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!

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.

It’s the time of year for another Mother’s Day story, this one about a business forgetting their core brand promise and letting me down as a customer and new mother. I missed a mother’s moment when a business failed to deliver on their customer experience promise.

In the early days of managing new parenthood and a corporate career, it was all about completing the day’s responsibilities while making precious time for holding, feeding, and rocking a new baby. Each moment seemed critically important, and a focus on executing one was key to optimizing the next.

I learned that promises delivered are critical for optimizing each moment.

During those years, one of my favorite brands was a luxury car company and dealer known for superior customer service. I appreciated the dealer’s great reputation, professionalism, and attention to detail. Then, on a busy day, a customer experience led me to realize they were beginning to focus on things that had little to do with their core brand promise of superior customer service.

After missing the normal morning time with my son to drop off my car for repairs, I was looking forward to the evening, having returned from days of business travel and ready to get back to maximizing the next moment. When I arrived to pick up my car after work, I noticed a new waiting area for customers with beautiful furnishings, food and drink, and merchandise displays. Fancy!

The waiting process was longer, as the staff spent time offering food, chit-chat, and everything but my car. During the delay, a shift ended as it was late in the day, and no one was available to bring the car. I waited while noticing employees cleaning windows, sweeping, and offering cookies. They had the fancy extras but were late with the delivery and failed to meet their brand promise of great customer service. An hour later, I got stuck in traffic and missed the evening with my son.

Forget fancy! Get me home in time for moments and I am a customer for life.

In our quest to have the best image, be the best known, and achieve the highest ratings, are we forgetting the most critical deliverables? Please don’t let yourself get so sidetracked and focused on a new shiny, sparkly-self as you may end up losing customers. Find your brand promise, stick to it, pinky swear it!

Years ago I left that dealership. My current dealer has some nice perks, but they are obsessed with getting customers in their cars and on the road. They have stayed focused on their brand promise around the driving experience, versus too much focus on a beautiful waiting room space.

I value businesses that help me deliver on my purpose of being a mom, volunteer, and porch rocker. Although my moments are now spent driving to practices and tournaments vs. holding and feeding, and I am rockin’ the front porch vs. a baby and corporate career – every. single. moment. still. counts.

Happy Mother’s Day! It doesn’t have to be fancy for you to enjoy the moment.

In 2000, when I was young and an idealist, I was working at an agency. The principal there had a mantra: “In marketing there are three ways to do things – good, fast and cheap – you can pick two.”

I didn’t get it, and for years, I tried to prove the pick two mantra wrong, without success.

Today, and hundreds of projects later, here is my official acquiescence and nod to the marketing professional that laid this out so succinctly.

The mantra is true. You cannot achieve good, fast and cheap. You must pick two.

I find this mantra is true across many spectrums. Case in point: I love to cook. Let’s take this approach and apply it to cooking:

Weekday dinners at the Hickman Home

• Good and Cheap: BBQ smoked chicken thighs with roasted root vegetables, 4 hours, $3 per serving
• Fast and Good: Cauliflower rice veggie bowl with turkey, 30 minutes, $5.50 per serving
• Cheap and Fast: Macaroni and Cheese with canned chicken, 15 minutes and $.87 per serving

Not into cooking? Apply it to your passion and see how it holds up.

Here are some recent projects on the Porch where the mantra held true:

• Good and Cheap: The GEM social media strategy which leverages optimal posting times and post sharing. We have been successful keeping social media channels current, fresh and relevant – all while meeting budget.
• Fast and Good: TodoModo Group trade show in December. With a two-week turnaround, we lovingly call this our Holiday marketing miracle.
• Cheap and Fast: “Not good” is not okay with us. Recently a prospect’s budget and timing didn’t work, and while we were grateful for the opportunity, we graciously declined.

We are tenured professionals dedicated to your business. We’ve run the course of projects from marketing strategy and planning, brand development, brand refresh, global internal and external communications, CSR, sustainability, operations in retail, fashion, real estate, restaurants, construction and more. We’ve got you covered with experience and expertise.

Join us on the Porch! Pick your two and let’s rock!