Are PR pros pitching media during the holidays?

You bet they are pitching media during the holiday season. The holidays often means a respite for journalists from covering a continual news cycle. But as the season nears, story ideas are not as plentiful and, as such, this becomes a prime time to position your client in the news. You can still have effective media relations and engage with journalists to get the best results for your client during the holidays.

Yes You Can Pitch the Media at Holiday Time

Do not be daunted by the copious amount of “out of the office” responses — journalists are still tasked with reporting and producing the news. So make your pitches! Here are some media outreach tips during the holidays:

1. Pitch evergreen story ideas and content — As the pace of news slows, mid-December to early January is the ideal time to pitch feature stories and thought leadership profiles. Reporters want to file their articles prior to taking time off. A journalist is more likely to use your story during this period if it does not rely on current events.
2. Do Not Pitch Holiday Stories in December — Editorial calendars are already rife with holiday content; it’s unlikely that a seasonal pitch, in December, will generate coverage. Media outlets plan holiday stories well in advance — if you’re pitching media in December do not wrap (pun intended) your client’s message in a holiday package.
3. Make Predictions and Be Inspirational — Predictions for the coming year can earn media mentions for your clients as experts in their professions. The holidays are also the perfect time to pitch positive stories. The media always gravitates towards a feel-good narrative during this time of year. Consider examples of outstanding customer service, volunteer activities of employees, or the benefits of company donations.
4. Broadcast Media — Broadcast media are always reliant on guests. Many television entities conduct interviews remotely. So pitch your client to national producers in this situation which is a great opportunity. At this time, producers are not inundated with story ideas! Sparsely populated email inboxes are your friend, and a strong pitch could set your client up for success.

Do not go completely dark with your pitching efforts during the holidays. This time of the year offers a unique opportunity to secure great placements.

We Are Grateful For Our Work and Our Clients

There are blessings aplenty to be grateful for this year. We are coming in hot from several days of a very successful video and photo shoot with an amazing client. Hard work, yes. But we have joy and gratitude for the opportunity to work with smart, collaborative partners. As a bonus, the client’s entire team flew in from Arizona, California, Colorado and Florida. And others drove in from North Texas and Houston.

We worked hard, didn’t play enough. But we are grateful for the positive energy, in-person conversations and teamwork. These people, and the work we are doing together, were inspiring and will get us through the holiday hustle.

In addition, over the past several weeks, our network introduced us to amazing new connections. As well as, we have onboarded rocking’ new clients.

We Are Grateful For Our Team

Moreover, the team is shining. The rock stars are taking on new responsibilities. Jumping in when and where needed. And I won’t get started about our interns. Besides their energy, hard work and great contributions, one is now a master teleprompter engineer.

In addition to blogging about expressing gratitude to your internal team, clients and advocates, here are a few other things to consider. Not rocket surgery or brain science, but we all need refreshers from time to time, right?!?!

How To Show Gratitude To Those You Work With

Determine your key audiences and the best way to communicate gratitude with them using some of the following tactics:

1. Phone calls — As the great Stevie Wonder sang, “I just called to say …” Pick up the phone. Express gratitude to your team, clients and advocates.
2. Emails — A quick thank you with a custom expression of why you are grateful for colleagues, peers, networks and clients.
3. Old fashioned greeting cards — These are a fav of mine. Make sure to include a handwritten, message.
4. Custom holiday cards — Design a branded card or note card. We can help you with that.
5. Handwritten thank you note — Use your branded company stationery to send a few sentences to those who you are grateful for.
6. Zoom or Teams — For those busy folks or those not near, schedule a 15-minute video conference to tell them what they mean to you and your company.
7. Coffee or lunch — Some still prefer face to face meetings. Schedule a few. Make it happen. For introverts like me, this is hard. But they are necessary.

If you want to chat further about how to express gratitude in business, contact us. We would love to help. Cheers to rolling into the hectic holiday season with a thankful heart. We are grateful for you, our readers.

On the Porch, we are honored to market brands at different stages, from marketing plan to exit plan. We partner with businesses in start-up, growth, established and exit stages. Our team recently celebrated a business owner whose brand we evolved. This business owner sold the business to a larger company. When this happens, we take great pride in the role we had on the journey. We tangibly helped that owner and business reach their end game.

So how does marketing change at the different stages of a business? Just like a person growing from a baby to an adult, your business has different needs at every age to thrive.

