Crafting an effective media pitch is both an art and a science. Whether you’re a seasoned PR professional or just starting to build media relationships, your pitch can be the difference between securing valuable coverage or getting lost in the shuffle of a journalist’s inbox. Below, we break down the essential steps for writing a media pitch that captures attention and gets results.

Step 1: Verify the Newsworthiness and Accuracy of the Media Pitch

Before you even begin writing, take a step back and ask yourself: Why is this news important right now? Media professionals receive hundreds of pitches daily, and the ones they choose to cover must be timely, relevant, and impactful.

• Make it newsworthy: Review current trends and hot topics in the news cycle. Your pitch should connect to something relevant—whether it’s an emerging trend, industry shift, or a human-interest angle.
• Back it up with facts: Every claim you make in your pitch should be verifiable. Always attribute statistics, quotes, or data to credible sources. This not only builds trust but also saves the journalist time fact-checking.

Step 2: Write a Concise and Compelling Subject Line for Your Pitch

Think of your subject line as the headline of a news article. It needs to grab attention immediately or risk being ignored.

• Be brief: Keep it under 60 characters to avoid being cut off, especially on mobile devices. Journalists scan their inboxes quickly, so clarity is key.
• Avoid jargon: Use simple, clear language that anyone can understand, even if the topic is technical.
• Highlight news value: What’s in it for the journalist and their audience? Make that clear upfront.

Example:
“New Study Reveals 60% of Consumers Prefer Eco-Friendly Packaging”

Step 3: Capture the Journalist’s Interest in the First Line

Once your subject line convinces them to open the email, the first line of your pitch needs to keep their attention.

• Get to the point: You only have about 9 seconds on average before the reader moves on. Hook them with a compelling statement or question that piques their curiosity.
• Preview the story: Offer a quick snapshot of why this media pitch is relevant and why it matters to their audience.

Example:
“Imagine reducing your company’s carbon footprint by 50% — without increasing costs. Our new report shows how businesses are doing just that.”

Step 4: Identify and Target the Right Media Contacts

Even the best pitch will fall flat if it lands in the wrong inbox. Targeting is crucial.

• Do your homework: Build a media list of journalists, bloggers, podcast hosts, and influencers who cover your industry or niche. Look for people who have previously written about topics similar to your pitch.
• Personalize your outreach: Address the journalist by name and reference their recent work when appropriate. A tailored media pitch shows respect for their time and increases your chances of a response.
• Avoid general email addresses: Sending pitches to info@ or editor@ email addresses is rarely effective. Find the specific contact who covers your subject area.

Final Thoughts on Crafting a Winning Media Pitch

Writing an effective media pitch requires a blend of strategy, empathy, and precision. By ensuring your story is newsworthy, crafting a sharp subject line, engaging your reader right away, and sending it to the right person, you set the stage for successful media coverage.

Remember: Journalists are looking for stories that will engage their audiences. The more value and relevance you offer them, the more likely they are to say “yes.”

B2B marketing makes use of many traditional content formats: white papers, case studies, e-books. These are the bread and butter of traditional B2B marketing. They work, but they aren’t exactly setting the world on fire. Today’s B2B buyers are still people, and people crave engaging, dynamic, and diverse content experiences. If your brand wants to stand out, it’s time to think beyond the white paper. Explore some of these unconventional B2B content formats that not only capture attention but also build relationships, foster trust, and drive action.

Podcasts: Thought Leadership in an Audio Content Format

B2B decision-makers are busy, and podcasts offer a hands-free way to consume content on the go. A branded podcast can position your company as a thought leader, provide industry insights, and foster deeper connections.

Why it works: Podcasts humanize your brand and give it a voice (literally). They create an ongoing conversation with your audience and can feature clients, partners, and internal experts.

Try this: Start a series focused on common industry challenges, invite guest experts, or spotlight customer success stories.

Interactive Tools and Calculators

Rather than telling potential customers how much they can save or improve with your solution, show them. Interactive tools—like ROI calculators, diagnostic quizzes, or self-assessment tools—engage your audience and provide immediate, personalized value.

Why it works: These tools make your content actionable and offer instant insights tailored to your audience’s specific needs.

