Many high schools host a college fair, providing students with direct access to a variety of local, out-of-state and international learning institutions. When I was assessing colleges, I took the college fair opportunity visit with any school that interested me. By the end of the fair, I signed up to receive information from ten different universities. From that point forward, they bombarded my email and mailbox with recruitment material. But of the ten, only one college marketed to me with all the right components that make me not just apply, but also accept.

The Approach

Texas Christian University – it’s not too big, it’s not too small, it’s just right. Coming from a private school with 120 graduating seniors, I was accustomed to a small-sized learning environment. I was used to this dynamic, but I still was not sure if going to a small college was the right choice for me. At the college fair, I spoke about this with the TCU representative.

When I started receiving mail from TCU, my informational packet contained a handwritten note from the TCU representative I met. The note talked about how a smaller population meant a more personal connection with other students, professors, and alumni. This personal gesture showed me that TCU remembered me and cared about my concern.

The Visit

I took a campus tour of TCU, since none of the other schools I was interested in took the time to send me a personalized message. On the tour, our guide escorted my group around campus highlighting the beautiful Horn Frog environment. After the tour, I took a private tour of the freshman dorm rooms. I appreciated that they offered this. It helped me view their living quarters as my potential new home.

It also did not hurt that all the dorms were newly renovated, had close parking for residents, and laundry service available. That’s when I knew that smaller schools could offer more than I expected.TCU made the college experience luxurious.

The Decision

After my visit, I applied to TCU. The university emailed me a few days after I completed the application, conveying their excitement about my decision to apply. Again, TCU won me over by making each interaction personal. No other school had truly made me feel like I would be more than just another student. TCU consistently worked to build a customized experience for me.

When I received the huge envelope saying, “Congratulations Mariah”, I had no doubt that TCU was the school for me.

Now more than ever, the process of choosing a college is rooted in digital marketing. As a prospective student, I was blasted with recruitment emails, targeted Instagram posts, and even Pandora radio ads. The sheer amount of content was overwhelming.  I was nowhere near a final decision on which school would be right for me.

A Critical Flaw

“The school will just feel right.”  I heard this phrase over and over again throughout my college search. Frankly, I thought only parents believed this outdated saying. Digital marketing made my decision process more dynamic than theirs – right?

Today, I recognize a critical flaw in the reliance on social media and online content in one’s college decision process. Social media does an exceptional job of showing us the good: what people want us to see. However, it is impossible to get a holistic view, or “feel” of anything solely through the screen of a device.

Austin City Limits

I attended an event at the University of Texas at Austin called “Best of Texas” during my senior year of high school.  Essentially, this was a massive marketing stunt – a weekend intended to persuade prospective students to accept their admission offers to UT. The Moody College of Communication held a luncheon in one of their buildings on campus. Here, the dean explained that we were eating in what was once the Austin City Limits Live studio, and that the school continues to work closely with the studio today. Sitting there opened my eyes to the opportunities that living in the city of Austin would provide. Here, I could envision a successful future for myself as a Texas Longhorn.

All One Could Truly Ask For

It is because of this experience that I stress the continued importance of traditional, in-person marketing in the college decision process. Visit a school that interests you. If you are still unsure, visit again – I did! Touring the campus and asking enrolled students about their experience first-hand allowed me to weigh pros and cons of the decision myself, not just with the help of an Instagram post.  I am beyond satisfied with my decision. My school pushes me to be the best version of myself, and that is all one could truly ask for.

Maybe it’s the arrival of new interns on the Porch or the fact that it’s graduation season, but I have been thinking a lot lately about marketing as a career and the things I’ve learned over the years.

So, in no particular order, here are a few things to remember as you try to make your mark on the world:

Strong writing skills make up the foundation of any marketer’s toolbox.

There are plenty of writing opportunities outside of copy writing that will come up, and you need to be ready. Marketing plans, proposals, key message development, talking points, and So. Many. Emails. – writing will be key to your professional life.

The industry you know now will change dramatically in ten years.

When I graduated from college, social media didn’t even exist. Now, my parents Facebook message me from Guam and I follow my little brothers’ dogs’ Instagram (Yes, @Berkeleytheyellowlab , has his own Instagram account.)

Don’t worry too much about keeping up – figure out what piques your interest and learn as much as you can about the topic. Not what you hoped for? That’s okay. Try out as many aspects of marketing as you can and see where you can add value.

It gets better.

Millennials are known for being super-confident and yet somehow, suffer from an epic case of Imposter Syndrome. We get it, you’ve got a lot of anxiety. The good news is, this too shall pass. The bad news is, it might take a while. Your twenties are a time of proving yourself, building a network, and acquiring new skills. And that can be a painful, stressful process.

