Category Archives for "Ideas and Insights"

Getting Social at KBIS

KBIS

The Modenus X Design Milk Social Lounge provided a place for new media pros to cool their heels, connect, and learn at KBIS 2017

For the first time, KBIS (the Kitchen and Bath Industry Show) featured a space where influencers, bloggers, and social media professionals could recharge and connect. First of all, you might ask, what does that have to do with gardens? Answer: KBIS does feature lots of fascinating new products for outdoor living and entertaining. I just had to be there.

The Modenus X Design Milk Social Lounge is the brainchild of Jaime Derringer of Design Milk and Veronika Miller of Modenus CEO. Design Milk is a consumer-facing blog with a huge following, while Modenus is a directory site aimed at providing information to designers. The two founders have known each other for years and were looking for an opportunity to collaborate.

I spoke with co-creator Veronika Miller to learn how the Social Lounge came to be, and what goals motivated its development.

“New media is so important to the health of the show, and we wanted to create a space to put bloggers and influencers in a good frame of mind for covering stories. We didn’t want to just make it a lounge with some sponsor logos on the wall. They can get a cup of of coffee, get a snack, and charge their phones, which is always crucial and never available around the show,” said Miller. “We also planned some programming that’s conversation-based. Considering all the brands, designers, and bloggers in the room, there’s an overarching topic structure.”

The conversations included panel discussions as well as expert-led discussions, such as Ten Things Not to do When Pitching an Editor and Amp Up Your Visibility Factor: How to Be Your Own Best PR Person.

Karen Figilis of KFWB Design Marketing attended Easy Does It: The European Kitchen, sponsored by Liebherr. “What I really loved about it was you got to hear all the different perspectives on style, technology, and innovation. In the U.S., we tend to err on the safe side, while in Europe they are a little more on the forefront of what luxury consumers want. I think in the audience we benefitted from this exposure.”

KBIS

Figilis noted that one of the panelists, Joseph Steigmiller, emphasized the rise of compact design for urban environments. “People who live in cities are often short on space, and in Europe, they have always had that issue. So the panelists, most of them European, talked about translating the best of European small-space product design–especially for kitchens-to urban living in the states.”

The programming leaned toward the practical. As Miller explained, “My entire business model is taking social media visibility, big reach, and global connections, and bringing it it back home. Making it tangible, making it real.”

For example, a panel discussion on How to Prepare and Style for Portfolios and Airbnb Listings got into the nitty gritty details of staging. Panelist Bobby Berk, who has shared his expertise on camera with HGTV, Bravo, NBC, and CBS audiences, was also the Social Lounge’s designer.

“I got texts from Jaime and Veronika asking me to design the lounge, and they gave me free reign to come up with ideas. They explained what they were trying to accomplish, so I wanted to the design to establish an intimate space that would foster connections,” said Berk.

Berk sourced from vendors at the show as well as outside vendors. The laminates are from Wilson Art; the floor tiles are from FLOR; the wall flats are from Inhabit Living; the chairs are from Bend; and the sofa from Gus. Berk, a designer The overall feeling is very livable and relaxing, but with designerly polish. And the good news for those who didn’t make it to the Social Lounge in January: while it was first created for KBIS, it’s made to travel to other locations throughout 2017.

If you’re a designer and you haven’t been to KBIS or the adjacent Builder’s Show before, you will want to check it out next January. It was in Orlando this year and will be back in Orlando (my hometown) again next year. Hope to see you there!

Get Published: Create a Garden Feature Story

Garden Feature Landscape marketing experts

Most garden designers want to get their work published. (That’s mostly true. I once met a garden designer in Texas who had so much work that she had stopped taking new business and didn’t want to publicize her services. What a great problem to have!) There are many avenues to getting your garden feature published. You may know a magazine scout or garden writer who can pitch your design to an editor. You may have a publicist with good connections who helps get your design work in front of the right people. You may be so well known that editors come to you to ask about your latest projects.

You can also publish your projects yourself.

Several years ago, a garden designer in Pasadena, CA, came to me to ask me to write a garden feature about one of her projects. Then she had me write more about other gardens she designed. She turned those into illustrated booklets that she distributed to her clients and potential clients. I thought it was a great idea, so I began offering this service to my customers.

If you have (or can get) good photos of a favorite project you’ve designed, the foundation of your feature is in place. Then, we look at your plans and photos, talk with you and perhaps your client about the project, and write the story. Our designer creates a layout. Then, you have a digital version of a feature story that you can use as a part of your marketing efforts. You can also print and distribute it.

Most businesses are looking for content for social media and their websites. A garden feature is a perfect fit because it appeals to what people love most: beautiful gardens!

Here’s an example of what it could look like: CLICK

The best part is that you don’t have to wait for a magazine to discover you!

If this sounds like something you’re interested in, give us a call at 407-461-4368.