With Valentine’s Day fresh on our minds, let’s talk about how we can love upon our C.E.O.S. (Customers, Employees, Owners, and Suppliers). Most people shy away at the idea of expressing love in a professional context. However, by the end of this article, I hope that I’ll be able to reframe your mindset.

My own mindset shifted when I recently read The Servant by James C. Hunter. I was humbled, enlightened, and awe-struck at how simple yet empowering loving others can be. I started looking inward at how I express love and what that kind of love looks like outwardly.

If I were to ask you who you love in your life and how you show that love what would you say? Family? Friends? Hugs? Kisses? The answers are endless and the thought of being that personal and intimate with C.E.O.S. seems like a bizarre notion – which is completely understandable. Yet, when I talk about love I am not referring to the feeling of love. Instead, I am referring to the act of love.  

The type of love that I want to focus on is agapé love. This type of love is shown through actions of service for others. Extend yourself for the needs of others. Become an active listener. Be present. It’s being intentional. Most importantly, it’s being a leader that embodies a servant heart.  

The First Step

The first step towards embodying a servant heart is to think about other’s needs before your own. For our C.E.O.S. what does that look like? Would you be able to recount their needs and have them agree with what you said? There is a huge difference between wants and needs, yet in the business world, that gap becomes greatly nuanced. If you are constantly trying to meet the wants of everyone, that can quickly become a tiring and daunting task. “Wants” are grandiose and greedy in nature and as quickly as they’re met, more take their place.   

On the other hand, if you are intentionally seeking to meet the needs of the C.E.O.S. and devoting time to understanding why those needs should be met, I assure you that both parties will come out victorious. A solid foundation, a blooming partnership, and a deposit in the emotional bank account will be the fruits of servicing your C.E.O.S. In other words, meeting a want can be a fleeting win but meeting a need can become a foundational victory.  

The Second Step:

Being an active listener is the second step to loving upon your C.E.O.S. Who loves being ignored? No one. We live in a culture where being silenced is stifling and being expressive is stimulating. Communication thrives through the multitude of platforms that technology has given us: Facebook, FaceTime, instant messaging, Snapchat, Twitter – you name it – yet, these platforms have hindered us. We have become so reliant on being heard that the moment others try to speak, we are quick to counter or revert the attention back to the point we were making. In other words, it has become a norm to listen with the intent to speak instead of listening with the intent to listen.  

If we take the time to practice active listening with our C.E.O.S. without a doubt, we will gain much more than just a business contract. For example, trust becomes fostered, patience is cultivated and respect is rewarded. In the words of James C. Hunter, “listening is probably our greatest opportunity to give attention to others on a daily basis and convey how much we value them,” (The Servant, pg. 106). This act of love is transformative in relationships. As a result, your C.E.O.S. truly sees that you value them.  

The Third Step:

Being intentional is the third step to loving upon your C.E.O.S. Showing that you intentionally value others is a beautiful thing. You are letting them know that no matter what their title is, that you see them for who they are as a person. Moreover, by taking the time to understand who they are no matter where they are on the totem pole, you are making deposits into their emotional bank account and garnering respect.  

Being intentional can start with small actions. For example, if you praise someone for doing something, be sure to be sincere and specific. Additionally, when you need to fix a problem, be sure to make the problem the focus, not the person. Lastly, if you’re having a conflict with a team member, try to see the conflict from their point of view. By incorporating intentional gestures into your everyday manner you will not only see a world of a difference in the people around you but you will feel it.  

In Conclusion:

I urge you to love upon the C.E.O.S. in your life with these three steps in mind. In conclusion, go the extra mile to serve others, practice active listening, and be intentional with all that you do. If you have a favorite way to show love to those in your life, please share them with us in the comments below. We would love to get to know you and your heart for others! Above all, my hope for you today and every day is that you are shown love and empowered by the notion that to give is to receive.  