Start-up Stage Marketing

Branding is paramount in this phase. Brand architecture and identity development are critical out of the gate. Once that is complete, the rest flows from there. The foundational collateral, like business cards, letterhead, and the like are developed. After that, website development and digital strategy follow.

Growth Stage Marketing

Businesses in the growth stage come to us as they are looking to target a new demographic or geography. They may expand their product or service offerings. Or the business owner wants to grow existing business. Typically, a new marketing strategy and execution are developed. This involves increasing existing marketing spend. Sometimes, rebranding is needed.

Established Stage Marketing

Your brand is established. But growth is still a desired outcome. How can you market differently at this stage to stay relevant? Updated market research and consistent data analysis are critical. Now may be the time to take risks. What haven’t you done? How can you push the envelope on creative or campaigns? Are your current marketing initiatives consistent? Do you need a brand audit?

Exit Stage Marketing

Ready to position your brand for living on its own, without you at the helm? Although it may seem counterintuitive, now is the time to invest in your brand. First, revamp your marketing strategy. Next, follow industry best practices. It is critical to be the brand authority. Then, increase brand awareness, all the while increase sales. Finally, audit marketing content. How is your website UX/UI? Do you have technical gaps? Make sure sales and marketing are aligned.

What stage is your business in?

Don’t know which one of the different stages your business is in? Let us help. However, if you do know, we can also be your branding and marketing partner. We take pride in our relationships with brands. And we are honored to work with smart, innovative business owners and leaders. So let us help you reach your end game however you define it.

In a world oversaturated with ads, promotional content, and branded messages, consumers are seeking something more than just a product or service. They’re looking for genuine connections and authentic experiences. As marketers, we’ve learned that understanding our audience’s emotions and motivations in order to connect with them, is of greatest importance. This is where the power of empathy in modern marketing comes into play.

What is Empathy in Marketing?

Empathy in marketing is genuinely understanding and addressing the feelings, needs, and concerns of consumers. It’s about stepping into their shoes, seeing the world from their perspective, and tailoring our message to resonate with them emotionally.

Why is Empathy So Important in Marketing?

In today’s world, empathy in marketing is essential. Consumers are increasingly wary of brands that come across as insincere or that seem disengaged from their genuine needs. When a brand employs empathetic marketing, it not only fosters trust but also lays the groundwork for long lasting relationships. This approach emphasizes telling stories that deeply resonate with consumers.

Empathetic marketing has the ability to tug at the heartstrings or address the real world challenges that consumers face. Beyond storytelling, empathy in marketing makes customers feel valued. When a brand consistently recognizes and addresses their emotions and needs, it leads to increased loyalty and advocacy.

How Can Brands Integrate Empathy into Their Marketing Strategies?

For brands aiming to make a genuine connection with their audience, integrating empathy into marketing strategies is pivotal. To start, it’s important to listen to consumers by using tools such as social listening platforms, surveys, and feedback mechanisms. This allows brands to truly understand their audience’s sentiments, pain points, and desires.

In addition to this, brands should address the real issues their audience faces, showcasing how their products or services offer meaningful solutions instead of just highlighting their product features. Finally, humanizing the brand is key. By spotlighting real people, stories, and values behind a brand, businesses can foster a deeper sense of authenticity and relatability.

Real-World Examples of Empathetic Marketing

By focusing on genuine understanding and emotional connection, brands can navigate the saturated market and create lasting relationships with consumers. The fashion and beauty industries have seen numerous campaigns that have employed empathy to resonate with their audiences.

For example, Rihanna’s makeup line, Fenty Beauty, made waves when it launched with a groundbreaking range of 40 foundation shades, catering to a diverse range of skin tones often overlooked in the beauty industry. The brand’s emphasis on inclusivity earned it both acclaim and commercial success.

Another example is Dove’s Project #ShowUs. Dove partnered with Getty Images and Girlgaze to create the project #ShowUs — the world’s largest stock photo library created by women to shatter beauty stereotypes. This initiative was a response to the fact that 70% of women still don’t feel represented in media and advertising. By providing images that genuinely reflected women’s diverse appearances and experiences, Dove took another step in pushing the boundaries of beauty standards in advertising.

These examples highlight the ways in which fashion and beauty brands, through empathetic understanding of their consumers, can create campaigns that resonate on a deeper, more emotional level.

