Several Valentine’s Days ago, my sweet husband gave me an over-the-sink colander on February 14th. You think that is lame, don’t you? You know you do … and that’s okay. I really wanted it, hadn’t had time to get it, but he did. Simple, sweet acts on this day that is dedicated to love go a long way.

Valentine’s Day gets a bad rap. Some say it is a “Hallmark holiday” and a day for amateur dinners and many people don’t put a lot of stock in it.

I’m here to say – STOP IT.

A day dedicated to LOVE is a good day on our porch. Just as a Birthday celebrates the day a person entered the world, Valentine’s Day should celebrate all the things you LOVE in the world. All the world needs is love, right?!

Take a deep breath and forget all the Valentine’s Day clichés! Let the companies you like love on you (look for giveaways & discounts); enjoy the special confections only available in February; indulge in Valentine’s Day menus; tell your families and friends and your kids’ friends that you appreciate and love them. Enjoy this day for what it is … a day dedicated to LOVE.

On the porch we all love our families. We all love our dear friends. We all love our Clients! We all love business strategy, branding and marketing! Here’s what else we are currently loving on the porch …

Chief Rocker – “I LOVE the Collagen facial at the Four Seasons. Really just the Four Seasons in general, because everything there is fantastic, but the facial is like a box full of GOOD chocolate.”

Rockette – “I LOVE flex time and our team at FPM! It’s a lifesaver when there are special needs, like a 13th birthday celebration and family emergencies. And air mattress pumps … or I would have burst a lung blowing up balloons for my son’s birthday celebration!”

The Rock – She’s crazy in love and could not stop at one …

• “Scotch nail polishes have such great colors and they are non-toxic and eco-friendly. They have polish for kids too!”
• “My Helen Ficalora charm necklace – it’s the gift that keeps on giving. I’ve had it for years but every time I get a new charm, I feel like I have a new necklace and it’s so fun to stack up the charms!!”
• “The Madewell Transport Tote is the best catch-all bag I have found and you can even add a cute monogram!”
• “Sea Elise tassel bracelets look great with everything – dressed up or dressed down! Really reasonable price point too!!”

Rock Star – “I truly appreciate AWESOME, over the top customer service – the customer is always right, we will make it right kind of service! Five companies that have rocked my world in the past month: Camp Gladiator, Tiny Prints, Stitch Fix, Office Max and Premiere Designs.

Back Porch Rocker – “I LOVE shopping at Elements on Lovers Lane. I literally have NO TIME to shop, so when I want something chic and special I call Darla, tell her what I need and for what, and she has five things waiting for me in a fitting room that are amazing with accessories to make it all work! The best part is that it takes 10 minutes to try on and I’m out the door in no time flat. Everyone there is stylish and fantastic and I can’t imagine shopping any other way.”

Tectonic Rocker – “I LOVE Best Friends Animal Society based in Kanab, UT. At the core of Best Friends’ work is the dream that one day animals will no longer be killed in America’s shelters. This is an organization of people that have love in their hearts not just on Valentine’s Day, but every day of the year, year after year.”

From the simple acts to the grand gestures ~ rock the LOVE! Happy Valentine’s Day!

On January 1, 2015, the Carryout Bag Ordinance went into effect in Dallas ~ hello baby step on the road to sustainability in our great city. The ordinance mandates that retailers charge consumers five cents for every single-use plastic bag they are given. This legislation may have dealt Dallas shoppers a jolt, but it’s nothing new.

Some Canadian cities have been adhering to these regulations since 2007, and Dallas is joining an ever-growing list of American cities who have been on board including San Francisco, Chicago, Portland, Austin and all the islands in Hawaii.

The reason for doing this is simple: WE HAVE TO.

Consider this:

• More than trillion plastic bags are used every year worldwide.
• Only somewhere between .5% to 3% of all bags is recycled.
• A single plastic bag can take up to 1,000 years to degrade.
• Plastic bags remain toxic even after they break down. When plastics break down, they don’t biodegrade; they photodegrade. This means the materials break down to smaller fragments which readily soak up toxins. They then contaminate soil, waterways and animals upon digestion.
• Ten percent of the plastic produced every year worldwide winds up in the ocean, 70% of which finds its way to the ocean floor, where it will likely never degrade.