Try this: Develop a “Readiness Assessment” tool or an ROI calculator that demonstrates the tangible benefits of your service.

Data Visualizations and Infographics Content Formats

B2B buyers are often inundated with data. Help them digest complex information quickly with visual content like infographics, charts, and data visualizations.

Why it works: Visuals make data easier to understand and more shareable. They turn dry stats into compelling stories.

Try this: Create a series of infographics that break down industry trends, benchmarks, or survey results in an easy-to-read format.

Video Content Formats (That Aren’t Webinars)

Video isn’t just for B2C brands. Short, engaging videos can explain complex products, showcase case studies, or introduce your team.

Why it works: Video is more engaging and digestible than long-form content. It builds trust by putting faces to your brand.

Try this: Create customer testimonial videos, behind-the-scenes looks at your company culture, or explainer videos that simplify your offerings.

Memes and GIFs: Lightening Up B2B

It sounds risky, but done right, memes and GIFs can add personality to your brand and make your content more relatable. Even in B2B, humor has a place.

Why it works: Humor humanizes your brand and makes your content more approachable. Just make sure it’s appropriate for your audience and industry.

Try this: Use GIFs in email campaigns or sprinkle memes into your social media to highlight common industry frustrations (and how you solve them).

Virtual Events and Experiences as a Content Format

Webinars are a staple, but virtual events like interactive workshops, networking mixers, or virtual roundtables can create richer experiences.

Why it works: These formats encourage real-time engagement, build community, and offer more opportunities for personalized interaction.

Try this: Host an invite-only virtual roundtable for industry leaders or offer live Q&A sessions with your product team.

Try New Ways to Reach Your Audience with Unconventional Content Formats

The days of relying solely on white papers and case studies are behind us. Today’s B2B marketers have more tools than ever to create engaging, innovative, and unexpected content that resonates.

By embracing formats like podcasts, interactive tools, and even memes, B2B brands can meet their audiences where they are, deliver value in new ways, and stay top of mind in a crowded marketplace.

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?

First of all, a strong logo is a crucial part of branding, but it’s not the full picture of your marketing communications. Many businesses stop after getting a logo designed, thinking they’re set for success. In reality, a logo is just the foundation of your brand home — it’s what you build up around it that creates a memorable and effective brand.

So, what marketing communications do you actually need to support your brand and ensure consistency across all touchpoints as well?

Key Elements Beyond a Logo

1. Brand Messaging & Brand Voice Guidelines

Your visual identity is important, but your brand voice is what gives your business personality. In reality, a well-defined brand voice ensures consistency and a cohesive message across all platforms, from social media posts to email campaigns. Overall key elements include:

• Mission statement: why does your brand exist?
• Core values: what principles guide your business?
• Tagline or brand promise: a short, memorable phrase that sums up your brand.
• Tone of voice: should your brand sound professional, playful, authoritative, or conversational?

2. Website & Digital Presence

Your website is often the first impression people have of your brand. After all, it’s your digital office. Therefore, welcome people in! A well-branded website might include:

• Consistent typography and color palette: match and support your logo.
• Clear, compelling copy: speak to your audience’s needs.
• A strategic homepage: immediately communicates what you do and why it matters.
• SEO-optimized content: help people find your brand online when they type into a search engine.

3. Social Media Branding

Every social platform is an opportunity to reinforce your brand identity with digital marketing communication. Beyond using your logo as a profile picture (avatar), you could create:

• Branded cover images & templates: for posts and stories.
• A defined content style: are your posts inspirational, educational, or entertaining? Are you using video marketing?
• Consistent brand voice: build recognition and trust over time with captions and responses.
• Content calendar: plan your posts in advance to leverage business milestones.

4. Business & Marketing Collateral

Next, your brand needs to be cohesive across every touchpoint, including physical and digital marketing materials. Even small details like branded invoices or packaging inserts help reinforce your identity. In this category, some must-haves include:

• Business cards: still a powerful networking tool.
• Brochures or one-pagers: great for in-person meetings and events.
• Pitch decks or presentations: professionally designed slides make an impact.
• Email signatures: a small but powerful branding opportunity.