Most business leaders know successful marketers when they meet them. These marketers are focused on the same things they are. Building enterprise and customer or client value.

Marketers must mobilize all the people inside and outside the organization. They are focused on return. Do less, more consistently and effectively.

Therefore, hate to tell you, just because your bestie is on Instagram, doesn’t mean she is a marketer. Newsflash. Sorry to disappoint.

Moreover, our team is filled with seasoned marketers. We have fabulous, cream of the crop interns. They keep up with multiple clients, projects, deadlines, industries and trends. These folks are skilled enough to have conversations with CEOs. Front Porch Marketing is not a teaching hospital. For instance, we are triage surgeons on most days.

Technology and consumer attitudes have and will continue to change drastically. Marketing professionals must stay flexible. Know a bit of everything that is going on in the company. Some days are filled with customer service and distribution. Meanwhile, other are sales management and internal communication.

However, despite the varying roles, these qualities are at these professionals’ core. Super powers they have in common.

The Super Powers of Successful Marketers

1. Adaptable. In other words, with all technology changing at light speed, know how to evolve with it.
2. Analytical. Marketing is data driven. Some don’t know what to do with all the data being generated. Therefore, if you can sort through it, and find the relevant. You will be indispensable part of any organization.
3. Collaboration. Must be an extraordinary team player. Seek input. Solve issues. Foster cooperation. Similarly, often the CMO is the company’s glue. The entire team rallies around the company’s vision because of this person. Illustrate how collaboration creates more value.
4. Excellent communicators. Words have power. The right words break down barriers and rally the troops. Inside and outside the organization.
5. Creative. Marketers value innovation. Take risks to facilitate it. They vigorously seek solutions. Explore new approaches. In conclusion, continuously.
6. Inquisitive. The best marketers are a cross between a detective and a scientist. Therefore, they ask the questions.
7. Strategic. Start with why. Strategy is the key to successful businesses. Obsessed is a strategic thinker. Constant eye on the market. Diligently studying consumer behavior. In addition, watch the competitors’ every move.

In conclusion, marketing is a marathon not a sprint. Have the right people on your team. Boulders move up the hill with smart people pushing them. Above all, right now, everyone could use a few less boulders. Therefore, pick the marketers that demonstrate super powers.

Reflecting on the past year, we are so grateful for courageous, fearless business leaders. We continue to be inspired by those who bravely carried on in 2020. Grit and gumption.

Cheers to those leaders who showed up. Those who made the most out homeschool, while working or not, closures, pivots, business opportunities and personal and professional loss.

Earlier in the year, I watched no TV. I read only the daily work related briefs and blogs.

However, in the later part of the year, I read a good chunk of mindless trash. This is how I escape. Reading fiction, mostly murder mysteries and romance novels.

The two personal and professional development books I did read were life changing for me. Leaders must read. One was this. The other was Brene Brown’s Braving the Wilderness. I read it twice in the past two months.

Leaders will brave the new year.

How?

Do you. Brown talks about praying and cussing. Those who know me will not be surprised I love this. She talks about not being moved. Doing work in an honest way that is true to yourself. Leaders, time to truly support each other. I let others “do you.” And, I do me. Belong to yourself. ” … brave the wilderness of uncertainty, vulnerability and criticism.”

Speak truth to bullshit. Do not shut down. In other words, that is the easy road. Leaders do not avoid communication. Learn more about others. Even if we still disagree, at least we engaged in meaningful conversation. We have a deepened mutual understanding. However, at all costs, be civil.

Strong back. Soft front. The latter is most challenging for me. No more armored front. I will stay open. Leaders are comfortable with vulnerability. “A soft and open front is not being weak; it’s being brave, it’s being the wilderness.” Eeeek … here goes. I can do it.

Be fearless. I am a Goldman Sachs 10,000 Small Businesses program alum. The experience was life changing. My co-hort continues to inspire me. My growth group was named, “The Fearless Five.” Coincidence? “Fear is how we got here.” Fear and blame. Own your pain. Do not inflict pain on others. Be fucking fearless.