As consumers, the decision is easy. Plastic bags are superfluous and avoidable, so take reusable bags shopping with you. Throw them in your car and use them. End of story.

But as a business-owner, there is a bigger issue at play – sustainability.

The most widely agreed upon definition of sustainability requires we meet the needs of today without negatively impacting future generations. All companies have the opportunity to formulate and then execute a strategy that will take into account all aspects of sustainability but that is useful enough to be implemented today.

True sustainability has four coequal components:

1. Social (act as if other people matter)
2. Economic (operate profitably)
3. Environmental (protect and restore the ecosystem)
4. Cultural (protect and value cultural diversity)

Now, more than ever before, consumers, employees and investors share a common purpose and a passion for companies that do well by doing good. So any strategy without sustainability at its core is just plain irresponsible – bad for business, bad for shareholders, bad for the environment.

Side note: It was our fine city’s birthday yesterday! Happy 159th Dallas! We built this city on rock and roll baby!

While the Super Bowl game is fun to watch for many reasons – the match-up between two great teams, the excited fans, the half-time entertainment – we all know that what everybody really wants to see are the Super Bowl commercials.

Every day this week my morning news show has unveiled a different commercial and I have yet to be disappointed. I can’t wait to watch the game and see them all run live. I also love the after-the-game-successful-commercial debate.

Since airing a 30-second Super Bowl spot reportedly costs a staggering $4.5 million, to many, Super Bowl commercials seem frivolous. But as we all know, brands who get their Super Bowl ad campaign right are big marketing winners.  If there were not a reward, leading brands wouldn’t spend the dollars year after year on Super Bowl ads.  It is interesting to watch these same brands make the most of their spots by pairing them with digital and social campaigns.

In the end, not only is there a winning football team, there is a winning advertising campaign.  What it takes to win a Super Bowl campaign is the same as it is for any really good marketing plan:

1. Have a strategy.
2. Be relevant.
3. Provide meaningful content.
4. Strike an emotional chord and deliver a compelling message that will have people talking for days.

I definitely have my favorite spots already, but I will wait to choose a winner until I see all the ads in all their glory on Sunday evening!  Happy watching!

Donny Osmond and Sara Karens

A sweet perk of this job is the opportunity to witness first hand marketing and branding strategies executed across different business and distribution channels as well as networking and learning from other folks on what has or has not worked.

As no man is an island, these conversations are incredibly useful.

Enter Dallas Market Center’s Sneak Peek. The day was an exclusive behind-the-scenes look at home and gift products and trends while networking with fellow bloggers during January Market.

It was a full day of trend discussion and design direction, beginning with breakfast with Donny Osmond. He and his wife, Debbie, are a perfect example of synergy across a brand. The tagline for his new line of home products, Donny Osmond Home, is “Making Home and Family Number One.” It’s hard to imagine a better brand ambassador for home and family. As personable as he is in the media, he is equally humble and engaging live. He and Debbie spent the better part of an hour joking around and telling stories to our little band of insiders.

Jeff Lewis of Bravo’s Flipping Out was the second keynote presentation for the day. His was followed with a Q & A session moderated by Shay Geyer of IBB. He is another terrific example of an authentic brand voice. His design philosophy is to find the true integrity of the house during renovation and breathe life back into the space in a way that will appeal to buyers.

It was a full day of touring showrooms, lunching with Dwell with Dignity and organic juices from The GEM (compliments of Peacock Alley). At the end of the day, we all went away understanding that authentic style is always in style, modern, clean lines will never be out of style and Pantone’s color of the year, Marsala, was really nobody’s favorite. 

Debbie and Donny Osmond and the bloggers of Sneak Peek

Often, during times of personal challenge, I say, “Without lows, there are no highs,” and it gets me through the struggle and the same goes in business today.

