There is something magical about the summer season. It’s a time to embrace life’s simple pleasures. The summer sun calls us outdoors. Whether it’s a pool day, kids frolicking across the neighborhood, an evening conversation on the porch swing or a backyard barbecue, summertime brings us countless moments of joy.

The Unique Challenges of Summer Scheduling

The summer months also bring unique challenges to the office environment, particularly in account management positions. Shifting schedules, team member vacations and changing client needs could easily spell disaster. But solid planning and clear communication can ensure smooth sailing around everyone’s summer schedules. And everyone gets to enjoy their well-deserved summer season.

First Things First This Summer: Plan for Team Coverage

• Create a vacation calendar to make it easy to spot potential gaps in coverage.
• Assign a back-up contact for each client.
• Crosstrain team members for better out-of-office coverage on tasks.
• Document client contacts and project status/next steps for the team before leaving.
• Work ahead to minimize workload for others in your absence during vacations.  

Communicate, Communicate, Communicate

• Share your team’s summer schedules with clients to keep everyone informed..
• Always set realistic project deadlines. And remember clients take vacations too. Manageable deadlines for everyone mean less stress and fewer errors.
• Set realistic expectations with clients surrounding response times.
• Send clients a project status document before your vacation so they know what’s going to happen while you’re gone.
• Set up an out-of-office message with emergency contact information.

Ensuring a Smooth Summer Transition

• Schedule internal client meetings before vacation to make sure everyone’s on the same page.
• Create detailed project handoff documents for your team.
• Establish procedures for urgent client needs. (e.g., when to contact vacationing team members)

Remember to prioritize team member wellbeing. Encourage true disconnection for your team members during their vacations to prevent burnout.  

With thoughtful planning and clear communication, summer doesn’t have to mean service interruption for anyone. You can maintain excellent client service while ensuring your team enjoys some well-deserved R&R.

Happy Summer!

During the Eras Tour, every time there was rain, Taylor Swift, one of the greatest entrepreneurs in history, called it a lucky concert. My daughter and I attended the last show in Miami. And it rained.

For so many reasons, I was not a fan of rain. But that night Taylor Swift said, “So we are obviously having a very, very special, unique kind of concert tonight, and that is the kind of concert where it just rains the entire time. That’s what we affectionately refer to as a rain show.”

She went on to inform us that, “This night, tonight, was the very last opportunity we possibly could have on the Eras Tour to have a rain show because every stadium from here on out is indoors.”

And my daughter and I were there. One of the top 10 memories and experiences of my life. An experience when my perspective changed. Thank you, Taylor.

Take This Opportunity

Throughout the last few weeks in Dallas, it has rained.

Sometimes those rains were torrential downpours. Some questioned whether in person meetings should be had. If event dates should be changed. And so on.

At Front Porch Marketing, we are fortunate to work with clients and entrepreneurs who recognize the blessings of rain and what opportunities it signifies. Lucky rain means new beginnings. New opportunities. Fresh starts.

Here are some examples:

1. The stock market. Our clients in the financial industry are stead fast in their actions and spending more on marketing due to the opportunities and shifts in the market. As well as capitalizing on the acquisition of smaller firms by larger ones.
2. Commercial real estate. While this industry continues to be a challenge, we have two clients that are rockin’ new opportunities. One is using the time to further define their brand and opportunities. Another is finding inspiration in some of their down time to create a new business concept and opportunity.
3. A business-to-business company has identified a unique opportunity to enhance their core offerings. And it is ecommerce driven, as well as outside of their core expertise — offering branded merchandise.
4. A nonprofit that wants to further establish itself, and grow beyond its founder. The organization engaged us to refine its mission and define its brand architecture and then rename the organization and develop its identity. From there, we will build a marketing plan to communicate its core offerings to its best target.

Making the Most of the Rain

What are you, as a business owner, entrepreneur or business leader, going to make of a rain show?

Rain or shine, our tenured, passionate and steadfast team, is “enchanted to meet” and work with brilliant business owners who are weathering the storm.

While I still find it hard to believe, I have reached the end of my college experience. With all of the emotions and changes that come with senior year of college, my internship with Front Porch has been a constant that I could always depend on. As I approach my one-year anniversary with the team, I want to reflect on the value that internships bring to college students. 

Real-World Experience 

As overused as the term may seem, internships are without a doubt one of the best ways for students to immerse themselves into the professional space. Although our coursework helps give us an idea of the responsibilities expected from our potential career, nothing beats the real thing. No matter the industry, interns are excited to jump into the professional space with you – there’s no better way to learn than by doing! 

Project Management and Multi-Tasking 

Between my internship, schoolwork, on-campus job and social life, this past year has been anything but boring. Students have spent years juggling their commitments, such as classes, extracurriculars and hobbies. We understand the importance of time management and want to help carry the weight of your company’s day-to-day operations. By getting the opportunity to simultaneously work on multiple client accounts, Front Porch helped me strengthen my multi-tasking skills and feel confident in my abilities. 

