2021 is your chance to start fresh in marketing your business – so here’s your Marketing 101 for 2021

In the sea of marketing possibilities: programs, platforms, practices, what is the best course of action? It can be overwhelming. And with the promising new year of 2021 approaching, how do you decide what to focus or re-focus on? Marketing 101. Back to basics.

We are finding that many of our clients are spending this quarter reflecting and refocusing. They are homing in on what makes their business better, and then doing more of that for their Marketing 101. They are taking this opportunity – when much of the world is operating under an umbrella of The Great Unknown – to really get to know themselves, and know themselves well. And then take the necessary steps to take their company to the next level.

How did we get here? Pandemic. Panic. And from both of these we are seeing a renewed sense of Purpose. How has that manifested itself? We have all gotten more digitally focused, learning new platforms that keep work working when we can’t be together. We have all learned how to be more efficient with our precious time – doing more with less because we have to. We’ve all become experts at continuing to reach our customers with fewer resources. We have all learned how to focus on what’s important in our daily lives. So we propose Marketing 101: focusing on doing fewer important things for your business in 2021 – and doing them better.

Be the brand of your dreams.

Your brand is the foundation of your business and everything else builds up and out from there. So this is where we recommend starting. Right now is the best time to step back and reflect. Do you know what your mission is? Do you know exactly what kind of people find value in your company’s product or service? Is your brand working as hard as it could for you? Your branding should really represent and reflect your business as it stands now – because like it or not mostly everyone’s business has pivoted to an extent in the past three quarters.

We’ve rebranded a good number of our clients in the past 6 months – helping them really understand who they are, what they stand for, who their core audience is, and how they want to do business going forward. With a detailed Brand Elaborative in hand, business owners can easily discern where to focus their efforts and how to effectively market to their audience. It’s a map that leads them in the right direction for marketing in 2021.

Visual Marketing 101: Refresh your logo to reflect your brand’s mission.

A logo refresh is honestly a great place to start the new year as a Marketing 101 first step. New Year’s resolutions shouldn’t just be limited to a new diet, exercise routine or haircut. Your business can experience the same shot-in-the-arm – with a new logo – that a new haircut gives you. Armed with a strong visual presence, a lively color palette and versatile modern typefaces your brand now has new tools and a new voice to build community with your customers.

When you update your logo, you’ve created a reason to talk about your business, just as you would personally with a new haircut or new exercise routine. Keep your customers excited about the future. People want to hear good news, and celebrate success – since it seems in short supply recently – and with your new look and confident voice you can connect with them and bring them along to share in the journey.

If your brand was a person, would people want to hang out with them?

With your new branding and logo in hand, extend your voice and visuals to your social media and your website with a powerful Content Marketing plan. Make your customers feel like a community. Make them feel valued and a sense of belonging by helping them, educating them, solving their problems and being there when they need you. Your brand can have a definite personality and power. And your brand can use those powers for good. That’s a brand that people want to hang around with – the one that makes them feel important and smart.

Got limited resources? Marketing 101 says use what you have.

We hear you. One super efficient thing that brands can do is repurpose their existing content across channels. One way we maximize our client’s effectiveness is to take a look at what they have already done well and double down.

A great company brochure can be turned into 20 Facebook social media posts and most likely a blog post or two, with relevant bits of information and helpful graphics. Every company’s website is a treasure trove of social media content that’s already been written, just waiting to be broken into little pieces and shared as social media. Sometimes just having a fresh outside eye look at your company’s assets can help you see that you have more than you thought you did!

Be the best version of yourself for 2021.

Overall, when we’re looking at what to recommend to our small and medium-sized businesses for 2021, we keep coming back to these important things. Remind yourself of who you are and why you do what you do (branding), show your audience you mean it (logo) and bring them into your brand’s community (website, social, content marketing).  A brand is a promise, and 2021 can be the year your brand makes a promise to be the best version of themselves.

How is your 2020 marketing plan holding up?

If you’re like a lot of businesses this year, you threw out your 2020 marketing plan and have been in triage mode for six months. Q4 is the perfect time to re-evaluate your company’s marketing plan to include a good marketing planning outline and process, messaging, strategies and brand.

This year’s best laid marketing plans were most likely laid to waste in the second quarter. It’s now Q4 of a very weird year – speaking from, well, every point of view – and everyone is working under the guise of not knowing what is coming next or when. Some businesses are continuing to just execute 2020 marketing strategies with messaging that is not currently relevant to growing their top line or their bottom line. Stop reacting and get proactive with your brand.