Establish the 2024 Marketing Plan for Your Business

The fourth quarter is 2024 marketing plan time. And there is still time to accomplish this important business exercise to cultivate growth in your business. Are you ready for 2024? On the Porch, marketing plan meetings are set with clients through early December to get ‘er done. It keeps the business and team focused. Save valuable resources — time and money — by creating yours now. Holler if Front Porch Marketing can help!

Marketing Plans 101

So, where to start? We would be happy to help, of course. But, if you want to tackle it on your own, let us help entertain you.

1. Start by asking yourself the question “What are your 2024 business goals?” Marketing plans should align with what your business is trying to achieve.
2. Then, based on projected 2024 revenue, budget a percentage of that revenue for marketing to meet growth targets. Research shows that on average companies are budgeting 9–10% for this purpose, for the second year in a row, for a variety of marketing activities. Protip: companies trying to gain market share are allocating more even in these uncertain times.
3. Once the marketing budget has been inked, set your marketing goals. Goals should always be measurable and be able to be tracked on a monthly or quarterly basis. Measuring your progress is important! Define how success will be measured.
4. Next, analyze your company’s situation and create or update the SWOT analysis. And then, analyze where competitors sit within the space. Then, define or redefine the target clients or customers.

Bring Your Marketing Plan to Life

Now that you have the start of a marketing plan written, think about how you will fulfill it. Set your marketing strategies. Strategies are long-term and create the pathway through to the business’s mission. They drive all of the marketing activities.

Next, define your marketing tactics. Will you be using advertising? Social media? Media relations? How will you execute against your strategy? Tactics are more detailed and have a shorter time frame. And tactics are action oriented. Think of tactics as the answer to how strategies will come to life. Are there tools in place for reporting on your company’s tactical success? Who is responsible for reporting and measurement? Set your structure in place for next year.

Finally, create a marketing timeline for all these activities. What needs to be completed and when? Make notes on who is responsible for tactical execution and when.

Review What Worked and What Didn’t in 2023 to Make 2024 Better

Make sure to revisit the marketing plan from time to time. Audit last year’s efforts, and this year’s efforts to gain insight on what to do better next year. Some folks do it quarterly, some more frequently. And cheers to your business success through strategic, thoughtful branding, marketing, advertising and marketing communication in 2024!

Small Business Social Media: How to Handle It

You end up wearing a variety of hats as a small business owner: customer service rep, accountant, service provider, marketing professional…the list goes on. Adding “social media strategist” to that list can feel overwhelming, especially when you consider all of the platforms available, each with its own tricks and content requirements. So how do you determine where you should be focusing your energy and resources?

With our small business clients, we of course, start small. We’ve put together a guide to show you how we figure out a social media strategy that will work for our small business clients. And sometimes having someone guide you or help you execute this task can be your best option!

Off to a (Small) Start

First of all, let go of the notion that you need to be everywhere. It’s best to start off small, especially if you’re working with a small team and limited resources. Instead, we ask a few key questions to figure out where your social media efforts will be most effective:

1. Where are your customers?
2. Where are your competitors?
3. What purpose is each platform serving?

We start by considering how much time and budget a small business might have to dedicate to social media. And a social media audit is a good first step. For example, if you don’t have a lot of time to spare it’s probably best to avoid video-first platforms like YouTube and TikTok. It’s also worth deciding whether you’ll mostly be creating original content or repurposing existing material, like webinars and live workshops. We sometimes do part of the social media, or one of the channels, supplementing a small business’ in-house resources, so it’s not overwhelming for them to do all of it.

Picking a Social Media Platform

If you want to reach as many people as possible with your social media efforts, consider how many people use various platforms. Facebook clocks in with the most users (almost 3 billion), though Instagram, TikTok, and YouTube have each crossed the billion-user threshold as well. Smaller, newer platforms (like alternatives to Twitter/X) won’t have the same populations.

All Social Media Channels Are Not The Same

The average user of each platform varies, so you’ll need to determine which venues are popular among your target audience. Facebook users tend to be closer to middle age, with 77% falling between 30 and 49 years old, while almost half of TikTok users are between the ages of 18 and 29. Remember, though, that just because your audience is using a platform doesn’t mean they spend money there, so if you use social media to sell goods or services you should also look at users’ spending habits. Facebook and Instagram are particularly popular as shopping venues, while TikTok has yet to roll out universal access to its “Shop” feature.