5. Email & Advertising Templates

Every ad or email you send is a chance to build brand recognition. Therefore, consider:

• Branded digital templates: for newsletters, and sales promotions.
• Consistent print and digital ad creative: again, match your brand colors and tone.
• Landing pages: continue the look and feel of your website, but for special events, promotions or initiatives.

6. Customer Experience Touchpoints

Looking past marketing materials, your brand should next be reflected in every customer interaction — even how you greet customers in-store or on calls. So in addition, consider branding elements:

• Customer service responses: Branded email templates and a consistent tone.
• Packaging design: Unboxing experiences create lasting impressions.
• Automated messages: Order confirmations, appointment reminders, and follow-ups.

7. Unconventional Marketing Communication Touchpoints

Finally, beyond the usual marketing materials, some of the most memorable brand moments happen in unexpected places. Sometimes, the smallest details leave the biggest impression. In short, the more your brand feels alive across all touchpoints, the stronger the connection with your audience. Hence, here are some unique ways to reinforce your brand identity:

• Branded Wi-Fi Network Name: If you have a physical location, renaming your guest Wi-Fi to something fun and on-brand (e.g., “Caffeinated_WiFi” for a coffee shop) adds a small but clever touch.
• Custom Hold Music or Voicemail: Instead of generic hold music, why not reinforce your brand’s personality with a custom message or a carefully chosen playlist?
• Unique Job Titles: Instead of “Customer Service Rep,” what about “Customer Happiness Hero”? Use titles to reinforce brand personality. Indeed, just ask Julie, our Chief Rocker.
• Branded Auto-Responses: Even automated out-of-office emails or chatbots can carry your brand’s tone. So instead of “We’ll get back to you soon,” we might say something fun, like, “We’re out on the Porch—expect a reply in 24 hours!”
• Surprise & Delight Moments: Send an unexpected thank-you note, add a quirky Easter egg to your website, or include a handwritten note in a shipped package to make your brand feel more personal.

Marketing Communications Can Help Build a Cohesive Brand

A logo is just the start of your brand’s identity. So overall, to build recognition and trust, you need a fully developed marketing communications strategy that extends across every platform and touchpoint. By creating consistency in visuals, messaging, and customer interactions, you ensure that your brand isn’t just seen — it’s remembered.

The Super Bowl is one of the biggest sporting events of the year, drawing in millions of viewers worldwide. Even if your team didn’t make it, the game offers something that everyone can look forward to: commercials. Super Bowl commercials have become a main talking point in pop culture, with some people caring more for the ads than the game. Since these ad placements are such a big investment, companies are very particular about the message they want to share. There are many lessons to be learned from some of the most successful Super Bowl ads in past years.

Emotion Drives Engagement

Just like any good story, most Super Bowl commercials center around a well-developed plot. The Farmer’s Dog delivered one of the top-rated ads in 2023, showing the story between a girl and her dog. The ad highlights their evolving relationship, tapping into the ‘dog is man’s best friend’ theme to evoke an emotional response.

A campaign can benefit from targeting emotions. Depending on your product, your message, and your brand voice, the emotions you focus on may vary. But ultimately, audiences are more likely to remember information when it’s given to them as a narrative, especially if they feel personally connected to the storyline.

Sometimes Risks Pay Off

Since so many companies put their all into Super Bowl ads, it may seem difficult to take a risk. In reality, many successful commercials have appealed to viewers by surprising them. Tubi’s commercial in 2023 sent viewers into mass panic with a design that looked like someone was changing the channel. Even though the prank only lasted for a few seconds, viewers expressed online the stress they felt while scrambling for their remotes.

Even though people had mixed feelings toward Tubi after that commercial, it is still talked about two years later. Tubi took a different approach from relying on humor or emotion to grab viewers’ attentions. Similarly, marketers shouldn’t be afraid to push boundaries in their campaigns. When they assess potential outcomes, the buzz from a bold campaign can attract more attention and curiosity.

