Brand messaging is the foundation of the relationships your company makes. Whether it be with potential or current consumers, staff, partners, or investors, healthy relationships are crucial to successful brand operations. Just like any relationship, communication is the binding force that brings us together and helps us achieve our goals. The choices that a brand makes regarding vocabulary, tone and style can make or break connections with relevant audiences. 

Consistency Creates a Cohesive Brand Identity

Before crafting any marketing materials, a brand needs to discover and strengthen its unique identity. By having a firm grasp on what your brand represents, every step moving forward has guidelines to work off of.  

This includes determining the feel of your brand — what tone do you want to approach your audiences with? Whichever mood you focus on should be prevalent throughout your marketing materials. This means carefully choosing words and phrases that go along with your tone. The more you push this identity to audiences, the more their familiarity with your efforts will increase. Familiarity often transforms into dependability, strengthening your brand reputation. 

Clear and Transparent Communication Shows Reliability 

Audiences won’t support a brand they don’t trust — it’s as simple as that. Choosing a brand to engage with depends on many factors, such as product quality, pricing and brand values. But how do audiences learn this information? That’s up to how the brand decides to tell them.  

If consumers can’t clearly learn who you are and what you stand for, they may view you in a lesser light, or not even give you any more of their time. This can easily be avoided by thoughtfully crafting your brand messaging, removing fluff and other factors that take away from your main points. When you know who you are as a brand, you can communicate it more clearly to your target market. When audiences recognize that you’ve put the time and effort into defining your brand, and you convey these values clearly, they’ll see you as more established and reliable each time they interact with you.  

Empathy and Relatability Make Your Brand Human 

Most industries are overwhelmed with competition, with each company looking for ways to differentiate themselves from the others to win over consumers. While it’s more important than ever for brands to capture the attention of target markets quickly, it’s just as crucial to nurture relationships and build consumer loyalty. Like with any relationship, a brand must be readily available to talk with its audiences.  

People value the authenticity of a personal touch and are more likely to engage in friendly conversations than with robotic, automated messages. Whether it’s crisis management or customer service, the customer experience should always feel approachable and genuine. While methods may vary based on company resources, brands should prioritize accessible and direct communication with consumers, as adopting a natural, conversational tone can encourage higher engagement and increased customer loyalty. 

Speak Clearly, Connect Deeply

Brand messaging is the cornerstone of all company relationships. Audiences learn about your brand from what you tell them, so first impressions — and each impression after that — are everything. By prioritizing consistency, reliability and empathy in your messaging and approach, your marketing materials will prove why audiences can confidently supporting your brand. 

We’re 14 this year. And I admit it. In addition to being an entrepreneur, business owner, mother, wife, volunteer, brander and marketer, I am a “Swiftie.” However, there are a few things I disagree with powerhouse entrepreneur and musical genius Taylor Swift on. One of those things is that indeed, “At 14 there is so much you CAN do.”

Front Porch Marketing Started Rockin’ 14 Years Ago

As I reflect on the years since founding Front Porch Marketing in March 2011, there is so much in which to give thanks. We have had and continue to have the support of many people, in business and life. Mentors, current and former clients and team members, advocates, friends, family members and I could go on and on. I am so grateful and humbled for each and every person who continues to rock our Porch.

Without further ado, to y’all who have been with us since the beginning, in the middle, jumped on the Porch recently and those to come, I share these things.

14 Branding, Marketing and Business Must-Haves and Guardrails for 2025

1 Branding

Know what your brand should be. How is it relevant to your target? Does everyone within your organization know what your brand stands for? Your internal team should be convicted. Your brand should be creating emotional connections. Consistently communicate your brand at every point of contact with all your audiences. This has been our foundational message to clients for 14 years.

2 Marketing Plan

“Failing to plan, is planning to fail,” said Benjamin Franklin. Have you created your marketing plan? Did you stick to it? Are you reviewing your goals, targets, strategies, tactics, budget, etc. quarterly? How is your ongoing measurement compared to your goals?

3 Client and Customer Insights

Talk to or have an agency partner your current clients. Identify strengths and weaknesses. Gather feedback. Discover new opportunities. Enhance customer experience. Validate marketing and sales strategies. All of this results in stronger relationships.