Read the book. It is worth your time.

And, in conclusion, I am driven to make this my best year, for me and my family, business, team, clients, community, country and world.

And here we are at the end of 2020. Last year’s reflections focused on time and community. At the end of 2019, we encouraged you to spend the first year of this new decade in community with others and in the company of those you love. Little did we know how life-altering 2020 would prove to be.

This is the year of the letter “I.” 2020 has not been idyllic, but it has been, for better or worse, impactful. First, it has been isolating. But, 2020 has illuminated how important people and community are, and how much we take for granted in our modernized world.

2020 highlighted the fact that we are all imperfect people who could use a little extra kindness and grace extended toward us.

It’s been a year of incredible innovation and imagination to say the least. How did this happen? Industrious people were required to slow down and indulge in the company of those closest to them while requiring others to be indefatigable in their care of others.

So we hope these reflections lift your spirits and provide hope and inspiration for a brighter 2021.

Chief Rocker Julie Porter

For me, 2020 was always going to be a monumental year. I anticipated significant changes in my personal life. But I never would have imagined how quickly and continuously my family would have to adjust our plans and expectations.

From a personal perspective:

My son graduated from high school during COVID. Bands of angels are singing that it happened. Then, his school, as did most others, adjusted their plans to provide a wonderful graduation celebration.

Yes, he also left the nest and began his freshman year of college. Now, he’s more than 1,000 miles away. No amount of planning could have prepared me for this. So I simply miss him. My heart yearns for his presence every single day. Yet, I am so proud of him. Of course, he has acclimated brilliantly to his school in a different state, even without the usual opportunities to build new relationships.   

Next, I quickly learned I should not quit my day job in favor of becoming an elementary school teacher. Actually, I would be awful (and miserable!) at it. My daughter, an extrovert, began learning online after Spring Break 2020. Homeschooling isn’t for either of us. As a result, I could never be more thankful for those blessed with the ability and passion for teaching.

And finally, my husband, employed with the same company for 19 years, left his job. That could be a whole blog post itself.

From a business perspective:

This year, I have marveled at the Front Porch Marketing team. Their talent, attitude, dedication, collaboration, innovation and work ethic are unmatched.

Honestly I don’t know what I have done to receive them as one of my many blessings. They are the best.

So 2020 was a reminder we need to let people do their thing. I often said to our team members, “You do you. I will do me. There is no judgment.”

Inspiration has come from business owners and leaders who pivoted, rebranded and/or valiantly stayed the course. Hence, I am grateful many have realized the power of branding and marketing in growing and saving their businesses.

Mid-March, I wasn’t sure what would happen to Front Porch Marketing. What would happen to our clients’ businesses? Where would new business come from?

Every year brings new lessons. 2019 was hard for my family because of a personal loss. It made us stronger ~ my family, my business and me. Thus, I am grateful for the strength I gained and could rely upon this year. Looking forward, I am hopeful for the opportunity 2021 holds. May we continue to be the light. Always find the joy.

Media Rock Christine Finnegan

2020 was a pivotal year in my life. To start, I had to take hold of my family’s well-being like never before. This was more about a mindset than physical acts, particularly with college-aged sons. Their emotional framework was dictated by how I was reacting to our world, as we knew it, changing seemingly overnight. 

Consequently, my sons and I operated as a unit and, as such, our already strong bond increased to a new level. So 2020 made me more resilient. I hold the ones I love closer and tighter. In some ways, I am going to miss the closeness the quarantine afforded my sons and me.

Rock Star Vanessa Hickman

One special outcome from the year is gratitude for all the things! Big things, small things and everything in-between. Bigger and better appreciation for simple creature comforts (toilet paper), ability to provide for our kids, travel and go to school.