Cross-Media Consumption

For many viewers, a TV won’t be the only screen they’re focusing on during the game. Audiences have become more likely to watch the game while also focusing on their phones, laptops or other devices. With the increasing impact that social media has on consumers, as well as the desire to reach new audiences, companies have started to expand their Super Bowl campaigns to different platforms. For example, Olay’s 2020 commercial aimed to inspire women to “Face Anything,” incorporating celebrity cameos and emotional storytelling to drive the message. Olay encouraged viewers to use the hashtag #MakeSpaceForWomen on social media, vowing to donate one dollar (up to $500,000) for each use in a given time frame. This not only increased Olay’s impressions and audience engagement, but significantly strengthened their brand image.

It’s important for companies to know where their audiences are engaging with content online. Understanding different platforms and media outlets ensures that your message is reaching as much of your target audience as possible. Like the Olay commercial, this may go past simply posting the same content across channels. Giving users interactive opportunities makes them feel involved with the brand and the message your campaign hopes to convey. Fostering that feeling of community is key to increasing retention rates and building trust with your consumers.

Like Super Bowl commercials, marketers should hope that their efforts generate positive buzz for and increased attention on their client or company. Giving viewers an experience they’ll remember is crucial to improve engagement and push your message. Even if you’re not developing a campaign for the big game, it’s important to give each project the same care and attention to detail. Trust in your work and produce content that you, as a consumer, would be excited to talk about.  

The narrative of your brand storytelling and messaging builds an emotional connection with customers and clients — and should not be overlooked. This is a powerful marketing tool you can use to differentiate your brand from your competition, and so much more. Once upon a time can grow a brand from a garage band to a full symphonic orchestra. From a video on a phone to a full-fledged blockbuster movie, and happily ever after.

Strengthening Brands Through Storytelling

Recently, two new clients reached out to us to strengthen and grow their brands. These two leaders — one a mid-sized manufacturer and the other a non-profit founder — realized their vision and mission weren’t being articulated strong enough. Their narratives were powerful, but were not being communicated in the most impactful way both internally and externally.

And these business leaders knew Front Porch Marketing would activate their superpowers to propel their brands to realize business results. These results included internal alignment, engagement, increased brand awareness and increased revenues.

Over the holidays, I was reminded of the power of storytelling by watching movies and listening to music.

Storytelling Connects Us Using Music and Movies

Courtesy of my daughter’s prompting, she and I enjoyed watching movies and listened to great music over the holidays, among other things. These experiences always remind me of the power of brand storytelling. And the success so many brands have had by doing it well.

Memorable Storytelling From Past to Present

“Let’s go to the movies, Annie,” to quote the great Daddy Warbucks. Growing up, my parents took me to musicals at The Muny and The Fabulous Fox in St. Louis, Missouri. One of the many shows I saw was Annie. My middle name before I got married was Ann. My mom thought it was cute to call me Annie any chance she could.

Wicked … the movie vs. the musical? From an early age, I was hooked on The Wizard of Oz. It could have been the ruby slippers. Who doesn’t love a good shoe? I cast myself in the garage version of The Wizard of Oz. I still can recall most of Dorothy Gale’s lines. But I had no idea what happened before Dorothy followed the yellow brick road. Whoa, there was a lot. And thanks to Wicked the musical I know the story behind the story. It was genius storytelling.

And, then came the movie this year. And it was only part one. Sign me up for part two right now. And kudos to all things Wicked the movie. The actors, the sets, the music. All of it.

Stories I’ll Remember From This Year

Red One, I thought it was brilliant. Who doesn’t want the Rock and that Captain America to save Christmas? An E.L.F. — Extremely Large and Formidable — operative joining with the world’s most accomplished tracker. As well as all the other special forces for the tooth fairy and other mystical creatures. To quote Jimmy Fallon, “Come on, bud.” So good.

And, the explanation of the North Pole? “Beam me up, Scotty.” The North Pole is a much cooler place than I ever imagined — such imaginative storytelling in this movie. The portals in the toy shop! I told Audrey I was going to start working at one. She didn’t think that was a good idea. And as far as Santa’s reindeer go, this is the only movie that I can recall that portrayed them so well. They are true forces of nature. That movie was a master class in storytelling!

Oh, and of course, Taylor Swift was a highlight of our holiday experience this year, again due to my daughter. She brought Taylor’s music back into my life. Also, thanks to my sweet girl, we have a forever memory of attending The Eras Tour in Miami, Florida. Um, excuse me for this but, “It was rare. I was there. I remember it.”

