This past weekend we took a quick, three-day weekend jaunt with friends. It was an ambitious endeavor: we had limited time, a long list of fun to be had, a necessary hotel change mid-way through, and 6 people (including 4 teenagers) to make happy in the process.

I would love to be able to tell you that it went off without a hitch, but alas, it did not.

We left too late to fully enjoy Friday. We didn’t plan our morning well enough to enjoy the entirety of the day on Saturday. Our second hotel reservation inadvertently got canceled which caused us to have to find a new hotel and lose several hours in the process. And although we were with very good friends and we managed to have lots of fun regardless, as I look back on it now, it was a bit of a debacle.

We were a tad loose and made some planning mistakes – it was a familiar locale, we assumed that we knew enough to wing some of it, and we weren’t as careful with our timing as we should have been.

Have you found yourself in this position with your marketing? Are you operating loosely and making these easily avoidable mistakes?

1. Operating Without a Marketing Plan

   Perhaps the worst mistake you can make is to just blindly spend valuable marketing time and money with no rhyme or reason attached to it. A good marketing plan is essential – absolutely essential. Take time to develop a plan whereby each thoughtful piece links with the next to serve the greater purpose.

2. Not Understanding Your Audience

   Do you know your people? You must educate, entertain, and inspire your audience. See things through their eyes and speak their language on channels that they frequent.

3. Getting Stuck in an Overly-Promotional Rut

   We get it, you want to promote your product or service; but your marketing can’t just be about your products. Touch on topics that are useful and interesting to your audience through your blogs, newsletters, social media posts, and videos. It can’t be all promotion.

4. Quitting Too Soon

   Good marketing doesn’t always yield immediately identifiable results; however, that doesn’t mean it’s not working. Establish your branding and marketing consistently, dependably, over time. Patience, grasshopper.

5. Picking the Wrong Marketing Partner

   We see it all too often – agencies who attach a high dollar price tag to programs that they don’t explain or support. Ensure you understand what you’re doing and why you’re doing it. Your brand won’t be supported and your plan isn’t going to work unless everyone understands its importance and buys into it. Everyone.

We managed to have a fantastic time with our friends, despite our planning mis-steps. You, too, can have a fantastic marketing experience, even if you have made some mistakes.

We here on the Porch can help you right the ship. Come see us.

Research, branding and reboots … The latest version of our own Pick Six (for six glorious years in business, natch …) finds us walking our own proverbial yellow brick road in search of marketing nirvana.

We always say (but it bears repeating), marketing is more art than science. Finding the perfect mix of marketing strategy and tactics that will deliver the biggest impact for clients is never a one size fits all exercise – it’s a bit of a journey! And we have to admit … we absolutely love the journey.

Research, branding and reboots, oh my!

Enjoy these exciting and fulfilling stops along the way:

1. Research and Branding – The research and brand architecture exercise that we are undergoing with Mister Sweeper gives us serious back to basics euphoria! We live for this stuff, friends.
2. Newsletter Refresh and Reboot – We love giving a long-standing client a refresh, and the end result is fantastic! Check out the latest Corps Team Client newsletter. Phenomenal!
3. Blogging – We can’t say enough about blogging and the importance of it in your content strategy. Blogs we love include, but aren’t limited to, The GEM, TodoModo Group, PeopleResults and Feizy.
4. Learning – The Chief Rocker’s association with Vistage continues to be an invaluable one. Lots of great ideas were shared recently by Communications Specialist Michael Allosso, who was the guest speaker at a business owner’s event.
5. Team Straight Talk – Even when our Rockers aren’t delivering the skinny ON the Porch, they are telling it like it is OFF the Porch. Check out Tara (aka The Rock) in The Dallas Morning News.
6. New Connections – We love that our clients and friends spread the word on our behalf! Meeting with new people and prospects to see if we can help is always a charge.

Thanks for walking our yellow brick road with us, friends! We continue to be thankful for each and every one of you.

Join us elsewhere if you want jams: Twitter, Facebook, Instagram and LinkedIn!

According to a 2016 Gallup Poll, Millennials have the lowest level of customer engagement across the industries that Gallup tracks. Gallup estimates that only “25% of millennials are fully engaged customers”, leaving brands to wonder how to engage the remaining 75%.

Gone are the days when when just posting and publishing frequently was enough. Now, with all the clutter on every form of social media, not only does your content need to be eye-catching, it also needs to be interactive and engaging.

As the younger generations shift their focus to work and individual production, their spending and buying habits shift as well. The Gallup Poll shows that while “71% of traditionalists and baby boomers consider themselves fully engaged with specific brands, only 53% of millennials and Gen Xers consider themselves fully engaged.”. Gallup further ranks each generation by their engagement, and found that “millennials tend to be more loyal and profitable when fully engaged,” as compared to other generations.