For a personal example, my youngest son recently cut his own hair. It was disastrous … resulting in a shaved head right before school pictures. That was a low. But oh how sweet it was to get that first real haircut! Before the low, I would not have classified a haircut as a high.

Without a valley, there are no peaks.

All companies, big and small, have peaks and valleys. Some turn around and some flatline:

• You might open and be flooded with customers, but business tapers off;
• You might open your doors and need to considerably grow your customer base;
• You might have a sustainable model, but outside influences (economy, commodities, technology) change.

It happens to the best companies – it happens to all companies. What you do while in the valley determines your future.

Do you give up or do you find a pair of boots and start hiking?

In the Summer of 2008 Starbucks Corporation eliminated 12,000 full and part-time positions and closed 600 U.S. company-operated stores. I was there. The employee-centric company was in a valley. I was in a personal valley, watching talented professionals, my friends and colleagues, leave their beloved company.

So how did Starbucks start hiking? Howard Schultz came back with passion and a plan. There’s a fabulous book titled Onward that details the journey.

Are you in the valley? Is your business at the bottom of the mountain? Put on your boots and start your journey to the top.

People change. Attitudes change. Environments change. Business landscapes change. Change is good. Movement is good.

Face the challenge and start hiking.

My 13-year-old daughter is my hero.

At a time in her life when conformance equals survival and fitting in is everything (yes, we are talking about the angst of middle school), she has steadfastly, unapologetically and intentionally made choices that are true to her character, her spirit and her style.

In a sea full of long-haired girls, she chopped hers off and donated it to Locks of Love. When the group texts become more mean-spirited than meaningful, she turns her phone off and sits at the piano to play and sing. And although “being cool” is the going currency, she hangs onto her goofy, silly side. She tells me all the time, “I’m just doing me, Mom.”

She is her authentic self.

I admire this about her tremendously, and the truth is that it has inspired me to be more authentic myself. To:

• Make choices that make sense for me and my family.
• Spend my time doing what I want and not what I “should.”
• Care less what others’ perceptions are.
• Say no.
• Remember myself in the equation.

It’s freeing. I highly recommend it.

This way of being also translates to the business world, which has been a resounding theme in my short time working with the goddesses at Front Porch Marketing. I have realized just how important authenticity is for your business, particularly a small business. Can you answer the following:

1. Who are you?
2. What are you doing that makes you unique?
3. What is your brand?
4. How are you representing yourself?
5. Are you engaging in authentic online engagement?

It is imperative that you can answer these questions with clarity and that your brand is clear in everything you say and do. We on the Porch are passionate about helping you express your authentic self. It’s our mission!

Indeed, we want you to “just do you.”

We look forward to the holidays all year long. They are a wonderful time for festive gatherings, re-visiting family memories and traditions, and creating new ones. Whether you celebrate Christmas, Chanukkah or Kwanzaa, the virtues of each of these holidays are celebrated for weeks and months in advance.

However, preparations for these celebrations can really zap our time. On any given day, the challenges presented by Father Time during the holidays can be intense. A Hollywood producer might love to document the chaos of a holiday reality show — imagine Gordon Ramsay trying to handle the heat in the kitchen while simultaneously shopping, decorating, wrapping, delivering and entertaining!

And beware! Just when you think you’ve wrangled things into manageable chaos, factor in a last minute curveball, because Someone. Will. Get. Sick.

It’s tempting to throw in the towel and let yourself get voted off the island and retreat. But with a little patience, pluck and determination, you can survive the holiday jungle and actually enjoy your holidays!

Here are a few of our tips on how to get through the season in one piece and beat Father Time at his own game:

• Drink calming tea – it’s vital for survival.
• Pay attention to behaviors. Delegate the right tasks to the right people. And, by all means, bring in “special teams” when necessary.
• These days are long, people! Avoid the jitters and get an extra boost of sustainable energy with a Radiant Red Glow (with jalapeno) from The GEM.
• Survivors will be welcomed back into civilization and rewarded with the rejuvenation gleaned from a good night’s sleep. On The Porch, we love the comfort and feel of crisp percale Egyptian cotton sheets. Lyric by Peacock Alley are our faves.