Telling The Right Story Endears Audiences

Taylor Swift is the GOAT of storytelling. She somehow connects with both an 11-year-old and a, cough, 50- something adult, in similar and different ways. Long live her words, music, talents, vision, inspiration and engagement. She is the epitome of bold, memorable storytelling.

If you are in doubt, listen to The Tortured Poets Department, which much to my daughter’s chagrin I sometimes call The Tortured Poets Society, because of my age (Dead Poets Society). I am sure the great Taylor Swift knows the magic of this movie, and realizes the impact that it had on a generation.

Waxing lyrical about brand storytelling and messaging through the lens of my holiday happenings seems like a great way to start the year on a positive note. I hope this idea of storytelling resonates with you too. If so, let us know. Or, share it with a business or nonprofit leader you know who wants to grow their businesses beyond a garage band.

Dear business owners and leaders we feel you — it’s almost the end of the year. You might feel like you are running out of runway to do all the things before 2024 closes. But don’t panic! Here are a few pointers to help you prioritize and set your business up for success next year.

Marketing Planning at the End of the Year

Need a short list of what to do to start your next year in marketing off right? From a marketing perspective, check these off the list:

• First, set your marketing goals.
• Then, define strategies to align with those goals.
• Next, define or redefine your target client or customer. Remember, you are probably not your target audience, and your business cannot be all things to all people. Focus is key.
• Make sure content strategy for January is defined. Outline your content calendar to get a jump on organizing and posting when the holidays end and work begins again.
• For social media and blogging, develop your copy and create the visuals for your posts now, and get them queued up and ready to go January 1.
• Email marketing for January means developing your content now, and the creative that is aligned with the content so you’re ahead of the calendar and know what to focus on for January content.
• Overall, other marketing initiatives are worth considering. What worked this year and what other new ideas do you have for 2025? Think about where you need to be marketing-wise in the coming year.
• Set your marketing budget. Initiatives you have planned for 2025 will be determined by this. Remember, don’t waste anyone’s time on the next big idea or initiative if you are not willing to invest what it takes to accomplish that idea. Budget for your marketing as accurately as you can now.

Rev Up for Beginning-of-the-Year Business at the End of the Year

From a business perspective, have you done these things? Getting your business ready for 2025 involves your whole team. First, get them onboard with your business plan and then show them how it relates to them with these three tips:

• Share your Q1 priorities for the business and calendar them with your team.
• Set a team kickoff meeting in Q1 to set the tone for the new year.
• Focus on strengthening company culture with this kick off meeting and other types of team touchpoints, activities and communications.

Now Look Forward to A Great New Year of Success

The new year will be bright. Strap in and get things done. But you can do it. The Front Porch Marketing team is here to help. Let us make 2025 the best year yet for your brand and business.

During my senior fall semester at the University of Arkansas, I am taking courses that challenge my creative thinking. One of my courses, Creative Strategy, focuses entirely on developing an advertising strategy for a client of our choice. After defining target audiences and brainstorming strategic approaches, we reached the central reason for the course: writing our creative strategy statement.  

What is a creative strategy statement? 

This statement defines the purpose of a campaign and identifies how advertising and marketing efforts will benefit target consumers. Each aspect of a campaign should consider how it can bring value to its audience, and this strategy statement helps make ideas more tangible and attainable.  

How should you prepare to write one? 

Before writing this statement, the campaign team needs to have conducted the necessary research. The creative strategy statement is a great tool to guide advertising strategy and development, so it’s important to properly prepare to write it. This means taking time to define key elements of the campaign, which can be done by: 

• Customer research: Who are your current and potential consumers? What can you learn from their behaviors that may dictate how this new campaign appeals to an audience? 
• SWOT analysis: A SWOT analysis is a classic method for analyzing your brand – and for good reason. Writing out the benefits and challenges that your brand faces compared to competitors can help you discover innovative ways to meet consumer needs. 
• Current advertising approaches: Looking at and dissecting current advertising can reveal a lot about what works and what doesn’t. From analytics to behavioral reactions, there are multiple ways that a brand can strengthen its advertising presence. Then, the brand can become more distinguishable by ditching what’s not working and enhancing what is. 