It is clear that if the success of a business relies heavily on millennials, understanding how to engage more than 25% of them is necessary for success. Even if a company relies on traditionalists and baby boomers for their profits, it is important to learn to adapt marketing plans as times change.

Consequently, companies need to strengthen their engagement and loyalty with millennials. Here are some tips.

Tips for Marketing to Millennials:

• Mobilize Your Efforts. 85% of Millennials use smart phones. Ensure your content is optimized for them.
• Think Like a Millennial. Understand what channels they frequent and how they interact on them. Make sure you are speaking to them and hitting all touchpoint.
• Content is Key. Give them valuable, interactive, meaningful, honest content about your brand and your story. Tell a story – millennials want to engage.
• Listen and Adjust. Listen to what they are saying, and be flexible and ready to adjust your plan when necessary.

Ensure your business isn’t missing this important millennial demographic. We here at Front Porch Marketing are ready to help!

I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.

Coaching Consistency

My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?

Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.

It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.

Marketing is largely about consistency as well

Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.

• A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
• You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything  you put out into the world should accurately reflect your brand.
• Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
• Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.

Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!

As my senior year of high school approaches, college applications are about to make the cut for my to do list. My summer internship at Front Porch Marketing has given me an alternate perspective on presenting myself to colleges – I must market myself to them. So I have compiled a list of marketing tips that I have learned and will use in my interactions with colleges that are easily applicable to any business and audience:

Tip #1: Social Media – USE IT! USE IT! USE IT!

I have learned that social media is one of the best ways to establish your brand identity and spread your message. Posting regularly keeps your audience’s interest and positions yourself (or your company) the way you want to be perceived by others. Remember, this is the only time that you get to control how other people see something, so use it to your advantage!

Tip #2: Think About Your Collateral 

The collateral we use to market ourselves is an extremely important component. Personal stationary, business cards, and supporting marketing materials should be thoughtfully chosen to represent the image you choose to convey. Color, typography, and material all factor into the emotional connection you will make with your audience.

Tip #3: Foster Relationships

Creating personal connections and fostering relationships in the college admissions process is essential. This is also true in the business world – customers value personal connections to the businesses they frequent. Provide exemplary customer service. Foster relationships. Go above and beyond to make sure your customer is satisfied. This demonstrates your company’s passion for your customers and shows them that you care about them. This will infinitely benefit you and your business.

Marketing yourself may seem like it is mainly about image. And although that is a big part of it, marketing is used to invoke excitement. Think about the way you market yourself and your business and make sure it truly represents the way you want to be seen.

Today, social media is a huge part of people’s daily lives. It is used as a way to communicate, keep up with family and friends, see what’s happening around the world and network virtually with business connections that we may not have the opportunity to meet in person.

Social media is such a major component of people’s personal lives. It should be a sure sign for small businesses that a social media presence is an absolute must to build and grow. It is a way for businesses to interact directly with current customers. It is also a way to reach potential customers.

These days, consumers and clients want to engage with businesses through social media and expect businesses to be present on multiple networks. The key to using it successfully is choosing the right networks and consistently updating content. With all the platforms that exist today, the big question for small businesses is, “Which networks are right for my business?”

At Front Porch Marketing, we are big proponents of social media. It is the foundation of almost every marketing plan we create.

Some of our favorite social media networks on the Porch:

• Instagram – for sharing visual content
• LinkedIn – for B2B companies
• Facebook – presents a huge opportunity for consumer engagement
• Twitter – allows businesses to keep on top of what is being said about their industry and stay ahead of the competition

What small businesses have to do is figure out which networks are the right fit for their company based on their target audience. Each reaches a different set of demographics. Once the right networks are defined, it’s critical to share content and interact with customers in a timely and consistent manner. This creates an awesome experience for the customer and any potential customers who may be watching.

If you are looking to establish, expand or evaluate your social media presence, we can help!

If you’re anything like me, right about now the reality is hitting you – Summer. Is. Here.

Truth be told, I have a bit of a love/hate relationship with summer. In theory, it’s fantastic – fewer commitments, less stress, and opportunities to travel and enjoy my children. In reality, however, its not all fabulous trips and lazy summer days. It can be discombobulating – I don’t know what day it is. My children get on each other’s nerves, and mine. And getting work done is hard (case in point, I’m writing this blog and it’s almost midnight!).