But, one day, you will wake up in your 30s, and feel a sense of calm. You will still feel stress, but these worries won’t run around in your head like a demonic hamster. They will come, and they will go.

You’ll be the one writing a blog post on a Sunday night, with a to-do list a mile long and the laundry piling up. And you will know that you are exactly where you need to be.

We see it all the time. Businesses who bring us in and ask us to give them a marketing quick fix – a slight website facelift, some basic social media training, a piece of collateral – and think that it’s enough. And friends, I’m here to tell you, it’s not enough.

Although we are happy to collaborate with well-positioned partners on specific marketing initiatives, a marketing quick fix in lieu of a full marketing investment is ill advised. Spending time and dollars on a marketing band-aid is often a waste, when you haven’t done the work to flush out your brand or your audience.

There is no marketing quick fix. Good marketing is thoughtful, mindful, and multi-layered.

Good Marketing Begins With Branding

Everything begins and ends with the brand. Taking the time to identify your brand’s specific positioning and personality is essential. Your business must live and breathe your brand – without it you are dead in the water.

Know How You Fit in Your Market

Identifying your market and where you fit within the landscape is key. Knowing your competitors and their strengths enables you to differentiate yourself in your space.

Get to Know Your Audience

Understanding what motivates your audience is at the heart of any successful marketing program. Identifying your audience allows you to determine how and where to reach them.

Fine Tune Your Messaging

You’ve done all your homework, now you must use that knowledge to develop messaging that befits your brand, positions you well in your market, and resonates with your audience. Put that message front and center.

Track Your Results

A good marketing program should be monitored along the way to ensure you are getting the results you anticipated. If not, make mid-stream adjustments.

There are no quick fixes, friends. Marketing is important, and it’s a process. Do the work, and you will reap the rewards! If you’re not sure where to start, we can help!

Over the past three months, I have been honored to spend a great deal of time with a group of brilliant small business owners. These leaders’ businesses run the gamut from engineering services to inventors, executive recruiters to restaurants, and everything in between. The Goldman Sachs 10,000 Small Businesses program has allowed me to learn about these amazing folks, as well as from them.

During our classes and breaks, my classmates asked me some marketing questions, and I noticed that many of the inquiries were similar. So it seems natural to share these insights in a more public way, in the hopes that they will be helpful to other small business owners and leaders.

What percent of my budget should I allocate to marketing of a new product?

There is no specific formula to calculate this. We typically recommend 5% – 15% plus, depending on the category you are in, competition, customer, client, timing, etc. The world we live in is constantly changing from day to day. The global economy changes. So make sure you have done your due diligency on product, place and price in addition to promotion. It makes a difference.

How much of my time should I spend on marketing?

Dear small business owners, you know your business better than anyone. No one is more passionate or determined to make your business a success than you. There is no cookie-cutter answer to this question. What we do know is that your time is best spent on marketing strategy and not execution. Your time is your inventory. Spend it working on your business not in it. Whether it is an internal or external resource, have someone help you. Your business will thank you.

How quickly should I see results of marketing efforts?

Marketing is a marathon, not a sprint. It is a long term commitment. We tell our clients we are not successful unless we are growing your topline sales but we need time to gain real results. You need to continuously put your business or product in the right places to reach your target market over an extended period of time. Make sure you have defined your ROI reasonably and that you are tracking it on a consistent basis.

Can you guarantee me a four to one ratio topline sales return on my marketing investment? 

The answer is no. If an outside marketing partner, other than a media buying firm, is telling you otherwise, look for another partner.

I hope you found these questions and answers helpful. I could wax lyrical on branding and marketing all day long! If you have questions, don’t hesitate to contact me at julie@itsfrontporch.com or connect with me on LinkedIn. Happy marketing y’all!

Isn’t it hard to believe that Q1 is already in books? Nevertheless, the time has come to analyze topline sales for the first quarter of 2018.

Why is this analysis so important, you ask? Demonstrating the value of your marketing and sales efforts by evaluating ROI is paramount for our client partners. And for our own business as well!

Take a look at these four things If your topline sales weren’t what you anticipated:

1. Were your marketing efforts consistent? Think consistency in creative, messaging and delivery. All are important, together with frequency, which is critical as well.
2. Are you proactively managing and following up on your sales leads? This oversight can be accomplished in a few ways, depending on resources (time, money, people, etc.). Something as elementary as an Excel workbook can be updated daily and analyzed weekly. Some of our clients chose other management tools, such as Hubspot, Pipedrive and Zoho. Maximize technology if it makes your business (and you!) more efficient and more profitable.
3. Are you communicating clearly with your internal audiences, and are they on board? Starting from the inside out is critical to the success of any strategy. Conviction is key. Make sure you have your internal champions. The team must understand the “why” and articulate strategy, initiatives and messages clearly. At every touch point.
4. Are your initiatives relevant and persuasive to your target audiences? Make sure you are connecting with your prospective and current clients and customers. Create an emotional connection. Be relevant. People will be predisposed to your brand and business if they are made to feel something.

