen Features for Your Design Projects

As an interior designer, do you believe there are some features your clients “must-have” in certain spaces? (People being people, we’re sure not everyone does.) According to a recent article at Houzz.com, there are six must-have kitchen features you should focus on in the design of the most-used room on the home.

In an effort to save some space, and your time, we will share three of these must-have features. Whether you wish to see more of them, we leave to you.

Kitchen Storage Solutions

“[Cabinetry] makes up the bulk of what is seen in every kitchen, so your choice of cabinet color and style is a major, consequential decision [in your design]. But the components inside your cabinets are equally important, if not more.”

“Your storage solutions determine how functional [the] kitchen is. [However], at the peak of cooking a large meal, [they will] care less about the look of [their] cabinets and more about the ease of grabbing the right tools, spices, pots, and other supplies.”

Of course, all of this means that, while the look of the kitchen cabinets is hugely important, functionality is a definite must-have. The New York kitchen by Stonington Cabinetry & Designs shown on the right and the hidden cutting board by Yancy Interiors + Home on the left, are good examples of how well designed kitchen cabinetry can work for you – and for your client.

All That, and the Kitchen Sink

By paying particular attention to the most-used features of the most-used room in their house, you show the homeowner that you place a priority on their needs. (Not just how cool your design looks.)

According to the article, “the kitchen sink is one area that always sees a lot of action. So it makes sense to put a little more effort into designing the sink area and choosing components.”

“These days, many sink manufacturers offer designs called workstations, which feature add-ons such as cutting boards, strainers and prep bowls... The Galley Workstation shown here is a popular hardworking sink that includes several inserts for prepping and cleaning.”

Must-have features on top of must-have components make this kitchen sink a wonderful must-have choice. (Too many must-haves here?)

Fulfilling the Island Fantasy

Here is where the Houzz article states the obvious:

“Perhaps no design feature in recent memory has changed kitchen design more than the island. Indeed, it’s hard to deny the benefit of a kitchen island. It adds extra countertop surface and storage and creates a spot for conversation, homework, and meals. It can be a location for a cooktop, a dishwasher, or a prep sink, and it often provides that crucial touchpoint that completes an efficient work triangle.”

While it cannot be denied that homeowners love a design that includes an island, this must-have kitchen feature is also an undeniable favorite among interior designers; adding flexibility and great functionality to the space.

“A large kitchen island is a fantastic gathering place in any open-plan kitchen and gives the homeowner a flexible space to use for dining, entertaining, or cooking.”

This Boston kitchen by SV Design is a great example of that functionality.

Beyond these three must-have kitchen features, lighting, and appliances, including range vent hoods, are critical to the success of the kitchen design you offer your clients. 

 Looking for more tips on sustainable design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.

“Perhaps no design feature in recent memory has changed kitchen design more than the island. Indeed, it’s hard to deny the benefit of a kitchen island. It adds extra countertop surface and storage and creates a spot for conversation, homework, and meals. It can be a location for a cooktop, a dishwasher, or a prep sink, and it often provides that crucial touchpoint that completes an efficient work triangle.”

While it cannot be denied that homeowners love a design that includes an island, this must-have kitchen feature is also an undeniable favorite among interior designers; adding flexibility and great functionality to the space.

“A large kitchen island is a fantastic gathering place in any open-plan kitchen and gives the homeowner a flexible space to use for dining, entertaining, or cooking.”

This Boston kitchen by SV Design is a great example of that functionality.

Beyond these three must-have kitchen features, lighting, and appliances, including range vent hoods, are critical to the success of the kitchen design you offer your clients. 

 Looking for more tips on sustainable design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.

The 3 Big Marketing Questions Interior Designers Must Answer

All entrepreneurs have some serious marketing questions they need to answer when they start a business. These things may be even more important today, as we all work to recover from the challenges forced upon us by the pandemic. For interior designers, there are three big marketing questions to answer that are timeless and critical to your success.

