How to Fuse Traditional + Digital Marketing with Steven Glaze - Episode 196

11/25/20 • 36 min

Have you found the perfect blend of traditional marketing and digital marketing in your business? How do you know what to leverage—and when? In this episode of the Wingnut Social podcast, Steven Glaze shares how his business blends the two styles of marketing to create a highly successful marketing process.

Steven is an expert in the home exterior remodeling industry. He started working at his father’s roofing company at the age of 16 and was managing crews by 18. Today he is the VP of Sales at Smart Exteriors LLC, an award-winning design company in Kansas City. He’s also the author of The Home Owner's Buying Guide to Exterior Siding in Kansas City. Don’t miss his innovative marketing ideas—give it a listen!

What You’ll Hear On This Episode of Wingnut Social

[1:27] Snap Connect
[3:42] Who is Steven Glaze?
[4:35] Steven Glaze’s background in marketing
[8:13] Facebook marketing: you can’t beat it
[8:56] Direct mail marketing vs. digital marketing
[10:23] Community outreach as a marketing tool
[13:33] Leveraging organic SEO
[16:33] How the pandemic impacted their marketing
[18:46] What their marketing budget looks like
[21:55] Why you NEED to ask your clients for reviews
[27:52] Write a book
[28:58] What up Wingnut! Round
[33:14] All about Houzz
[36:00] Blooper Reel!

Connect with Steven Glaze

Smart Exteriors
Connect on LinkedIn
Follow on Twitter
Steve’s eBook

Resources & People Mentioned

Community outreach as a marketing tool

Steven has been highly successful with seasonal direct mail marketing. But another innovative idea that he’s found to be successful is community outreach. His company will go into a neighborhood where they’ve recently done a siding or roofing project (because they can often see that everyone in the neighborhood needs work done as well).

So they come into the community and bring in a food truck and a bounce house for the kids. They’ll promote the event through that particular neighborhood’s Facebook page. They provide it as a meet and greet to get to know the neighborhood. It’s a great way to connect with people, create networking relationships, and bring in new business.

Steven shares that a local organization hosts a fundraiser where they get 5 houses to host an event where you move from house to house and eat food and drink wine. It’s the hottest ticket in town. They bring in designers to stage each house. So people are drinking wine and walking through these beautifully staged homes. It’s a great opportunity for designers to show off their skills and bring in new business.

How does Steven leverage organic SEO as part of his marketing strategy? How did the pandemic impact their business? What does their marketing budget look like? Listen to learn more!

Why you NEED to ask your clients for reviews

Is your review game strong? Steven emphasizes that reviews of your business are incredibly helpful as a marketing tool. Steven didn't request them for customers in the beginning. But they’ve gained close to 50 reviews ove...

What You’ll Hear On This Episode of Wingnut Social

[1:27] Snap Connect
[3:42] Who is Steven Glaze?
[4:35] Steven Glaze’s background in marketing
[8:13] Facebook marketing: you can’t beat it
[8:56] Direct mail marketing vs. digital marketing
[10:23] Community outreach as a marketing tool
[13:33] Leveraging organic SEO
[16:33] How the pandemic impacted their marketing
[18:46] What their marketing budget looks like
[21:55] Why you NEED to ask your clients for reviews
[27:52] Write a book
[28:58] What up Wingnut! Round
[33:14] All about Houzz
[36:00] Blooper Reel!

Connect with Steven Glaze

Smart Exteriors
Connect on LinkedIn
Follow on Twitter
Steve’s eBook

Resources & People Mentioned

Community outreach as a marketing tool

How does Steven leverage organic SEO as part of his marketing strategy? How did the pandemic impact their business? What does their marketing budget look like? Listen to learn more!

Why you NEED to ask your clients for reviews

Previous Episode

Rex Rogosch’s Take on the Future of Hospitality Design - Episode 195

The Coronavirus pandemic brought to light many things that were lacking in the hospitality industry that will need to change. Rex believes you’ll begin to see different rules and regulations—and hospitality designers will need to know these things. What are the easiest materials to keep clean? How will social distancing change design? What temporary changes will become permanent? In this episode of Wingnut Social, Darla, Natalie, and Rex take a deep-dive into the future of hospitality design.

Rex Rogosch is an award-winning interior designer and the creative director at Darla Powell Interiors. Rex has over 20 years of experience in hospitality, including the architectural side of hospitality. He’s worked with commercial, restaurants, casinos, and hotels and is known for his eye for detail and completing design projects in an exquisite fashion.

What You’ll Hear On This Episode of Wingnut Social

[0:54] Rotten potatoes + the Mandalorian
[2:27] Badges on TikTok
[5:41] All about Rex Rogosch
[9:27] Rex’s experience in hospitality design
[10:27] Why go into hospitality design?
[11:38] How the hospitality industry is changing
[13:07] Will hospitality move smaller?
[17:21] How to keep your design timeless
[21:25] Technology in the hospitality industry
[23:50] The impact of virtual events on the industry
[26:16] The psychology of the host + user
[30:20] What up Wingnut! Round
[38:23] Blooper Reel!

Connect with Rex Rogosch

R Squared Design
Connect on Facebook
Connect on LinkedIn

Resources & People Mentioned

AutoCAD

How the hospitality design industry is changing

Rex emphasizes that designers in the hospitality industry have to be at the forefront of change. Regulations are changing at the state and local levels. So designers need to stay up-to-date on local requirements and think creatively. They must engage with their clients and brainstorm unique ideas.

