Wedding & Event Design ! with Lindsay Landman ! 1 1 Week 8: The - - PDF document

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Wedding & Event Design ! with Lindsay Landman ! 1 1 Week 8: The - - PDF document

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11/9/15 Progressive Education for Event Professionals Wedding & Event Design ! with Lindsay Landman ! 1 1 Week 8: The Business of the Business 2 Week 8: The Business of the Business Client Connection 3 1 11/9/15 Identifying Your Client

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Progressive Education for Event Professionals

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Wedding & Event Design!

with Lindsay Landman!

2

Week 8: The Business of the Business

3

Client Connection

Week 8: The Business of the Business

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Identifying Your Client

  • Their needs vs. your

Their needs vs. your services services

  • Don’t try to be everything to

Don’t try to be everything to everyone everyone

  • Align touch points and

Align touch points and strengths strengths

  • Style

Style

  • Aesthetics

Aesthetics

  • Working style

Working style

  • Communication

Communication

  • Budget

Budget

  • Do you ask? Ugh.

Do you ask? Ugh.

  • Minimums. Ugh.
  • Minimums. Ugh.
  • Making it work. Ugh.

Making it work. Ugh.

  • Ugh.

Ugh.

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Helping a Client to Identify You

  • Building a brand

Building a brand

  • Your best self

Your best self

  • Your perfect client

Your perfect client

  • Your ideal event

Your ideal event

  • Your best design

Your best design

  • Living your brand

Living your brand

  • Website

Website

  • Office décor

Office décor

  • Social media

Social media

  • Brand consistency

Brand consistency

  • Photography

Photography

  • Messaging

Messaging

  • Vocabulary

Vocabulary

  • Brand specificity

Brand specificity

  • Know when to say “no”

Know when to say “no”

  • Using your lens

Using your lens

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Conveying Your Style

  • Identify your style

Identify your style

  • Know it

Know it

  • Own it

Own it

  • Love it

Love it

  • Show versatility

Show versatility

  • Use many tools

Use many tools

  • Find many connection points

Find many connection points

  • Environmental flexibility

Environmental flexibility

  • Communication or Voice

Communication or Voice

  • Visual

Visual

  • Verbal

Verbal

  • Brand

Brand

  • Understand the Spectrum

Understand the Spectrum

  • Events

Events

  • Design as a whole

Design as a whole

  • Art as a medium

Art as a medium

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Understanding Their Vision

  • Look

Look

  • Style choices

Style choices

  • Mannerisms

Mannerisms

  • Reactions

Reactions

  • Listen

Listen

  • Narrative

Narrative

  • Context

Context

  • Concerns/Anxieties

Concerns/Anxieties

  • Ask questions

Ask questions

  • Thoughtful

Thoughtful

  • Relevant

Relevant

  • Leading

Leading

  • Broaden the scope

Broaden the scope

  • You do the work

You do the work

  • Take the reigns

Take the reigns

  • Zoom out

Zoom out

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Proposals and Contracts

Week 8: The Business of the Business

Client Proposals

Two Schools of Thought: Two Schools of Thought:

  • What I Have Done

What I Have Done

  • Portfolio

Portfolio

  • Referrals and references

Referrals and references

  • Press

Press

  • What I Will Do

What I Will Do

  • Pitch new ideas

Pitch new ideas

  • Offer pricing

Offer pricing

  • Customize

Customize

  • Respond to “RFP”

Respond to “RFP”

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Client Proposals

What I Have Done: What I Have Done:

  • Pros

Pros

  • Expend less effort at outset

Expend less effort at outset

  • “Saving” creativity for contracted clients

“Saving” creativity for contracted clients

  • Faster turn around on proposals

Faster turn around on proposals

  • Cons

Cons

  • Difficult to build trust from cold lead

Difficult to build trust from cold lead

  • Difficult to secure corporate business which may require an

Difficult to secure corporate business which may require an “RFP” “RFP”

  • Challenging to convey specifics of monetary value

Challenging to convey specifics of monetary value

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Client Proposals

What I Will Do: What I Will Do:

  • Pros

Pros

  • Exhibit output for client from outset builds confidence

Exhibit output for client from outset builds confidence

  • Ideas have concrete composure

Ideas have concrete composure

  • Less work after client contracts

Less work after client contracts

  • Cons

Cons

  • Spend time and money on proposals that may not turn into

Spend time and money on proposals that may not turn into business business

  • Provide creative concepts that may be replicated by a

Provide creative concepts that may be replicated by a competitor competitor

  • Incorrect guesswork may alienate prospective client

Incorrect guesswork may alienate prospective client

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Contracts

  • Just enough legal, but not too much

Just enough legal, but not too much

  • Customize per event and per client

Customize per event and per client

  • Timeline

Timeline

  • Fee structure

Fee structure

  • Make rules that make sense and that you are willing to

Make rules that make sense and that you are willing to uphold uphold

  • Understand your marketplace

Understand your marketplace

  • Industry standards

Industry standards

  • Know your sticking points

Know your sticking points

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Design and Communication Process

Week 8: The Business of the Business

Develop Your Process

Create a step-by-step process to: Create a step-by-step process to:

  • Translate visuals

Translate visuals

  • Build confidence

Build confidence

  • Create organic organization

Create organic organization

  • Aid communication with clients and vendors

Aid communication with clients and vendors

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Convey Your Process

Creativity and artistry is mysterious to many, so it requires a Creativity and artistry is mysterious to many, so it requires a linear roadmap. This is the LLE process… linear roadmap. This is the LLE process…

Step 1: offer color palettes and mood boards Step 1: offer color palettes and mood boards Step 2: solidify palette and mood; offer floral and materials palettes Step 2: solidify palette and mood; offer floral and materials palettes Step 3: solidify floral and materials; offer branded solutions and floor plans Step 3: solidify floral and materials; offer branded solutions and floor plans Step 4: solidify Step 4: solidify floorplans floorplans; offer renderings or sketches to show complete ; offer renderings or sketches to show complete vision vision Step 5: present live sample of major elements Step 5: present live sample of major elements Step 6: prepare production documentation based on live sample and Step 6: prepare production documentation based on live sample and verification of all details verification of all details

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Market and Sell Your Process

Substance beyond style! Substance beyond style!