Today, we’d like to take a look at them and see what might be the best way to answer them, taking into account our digital marketplace and the post-pandemic environment.

Answer These Marketing Questions

1) What is my time worth? This is the ubiquitous question for nearly every entrepreneur; how to value and price the service(s) you offer? While market trends can be a useful guide, your reputation (or the lack of one if you're just getting started), will influence what you are able to charge. The current trend seems to be toward package pricing, which means a price for the project without an hourly breakdown. Of course, your hourly rate will be included but it may not be necessary to highlight for your clients.

The key to valuing and pricing your design services is to always remember that the market for interior design is always local. Knowing what the top designers charge in New York and Los Angeles is useless to you in Dayton, Ohio; or even in the suburbs of those mega-markets. Keep your eyes on the prize here, and stay competitive with other designers in your area. Be diligent and check your competition’s rates every six to twelve months, or so. As your reputation grows and the economy recovers, you may be able to raise your prices over time.

2) How do I work with the types of clients I want? There is a persistent problem with the coaching and consulting that takes place online these days. Too many marketing “experts” advise you to define your “ideal client profile”. Of course, that’s not the problem we’re talking about because that makes perfect sense. No, the problem comes from them helping you define your perfect client too narrowly – as someone who wants to work with you.

What about the client YOU would LOVE to work with? It’s your business, after all. It’s your time and energy that is being invested in every project you accept. It should be your preference for both the type of project AND the type of person for whom you wish to work!

3) Where do I fit in my niche and market? Ah, the million-dollar question: where do I fit in? The answer is largely defined by the vision you have for your business, along with the mission you’ve given yourself. Why? Because it is these two things that define the purpose of your design business, and knowing your purpose will help to determine your niche.

Again, as a local business, you’ll need to research the economic characteristics of your market, as well as what the successful designers in your area are doing. (It also wouldn’t hurt to know why the less than successful designers are not flourishing.) First, figure out what’s missing in your market and then decide if it’s a service you can, or want, to offer. Then, based on your answer to the first question above, you can decide if that type of work is worth what you need to charge.

It should be obvious by now that all three of these Big Marketing Questions are inter-related and that the answers to each of them will influence the answers to the others. In other words, answering these marketing questions is a bit like a jigsaw puzzle that only you can put together. But, if you take the time to construct it well, you’ll have a solid advantage over the other interior designers in your marketplace.

Of course, doing all of this on your own may be more changing and time-consuming than you can invest. Knowing this, Ted remains available for business consulting support to interior designers and furnishing store owners. Whether virtual or facemask-to-facemask, with more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the changing trends and priorities.

To get in touch with Ted, or for more design trends, business tips, and answers to important marketing questions… Get in touch with TD Fall today.

How Can You Generate Revenue in Uncertain Times?

Is that what we’re calling this: uncertain times? Does that adequately describe what some designers and furnishing retailers are going through? Or, are there a bunch of other “u” words that describe how hard it is to generate revenue right now better? Words like: unsure, unclear, unreliable, unsettled, unpredictable, unsteady, unresolved, undependable...

Calling the current environment for service businesses “uncertain” may be the ultimate understatement. Trying to survive in what has always been known as a “face-to-face” business when you are unable – or not allowed – to meet with clients or prospects presents challenges most designers have never imagined. 

In the second half of this post we’ll share some steps other designers have taken in response to the ongoing health crisis and social distancing requirements. First though, we’d like to share a few innovative ideas from other types of businesses that just might get your own creative juices for generating revenue flowing.

Innovative Ideas to Generate Revenue in Times of Crisis

Granted, keeping your business robust during a health crisis is easier said than done, so here are a few examples we heard of recently that may just offer some inspiration:

• Bakery cooks up some classes – A local bakery has been all but forced to close due to the restrictions placed on businesses. While they can deliver and are available for pick up orders, their revenue has been slashed. Their solution was quick to develop, and now, they are offering online baking classes at a modest fee. This is keeping them engaged with their customer base while offering a valuable service, and it has also allowed them to soften the blow of their lost revenue.