4 Website

Audit your current website. Is the creative on brand? Are you using SEO to make your site more visible in search? Does your content answer customer questions? Does it have a strong Call to Action (CTA)? Are you monitoring and measuring analytics?

5 Strong Creative

This sets you apart from competitors. When someone within your organization wants to drive creative ideas based on what they like and then another person wants to DIY creative, you are diluting your brand. Show you are established and have professionals working on your brand. This is not the area to bring in-house unless you have a creative director who has a graphic design designer or creative team. Hard stop.

6 Interesting and Personalized Content

Are you listening to your clients or customers? Is your copy concise? Is it compelling? If you have engaged your office manager, or person on your team with an English degree, etc., to write your content, how is that working for you?

7 Organic Social Media

Organic social content is more relatable and real. Consistency on social media is paramount. We know a consistent organic social media strategy drives results.

8 AI

How are you utilizing AI? What drives us crazy about it is when a client says just post this using AI to generate content. Nope. Not. Humans still matter. But there are ways to complement what you are doing and improve efficiencies by using AI.

9 Paid Strategy

How can you amplify your organic social? Want to engage potential clients or customers? With limited budgets over 14 years, we have found multiple ways to leverage paid digital advertising strategies to achieve goals.

10 Sustainability

For long term business success, people, profit and planet must be woven into your business and marketing strategies. Sustainability does matter. Your team cares about it. Your clients and customers will remain loyal to you because of it. How can we help with this?

11 Pivoting and Testing

Marketing isn’t a one size fits all. Try something. Make sure it is on strategy and on-brand. Analyze it. And if it is working, amplify it. Do more of that. This strategy of pivoting and testing has been working for our clients for 14 years.

12 Video

A simple video marketing strategy can cut through the clutter. Video doesn’t have to be over produced or over-thought. You don’t have to necessarily entertain. Be you do need to be helpful, on-brand and meaningful in your video messaging.

13 Sales Support

Sales and marketing go hand-in-hand. What are you or your sales support doing together to drive leads? We have some tried-and-true ideas here — that we’ve successfully deployed over the last 14 years — and would be happy to have a call with you to share.

14 CRM

A simple customer relationship management system (CRM) helps maximize interactions and engagements with all audiences. There are many more benefits. We would love to set up a call to wax further lyrical here. Call us.

14 Years is Just the Beginning

To all business and nonprofit leaders who have considered all these must-haves and guardrails for 2025, kudos to y’all. Let’s keep doing more of that! And, on this our 14^th year, please know Front Porch Marketing folks, “You’re Still the One.”

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.

Does the idea of standing before an audience, making a presentation to represent your business, make you break out in a sweat? Don’t worry, you’re not alone! Public speaking, whether it’s in front of a large or small crowd, can make many of us want to turn and run the other way.

But the reality is that as a business leader representing your business through public speaking and presentation is crucial to successfully advancing your brand.

How Are Your Presentation Skills?

Have you ever thought about working with a professional to refine your presentation skills? While the initial cost might seem steep, in the long run, it can be a worthwhile investment in both yourself and your business.

Before committing to training, consider the various scenarios in which you might represent your brand. For instance, are you set to speak at an upcoming industry event? This could involve giving a keynote speech or participating in a panel discussion. Are you pitching new business, whether it’s one-on-one, with a small group of executives, or in-person/virtually? Perhaps you’re speaking to a news reporter or appearing on a podcast. Do you lead internal teams or have regular interaction with business stakeholders and clients? The possibilities are extensive.

Various Scenarios in Which You Might Represent Your Brand

Now that you know where you represent your brand, how can a professional media team help leverage your presentation expertise and advance your brand?

• Brand Representation: You embody your company’s brand. An impartial expert will help ensure that you are an outstanding brand advocate in all your interactions. Not only in the scenarios we’ve already mentioned, but also at networking events, while recruiting new talent and in everyday interactions.
• Brand Message: Your brand message is a powerful tool and sets you apart from your competition. An authority will help you to convey your message clearly and concisely across all presentation mediums.
• Message Delivery: How you deliver your message to your audience shouldn’t follow a one-size-fits-all approach.  A professional can provide you with tips and tricks to make sure that your message is both authentic and tailored to your audience. When your message is well-delivered it enhances your credibility and engages your audience. They can also teach you how to stay on topic if someone or something tries to veer you off course.
• Practice Makes Perfect: Practice. Practice. Practice. Your professional is an authority and an impartial critic. They can guide you through practice scenarios and provide instant feedback. Maybe you use a crutch word, fidget, or need to make your message more concise. You can also practice in front of a mirror, with a client, or with someone from your internal team. The more prepared you are, the more confident you’ll be.