Collaboration and Fresh Perspectives 

Like with any partnership, interns develop a sort of symbiotic relationship with the company they work for. Learning from professionals helped me not only start developing my own relevant insights but altered my way of thinking to reflect a more sophisticated and focused approach. Front Porch has always encouraged me to think critically and creatively, welcoming my ideas and asking questions to help me strengthen them. By giving your interns the chance to share their thoughts without fear of judgment, new and unique perspectives can be brought to the table. 

Increased Confidence 

My internship has helped me in many personal areas, especially with promoting myself and networking. I feel more secure in my creative work, as I found myself approaching my educational tasks with a mindset geared toward what a client or other target audience would be looking for. Front Porch gave me many opportunities to engage in client relations and present my work to our partners, which significantly increased my confidence in public speaking. The skills and lessons I’ve learned in my internship have shaped me as a creative professional, and their impact will carry with me into my future endeavors.  

So, with all of that to be said, companies should consider adding an intern or two to their team. Students are happy to gain any experience they can and will be passionate to push your company’s professional goals. Remember that everyone has to start somewhere, so consider being the helping hand who kickstarts someone’s professional experiences — just like Front Porch has been for me. 

At Front Porch Marketing, we are grateful to partner with brave, smart, tenacious and passionate entrepreneurs and business leaders on their branding. New, existing and former clients have come to us in the past few months as they are starting new businesses, bolting on to existing businesses or rebranding their current business or organization.

Delivering on Branding

Our best and most successful clients understand the power of their brand. At every touchpoint, they are delivering on their vision, personality, positioning and affiliation.

For existing companies as well as new ones, it is important to consider these things.

Most Important Aspects of Your Brand

1. Your name. It is the first interaction people have with your business or organization. It may be by word of mouth. It could be from a social media post. Or it could be in a conversation with a colleague or friend. This could be a deciding factor if someone wants to engage with your brand, buy from you, be a part of your community. Is it distinctive, easy to say and spell? Weak names are not memorable. They create confusion and limit appeal.
2. Brand architecture. Having powerful brand messaging that encompasses conviction, consistency and connection with these three attributes is critical. This will set apart a weak one from a strong one. If these aren’t defined internally, how can external stakeholders engage and trust in your business or organization?
3. Logo. Does your logo communicate your company’s personality instantly? Are the colors reflective of your brand? Does your logo have longevity? Does your logo need a refresh to stay relevant?
4. Usage guidelines. We see a lot of companies and organizations that don’t have these defined. Any creative work needs to be on-brand. Whether you are executing creative internally or have an external partner, logos in color and black and white, fonts, brand colors, tone of voice, icons, images, need to be defined upfront. Remember, this helps visually communicate who you are at every touch point and is critical.

Why? Getting all these right at the get-go leads your brand to success verses struggle.

An Example of A Strong Brand

A great litmus test for organizations recently shared with us is Locks of Love. This is a case study for brand alignment. Kudos to them! Locks of Love is a nonprofit that provides hair prosthetics to children. What personality and feelings does its brand evoke? How have they incorporated their brand beyond their logo?

What if the organization had named themselves Children’s Hair Prosthetics of Florida? Makes you want to go hmmmm.

Audit Now and Build This Power

Take a moment this quarter to audit your brand. Is it doing the job you need it to do? Can it be optimized or leveled up? Set your revision plans in place now to continue the rest of the year with a stronger look, a stronger voice. Build your network, your customer base, and your future sales on this important marketing foundation.

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.”

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?

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.  

Looking to plus up your small business marketing in 2025? We’re ending this year with a wrap-up of blog posts that will help you do just that. From trade shows to content marketing, here’s a go-to of explainers, checklists and reasons to get started.

Maximize Trade Shows and Conferences

Pump up your small business presence in the industry marketplace by getting the most out of the trade shows and conferences you’ll be attending. Utilize pre-, during-, and post-event social media and more.

Pitch PR Stories to the Media Like a Pro

Build a strong relationship with the media that matters to the growth of your small business. Find out who to pitch to, what they’re looking for and best tips and tricks to grow your company’s voice-of-authority in your space.

Content Marketing for Your Small Business

What is it and why do you need to be doing it? When you create a content marketing eco-system of blog posts, social, newsletters and CRM you’ve got a winning content formula for attracting and keeping loyal customers engaged and informed.

How to Manage Your Small Business LinkedIn Profile

Not sure what to do to share your wealth of knowledge, attract prospective clients and employees and expand your presence in your industry? We’ve got quite a few tips on managing your LinkedIn profile.

Strong Branding for Small Business

From Brand Guidelines to tip for marketing your business with photography, a website refresh, a visual identity, or creating a powerful brand voice, Front Porch has you covered. Read up on building the brand you’ve always dreamed of with insider information.

The How-To for Producing Small Business Videos

Video marketing is the current gold-standard for social, websites, and more. Not sure how to plan and produce videos showcasing your small business or product? Use our checklist to get started highlighting your best features.

And that’s just the tip of the blog iceberg! In the new year, we encourage you to look for the answers to your small business marketing dilemmas on our blog — we try to cover every aspect of marketing to help you go further and accomplish more. And if you need help or have a question, we’re here for you! Here’s to a successful 2025!

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

Marketing Planning at the End of the Year

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

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

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

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

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

Now Look Forward to A Great New Year of Success

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