Typically, clients reflect and plan ahead this time of year, and this Q4 should be no exception.

In fact, we recommend doubling down on the planning. This year though, planning may look a lot like pivoting for most businesses. There is very little business-as-usual going on, and your company’s business plan should reflect that fact.

We are working with clients that are facing different year end results – from more than 75% decline in sales, to flat, to having the best year ever. We have clients who’s marketing plan has them pivoting completely and launching new brands, born of the new normal or a long-held dream. But the one thing all of our clients have in common right now is that they are planning in order to be able to continue to pivot if need be. They are ensuring that their future strategies will be on-brand even if the content has to change.

Now is the perfect time to step back from your business plan and take an objective perspective on your company’s state of affairs.

Is your brand’s marketing plan going in the right direction? Do you need a more focused or broader message? Are your communication strategies getting you in front of the right customers on the right social media channel? Is your brand voice in tune with the state of the world? Know who you are, what you stand for and how to communicate that mission to your customers. What is your highest and best use? When you have a plan, this is how you can frame all of your future content – even if it keeps changing.

Plan ahead to pivot.

Planning a marketing infrastructure to put in place now and building on it through Q1 and Q2 of next year can help pivot your brand toward a new goal, refine your mission and elevate your relevancy. Have a plan in place to be able to address the unknown needs of your customers as they arise in 2021. You don’t necessarily need the answers now, but you need to have a plan to be able to answer the questions your customers will have. Your marketing plan for next year should include key messages, strategies, a budget, timeline and content calendar through Q2 of 2021 to carry your company into Q3. Spend your marketing time wisely this quarter to build the brand you’ve always wanted to become next quarter and beyond.

Curbside Sales for restaurants and retailers appear to be here to stay – so think upselling, at least for a while. Your customers still crave your product. But, they want to enjoy the purchase and the consumption of it in their own homes. The simplest way to keep retail and restaurant doors open is curbside service.

Rather than shopping in your store, customers can order on line or by phone. Then, they can swing by your store as you bring their package to their car. Instead of dining in your restaurant this evening, customers are calling in their order. The customer then pulls up to your curb 15-20 minutes later ready to take their meal home.

Curbside pick-up – partnered with on-line or phone ordering – gives restaurants and retailers an effective way to keep selling. Indeed when things open back up again, this is also a new way to increase sales to an additional audience beyond the traditional in-store or in-restaurant customer.

Pick-up is not a new practice, but it is one that has been quickly honed during the pandemic.

There are best practices for curbside sales that will benefit both the customer and the business owner. Keep in mind that the easier you make things for your currently stressed-out customer, the more likely they are to return for this convenience again and again.

Get ready for curbside pick-up by optimizing your website and social media

• Get your website, customer email and social media up to speed. Make sure your customers know you offer curbside service and how that works is a way of upselling. Put this information on the homepage of your site. Build a separate landing page for curbside and link to that on your social platforms. Zanata Restaurant in Rockwall added a pop-up talking about Curbside Pick-up on its homepage.
• Remind customers weekly on social about curbside service. Consider having a weekly curbside special with a great photo of the item and the deal.
• Build community with your customers. Encourage them to take a picture of their purchase (food or clothing or whatever it is) and tag your store on social media. Then you in turn repost their picture thanking them publicly. This is called “User Generated Content” and is a best practice by big and small brands alike.

Make the ordering process easy for everyone

• When customers are ready to order, provide an on-site phone number for the customer to call or text to let you know that they are at your curb ready to pick up their order.
• Process payments in advance either on the phone or via your website or app. Keep the transaction at the curbside swift and contactless. If you must transact at the curb invest in a mobile card processor.
• At the time of order, ask your customer for their type and color of car picking up, and a description of the driver for clear instructions to deliver the right order to the right car.
• Designate a parking space or a specific spot as the curb service pickup area. Mark this area with signage that has clear instructions and the on-site phone number for the customer to call once they have arrived.
• Create a designated table inside to place curbside orders to streamline delivery during busy times. Have plastic ware, extra sauces, etc here to add to bags for food orders. Add tissue and gift bags here for retail merchandise.
• If you have the outside space to create a pop-up drive thru, this format can make things easier for both the customer and the business for upselling. Emporium Pies in Bishop Arts District built a pop-up “Pie-Thru.” Customers get pie without leaving their cars, mimicking their famous long line of people waiting to get pie on any given weekend.