Separation intensifies love, so my case-study of one validates absence makes the heart grow fonder. This year brought great appreciation for missed events, gatherings and people. It really put a spotlight on our priorities and was a reset on how and where we spend our time.

We are more grateful for our family, friends, community, healthcare providers, food suppliers, teachers, delivery drivers, and leaders than ever before.

We continue to be amazed by our community’s resilience, resourcefulness and ability to keep going with a positive attitude. It is always good when your blessings are bigger than your bummers and that is how we are wrapping up the year and to that we give thanks!

Rock Collector Alison Moreno

In such a turbulent year, I have found that being grateful for the small things helped me find more moments of peace. First, making a concerted effort to find joy in the everyday helped me to recognize I was able to spend extra time with family. I could learn new skills, enjoy being outside on a beautiful day and work with wonderful people. In these things I have found healing in gratitude and I am going into the new year knowing there is always good around us – we just have to look for it.

Intern Allison Corona Del Cid

2020 has been filled with challenges. But it has also been a true blessing to spend this year growing closer to my family, friends and faith. And I am truly appreciative of my FPM family and the joy they get from our clients’ successes. So here is to a new year! My biggest wish is for health, happiness and hope for all.

Swiss Army Rock Lea Ann Allen

2020 – the year that seems to have taken away so much from so many. On paper, it meant job loss, isolation, breast cancer and a pandemic. But I choose to acknowledge that this is the year I have realized a lifelong dream I never thought was possible. After a 30+ year career as a female creative, I am finally doing work that I am good at doing. And it is work that I love doing – for and with kind people who value me.

Now I work exclusively with women-owned businesses like Front Porch Marketing. Women have always been strong. This year, for the benefit those around them, women across the world have had to take on additional roles and shoulder heavier burdens. It surprises me not at all that women are persevering and creating work for others: recommending each other, lifting each other up and keeping each other afloat. In short, 2020 has been a year of incredible strength and resilience on everyone’s part.

Lil’ Rock Maria Gregorio

This year did not go according to plan. But, as Julie always says, “Be the light.” I choose to shine a light on the good things:

• My niece, Elise, was born in November. She’s a few weeks old and doing great.
• I have a job that I like and that I’m good at doing. (If someone told me as a kid that I would make a living with my creativity, I’m not sure I would have believed them.)
• I have great friends and family. They are all people with whom I can share the good stuff and the bad stuff.

I am grateful for what I have because it’s a lot. It’s a lot.

From All of Us on the Porch: Let Your Light Shine, Friends

Stay humble and kind.

Rock on.

Innovate. Inspire. Imagine.

With love in our hearts for our family, friends, clients, communities and country, we will thrive.

Finding joy is the overarching theme at my daughter’s school.

It is perfect as children are good at finding joy in the simplest of things. It is also a reminder to find joy throughout the day. Yet, in the busyness of our professional lives, practicing gratitude often takes a backseat. As enter the Thanksgiving season, what if we took the time to find joy in the most miniscule of things each day?

Practicing gratefulness is particularly important for business leaders in challenging times.  Research shows that an attitude of gratitude can mean fewer sick days and higher job satisfaction rates. It is easy to appreciate that both of those things help the bottom line.

“Great things are done by a series of small things brought together.”

~Vincent Van Gogh

Start by finding the positives.

Was that presentation you’ve worked on for a month canceled at the last minute? Great! Now you have time to connect with a coworker or to make the call you have been putting off.  Was a meeting called unexpectedly?  No problem.  Now you can grab that extra cup of coffee while you listen to a presentation.  

Uplift yourself. Each day give thanks for one very small thing or accomplishment. Start daily and increase from there, consistently giving thanks for things that may seem miniscule.

Show simple appreciation.  We all like to know our time is valued. Give thanks to your team for simple things. This can include changing the copy paper or hopping on a call at the last-minute.  Pay attention.  Check in with your team often to let them know you care. Celebrate any and all successes, no matter how small. If they are out of sorts one day, drop them a quick note to let them know you appreciate their work.  Circle back often.