Albert Einstein once said, “Insanity is doing the same thing over and over and expecting a different result.”

If your topline sales aren’t where they need to be, then let’s take a look at the possible reasons. We are here to help.

Peace. Out. And most importantly, rock on!

As I skim materials for my upcoming Goldman Sachs 10,000 Small Businesses Marketing and Sales class, my mind wanders (Hey, a squirrel! Or is it procrastination, perhaps?). I must blog. Now.

This post builds on my colleague Jacqui Chappell’s last blog on differentiating against competition. She is known as being the writer extraordinaire on the Porch, so I do not want to disappoint as I follow a post from her! So just read this blog for content and nuggets of marketing and sales knowledge. Puhleeeease!!

There is no one size fits all marketing and sales strategy. And this post does not suggest it, either. Period.

However, as I stare at a document asking me to define “current and aspirational competitors and their market share,” I realize Front Porch Marketing has a million and one competitors. I do not watch them daily, nor do I care if they are watching us.

I was asked recently by a client if they should list names of their clients on their website, collateral materials, etc. My answer: Heeeelllll, yes! If you are doing your job well, then no competitor can cold call your client list and take them away from you.

Doing your job well is obviously the first way to weed out your competitors.

Here are five more:

1. Define your brand. Know your pillars.
2. Communicate your brand consistently inside and out. If you look like every other company in your category, you are not doing this, nor is your brand defined.
3. Look outside your industry. Take key learnings from strong or unique brands in other spaces and consider how you can use them to help your brand.
4. Talk to your clients / customers. Ask them why they selected your company or product over others? What didn’t they get from their last partner or other product?
5. Ask yourself if who you consider your main competition is really that. Speaking to two business owners independently recently, they named each other as direct / primary competition. The more we learned about said businesses, the more we found them to be great complements to each other’s concepts and thought of more than a dozen ways they could leverage each other to grow their businesses. (Maybe if they use our ideas, they will let us blog about them specifically in the future.)

Identifying and evaluating your competition is an important exercise, there is no doubt. But it’s a delicate balance. Knowing they are there keeps you on your toes, pushes you to do your best work, and provides occasional inspiration. But ultimately, what will differentiate you from your competitors is your brand, the work that you do, and the way that you do it.

So rock your brand, rock your work and rock your competitors! TTFN!

Earlier this week, I took my tennis-crazy son to the BNP Paribas Open at the Indian Wells Tennis Garden in beautiful Palm Springs, California. Over the years, we’ve attended several professional tournaments of all sizes, but this one … it’s the best.

The desert weather is temperate and ideal. The mountain ranges on all sides provide a heavenly backdrop. The venue is world-class both in quality of infrastructure and use of technology. The food and drink offerings are unparalleled (Nobu has a permanent restaurant on site and the Moet champagne garden offers a place to lounge while sipping bubbly). The world’s best tennis players in both the men’s and women’s games come to play in both doubles and singles, and they are so well cared for that they mix and mingle with fans in an intimate setting.

This tournament has differentiated itself from its peers by being the best.

It’s a fascinating case study, because it wasn’t always so. In 1990, the tournament was in the red and in danger of being sold to a city overseas. Enter Larry Ellison of Oracle, one of the richest men in the world with a love for tennis, who stepped in and bought the tournament. Every year since then, he has improved it – building new stadiums, upgrading the grounds, bringing in permanent vendors, establishing strategic partnerships, offering increased prize money, and giving the fans an enhanced experience. He has turned the tennis world on its ear by being the same, but being different.

Differentiate Yourself

This mindset is an essential one for any business or entrepreneur. In your market, you must differentiate yourself from your competitors by doing what they do, but doing it better. Then you must seize upon this differentiator by positioning your brand as an industry leader, and creating a marketing plan to leverage your efforts.

Take a page from Larry. Do you think other tournaments are happy that he has set the bar so high? They aren’t! They fear they cannot keep up. Take on this mindset and separate yourself from your competitors. Then come see us on the Porch! We can help you stand out by positioning and marketing your brand and making it rock!

I am a third-generation, dyed-in-the-wool Minnesota Vikings fan. I grew up with Vikings games playing at BOTH of my grandparents houses. My mom’s parents have a Vikings poster hanging in their upstairs hallway, which I always found incredibly hip of them! Dad took me and my sister to watch games when the Vikings were playing in Texas. My first date with my husband was watching the Vikings.