Upselling: Keep them coming back for more

• Restaurants: include an order menu in the bag with the take-away food to make it easy for the customer to order again. Hand write a thank you note on the menu. Let the customer know how much their order meant.
• Ask the customer if they’d like to add a gift card to their purchase to either use next time, or to share with a friend. Or, if the customer hits a certain dollar amount on an order, add a gift card to the order as a thank you. This gift card will act as a bounce back for them to return to your store again.
• Invest in higher quality to-go containers to maintain integrity of your dishes. Presentation and temperature are still important. Big Al’s Smokehouse BBQ packages every to-go order in tamper-proof, sealed packaging. Consider branding your to-go packaging with stickers or hand-written “Thank Yous.” Adding stickers with your store’s logo and phone number or website helps remind customers how to find you.

Think outside the to-go box for upselling

• Consider narrowing the selection of items to your restaurant’s most popular items to offer curbside to streamline delivery.
• Offer Family Meals versions of your most popular items. Make it easier for families to just order the “Daily Family Meal for Four” for instance.
• Package an appetizer-entrée-dessert. This is an easy to pick-up choice. Switch out this special weekly to allow for local availability of ingredients or a chance to use up what’s on hand.
• And of course, have staff deliver bags or packages to customers’ cars wearing branded masks.
• Add the ability for the customer to add grocery basics to their order: milk, eggs, butter, bread, fresh veggies. Saving them an extra trip to a store can earn you a more loyal customer.

Go above and beyond to offer an experience while they wait

• Live music outside adds enjoyment when guests come to pick up their order.
• Some restaurants, depending on TABC laws, offer drinks to go to sip on while you wait for your order.
• Customers can order ingredients for one of your signature dishes with instructions to learn how to make it themselves at home. Some restaurants have even staged events. Consumers buy the ingredients kit and then tune into a Zoom with the chef to make from home.

There are more North Texas restaurants good to go best practices for how to do curbside service right by upselling. And there are several ideas for optimizing the outdoor space you do have. Re-imagine how to use it for curbside service and outside sales.

You can successfully make this way of doing business good for your bottom line.

Princess Rock Brianna Slay steps onto the porch to share her ideas on marketing, Porch culture, and a fun fact!

The biggest misconception about marketing today?

It is easy to market.

Best advice to give someone struggling with brand identity creation?

Keep it simple. (KISS) baby steps.

One of the biggest lessons you’ve learned throughout your career?

With my new experience as an intern along with being a student, I’ve learned to always be prepared, involved, and aware.

What is good marketing?

Good marketing is a message that’s clear and concise.

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

I would travel to Ireland to visit my cultural roots and enjoy the green scenery!

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

I would love to have dinner with Jesus because he could answer life’s biggest questions, as well as making the food delicious!

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

Observant, Trustworthy, Collaborative.

What is your favorite thing about FPM?

I love FPM’s fast-paced workability. The FPM Team can take a client’s vision and quickly make it a reality.

Tell me about a major milestone in your life?

A major milestone in my life was traveling internationally for the first time. It was the summer into my sophomore year, and I stayed with a host family for three weeks. I learned how to communicate with others who don’t speak my native language.

How would you describe the culture at FPM?

FPM’s culture is very optimistic, and they keep an open mindset when working with clients. They are always positive when talking to clients about updates. The team is enthusiastic in their manner, and they give solid opinions that are backed with facts. They never make their clients feel pressured.

Fun Fact?

I’m going to Southern Methodist University in the fall. Go ponies!

Thanks for tuning in to another Rocker Spotlight featuring Princess Rock Brianna Slay!

Today it is Lea Ann Allen’s turn to rock the porch with her Rocker Spotlight interview!

What is the biggest misconception about marketing today?

Marketing is not something you set and forget. It’s an on-going process. Brand-building is like planting a garden and then watering, weeding, fertilizing and trimming it constantly to help it grow.

What advice would you give to someone struggling with creating a brand identity? 

Take a look at your brand’s competitors and peers. What are they doing? Now, how are you doing it different? Show that. Tell that story.

One of the biggest lessons you’ve learned throughout your career?

Who you work with is more important than everything else in your career.

What does good marketing look like?

Good marketing makes a brand look like a person you’d want to be friends with.

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

I am where I want to be.

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

I go to dinner every night in my home with my husband and I wouldn’t choose anyone else, anywhere else.

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

Resourceful. Analytical. Empathetic.

What is your favorite thing about FPM?

FPM values people. Really demonstratively values them.

Tell me about a major milestone in your life?

