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How HGTV is Destroying Your
Creative Business
When HGTV first began, it brought
new light to home and garden related businesses
- especially interior design, decorative
painting, and landscaping companies.
Homeowners discovered a whole new world of
decorating and began spending tons of money on
the interiors and exteriors of their houses.
Shows similar to the ones found
on HGTV started sprouting up on TLC and other
stations, and even began to include programs on
weddings and other special events, dramatically
impacting the world of catering and event
planning. These programs created the
illusion that anyone could easily transform
their unattractive, boring homes into show
houses in just 48 hours with a mere $1000 and
the help of a perky host, a wacky decorator, and
a couple of designed-challenged neighbors.
Or, that an unsuspecting bride could be thrown a
surprise, gorgeous, inexpensive, error-free
wedding by a few secretive friends and a sneaky
fiancée in a few days.
Of course, what the audience
never sees is the large crew of people that
worked around the clock to purchase the
necessary supplies, build the wood-pieces, sew
the window treatments, touch up painting flaws,
and completely re-do mistakes. The
audience also never realized how important
television camera angles and special lighting
are to enhancing the "after" shots of the newly
decorated homes. And, the audience rarely
recognized that the tears running down the
bride's face weren't really those of joy for the
surprise, but of sorrow for not being able to
choose her own wedding gown, her own cake, or
her own hairdresser.
These programs were all
beautifully designed illusions, tricking
homeowners and grooms into thinking that good
events and home design were cheap, easy, and
quick. Of course, we know, how completely
wrong that is!
So, how do you, as a creative
professional combat these horrible
misconceptions? What do you do now that
the world is being duped into believing the
malarkey created by these misleading television
programs?
There are two areas you should
focus on to make sure you don't lose a
potentially good client just because of few TV
shows.
1) Capitalize on Their Success
Embrace the good that these
programs have done. They've opened up the
eyes of the homeowner or bride to many new
possibilities available to them. Watch
these shows and capitalize on their success.
For example, if a program highlights a new wall
finish, then highlight that type of finish in
your portfolio or on your website. Say
things such as, "This finish was just shown
on HGTV last week. It's a very popular
finish." This gives you instant
credibility with the homeowner and gets you
closer to a sale. You can also put
articles or items on your website that
capitalize on things shown on these programs.
If there is a new, hip type of bridal bouquet,
show an image of it right on your website.
Have the caption under the photo read: "As
shown on HGTV." Use their success to
your benefit.
2) Educate the Buyer
If you meet with a potential
customer who mentions HGTV or another program,
don't get defensive. Ask the buyer which
shows they like best and why. Tell them,
you are familiar with the programs. Say
something like: "Isn't it amazing that they
can make it look like they really transformed
that room with only two people in 48 hours?
I WISH it were that easy!" This should
prompt the potential client to say, "What?
You mean that's not what really happens?"
This is then your opportunity to educate the
buyer and explain to them how "good design"
really happens. Without verbally trashing
the television programs, give them an idea of
what really goes into the design elements shown
on these programs, and how many people it
probably took to transform the profiled home.
Educate them in a way that makes them feel
empowered and intelligent. Give them
information that makes them feel that they are
on the "inside track" of knowledge and you will
win them over for sure.
Remember: HGTV, TLC, and
other channels actually helped the creative
industries in many ways by encouraging people to
consider design and entertaining as important
facets of life. By following the two items
above, you should be able to capitalize on this
phenomenon and not get hurt by it. Work it
to your advantage, and you will start to LOVE
these programs!
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