Presentation Training Builds Confidence

As a business leader, presentation training can equip you with the tools and confidence needed to represent your brand effectively. Don’t shy away for the opportunity to refine these skills. Embrace the training, and you’ll find that the benefits extend far beyond the podium, positively influencing every aspect of your professional life.

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.

Cheers to February 2025 and the marketing investments our clients are focused on in this new year.

Last year was weird. If it wasn’t for your business or brand, please share. Because this weirdness has been a topic of conversation with our peers, industry leaders and current and prospective clients. From a business to business and business to consumer standpoint, sales were all over the place.

And, not stating lightly, the weather had its impacts in 2024. We are forever grateful to work with amazing leaders and businesses who suffered significant impact from weather disasters. From droughts to fires and hurricanes and everything in between.

Even now in 2025, we have some clients questioning what is happening in their industries and why. Trends are bucking historical performance.

Here’s What We Do Know About Marketing Investments

Starting Front Porch Marketing in 2011 was a calculated risk. The labor market was weak. There was low consumer demand. And unemployment was high. However, this entrepreneur took the leap. If you can do it now, you can make it anywhere was the mantra.

This year is harkening back to that time. Not an economist nor do I play one on TV, but this time and space feels familiar.

Strategic Marketing Investments Our Clients Are Leaning Into in 2025

1. Brand architecture is the guidepost. This creates internal conviction. Brands must concentrate on this internally before communicating externally.
2. Brand storytelling is paramount. This builds trust. It builds awareness. It will have a lasting impact.
3. Evaluating existing star clients or customers. What brought these rockstars to your business services or products? Where did they come from?
4. Marketing tactics that garnered return in the past. As business leaders and entrepreneurs, it is easy to chase the newest shiny object. But don’t forget the marketing truths. The numbers don’t lie.

Want to sustain or grow your business? Invest more in branding and marketing.

So, I leave you with this dear readers: Creative, collaborative problem-solving has been and continues to be golden. Leaders and the right marketing partner can navigate the most complex of challenges together, making successful marketing investments for growth. With agility and innovation, the sales will follow.

Stay true to your brand and as a business leader, be real. Use your brand architecture as the guidepost. If it isn’t defined — for heaven or the universe or whatever — call us and let us help.

Embrace change. The growth mindset and calculated risk taker will see topline growth. With your eye on the prize and thoughts on what we have shared here, no matter what is going on in our economy, your business will succeed.

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.  

Each year, news producers, reporters, and journalists — including bloggers and podcasters — actively seek pitch stories to engage their audiences as they pursue new goals in various areas, such as health and fitness, business growth, financial success, and parenting. Producers receive numerous pitches that utilize the New Year’s resolution theme.

Celebrities often appear on national morning shows and various news formats, and the producers who book guests for these in-studio interviews typically see the arrangement as a “quid pro quo.” They provide guests with five to ten minutes of valuable airtime in exchange for engaging content — entertaining stories or insightful information that can benefit viewers in their personal or professional lives. This principle applies to many platforms, including radio shows, magazines, online information sites, podcasts and more.

Helpful Tips to Enhance Your Pitch:

• Relate to Common Goals: Connect your story to the universal desire for self-improvement that comes with the New Year. Highlight how your idea addresses popular health, career, or relationship resolutions.
• Create Engaging Characters: Develop relatable characters striving to achieve their New Year’s resolutions. This helps the audience connect emotionally with the story.
• Incorporate Timely Elements: Mention how your story aligns with the start of the year, making it relevant and timely. Discuss why this angle is engaging at this moment.
• Present a Unique Twist: Offer a fresh perspective on traditional resolutions. Consider how your story can challenge or expand upon typical narratives associated with this theme.
• Emphasize Change and Growth: Focus on character development and transformations throughout the story. Illustrate how resolutions can lead to unexpected outcomes.

Resolve to Up Your Game This Year

Demonstrating your expertise in helping people stick to their New Year’s resolutions is an excellent way to build a connection with a larger, appreciative audience. In the process, you might also attract new customers or clients!