What should it include? 

These statements should be succinct, only using a few sentences to provide relevant information. Developing these statements may look different depending on the client or the campaign, but important details include: 

• A description of the target market: Who do you want to reach, and what characteristics are necessary to consider when developing material? 
• Benefits offered: Why should your target audience pay attention to this campaign? What value can they get out of it that incentivizes action?  
• Customer need addressed: Offering benefits is only important if they directly and positively impact the consumer. What need does the target market have that the campaign can satisfy? 

What does this statement mean for the campaign? 

The information provided in this statement connects the strategic with the creative. Writing out the necessary details provides the parameters that advertising and marketing materials need to guide them. This statement can also help a team ensure they have thoroughly and accurately identified the target market, selling argument and tone of the campaign.  

As I enter the second half of my fall semester, the course is shifting to the development of creative work. From magazine ads to a digital ad series, my work from now on will be guided by the creative strategy statement. By combining research and recognizing the needs to be addressed, the statement is a great tool to ensure campaign materials are cohesive and on strategy.  

It is not Marketing/Sales, it is Marketing and Sales. In one week, two things happened that spurred me into sharing that marketing and sales are in fact two separate functions. That work together.

Marketing and Sales, Thing One

A former client who is a successful business owner shared at a recent weekly team meeting, that his team discussed the need for a marketing strategy and a stronger brand presence. The salesperson on the team was pushing hard for additional marketing resources. And he wanted to lead the charge. They “went back and forth about the where, how and the value of a stronger brand presence.”

The business owner was skeptical because he had grown his business traditionally from word of mouth. (Clearly too much time had passed since we worked together.)

He continued his story to me, “Front Porch Marketing was the first marketing resource I thought of to visit with and have a clearer picture of what needs to be done and in which priority.” For that, we are honored.

Marketing and Sales, Thing Two.

I attended a networking group event. The speaker was a small business consultant who shared ways for business owners to increase revenue and improve profitability, among other things. The presentation was great until we got to the slide that included the line, “Marketing/Sales.”

I thought “It is not Marketing/Sales.” They are not the same thing. They are not to be lumped together. These are two very distinct functions that both contribute to growing a business.

Why You Need Marketing

Marketing is no longer just an option for small businesses and nonprofits who want to grow. I am happy to share one-on-one my experiences over the last two years on this. Occasional marketing effort does not make your business grow. A marketing foundation must be built, strategized and utilized. You need consistency, conviction, and connection for marketing to succeed. These three things are must-haves when you’re marketing your business in the year 2024.

How Sales is Different From Marketing

Sales people and departments are responsible for generating new leads, converting those leads and closing deals. Sales leaders look at the ideal target customer or client and the product or service they are selling, and make a match.

First, there are inside sales: looking at existing customers and how they can grow their business. These sales people are also converting inbound calls and emails to direct business.

Then there are outside sales. This team’s approach focuses on face-to-face interaction with potential customers. They do this by attending targeted conferences and events. Building their network and relationships is the goal.

How Marketing and Sales Teams Can Work Together

At Front Porch Marketing, we sometimes work directly with sales leaders. Again, for that we are honored and grateful. Sales people overall have a defined pipeline, and may rely on the marketing people to feed that pipeline. These sales leaders know they need marketing. They do suggest initiatives to support their agendas. But most share what they are trying to achieve and trust that we will strategize and implement what is right for business growth.

We also work with smart, small business owners and nonprofit leaders, who believe they need to elevate their brand and grow brand awareness to grow their toplines. That’s marketing. Few of these types of companies have an in-house marketing team though. They may have a person or two in marketing, but even this small crew cannot manage or specialize in all the marketing things they might need. And that’s where we typically come in.

I could go on and on about the difference in marketing and sales functions. But alas, I must get up bright and early to French braid an 11-year old’s hair for school. So cheers to all of you marketing people and sales people growing the top and bottom lines, working with those you love, for those you love. All the while, taking care of your loves. Like we do.

In marketing, innovation in creativity is crucial; but can you measure creativity? How do you know if a logo, ad, website, or campaign is truly successful? Is it just about likes, shares, and clicks, or is there something else we should be measuring? Success and impact can be interpreted in many different ways depending on the goals of the creative.