Designers often rely on the architect to know these things, but Rex points out that you can‘t rely on someone else's knowledge. You need to know. Some clients will want to adhere to the bare minimum requirements and throw up a plastic sheet. Others will want to build plexiglass dividers. Rex emphasizes that you will see a multitude of extremes until things even out.

Rex is a huge proponent of technology. He thinks it will play a huge role—and not just in the sense of doing things virtually on your computer. He thinks a step toward microband and antimicrobial materials will become more prominent in hospitality design. You’ll see fabrics that are bleach-resistant.

Most people don’t know that porcelain tiles exist that have coatings on them so when water touches them it releases ozone into the air. Why? It blocks out the chlorine smell at pools. He believes these types of products will become more widely available in the market. That tech will show up on a more global scale at a better price.

The psychology of the host + user

With hospitality design in general, you have to look at how people interact. Part of your job is to visualize how you want to move people through a space in your design. You have to look at how your design choices will impact people. Humans like to feel cozy and secure. How do you make them feel that when the closest person is 10 feet away?

Rex points out that you should look at a building like it’s its own city. Look at the psychology of the host and the user: What is it that you want them to experience? Look at new ways of giving them experiences that are enjoyable—but safe. What about creating rooftop gardens? It’s good for the environment, it’s outdoors, and allows you to socially distance. What do you want your buildings to convey in a respectful and insightful way? Designers can help hotels and other venues reinvent their spaces.

When the ADA first came out, people didn’t know what they were doing. Now it’s common knowledge and practice. This is our next ADA. Rex shares ‘I look at requirements that are happening now and am like, “Why weren’t we doing this in the beginning? Why weren’t we doing these things that seem like common sense?”’ Why did mass hysteria point out what we should’ve been doing in the first place?

For the full discussion on the future of hospitality design in this post-COVID world, listen to the whole episode!

Connect With Darla & Wingnut Social

www.WingnutSocial.com
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Next Episode

Social Media Copyright Guidelines: How to Protect Your Content with Jamie Lieberman - Episode 197

Do you share other people’s content on social media? Are you familiar with social media copyright guidelines? Do you know how to protect your own work if the situation arises? Jamie Lieberman shares her expertise on the legality of all things social media in this episode of Wingnut Social. To learn more about the basics of copyright law, handling inspiration posts, getting bland collaborations, and protecting your content—listen now!

Jamie Lieberman is the owner and founder of Hashtag Legal and has been a practicing attorney for more than 15 years. She’s currently on the Board of Directors for The Influencer Marketing Association. Jamie is well-versed in the legal hangups that haunt creative-based businesses. She’s also a co-author—along with Darla—in the upcoming book A Well-Designed Business - The Power Talk Friday Experts Volume II.

What You’ll Hear On This Episode of Wingnut Social

[1:43] Choosing Images for Instagram
[3:40] All about Jamie Lieberman
[5:25] Legality and influencer marketing
[7:54] Jamie’s chapter in LuAnn’s book
[10:27] Understand the basics of copyright law
[11:47] How to handle “inspiration” posts
[15:18] Brand collaborations + licensing
[20:13] What’s more important: followers or engagement?
[22:55] The DMCA Takedown Notice
[26:50] Facebook: claiming copyright ownership
[28:39] The future of social media
[31:52] What up Wingnut! Round
[33:46] How to connect with Jamie Lieberman
[38:28] Blooper Reel!

Connect with Jamie Lieberman

Resources & People Mentioned

The basics of copyright law

Jamie emphasizes that you have to think about the goal of your social media. What is it doing for your business? Is it your whole business as an influencer? Or simply a marketing tool? You then have to think about:

What content am I creating?
Who is creating it?
Who owns it?

If you’re creating it yourself, then you own it. If someone else is creating it for you, you have to make sure you still own it. You must only use other people’s content with permission. It’s intellectual property that is copyrighted. You need a general understanding of copyright rules.

The dos and don’ts of inspiration posts

How should you handle inspiration posts? Jamie’s “lawyer” answer is that you cannot share anyone’s content that you do not have permission to share. Attribution is NOT the same as permission. If you want to use someone else’s content—ask them if you can share it. Sharing on an Instagram story is fine because it’s sharing their content. But a lot of people copy and paste someone else's work and put it in an original post—which is NOT okay. You have to be careful about how you’re using someone else’s content.

Photographers have become very sensitive about this. Their images get shared and used without their permission over and over again—and many aren’t standing for it anymore. Jamie had a client with over a million followers on their Facebook page. He posted a photo—with attribution—that led to a protracted fight. He just said it was a beautiful photo and wasn’t trying to monetize it, but the bottom line is that he didn’t have permission.

DMCA Takedown Notice

If you are the owner of the image, you have the right to require someone to remove it—even if you haven’t registered a copyright. By nature, when you create an original work, it’s yours. So how do you handle it? Collaborative negotiation. Unless there’s a contentious background, reach out without a lawyer. You can simply send an email and request they take down your image.

If that doesn’t work, you can file a DMCA Takedown Notice. All of the social media networks can do it. If you own copyright protected material and someone is using it without permission, you can file the notice. It’s the same with a website host. It gets it done. But what if your...