So enjoy the chaos and the glamour of the holidays, but remember, when it all comes down to it – there is a reason for the season. Take a deep breath, grab a mug and position your children under each arm, because “It’s a Wonderful Life” is truly what we have.

Digital Summit Dallas

This week, our team had the opportunity to attend the Dallas Digital Summit, the region’s largest digital gathering, to re-enforce our digital insight strong hold.

Attendees were from a diverse range of organizations including national brands, agencies, technology, media, B2B providers, associations, nonprofits and start-ups. 

The conference was two days of jammed pack information all things digital insight ~ from SEO, email, mobile, social, analytics to cross-channel campaigns, trends and overall digital strategies.

Here’s the top 10 take-ways the team will be rockin’ on the porch in 2015:
1)   It is Search Everything Optimization not Search Engine Optimization
2)   Local SEO is absolutely vital for any business with a physical location
3)   Everyone wants their emails to be meaningful! Change your email strategy and get it opened
4)   Social media is not elective any more
5)   Employees can be the biggest brand ambassadors
6)   Create a behavioral statement to compliment your mission and vision
7)   Watch your inauthentic dislikers ~ it’s ok to ask why they don’t love you anymore
8)   2015 trend watch: more video, more spend on social
9)   Make it pervasive, participatory, personalized and prescriptive
10) Wheel and Spoke – Cross Channel is essential

Need to get started on your 2015 digital plan? Let’s get together on the porch and rock it out.

Multitasking ~ The concept is fantastic. The temptation to work on multiple things at once is great. We all have many demands on our very finite productive time which battle with the seemingly endless list of things to do both at work and at home.

However, it turns out that multitasking is not the most efficient way to work. In fact, many tasks done simultaneously are not as well done, take longer and are more likely to have errors. According to Travis Bradberry in a recent article in Forbes, multitasking can not only be ineffective, but can cause damage to your career and ultimately your brain. Research done at Stanford University found that, “those who multitask a lot and actually feel it boosts their performance, were worse at multitasking than those who like to do a single thing at a time.”

Apparently our brains prefer a single focus.

But … there is a time and place for everything. There is one area where multitasking is not only desirable, but essential. Marketing. It’s critical to have each initiative working as hard as it can simultaneously to intrigue and motivate the consumer to engage. Creative advertising campaigns, artfully crafted messages and carefully chosen images should be designed to make the most of every platform they reach by optimizing key search words. When done well, the consumer will willingly follow, much like Alice trailing the White Rabbit down the rabbit hole and an enticing new world. Your world.

Lead consumers to your world with an effective marketing program. Once they have landed at the bottom of the rabbit hole and are again faced with the realities of looming deadlines and gnawing to do lists, they will agree that the distraction was worth the trip.

Chances are your business is using content marketing as part of your overall marketing plan. The objective of content marketing is to deliver valuable information that will engage your audience. Consumers are tuning out the more intrusive marketing tactics. What they really want is great, customer-focused information that helps them make a decision or solve a problem. That’s what content marketing delivers.

I actually like The Content Marketing Institute’s definition of content marketing the best: “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

So when it comes to content marketing, as a marketing professional, your job is to create and share valuable, free content to attract and convert prospective buyers into customers and engage existing customers so they are repeat buyers. The content you create and share should be closely related to what you sell without selling.

The purpose is to build relationships, awareness, branding and overall establish your company as an expert in your industry. You want to educate people and gain their trust so they do business with you.

There are many types of content that form a content marketing strategy including:

• Blogging
• Guest blog posts
• Social media posts and sharing
• Email marketing
• Infographics
• PowerPoint presentations
• Podcasts
• Standard videos
• Micro-videos (i.e. Vine)
• Public Speaking
• Webinars
• Articles

It’s up to you to know what is the best way for your brand to reach those potential and current customers. Just remember the power of great content marketing can make a person stop, read, think and behave differently. The return on investment for content marketing can be huge if executed correctly. And, it really doesn’t take a significant investment!