• Masseuse manipulates her business model – A massage therapist we heard of has had to stop all direct interaction with her client list. Revenue has dropped to nearly zero. Her response is innovative and effective. She has begun creating a series of meditation videos that teach self-massage techniques, as well as online classes for couples to learn massage for each other. While her fees are modest, she has weathered the storm so far and is looking forward to reopening her studio as soon as possible.

• Online coach tries pay as you go – Finally, we know of a weight loss coach who has had to adapt to a significant loss of revenue because many of her clients are either not working or are working much less. Their loss of income has forced them to stop working with her since they simply can’t afford her fees. Knowing how important her work is to her clients, her response is to offer the same services to all existing clients with a “Pay What You Can” business model. Clients who’ve continued to work with her to lose or maintain their weight always pay her something, while many pay nearly as much as she normally charges.

These examples of outside-the-box thinking and marketing are enabling business owners to survive in spite of the restraints being placed on them. The fact that they refuse to simply let their businesses die is inspiring and we hope they help you to develop your own approach to staying active and productive.

Virtual Solutions to Pandemic-Induced Business Challenges

A recent article titled How a new generation of designers is teaching (and earning) online, from the folks at BusinessOfHome.com, offers insight into how some designers are expanding their menus and markets in the face of the pandemic – and before.

According to author Haley Chouinard, “Whether it was fellow design professionals looking for business tips or clients interested in the decorating process, the inquiries [from] others repeatedly asking them for advice… demonstrated that there was a viable interest in their experience, which in turn meant that there was an opportunity to share—and monetize—their acumen in a more official capacity.”

This has led to many of these designers to offer workshops or courses, including online training, teleseminars, and/or webinars.

“I wasn’t interested in offering individual business coaching,” says Sandra Funk, who founded the Montclair, New Jersey-based interior design firm House of Funk in 2005. “But I didn’t want to ignore the hunger that I saw for this type of content, which was about sharing the real details on things like how to price a job or what language should be in your contract.” In April, after 18 months of planning, Funk launched The Interior Design Standard, an online business program for interior designers, Chouinard explained.

From eDesigner to eDesign Training

From Facebook Groups to one-on-one and group coaching, these designers are being creative in their responses to the pandemic-induced shutdowns we have all experienced this year. Interestingly, this also includes how to start an e-business about, and for, interior designers.

As an offshoot of her digital design service, eDesign Tribe, designer Jenna Gaidusek launched eDesignU, a platform for independent e-designers. “I launched the eDesign Tribe Facebook group in 2018 and decided to put together a course soon after,” says the Gainesville, Florida–based designer, who has been operating an online-only design firm since 2015. “There was so obviously a lack of information on how to start a virtual business or how to incorporate digital design into existing firms.”

In a slightly meta twist, [rather than merely offering how-to courses on setting up a virtual design platform], there is now even an eDesignU class that teaches designers how to create their own online classes, something Gaidusek collaborated with interior design business consultant Leslie Carothers to produce. “We saw that course as a way to incorporate other voices on the site,” explains Gaidusek. “Once designers knew this was something they could do on their own, they could create their own courses that we could host on eDesignU.”

Can you think of ways to combine the ideas from the first half of this post with those of the second? Perhaps you could offer homeowners some training on the design process on a “pay what you can” basis, as a way to build a future client list? Just a thought.

With all of these thoughts in mind, Ted remains available for business consulting support to interior designers and furnishing store owners. Whether virtual or facemask-to-facemask, with more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the changing trends and priorities.

To get in touch with Ted, or for more design trends, business tips, and marketing ideas… Get in touch with TD Fall today.