Soon, you’ll notice the culture of your business is more positive.

Why wait for Thanksgiving? What is one small thing you can find joy in today? 

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.

A tracking pixel is a little HTML code that tracks behavior from your customers – it records for instance when a user visits your website or opens an email from you, or interacts with a banner ad that your brand has created. It essentially fills the same role as a cookie but tracking pixels cannot be blocked by normal browsers like cookies, so they offer an alternative information tracking process.

A tracking pixel is also a tiny graphic with the dimension of 1 pixel by 1 pixel. Because it is this tiny, no one notices when it is included on a website or in an email because it is usually designed to blend into the graphics.

Brands can use a tracking pixel to gather this behavior data and then analyze it to make better decisions on what to put on their website, in their emails, on their social channels. Where are most of your customers located so you can market to them at a local level? Are most of your customers are on-line late at night, so it would make more sense to schedule your emails or social media when they are on-line looking for answers? Maybe a tracking pixel could give you more insight into answering questions like these.

How Does a Tracking Pixel Work, and What’s in it for You?

By adding this little snippet of code to a website or email, the brand links a piece of content – like a web page, an email, or a banner – to the pixel’s server. Then when a user, let’s say visits the brand’s website (where the tiny pixel is) the code gets processed by the browser being used and is then registered and noted in the server’s log files.

When this process occurs, several different pieces of information can be transferred in regard to the content that a user is interacting with. Brands can find out answers to questions like:

• What is the screen resolution of this device?
• Is this content being viewed on a mobile device or desktop?
• What is the OS of device the customer is using?
• Is the customer looking at your content in a browser or in an email program?
• What is the IP address and location of the viewer?
• When was the content was viewed?
• What types of ads does the customer like clicking on?

One of the most common use of tracking pixels is for retargeting. Did you just look at a pair of shoes yesterday and now you’re seeing those shoes in Instagram? Do you feel like you were just talking about a specific thing and BOOM there it is in Facebook? That is a tracking pixel doing its job. That little guy is trying to be helpful!

Tracking pixels are also used to measure a marketing campaign’s performance or track conversions. They can be used to build an audience base for a new product or service.

How to Insert a Tracking Pixel

Web and social analytics tools such as Google Analytics and the analytics available within Facebook for Business, for instance, give brands thorough explanations and tutorials on implementing tracking pixels. There are two ways to include a tracking pixel in your website:

• Through your CMS dashboard.
• In the hardcode of your website. If this is the case, you will need to get your web developer involved.

What’s in it for your customers?

Tracking pixels can benefit customers over time, as the data garnered can be used to make offers more relevant, questions answered more readily, and overall make the user’s experience better. Privacy advocates argue that pixels violate user privacy and allow spammers access to personal data more readily. User consent must be secured first and GDPR rules require the choice of opting-out of being tracked.

Many of the data points tracked and logged by a tracking pixel can be helpful information to brands when they decide what to highlight on their website – which part of the website is the most popular and gets the most traffic? One could infer that this particular content is valuable and sought after and therefore create more like it to be more helpful to their customers in the future.

Use tracking pixels wisely and carefully by being a responsible brand – answer their questions, be helpful, get them the information they need. In this way, the tiny tracking pixels can yield big results for both you and your customers.

From day one of my FPM internship, I quickly realized the importance of active learning and most importantly active application. The world of marketing thrums on the excitement of people bringing new ideas to life and sharing them with others. It’s only natural that this excitement creates a lively and dynamic environment where you learn lessons as quickly as you apply them.

Along this journey of active learning and active application, I was able to stretch myself in new ways. From trying to figure out how to prioritize your tasks to navigating uncharted waters, I give you – the ultimate list of lessons.