I worked 3 jobs simultaneously to put my son thru Columbia University with zero debt.

In what ways does the team at FPM have aligned values?

FPM team members respect each other’s individual lives, in everything they do.

How would you describe the culture at FPM?

Agile. Supportive. Enthusiastic.

How does FPM differentiate itself from other marketing companies?

FPM did not have to pivot their business model because of the pandemic, they’ve been a virtual team since their inception – making them ideal partners for understanding what the future world of work looks like now.

Fun fact?

I might have the largest yacht rock record collection in Dallas?

Thanks for tuning in to another week of Rocker Spotlight questions featuring Lea Ann Allen and her rocking time on the porch!

Continuing on in our Rocker Spotlight series is Front Porch Lil’ Rock Maria Gregorio, who will share her insights on her own career and her experience on the Porch.

What is the biggest misconception about marketing today?

People want quality marketing for very little money. Cheap and great quality don’t really go together.

What advice would you give to someone struggling with creating a brand identity? 

Sit down, talk with customers, friends and colleagues. Have lots of post-its and pens around. Branding can be a tedious process but worth it in the end when you know who you are as a company and what you stand for.

One of the biggest lessons you’ve learned throughout your career?

Keep learning and growing. If it looks like you can’t grow or learn in your position, its time to look elsewhere.

What does good marketing look like?

Responsive, meets the customer where they are, makes you smile.

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

My parents’ house in the Philippines.

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

My grandpa (deceased).

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

As the Front Porch Lil’ Rock nickname hints, I am short, funny, and quirky.

What is your favorite thing about FPM?

No commute! Seriously though, that we get to do interesting, creative work for great clients.

Tell me about a major milestone in your life?

When my husband visited me in college, Memorial Day Weekend 2001. We have been together ever since.

In what ways does the team at FPM have aligned values?

I think we’re all straight shooters who want to do great work and do right by people.

Your goals for FPM?

Grow the business and continue helping small businesses achieve their dreams.

How would you describe the culture at FPM?

We are a fun group who work very hard and genuinely like being around each other. That’s not something you see every day in other workplaces.

How does FPM differentiate itself from other marketing companies?

I think that judging from our quirky titles and the name of our company, people can tell that we like to do things a little differently. It does sound a little “folk-sy” but we just want to do great work for companies we believe in.   

Fun fact?

I have never lived in one place for more than four years. (military brat/railroader wife) And I used to do acting competitions in high school. I liked playing the villain 😈

Next up in the Rocker Spotlight series is Front Porch Rock Star Vanessa Hickman, where she shares her experience on the porch and things she has learned throughout her career.

Biggest Misconception about Marketing

The biggest misconception about marketing today is that there is one solution to advance brands in their marketing goals.

Advice You Would Give To Someone Struggling With Brand Identity

Seek  third-party experts to facilitate the process!

Lessons Learned

As a marketing maven and Front Porch Rock Star, one of the biggest lessons I’ve learned is “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”- Steve Jobs.

What is Good Marketing?

Above all, good marketing is intentional, consistent and precise.

Dinner With 1 Person Living Or Dead

If I could go to dinner with one person living or dead I would choose Jesus.

Describe Yourself in 3 Words

I describe myself as loyal, inclusive and loving.

Favorite Thing About FPM

My favorite thing about FPM is delivering results for a variety of clients. Above all, I would describe the culture at FPM as collaborative, caring and dedicated. Furthermore, FPM differentiates itself with its sound strategy, excellent execution and tenured team members.

Fun Fact

My fun fact is I graduated with a Bachelor of Science and Bachelor of Arts when I was 20 years old.

The Rocker Spotlight Series interviews each rocker on the porch. To begin, Chief Rocker Julie Porter shares marketing insights. Let’s dive in and learn more about this incredible business leader.

Favorite Thing About Front Porch

My favorite thing about FPM is being my own boss and doing what I love for clients I love while taking care of my loves.

Misconceptions and Lessons Learned

The biggest misconception about marketing today is that it is cheap and fast. Furthermore, there are three key points: good, fast and cheap. Your marketing can be any two of these but never all three.

One of the biggest lessons I’ve learned is don’t be the biggest barrier to your own success- get out of your way and get stuff done. However, if you can’t get something done, delegate it to the smart people around you.

What is Good Marketing?

Good marketing is elevating the customer experience, building personalized connections, adapting to technology evolution, attracting customers using inbound and outbound marketing, and more.