Design Trends and Marketing Priorities After the Pandemic

By now, you know how much we love to share interior design trends here. And yet, we also know that the world may seem a very different place in the wake of the health crisis we’ve dealt with this year. In fact, even marketing priorities have taken a back seat to simple survival for some. 

With that in mind, we’d like to mention a recent article at DesignersToday.com, some industry news about a survey which says “designers rely on resilience, creativity, partners to succeed during a pandemic”.

It comes as no surprise that, according to the survey performed by Steelyard, some “30% [of designers] said that between 50% and 100% of their business with clients was now conducted online.” Despite this shift to online interaction with clients, the survey also found that “virtual appointments with sales reps were ranked as the least-important tool on the list with an average rating of only six on the scale [of ten]”.

Challenges of Virtual Marketing

Needless to say, respondents to the survey were concerned about their ability to market design services in a virtual world. The perceived need to present clients and prospects with samples they can touch and feel rated high on their list of concerns. “Physical samples for finishes, fabrics, etc., will always be important to us regardless of how much we do online,” one designer wrote in the survey’s comments section.

Further, “Outside of virtual appointments, 54% of those surveyed report that they plan to do more product research and sourcing online even after restrictions are lifted. But the challenge of communicating feel, depth, arm height, and more outside of [a] showroom is still a concern and was brought up several times by survey respondents.”

Finally, product availability, safe and timely shipping, and transparency from suppliers were all important to respondents. That is, designers, hope to see a variety of shipping options that address the need for social distancing; so-called “white glove” delivery services that allow clients to feel safe.

What You Can Do

Innovative solutions for client interaction will be the norm for the foreseeable future. While being able to think outside the box will benefit you greatly, you don’t need to do it all yourself. In fact, a little research into what other designers are doing may be all you need to jump-start your business and get your own marketing priorities in order.

Give these ideas a try:

• What services are the busiest designers in your area offering? Check out the social media profiles and websites of some top design professionals and look at their “Services Provided” section. You're likely to see some developing trends that you can work to your own advantage.

• What services are you NOT commonly seeing? There are sure to be categories where services are needed; areas where you could fill the void. Develop services to meet these needs and work to promote them both short and long term.

• What services can you provide that are unique, superior, or at a more competitive price point? You may discover a need for a design pro who is willing to take on smaller projects (or medium or large projects), or with a different pricing structure.

• What home renovation or design challenges do customers have that are unique to your area? Develop plans and services that enable you to better help homeowners solve those challenges.

• Finally… Where have your competitors made changes in their design businesses as a response to the pandemic? Look for specific practices they’ve put in place, such as virtual meetings and other social distancing steps – especially in how they are handling client relationships. (But, don’t forget relationships with contractors and subs, as well.)

The answers to these questions about design trends and marketing priorities in your area will make it clear whether there’s an unmet need you can fulfill to attract clients safely.

Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the changing trends and priorities.

To get in touch with Ted, or for more design trends, business tips, and marketing ideas… Get in touch with TD Fall today.

Home Office Design Project Tips – Executive Chairs from Leathercraft Furniture

Not too long ago, we shared some thoughts on the growing work-from-home phenomenon. That post, titled Interior Design Tips – Home Office Design Projects Will Increase Due to Remote Work, outlined the timely response to this need from Kravet.

Now, responding to the growing focus on home office design and comfort, Leathercraft Furniture has put together a group of executive chairs to promote in your design or furnishings business. (For details on these and other pieces, contact your Leathercraft rep.)

Kent Executive Chair

A beautiful contemporary design, the Kent Executive Chair offers true comfort with an unequaled style. The low profile makes the piece unassuming – until you sit down! Then, the feel and fit become evident and you may never want to stand again! Fully adjustable for height and tilt, the chromed base and five castors keep the chair mobile while still feeling settled and stable.

As part of the Quick Ship Program from Leathercraft, the Kent Executive Chair is available with 10 business day production – for one of the quickest turnaround times on the industry.