When I start to feel summer stress, I do well to remember to do these few things:

1. Adjust Your Expectations. Expect that things are going to move slower and take longer. Kids are underfoot! Efficiencies that exist when your children are in school may go out the window in the summertime. Allow for this to keep frustration to a minimum.
2. Keep A Schedule. As tempting as it is to just go with the flow every day because you can, everyone will do better if you keep to a schedule, even a loose one. A little bit of structure goes a long way.
3. But Don’t Be Afraid to Throw the Schedule Out the Window. Some of the best memories are made when you deviate from the norm – stay up super late binge watching Netflix with your teenagers, take an impromptu weekend trip out of town, have ice cream for breakfast. Yes. You can. It’s summer.
4. Use Your Village. Friends, family members, babysitters, drivers. Use them! Lean on them and help each other out. You will need it.
5. Let Go of the Guilt. You may have to work more than you would like. There may be weeks where you have to put your kids in a camp just because you need a break. It’s ok. Your kids will survive. And oh by the way, they may need a break from you, too.

Enjoy your summer, friends!

Bidding farewell to my days as an intern Front Porch Marketing has led me to take a stroll down memory lane.

I remember the day my sister-in-law called me about an incredible internship opportunity with the company that she just began working for, Front Porch Marketing. She knew that with my marketing and entrepreneurial management background, that this company would be a great fit for me. Not everyone is given the chance to work for such a wonderful company that truly supports you and wants to watch you grow and learn, and I am grateful.

I began my adventure with Front Porch back in October of 2016, and as I reminisce about my time here, there is nothing but a smile upon my face. Throughout my experience, I have three major takeaways that I would like to share:

• Culture. Front Porch has such a unique culture that highlights the entrepreneurial spirit in every rocker. It is completely open and collaborative, and everyone is encouraged to share their ideas. Whether it was the meetings, get-togethers to celebrate important life events, or just the occasional phone call to check in and see how you are doing, Front Porch’s culture truly exemplifies a family.
• Opportunities. The Porch gave me the opportunity to form and maintain relationships with clients, learn about different marketing measurements and tactics, and to perform my daily duties with autonomy. I was invited to listen to speakers, go to networking events, and even create videos for the company. The rockers were always flexible with my school schedule and wanted me to embrace any opportunity that I could.
• People. Some say, wherever you work, it is all about the people; this is completely, positively, absolutely TRUE! It is not just about the people you work with on a daily basis, it’s also the clients you are given the chance to work with, and your family and friends that cheer for you. I have had a lot of special people walk into my life throughout my time at Front Porch which has, in turn, made me the hard worker that I am today.

After my experience at Front Porch, it made me open my eyes to what I wanted in a company that I would potentially work for. Front Porch has taught me so much and I cannot thank all of the wonderful rockers that helped me along the way. For now, it is a farewell, but I will always come back to rock on the porch with ya’ll.

Ah … summer approaches with new business happenings and the sounds of the beach in our ears. We love this time of year on the Porch. The days are long, the sound of little Porch Rockers fills the air and we feel a summer six pack is in order!

Friends, are you ready for summer?

Pull up a chair, will you?

Our Summer Six Pack of New Business Happenings:

Dr. Stephen Covey taught us to, “Diagnose before you prescribe,” which is a simplified reason why you need internal research for your business. Also, the adage, “You don’t know what you don’t know.”

The internal research process in a branding or re-branding effort gives an honest evaluation via an outside, unbiased third party of your strengths and weaknesses so you can dig into your brand’s core.

After all, the worst thing you can do for your brand is to market a promise that can’t be delivered.

Is there another way for you to know that your brand strategy, promise, positioning and message are going to be on target?

Internal Research On Target

Internal research allows us the ability to monitor quantitative and qualitative results and provides a foundation for our decisions. It removes personal bias and places the focus on tangible data.

The internal research process also builds internal alignment and engagement. Folks take ownership of your brand’s progression. Your team becomes brand champions.

Here’s a glimpse into questions we ask during internal research:

1. Tell me about yourself and your specific role within the company?
2. How long have you been with INSERT BRAND?
3. What do you believe current customers/clients think of INSERT BRAND?
4. What does INSERT BRAND do for customers/clients that others do not?

Not rocket surgery or brain science? Now, why would we put that bit on our blog and share on social media?

We on the Porch know a thing or two about internal research. Our seasoned, experienced team has been in-house as corporate, regional and field marketing as well as been in leadership positions at global and local agencies.

Think of us as your marketing department. We can help with branding. Our team can develop marketing strategies and plans. Our experts also execute on an on-going or project basis – website updates, identity refreshes, collateral development, advertising campaigns, event and trade show management and execution, email marketing, social media and so on and so on.

“Cuz you know what they say:” Here in the South, we don’t hide crazy. We parade it around the front porch and give it a cocktail.