Culture On the Porch

Our culture is one of straight talk, true partnership and aligned values. Therefore, the team at FPM all regards their families as their highest priority, and we are servant leaders who believe in service to ourselves, team, families, clients, and the communities in which we live and work.

Julie’s Characteristics

I would describes myself as quirky, competitive, and anxious. If I could be anywhere in the world it would be in my living room playing a game with my family since Andrew leaves for college this fall.

Fun Fact about Julie

I got to work with Renee Russo inside the NYSE to celebrate a client’s IPO. I’ve also worked with the Flying Elvi, the skydiving team from the movie “Honeymoon in Vegas,” all over the country to celebrate a promotion for an international sunglass manufacturer.

Thank you for reading! We hope you enjoyed Julie Porter sharing her marketing insights!

Over the last four weeks, strategic business leaders and owners have come to us to go back to their branding and marketing foundations. They are focused first on their team’s safety and well-being. Most talk of the “return to normal” and taking it “day by day.”

They use this time to re-evaluate and plan. The COVID-19 crisis is causing business leaders to be strong and agile. One of our favorite client quotes over the last several weeks is, “With drive, passion and desperation, we will RISE!”

David McCormick, the C.E.O. of the hedge fund Bridgewater, was a Treasury Under Secretary during the 2008 crisis. At that time, he said, “America must step up to retain its economic might.” This rings true today.

Step up we must.

Another business leader told us recently, they feel like everything is, “Ready. Aim. Fire.”

This does not have to be.

Focus on your foundation first.

3 Strategic Branding & Marketing Fundamentals

• Define or re-evaluate brand architecture. Think of this as the foundation of your brand. It has four pillars: brand vision, brand personality, positioning and affiliation. Our branding process is collaborative. It builds conviction. The process is built upon perceptions and goals held internally by key stakeholders. Using all points of view, we ensure brands are both differentiating and emotionally relevant.
• Build or revisit your marketing plan. Every business should have one. Marketing drives new business development. Without those sales, you do not have the resources required for your business’s long-term stability and success. Therefore, as important as these plans are, most business owners and leaders do not devote enough time and resources to them. We tell our clients use a rifle vs. shotgun approach. Your services and/or products are not for everyone. The plan focuses on key targets who are most likely buyers. Think fewer, deeper. As a result, more meaningful strategic initiatives on a consistent basis develop connections and broaden awareness.
• Re-evaluate or enhance your website. Is your website true to your brand? Its personality? Is the navigation user friendly? For instance, lucrative website loads fast and is mobile friendly. In other words, make your site work hard for your brand. Don’t get the veto vote because it doesn’t.

Successful business owners and leaders take the time to develop their brand architecture. Then, they develop marketing strategies and plan to build a company with a purpose. Above all, remember, “With drive, passion and desperation we will RISE!”

We once again find ourselves, think agility, at a new threshold as our state and country reemerge from quarantine and businesses are making decisions on their next step. The initial rush of the digital pivot is fading … the next opportunity is stamina and easing back into the new normal, whatever that may be.

However, before we start running that ball, let’s just pause and celebrate the WINS over the past five weeks.

With collaboration of the students, parents, administration and teachers, Faith Family Academy was able to continue to serve their student body food, technology and knowledge. They did not miss a beat. Faith Family Academy, you rock!

To Mister Sweeper, who continues to hire when so many are looking for employment AND keeping streets, parking lots and garages clean, an especially important job right now! Mister Sweeper, you rock!

Agility Rules!

To Corps Team Dallas, who continue to support clients in their hiring, pipeline and talent continuity plans, plus the virtual edition of “What We Love about Dallas,” was a go-to guide for entertainment this month! Corp Team Dallas, you rock!

Despite Big Al’s business being significantly hindered during shelter in place every week they have continue to give big with 100+ meal donations to first responders and the underserved community partners, like Family Gateway, Ronald McDonald House, Genesis Women’s Shelter and UTSW first responders. Big Al’s, you rock!

Essential workers that found a new way to safely do business, you rock!

Entrepreneurs who continue to forge ahead despite many unknowns with business and marketing plans, you rock!

Non-profits that are using creative means to serve their clients, you rock!

Therefore, Stay-at-home parents that are navigating new schedules and systems, you rock!

To the kids (especially seniors) that are mourning traditions missed, but are finding creative alternatives, you rock! 

Above all, all accomplishments, are worth cheering. Find reasons to celebrate and promote good news and good deeds. Recognize all the daily, tiny actions and choices that are keeping our community moving. If we did not catch you in this wrap up, know that we think you rock!