Kent Executive Chair Dimensions: Outside: H 34.5″ W 26.5″ D 28.5″, Inside: H 15.5″ W 19.5″ D 19.5″, Arm Height: 23″, Seat Height: 19″. Shown in Trinity/Cloudy Sky

Hutton Executive Chair

A more traditional design, thanks to the nail trim and Antique Brass 'O' caster base, Hutton Executive Chair offers a truly executive experience. With a higher profile, the statement made is one of control as well as comfort. Supportive and stylish, the piece leaves nothing to the imagination. Rather, it’s all right there, a home office seating solution that will last for decades.  

As part of the Quick Ship Program from Leathercraft, the Hutton Executive Chair can be finished from over 160 leather and fabric choices, and is available with 10 business day production – for one of the quickest turnaround times on the industry.

Hutton Executive Chair Dimensions: Outside: H 41.5″ W 26″ D 32″, Inside: H 22.5″ W 19″ D 20″, Arm Height: 24-27″, Seat Height: 19.5-22.5″. Shown with Optional Nail Trim application - #610 Lt. Pewter & Optional Chrome 'O' Caster.

Richmond Low Back Tilt Swivel Chair

Not quite as traditional and with a decidedly modern feel, Richmond Low Back Tilt Swivel Chair makes a statement all its own; unique in presentation the feel remains exquisite. From the wonderfully padded and beautifully finished cherry wood arms to the welt trim and poly fiber fabric, the chair offers classic comfort and powerful “curb” appeal.

As part of the Quick Ship Program from Leathercraft, the Richmond Low Back Tilt Swivel Chair is available with 10 business day production – for one of the quickest turnaround times on the industry.

Richmond Low Back Tilt Swivel Chair Dimensions: Outside: H 39-42″ W 26″ D 29″, Inside: H 21″ W 20″ D 20″, Arm Height: 26-29″, Seat Height: 20-23″. Shown with exposed cherry wood, welt trim, and 'N' casters.

Leathercraft Home Office Executive Chair Collection

While not included in the Quick Ship Program, Leathercraft continues to offer a stunning array of stylish and comfortable executive chairs – for office or home office. Currently available in their Special Program, these include, but are not limited to, these classic Leathercraft designs.

Leathercraft continues to be one of the most dependable, creative upholstered furniture manufacturers we represent. We are extremely proud to be a trusted partner with this company; a group of people who are dedicated to employing the highest possible standards and the best materials available. (For details on these and other pieces, contact your Leathercraft rep.)

And please, remember, we absolutely ARE Leathercraft Representatives! LOL!

More Exciting News from Leathercraft

Leathercraft COM Program: Now, you also can send your own fabric or leather to them, and any piece can be produced in two weeks from the receipt of that cover.

Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the craziness.

To get in touch with Ted, or for more design business tips, trends, and marketing ideas… Get in touch with TD Fall today.

Home Office Furnishings from Kravet & Lee Jofa

As Bob Dylan sang so many years ago, The Times They are a Changing. (Oy, was it really more than 50 years ago?) Of course, the young songwriter was focused on a completely different set of challenges at the time, with little idea of what might befall us today. That is, social distancing and business restrictions that have forced us to think about home office furnishings in a whole new light.

If the look you're going for is minimalist or maximalist (is maximalist even a word?), Kravet offers a broad range of furnishings for the home office. And, with working from home becoming the norm for many, you can expect a bump in home office remodeling projects.

Having offered you some valuable tips for how you can work more effectively in a new, remote environment in a previous post, we thought it might be helpful to share some cool furnishing ideas you can offer to your clients.

Work from Home Office Solutions

Nothing says “home office” quite like the work surface one chooses. While a bulky wood desk can make one type of statement, a sleek and stylish design can have a great deal of appeal of its own. Here, we offer a few different looks from Kravet and Lee Jofa to consider.

Workhorse Desk by Lee Jofa

From Bunny Williams Home, we feature the Workhorse Desk by Lee Jofa simply because it offers so much style with functionality.