I’M A FAN.

I have always expressed my loyalty for my beloved Vikings, so it’s no surprise that my husband and I attended Sunday’s divisional playoff game. And it was a game for the ages. The “Minneapolis Miracle” will go down in NFL lore. Despite seeing it in person, I have watched this video almost 50 times since Sunday, and it still makes my face explode in joy, pride and tears of pure happiness.

At this point, you might be wondering why a marketing agency blogger is waxing on about her beloved football team. I’ll tell you why. Branding. Look closely at the NFL. Every single team that plays in the NFL is a picture-perfect brand model.

Logo

The Minnesota Vikings logo is a depiction of, well, a Viking. It is unique, memorable, timeless, and versatile. And it clearly articulates their brand.  As does the logo for the other 31 other teams. Play the logo game with your kids! My guess is that they can identify almost all teams by their logo alone (if they watch NFL football of course!).

Color Palette

Purple and gold are Vikings colors. The combination is unique and identifiable, and people can and do get behind it by wearing, painting, singing and displaying it. Give it extra points because it is Pantone’s color of the year.

Brand

Each team is a subset of the bigger brand of the NFL, but form their own identity and personality. Every good brand should! Enter the Viking ship, the horn, the SKOL chant, Minnesota Nice, Purple Reign in honor of the late Prince, the desire and will to play their best, defend the north, and be warriors and at the same time the good guys.

People

The coaching staff and the players all represent something bigger than their individual selves. They reflect, protect and represent the Vikings brand, on and off the field. People (employees past and present and consumers) are often overlooked as contributors to a brand. Don’t overlook this important piece of the puzzle.

Brand Advocates

This is me, this is the fan base, the former players, coaches, and owners. They proudly talk, share, and wear their team; and they stand by them through the rollercoaster of emotions that only elite sports brings. At Sunday’s game, past players such as Robert Smith, Chris Carter, Fran Tarkenton and John Randle pumped up the crowd and encouraged the current team from the sidelines – firing up an already explosive and LOUD crowd. Coach Mike Zimmer asked the stadium to be its loudest ever, and the fans delivered. My hoarse voice is proof.

A Vision

#bringithome is the post-season rally cry. US Bank will host Super Bowl LII and the Vikings have set the vision for their team and fans that they will bring it home. Check out this Bring It Home Feed on the Vikings homepage.

Recognize that in a digital storytelling era, a brand has the power to create an experience with its customer. This customer wants to be part of the story, as opposed to being told the story. This year the Vikings have masterfully brought their team, their fans and anyone that watches football into their story.

Sunday, January 14 at 7:11 p.m. will be The Biggest Moment In Vikings Franchise History for years to come. People will tell where they were, what they saw, and how they reacted … they will tell the story. And that is what branding is all about. The story. Not the product, service, outcome, or even the individuals.

It’s all about the story.

And that friends, is a very nice model to follow! We on the Porch would love to partner with you to share your story.

No matter what happens next for the Minnesota Vikings, this moment, the moment that made grown men and women cry, cannot be taken away. Ever. SKOL!

A great logo makes your business. It serves as your abbreviated calling card, and speaks to your company’s culture, beliefs, and defining qualities without explanation. Add in color, font and unique graphical aspects and your logo becomes your brand.

“Your brand’s logo is the sort of thing that can have a bigger effect on your business than you first think,” says John Rampton of Forbes. “The wrong logo can make your brand come off as unprofessional, assuming anyone notices you at all. A good logo will create instant recognition within the minds of your target audience.”

Your logo should be unique, memorable, timeless, and versatile. It should stand out in the market. And it should represent your business and its message.

So you have an amazing logo!?!? NOW WHAT? Two simple but surprisingly difficult ideas:

Protect and Share.

On repeat. Make it your 2018 chorus.

From pictograms, ideograms, hieroglyphs to today’s world of avatars, emojis and icons, it can get confusing fast. If you are in a sea of sameness, unprotected and using your marks haphazardly, you are dead in the water.

Your logo usage must be easy, clear, and second nature. Take the Olympic rings, for example. No one mistakes them, everyone knows exactly what they represent, and what time it is when you see them. You can even hear the song in your head, can’t you? No questions. Put your logo under that filter. Every time you put it in play.

If you don’t diligently protect your marks, you are wasting effort.

So how do you protect your logo? You have standards, you have guidelines, you have a playbook and you follow it. No. Matter. What.

Remember, strong brands are:

• consistent at every touchpoint
• supported by strong teams
• not forced
• protective of their image

So in 2018, protect that brand. Share it. And do it again and again. As always, we can help!