Begin, Test, Begin Again

Once you’ve selected the platforms you’ll be using and started posting content, continually check in on your content’s performance. See what’s working and what isn’t. Keep an open mind when it comes to what sort of content your audience wants to see. And don’t be afraid to shake things up every now and then. You may just stumble across a new means of connecting to your audience. Relationship-building is the name of the game when it comes to social media.

If your business has an online presence, it is vital that you understand the essential practice of Search Engine Optimization (SEO) strategy as a part of your overall marketing plan. Because of all the technical jargon involved, it’s easy to forget that SEO is actually something very simple: the art and science of optimizing your online presence to rank higher on search engine results pages (SERPs). To help you further navigate the SEO landscape, we’re here to explain what SEO is more fully and guide you through the process of creating an SEO strategy.

What is SEO?

Optimizing your website — whether it’s an online shop, a blog, or a simple landing page — is the strategic process of enhancing your website’s visibility in search engines like Google, Bing, and Yahoo. Essentially, it’s all about making your website more attractive to these search engines so they rank it higher when users search for related keywords.

Search engines use complex algorithms to determine rankings, considering factors like keyword relevance, website quality, and user experience. When you optimize these elements of your site, you can increase your chances of appearing higher up in the SERP rankings.

Creating an SEO Strategy

The days when you could simply stuff your website full of keywords and hope for the best are gone. Like any part of your marketing plan, it pays to have an intentional, focused strategy in place for SEO. Here’s how to create one in six simple steps.

1. Set Clear Objectives and Goals
   Ask yourself why you want to optimize your site. Do you want to increase organic traffic, boost online sales, or enhance general brand awareness?
2. Conduct Keyword Research
   In order to reach your target audience, you need to know the words they use to search for businesses or products like yours. Tools like Google Keyword Planner can help you identify these words and terms so you can incorporate them into your site’s architecture.
3. On-Page Optimization
   Now it’s time to optimize your website’s content, including its backend structure (title tags, meta descriptions, headings, etc.). Create high-quality, valuable content that addresses user needs.
4. Off-Page Optimization
   This step requires a bit more effort. You’ll want to build up high-quality “backlinks” from authoritative websites. Also, engage in content marketing, and leverage social media platforms to expand your online presence. Basically, let the search engines know that you exist on the internet in places other than your website.
5. Technical SEO
   Ensure your website is fast and mobile-friendly. Remember, search engines take user experience into consideration. This helps determine rankings, so make your site as appealing and easy to use as possible.
6. Monitoring and Analytics
   Once you have a strategy in place, it’s time to use tools like Google Analytics to track your SEO performance. Analyze the data you gather and adjust your strategy based on the insights it offers.

Are You Ready To Fill Your Fall Content Calendar?

As a marketing professional, the new season also has me thinking about how I can incorporate fall content into my content marketing strategy and content calendar. We all can agree that a good plan includes taking advantage of what is happening around you to develop content that inspires and is relatable.

If you’re anything like me, the triple-digit weather in DFW didn’t stop you from grabbing the bins of pumpkins from the attic weeks ago. Let’s hope you didn’t have a minor accident with the sheetrock like I did. (But that’s a story for another day!)

Fall Content Ideas to Help You Get Started

A few of my fall content favorites include cooler weather (I know it’s coming soon!), pumpkins, lighting candles, cozy sweatshirts and blankets, football, costumes and fall festivals. The list could literally go on and on.

Let’s spend a few minutes discussing how you can add a cozy autumn vibe into your fall content approach that will elicit a positive response from your followers.

Fall Inspired Blogs

Your audience loves getting a peak into the personal lives of the team. That could mean sharing an article highlighting your teams’ favorite fall activities. You can also consider featuring everyone’s favorites, from scary movies to fall date night ideas and Thanksgiving recipes. The options are endless.

Autumn Themed Pictures

A simple idea is to post a Happy Fall message with a picture of leaves changing colors! But consider taking it a step further. Do you have an office Halloween or Thanksgiving party? If so, take pictures at your events and share them on your social media platforms. Want to go even further? Create a poll and let your audience vote for the team member with the best Halloween costume. 

Season Inspired Questions and Polls

Engage your audience with questions. Topics can range from favorite Halloween candy to favorite Fall travel destinations or what someone is thankful for. It doesn’t need to be overcomplicated; it just needs to be fun. You can also create a relevant hashtag for your post and encourage followers to use it when they comment.