The handcrafted hardwood draftsman desk has actually been around since the mid-1700s in one form or another. The newly contemporary cantilevered design, brushed steel legs and divided pencil drawer may find their inspiration in the previous century, this piece has a decidedly 21st Century vibe. The Workhorse measures 60”W x 35”D x 35”H, with the work surface a comfortable 29 inches from the floor.

Courtney Desk by Lee Jofa

For those seeking a more traditional home office feel but still want to make a statement, the Courtney Desk by Lee Jofa offers a 19th Century feel – without overdoing it. Think of it as a minimalist interpretation of a traditional design, as the folks at Bunny Williams Home describe it. Using a somewhat shallow profile to keep the work close, the Courtney measures 60”W x 28”D x 30”H.

Griffin Desk by Lee Jofa

Simple yet elegant, and absolutely loaded with style, the Griffin Writing Desk, from Robert Brown for Lee Jofa, offers clean lines and a substantial presence, without overwhelming the space in which it rests (and works). Available in dark walnut, pecan, chalk, stone, and truffle, this beauty measures 70”W x 36”D x 30”H.

Home Office Seating Solutions

Of course, it takes more than a desk to make a home office. Again, Kravet has something for everyone when it comes to seating solutions for those forced or choose to work from home.

Gainsborough Leather Chair by Lee Jofa

Available in a smooth or tufted leather finish, the Gainsborough Leather Chair by Lee Jofa offers classic comfort for the home office. The chair is available in two sizes and a variety of colors and wood finishes, as well as with or without the swivel base.

Tufted Directors Swivel Chair & Tufted Wing Chair by Lee Jofa

Choice is the watchword here, with two beautiful options for seating solutions from Holland & Co., through the Lee Jofa line from Kravet. The Tufted Directors Swivel Chair is available in a full range of traditional leather colors and custom sizes. The Tufted Wing Chair measures 31”W x 32”D x 47”H and is likewise available in traditional leather colors. 

Home Office Lighting Solutions

As always, putting the right light on the subject is as important to a comfortable home office as are the desk and chairs. A bright designer knows this of course, and is willing to put a spotlight on their client’s lighting choices. (See what we did there? LOL)

Holmes Desk Lamp & Karlene Table Lamp from Curated Kravet

From Curated Kravet, the Holmes Desk Lamp and Karlene Table Lamp provide you with an opportunity to present a traditional lighting solution, or something more contemporary. While both are beautiful in their own right, the statements they make are quite different. While both are made of sturdy, elegant brass, the finishes differ in both look and feel, with the Karlene about 1.5 inches taller (27.5”) than the Holmes (26”).

As home office furnishings solutions go, these desks, chairs, and lamps offer far more than mere functionality. Rather, they present a sharp interior designer with multiple opportunities to enable clients to create a remote working environment in which they can be not only productive, but comfortable and “at home”.

We remain open for business and ready to support you in any way we can. We will continue to share the design trends, like ICreate from Kravet, that we believe will benefit you most as either an interior designer or furnishings retailer. Click here to… Get in touch with TD Fall today.

Social Distancing Makes Marketing with Video More Important Than Ever

We've written a few times now about the importance of marketing with video. However, as social distancing continues to impact all of our lives on so many levels, the importance of video marketing for your design business has grown significantly. (And, perhaps, exponentially.)

As we mentioned in a previous post, it's already true that remote conferencing and video chat apps make "social distancing" the norm for many of us. Video conferencing has now become true for many interior designers who more commonly work with clients face-to-face. This newly enforced need to work remotely has likely led you to reimagine how you can build relationships with prospects (and current clients) when you are unable to appeal to them in person. (Or, perhaps more accurately, not allowed to do so.)

Even as many of us wonder if the craziness will ever end, you should take steps to preserve your business for the future..