Top 5 Ultimate Lessons Learned

Ultimate Lesson #1

Don’t be afraid to ask questions! Whether you get a job in the business world or take your neighbor’s dog on a walk, everything is a learning journey. When you don’t know what a certain word or task means, ask for example pieces. Once you see examples, you’ll be able to tweak your work as you go. By being open about your confusion, you’ll be able to get more clarity and open the channel of communication with your team.

Ultimate Lesson #2

Embrace your mistakes! No one is perfect – we are all human. Although we strive for perfection, the only way to get better is to learn from your mistakes. Aim for a more efficient and effective thought process the next time you get a task you have trouble with. Undoubtedly, practice makes perfect!

Ultimate Lesson #3

Communication is key! A million and one things happen throughout the day and you can’t expect everyone to know what you are doing, nor can you assume that once you are done with your task that there isn’t more to be done. When you effectively communicate throughout the day with your team members, everyone is able to be on the same page. As a result, better teamwork is able to unfold.

Ultimate Lesson #4

Time management is KEY! When you are delegated multiple tasks with multiple deadlines, it’s imperative to write down a to-do list. Write the list from most important to least important and work your way down to increase efficiency. By creating this list, you’ll be able to track your progress throughout the day and create a drafted timesheet. At the end of the day, a completed list can give you the best feeling of accomplishment.

Ultimate Lesson #5

If you’re on time you’re 10 minutes late! When there is a time set for a meeting, client call, or even deadline, always aim to be present, poised, and punctual. Show initiative by being early. You’ll need those extra minutes for a bathroom break that would have overwise left your client awkwardly waiting for you at the front or needed when you attempt to submit a project right on the deadline but then your computer dies. Without a doubt, you never know what may happen so it is always best to be prepared with a pocket of time.

Conclusion

From being a senior at Baylor University to being an intern at Front Porch Marketing, I’ve used these pockets of wisdom in many facets of my life. These lessons have served me in more ways than one and now my hope is that they will serve you. May you flourish in all of your future endeavors!

Cost-Efficient

Flyers are one of the most cost-effective ways to promote your business. Rather than renovating your website or paying for advertising space, flyers can be mass-produced on a modest budget.

Tangible

Customers like having something they can put their hands on. With today’s internet flooded with online advertising, coming across a high quality and printed flyer is a delightful surprise. The flyers’ extra thickness allows the flyer to be placed into any mailbox neatly. Even when falling to the floor, a flyer remains solid and presentable to pick up.

Because flyers are palpable and tangible, they have a significant effect on the audience just upon the first initial glance. Customers are more likely to read an advertisement that can be held and touched than an online one. This makes your choice of marketing stand out from the rest.

Eye-catching

In addition to flyers being cost-efficient and tangible, the design of your flyers makes all the difference. There are very few limitations to flyer advertising. They enable you to get creative. Therefore, you can employ unique designs while ensuring your intended message expresses clearly.

Imagine walking into your favorite coffee shop and seeing a colorful, stunning flyer posted right at eye level while waiting for your drink. You’d probably notice it. Visualize shopping at an outdoor mall and seeing a stunning flyer as you walk to the next store. You might stop and have a brief look.

Creates face-to-face connections

The biggest reason why flyers are effective in marketing is that you are creating face-to-face connections with your potential customers. This is especially important when distributing flyers by hand. Having in-person interactions make people feel valuable and much more likely to take an interest in what you have to say. Unlike advertisement emails, people are not in a hurry to trash it, which automatically ups the chances of your flyer being read.

Conclusion

Flyers might appear to be an old and ancient way to promote a business, but they always have proven effective in marketing. They are one of the most affordable ways to market your business. They are tangible, causing more people to give your advertisement a second thought. Through its limitless design, they catch your eye when you’re out and about and going to your everyday locations. And lastly, flyers create face-to-face connections adding a personal touch to your message. Businesses still rely on flyers for these reasons and more, proving that they do work and are likely to stay for many years in the future.

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.