In case you missed it, Creative Little Soul recently celebrated its 7th birthday. To mark the occasion we thought it only fitting to speak to our fearless leader and founder Chrissy Symeonakis. Creative Little Soul (CLS) initially started as a side hustle in 2013 and allowed Chrissy the flexibility and freedom to work on her terms after she was diagnosed with MS.
From little things, big things grow. Fast forward to 2020, and CLS is a thriving full-service creative agency providing specialised marketing strategies and business support for clients across a range of industries, all over the world. Offering everything from copywriting, design, branding and business plan development, Creative Little Soul has garnered a reputation for combining innovative marketing strategy with seamless execution.
You’ve already met some of the CLS team, but we thought we’d save the best for last. Today it’s Chrissy’s turn to tell us about her journey. Find out what Chrissy loves best and what makes her tick!
Hi Chrissy. Can you tell us why you started Creative Little Soul?
I started CLS to make a little extra cash and money outside of my full-time job. I have always been a person that needs to be mentally and creatively challenged, so this was a natural progression and fit for me. I often had people asking me to “write something”, “edit a project” or “help out with socials”. It was always word of mouth or a referral and things just kind of grew from there.
What was your vision for the business back in 2013 and how has that changed over the years?
I think in it’s infancy it was to be able to work with people who I had a genuine connection with, and I always wanted to aid people to bring their projects, brands and business to life as well as inspiring and motivating others to just “create”. I think we’ve stayed true to that initial brand ethos, but we’ve certainly ramped it up a lot and are offering more than just what was in my skillset seven years ago.
What did you do prior to CLS?
I’ve lived many lives lol. I’ve worked for huge hospitality groups looking after their functions and events, Group Marketing Manager, ran some pretty cool nightclubs, journalist, freelance writer, worked in radio as well as working in 5 star hotels across Australia and in the USA. That’s the short version!
Did you ever envisage CLS to be where it is today?
I don’t think I see the brand as others do. I’m always striving to do more, be better and bigger so I’m always looking at ways for us to be forward thinking, to continue to strengthen the brand and be unique. I’m very driven and as I’m known “to get shit done” so I think it’s all on par with where I saw it going, but there’s still so much more I want to do and we are doing! #cantstopwontstop
Any tips and tricks you’d like to share for managing the workloads of 13 people?
Communication is key and I’m on the phone A LOT – with clients with our team, suppliers and partners. I love email (it’s still the most effective way for me to store, file and then drudge things up later if I need them). We use messenger loads, Trello, vCita (my fave and our CRM), also big on WhatsApp, Pomodoro and Zoom.
What big changes have you seen happen in the hospitality industry over the years?
It was always assumed that because you had a career in the hospitality industry you were uneducated – that maybe it was a 2ndjob while studying and it wasn’t seen to be a “profession.” That’s changed a lot and there are so many great skilled and amazing individuals in the industry. Perception within society has shifted there (and it’s a pretty $$ career too)
The toxicity, sexual harassment and just bad behaviour (in kitchens mostly) is no longer accepted (nor should it ever have been) but people are calling it out for what it is and that it’s not to be tolerated.
Wage regulation and ensuring workers receive a fair and liveable wage, and that there are huge implications in place for venues not doing the right thing. The award is still confusing AF though.. there’s still room for improvement
Tech-booking systems, online ordering, delivery. All massive improvements to the way food and beverages are consumed.
The list is endless and with Covid, I could go on and on!!
What are your thoughts about influencers, particularly in the hospitality industry?
I have quite a few friends that are foodie influencers and they are amazing. They are passionate about food, they add great value to the venues, and their audience and reach are the perfect target audience we’re looking to connect our clients and venues with. I’m a big fan or trading food as currencyand even instilling the services of influencers with the RIGHT following. There are a lot of people out there that think because they have an Instagram account and have a reasonable following, they are the business. No.. I think they have a place, I think they can be effective, but expectations must be made clear from the start. I find its best to set some targets and deliverables prior, so everyone is on the same page.
How vital do you think it is for restaurants, cafes and entertainment venues to be active on social media in 2020?
Regardless of your industry and business, if you’re doing things or selling stuff, having an online presence is integral. Almost not negotiable now. What I do suggest though is pick the platforms that your demographic and customers use and do that well. Don’t put your eggs in too many baskets and then not post consistently. It’s better to have a few accounts and nail them, rather than many accounts that you can’t manage properly.
What do you think makes great social media content?
Engaging content that encourages conversation. There’s no point in continuously pushing your product or service without giving anything back. Ask questions, post fun memes and everyone loves a gif, they’re always fun. The best content is authentic content.
What is your favourite social media platform and why?
Hmmm good question. All serve different purposes but I kind of flip flop between a few. These are my top ones (this can change on any given day, depending on what I want to achieve)
1. Twitter (I’ve been on it for 10+ years and it’s still one of my favourite platforms) so good to get complaints resolved, connect with celebs and real people.
2. Instagram (I’m visual, and love stories)
3. LinkedIn – so good for connecting with other like minded peeps, sourcing information and content and generating leads.
4. Facebook (cause that’s where all the things are)
I HATE Snapchat (deleted my account) and loathe TikTok…
What is your favourite movie genre and why?
I’m mad for Disney Princesses, so my Disney + account is getting a great work out. I’m more musically based than I am movie based. I’d rather spend time on Soundcloud and Spotify.
Do you like to listen to music whilst you work and if so, what type?
Depends on my mood. It’s a bit of a mish mash, but mostly House Music but I do love me some Blue Grass Pop Covers (so quirky to hear Smells Like Teen Spirit in that style or Hit Me Baby One More Time). I also listen to quite a bit of Spanish Pop Music (I’m learning the language, so it’s easier to learn when you know the song in English)
What advice would you give to someone who might be considering branching out of their own and/or working freelance?
Look at pairing and partnering with people that compliment what it is you do. If you’re a strong graphic designer, partner up with a good copy and content writer or a web developer.
Be ever-growing, continue to upskill and hone-in on your craft and skills. The more you do the things, the better you get at it. Also know when to say no to things. If they are out of your scope or you just don’t want to do it, speak up. Otherwise you wind up doing something you can’t or don’t want to and that’s not fun for you or fair on the client.