The Value of Video Marketing as a Social Distancing Tool

The good news from all of this is: People who've never before attended an online meeting are becoming familiar with using video conferencing apps. They're also becoming ever more comfortable grabbing information that matters to them from platforms like YouTube, Vimeo, and other video sites. (Of course, they're also getting plenty of sketchy dis-information; but hey, we'll just leave that subject for another time and place!)

As a way to limit the spread of contagious diseases, keeping social distancing involves the simple tactic of keeping extra space between yourself and others in typical situations where you might interact. Grocery shopping, working in an office, and going to school have all become a bit scary, as has sitting in a prospect's home, and sharing your design ideas.

This begs the question then of how all of this could enhance the value of video marketing. Well, as the fear of personal interaction has grown, so has the importance of video for promoting your marketing message!

According to online video production sites like Animoto and Biteable.com, video drives traffic to your website. This increases the odds of visitors being comfortable interacting with you remotely.

Online marketing has always been about one thing – making connections. Yet, people are feeling isolated right now, which is why viewing online videos has jumped exponentially in the past few months. Knowing this, a sharp interior designer can put this valuable information to use in their interest – as well as in the interest of their clients and prospects.

Which Types of Video Work Best During Social Distancing

According to NBCNews.com, "YouTube says its data show more than 500 percent increases in views on March 15, compared to the daily average for rest of the year, for personal activity videos with the terms "at home" or #withme. Videos on meditation (55 percent), cooking (100 percent), and working out (200 percent) also increased in mid-March compared to the same time last year, the platform said." (emphasis added)

While we're recommending you use video conferencing to meet with clients and prospects, it's also important to mention how valuable it can be to share videos on social media and your website.

Why? Because videos get attention and increase interest in you and your business! According to Biteable.com, there are 11 types of videos that are getting the most attention right now:

1. Interview/Q&A

2. Behind-the-Scenes

3. Feature/Product Video

4. Live Videos/Live Streams

5. Promos and Deals

6. Giveaways and Contests

7. User-Generated Content

8. Announcements/Reveals

9. Events

10. Breaking News/Trending

11. Tutorials/How-To Videos (these have always been a great idea!)

These subjects are hugely popular during lockdowns, as so many folks are looking for new types of entertainment or quality information. If you can use a variety of video presentations to present your services in a positive, informative fashion – and offer real value in them – you're far more likely to see substantial results!

How to Make it Happen!

The most effective videos have some common characteristics:

• Entertain, inspire, or educate: Rule number one is to make your video valuable! Aim to either educate, entertain, or inspire.

• Be attention-grabbing: If your video's not engaging in the first few seconds, your fans are likely to keep right on scrolling. Add an eye-catching title card and aim to grab viewers' attention in the first 3 seconds.

• You may not need sound: Make sure your video works well without sound (most videos on social media are on mute until the user chooses to turn on the sound). If you want people to listen, encourage viewers to tap for sound in the video description or captions.

• Use captions: Lots of pages have success with completely wordless or text-only videos. But if the dialogue is a must, add captions so viewers can follow along.

• Keep it brief: Short videos tend to perform best on social media. We're talking 2-3 minutes tops on Facebook and Twitter. Instagram only allows videos of up to one minute, though the old upper limit of 15 seconds is still often a good length to aim for.

• Try interesting angles: Bird' s-eye or drone videos, 360° views, Go-Pro action shots…try making videos that offer viewers a seldom-seen view.

• Let 'em repeat: Videos on Instagram loop automatically, as do short videos on Facebook and Twitter. Take that into account when you're creating them — you might even want to try a seamless loop that viewers won't notice.

• Be creative: There are so many fun apps that make it easy to create professional, visually appealing videos, especially for Instagram, though you may want to post on other networks too.

If this doesn't answer all your questions about how and why the value of marketing with video has increased as a result of the pandemic and social distancing – or how you can use it to promote your interior design business, then Get in touch with TD Fall today.