  • Process breeds confidence

Process breeds confidence

  • With clients and with your team

With clients and with your team

  • Process exhibits organization and business acumen

Process exhibits organization and business acumen

  • Process identifies your style as much as your outcomes

Process identifies your style as much as your outcomes

  • Express your brand through your process

Express your brand through your process

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Budgeting and Pricing

Week 8: The Business of the Business

Budgets

  • Be realistic

Be realistic

  • Do research

Do research

  • Include your fees/costs

Include your fees/costs

  • Account for overages and mishaps

Account for overages and mishaps

  • Account for taxes, deliveries and surcharges

Account for taxes, deliveries and surcharges

  • Keep it up to date

Keep it up to date

  • Be confident

Be confident

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Fee Structures

  • Flat fees

Flat fees

  • Percentages

Percentages

  • Hourly

Hourly

  • Retainers

Retainers

  • Commissions

Commissions

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My Fee Structures

Social and Non-Profit Events Social and Non-Profit Events 1.

  • 1. Flat fee for planning and

Flat fee for planning and design based on type and design based on type and scope of event scope of event 2.

  • 2. Product invoiced

Product invoiced additionally additionally 3.

  • 3. Minimum fee imposed on

Minimum fee imposed on all events all events

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Corporate Events Corporate Events 1.

  • 1. Percentage of total event

Percentage of total event expenditure expenditure 2.

  • 2. Minimum fee imposed on

Minimum fee imposed on all events all events Transpar ransparency is KEY! ency is KEY!

Setting Your Fee

Do the Math! Do the Math! 1.

  • 1. Hard costs

Hard costs

a.

  • a. Rent

Rent b.

  • b. Utilities

Utilities c.

  • c. Staff

Staff d.

  • d. Samples and materials

Samples and materials e.

  • e. Travel and transportation

Travel and transportation

2.

  • 2. Time with the client

Time with the client 3.

  • 3. Time away from home

Time away from home

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More on Pricing

Week 8: The Business of the Business

Pricing Product

  • Wholesale

Wholesale

  • Goods from your suppliers

Goods from your suppliers

  • Retail

Retail

  • Transfer of goods to your customers

Transfer of goods to your customers

  • Cost

Cost

  • Wholesale goods plus time, assembly, transport, etc.

Wholesale goods plus time, assembly, transport, etc.

  • End price

End price

  • Tax, delivery, shipping

Tax, delivery, shipping

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Pricing Product

14” square wood base 14” square wood base $8.50 $8.50 36”x3” white birch trunk 36”x3” white birch trunk $32.00 $32.00 4 L-brackets with screws 4 L-brackets with screws $5.00 $5.00 2 Oasis rings 2 Oasis rings $11.00 $11.00 3 Oasis cages 3 Oasis cages $12.00 $12.00 Sure- Sure-stik stik and floral tape and floral tape $5.00 $5.00 1 bale camellia leaves 1 bale camellia leaves $85.00 $85.00 7 large white hydrangea 7 large white hydrangea $30.00 $30.00 15 roses 15 roses $15.00 $15.00 6 green viburnum 6 green viburnum $18.00 $18.00 7 medium white 7 medium white dendrobium dendrobium $12.50 $12.50 8 white snapdragon 8 white snapdragon $6.00 $6.00 1 white 1 white phaleonopsis phaleonopsis (in tubes) (in tubes) $18.50 $18.50 2 hours design time 2 hours design time $60.00 $60.00 TOTAL COST $318.50

24 24 Retail pricing can be anywhere from 2.5 x to 4 x the COST of a product.

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Pricing Time

  • Design time

Design time

  • Production time

Production time

  • Travel/transport time

Travel/transport time Your time is your most valuable asset! Your time is your most valuable asset! Don’t give it away! Don’t give it away!

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Pricing Extras

  • Trucking

Trucking

  • Delivery

Delivery

  • Storage

Storage

  • Cleaning

Cleaning

  • Mistakes

Mistakes

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Your Value

Week 8: The Business of the Business

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Your Value

  • Creativity

Creativity

  • Innovative ideas

Innovative ideas

  • Novel execution

Novel execution

  • Focus

Focus

  • Full time focus

Full time focus

  • Resources

Resources

  • Library of talent

Library of talent

  • Network

Network

  • Experience

Experience

  • 2 is more than 1… 200 is

2 is more than 1… 200 is more than 100 more than 100

  • Precision

Precision

  • Bye-bye DIY

Bye-bye DIY

  • Polished and perfect

Polished and perfect

  • Professionalism

Professionalism

  • A job, not a hobby

A job, not a hobby

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…but just the beginning!

The End…

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Progressive Education for Event Professionals

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Wedding & Event Design!

with Lindsay Landman!