Defining Success: Start with Clear Goals

Before you establish KPIs (key performance indicators), the most important question to ask is:

“What does success look like for THIS creative project?”

This question should be at the heart of any creative brief. Without a clear definition of success upfront, it’s impossible to measure the effectiveness when you measure creativity.

For some clients, success might mean brand awareness. For others, it could be about changing consumer behavior. Creative work designed to boost sales will have different measures of success compared to one focused on building a brand. Defining goals early on ensures the creative team can craft work that aligns with the client’s expectations and makes measuring success straightforward.

Measure Creativity for Excellence and Business Results

Creatives naturally focus on the artistry behind the work — how visually compelling, emotionally resonant, or innovative it is. And while creativity is essential, it’s important to balance artistic excellence with business objectives. After all, the goal is to create work that not only looks amazing and speaks in brand voice, but also delivers results like lead generation and sales.

Key Metrics for Measuring Creativity Success

Here are some of the key KPIs to look at when measuring creativity:

Brand Awareness Metrics

Impressions and Reach: This tells us how many people saw to the creative. It is important for brand awareness projects, where the goal is to get the brand in front of as many eyes as possible.

Brand Lift Studies: These studies measure the increase in awareness or perception of a brand after exposure to a campaign. They are valuable tools for understanding how well a campaign has boosted brand recognition.

Engagement Metrics

Clicks, Likes, Shares, and Comments: While these metrics are often the most visible, they shouldn’t be the only indicators of success. High engagement shows that the audience is interacting with the content, but it’s important to dig deeper. Are the comments positive? Are the shares coming from your target audience?

Time Spent on Content: Measuring how long users spend interacting with your content, such as watching a video or visiting your website (bounce rate), can give a more meaningful indication of engagement.

Conversion Metrics

Click-Through Rate (CTR): This metric tracks the percentage of users who clicked on a link or call to action (CTA). It’s a good indicator of how well the creative has inspired action.

Conversion Rate: This is the ultimate measure of success focused on driving sales, sign-ups, or other actions. It tells us how many users completed a desired action.

Cost Per Conversion (CPC): For performance-driven campaigns, this metric reveals how efficient it is in driving conversions. A lower CPC means the campaign is delivering results cost-effectively.

Behavioral Change Metrics

Customer Retention and Loyalty: If the goal is to change consumer behavior or build long-term loyalty, metrics like repeat purchases, subscription renewals, or increased usage of a service are essential.

Survey Responses and Brand Sentiment: This analysis (e.g., using social listening tools) can help measure shifts in consumer perception, loyalty, or trust in the brand.

Return on Investment (ROI)

Sales and Revenue Impact: Ultimately, many campaigns are judged by their impact on sales. Calculating the ROI helps determine if the investment in creative development and media spend led to an increase in revenue or profitability.

Attribution Models: It’s crucial to understand which touchpoints in a multi-channel campaign contributed to conversions. Attribution models help allocate credit to different parts of the campaign, giving a clearer picture of which parts are driving success.

The Intangible Impact When You Measure Creativity

Not all success can be measured by numbers. Some of the most important outcomes of creative work are harder to track with traditional metrics. For instance:

• Cultural Relevance: Did the creative become a part of the cultural conversation? Was it referenced in media or among consumers in a way that went above and beyond the initial goals?
• Emotional Resonance: Did the creative evoke the desired emotional response from the audience? Creativity that strikes a deep emotional chord can lead to lasting brand loyalty, even if it’s not immediately measurable in terms of clicks or sales.

Long-Term Impact of Creative: The Bigger Picture

Creative success doesn’t always show up immediately. In many cases, especially with brand-building or perception-changing campaigns, the true impact is felt over time. That’s why it’s important to continue to monitor brand health metrics. Surveys, focus groups, and long-term tracking studies can reveal shifts in brand loyalty, sentiment, and customer behavior that directly correlate with marketing and creative efforts.

Overall, creative work’s goal is to inspire, engage, and ultimately drive action. But it should also contribute to the long-term success of the brand. When measuring creativity with both short-term and long-term impact, we can truly understand the value of creative efforts and continue to refine approaches to deliver even greater results in the future.