Seasonal Discounts

If you have an ecommerce store, you don’t have to wait until after Thanksgiving to have a sale. Consider offering a 31% discount on Halloween or a coupon good for the month of October. It’s never too early to start shopping for the holidays.

Giving Back

Thanksgiving is about the act of giving and expressing gratitude. We all know of a story where someone has paid for the coffee or food of the person in line after them. How about incorporating an act of kindness in your social media strategy. Consider sending electronic gift cards to the first five people who comment on your post. You can also donate to the charity of your choice when you reach a set number of likes or shares on your post.

Fired Up For Fall Content!

I hope you found these fall content idea starters helpful. What other ideas can you share?

Welcome Lillian Cloud, our new intern, to the Porch!

It’s time to welcome a new team member this fall — Lillian Clould. She is a recent college graduate from Texas A&M, and is currently pursuing her master’s degree in Marketing at UT Dallas. We love our interns, and we’re so excited to introduce you to Lillian. You can read about her on our team page, and today, we’ve asked her a few questions about her perspective on marketing, so you can get to know her better. And then you can send Lillian a big Front Porch “howdy!”

What is the biggest misconception about marketing today?

I believe the biggest misconception about marketing today is that marketing is only about selling people stuff they do not need. Marketing is so much more than that now and we have such an opportunity to reach people today with marketing than ever before.

What advice would you give to your younger self?

Don’t take yourself too seriously.

What is one of the biggest lessons you’ve learned so far at school?

One of the biggest lessons I’ve learned so far at school is to make sure your professors know who you are. Build relationships with your professors, they can be a great resource.

What does good brand strategy look like?

I think good brand strategy starts with knowing your brand well and what direction you want your brand to go in.  At the same time, it is important to know what your brand is not.

If you could be anywhere in the world right now where would it be?

Rome!

If you could go to dinner with one person living or dead who would it be?

My great aunt Lillian who I am named after.

If you could describe yourself in three words what would they be?

Three words that describe me are passionate, loyal, and honest.

Tell us about a major milestone in your life?

A major milestone in my life was graduating college this past year and moving away from my hometown and family. I went to college in my hometown so graduating and moving to Dallas was a big change for me but I wouldn’t change it for the world.

From your perspective, how does Front Porch Marketing differentiate itself from other marketing companies?

I think that the size of Front Porch Marketing allows it to get to know their clients well and have a real connection with them. Everyone I have worked with on the team is always so willing to help and listen to me which is exactly how we treat our clients and I think that makes us special.

What is a fun fact about you?

A fun fact about me is that I love to travel and learn about history and art.

I’m the type of person that will take a photo of anything and everything. But how do you change your everyday photos into something more professional and refined? With a few adjustments and knowing what your iPhone is capable of, you can achieve something worth putting up, even for your brand’s marketing photography. Here are some tips on how you can upgrade your iPhone photos!  

Try different angles in your photos  

Shifting on where you take the photo can really change the way it looks. Try crouching or flipping your camera upside-down so your camera is closest to the subject. Another tactic is walking around or going directly on top of the subject. These can make for a professional, unique look! 

Play in rule of thirds 

The “rule of thirds” is important because it creates a good visual balance between the subjects in the frame. It makes your background or foreground visually appealing. It also helps if you have a lot of empty space to make the result a bit more intentional and artistic. Just work with your subject like it’s in a 3×3 grid in the corners or middle. You might be surprised on the different compositions you can create with just one object.  

Get the right lighting  

The truth is, lighting can really make or break your photography. Try playing with the direction of the light if you have control over it. Playing with shadows can really add some depth to your photos. You can also have multiple light sources and even throw in a color filter.  

Edit, edit, edit  your photos

Editing is what is going to make your photos pop. My favorite software/ apps to use are Lightroom or VSCO because they have great free options. Playing with the exposure, contrast, highlights and shadows can change the overall feel of the photos. You can make a photo appear richer and vibrant by pulling in highlights, and adding in contrast to reveal hidden details. Play with the colors if you want to make the overall mood of the photo warmer or a bit on the colder side. Another thing I like to do is add some grain to the photo to give it a vintage film feel. 

I hope these tips help you excel when you are taking iPhone photos! Don’t be afraid to try new things with your editing. You may never know what you can capture as you create!