As my senior year of high school approaches, college applications are about to make the cut for my to do list. My summer internship at Front Porch Marketing has given me an alternate perspective on presenting myself to colleges – I must market myself to them. So I have compiled a list of marketing tips that I have learned and will use in my interactions with colleges that are easily applicable to any business and audience:

Tip #1: Social Media – USE IT! USE IT! USE IT!

I have learned that social media is one of the best ways to establish your brand identity and spread your message. Posting regularly keeps your audience’s interest and positions yourself (or your company) the way you want to be perceived by others. Remember, this is the only time that you get to control how other people see something, so use it to your advantage!

Tip #2: Think About Your Collateral 

The collateral we use to market ourselves is an extremely important component. Personal stationary, business cards, and supporting marketing materials should be thoughtfully chosen to represent the image you choose to convey. Color, typography, and material all factor into the emotional connection you will make with your audience.

Tip #3: Foster Relationships

Creating personal connections and fostering relationships in the college admissions process is essential. This is also true in the business world – customers value personal connections to the businesses they frequent. Provide exemplary customer service. Foster relationships. Go above and beyond to make sure your customer is satisfied. This demonstrates your company’s passion for your customers and shows them that you care about them. This will infinitely benefit you and your business.

Marketing yourself may seem like it is mainly about image. And although that is a big part of it, marketing is used to invoke excitement. Think about the way you market yourself and your business and make sure it truly represents the way you want to be seen.

Today, social media is a huge part of people’s daily lives. It is used as a way to communicate, keep up with family and friends, see what’s happening around the world and network virtually with business connections that we may not have the opportunity to meet in person.

Social media is such a major component of people’s personal lives. It should be a sure sign for small businesses that a social media presence is an absolute must to build and grow. It is a way for businesses to interact directly with current customers. It is also a way to reach potential customers.

These days, consumers and clients want to engage with businesses through social media and expect businesses to be present on multiple networks. The key to using it successfully is choosing the right networks and consistently updating content. With all the platforms that exist today, the big question for small businesses is, “Which networks are right for my business?”

At Front Porch Marketing, we are big proponents of social media. It is the foundation of almost every marketing plan we create.

Some of our favorite social media networks on the Porch:

• Instagram – for sharing visual content
• LinkedIn – for B2B companies
• Facebook – presents a huge opportunity for consumer engagement
• Twitter – allows businesses to keep on top of what is being said about their industry and stay ahead of the competition

What small businesses have to do is figure out which networks are the right fit for their company based on their target audience. Each reaches a different set of demographics. Once the right networks are defined, it’s critical to share content and interact with customers in a timely and consistent manner. This creates an awesome experience for the customer and any potential customers who may be watching.

If you are looking to establish, expand or evaluate your social media presence, we can help!

Valentine’s Day, Saint Valentine, and the history behind it all lies in somewhat of a mystery. Today, it seems as if this is just a holiday created by a card company that reminds millions of people all around the world that they need to purchase something romantic and sometimes expensive for their significant other.

Yet, it’s not true. The biggest misconception about Valentine’s Day is that it’s supposed to burn a hole in your pocket. You don’t need to break the bank to give that special someone that feeling of being wanted, you just need to show them that they’re on your mind.

Let’s rewind back to when we were in grade school for a moment, or for those of you that have young children, this will be quite applicable. Remember, each year on February 14th, you would put on your backpack stuffed to the brim with little Valentine’s Day cards that usually had a piece of candy in them. There was one for each student in the class, nothing exclusive. Although you may not have known all the students in your class, it was exciting to receive a little note from everyone. It was the thought that counted. Now, that’s what I believe Valentine’s Day should be about, the thought behind the message, even if it is just a simple one.

I believe that companies can learn something from this! Companies can promote their business while also providing social media users with that warm feeling of getting a Valentine in grade school by creating shareable content this Valentine’s Day. Since the invention of the “Share” button on Facebook, there are quite a few ways to spread this thoughtful holiday. Imagine a Facebook notification popping up while you’re in class or at work from that person you’re thinking about on Valentine’s Day. Even if it’s a corny message, you’ll get that warm, fuzzy feeling. On top of that, you’ll create a positive association with the brand that made the Valentine that you’re proud to have on your Wall.

Another way to utilize this shareable content in through Snapchat, and my favorite campaign I saw a few years ago was something Taco Bell created. Taco Bell generated simple Valentine’s Day cards, similar to those we received in grade school, but digital, and had a space open for “to:” and “from:” The company really went back to the basic meaning of Valentine’s Day, to send a kindhearted card that showed others that they were being thought of.

So this Valentine’s Day, get back to basics! Thoughtfulness still reigns supreme.

In my husband’s family, his mother did something wonderful at Christmas every year – she gave them a budget and took them shopping to choose their own gifts. I love this idea, it’s extremely sweet and reinforces the importance of giving. And although I appreciate the lessons inherent in granting children control over these decisions, I just have never felt like I had the time necessary to carry on the tradition.

However, this year, my youngest son Mason saved $13. And, having heard the stories about his father’s process as a boy, begged me to take him shopping, so he could do the same and purchase his own gifts. And so, with 10 people on his Christmas list and $13 burning a hole in his pocket, we headed to the only store that could accommodate him – Dollar Tree.

And so off we went. He walked in, list in hand, got his cart, and went to work. And I’m just sitting back, enjoying watching it all unfold, when Mason bumps into a friend’s mom in the toy aisle. He proudly tells her what he is doing and asks her opinion about a gift for my niece. And of course, she is as touched as I am. As she tells me how sweet she thinks my son is, I begin to cry. I’m overwhelmed by his goodness and appreciative of the validation.

Mason thoughtfully chooses his precious and thoughtful Dollar Tree gifts and pays for them, spending all $13 dollars, and borrowing the amount necessary to cover tax from me (and quickly re-paying the loan, I might add). He says, “I spent all my money on other people … but I feel really, really good. It feels good to give.”

And that, my friends, is all I need … my child instilled with the spirit of giving.

And it’s a reminder to me, this holiday season and always, that It indeed is better to give than receive.

Happy Holidays, everyone.

If you have worked in retail for any amount of time, you know just how important the Friday and Monday after Thanksgiving – known as Black Friday and Cyber Monday – are to the retail cycle. If you are just starting out, here’s the scoop:

Black Friday kicks off the critical holiday season for retailers and is traditionally the busiest shopping day of the year. It is a crucial opportunity for all retail because approximately 30 percent of annual sales occur between Black Friday and Christmas. For some retailers, such as jewelers, it’s even higher — nearly 40 percent.

According to our very own Rock, Tara Engelland (who spent many years on the Galleria marketing team), “At Galleria Dallas, we were planning for the following year’s holiday before we finished the one we were in. We had some pretty big events that took place each year but we were always trying to think of new things to add that would enhance the shoppers’ experience.”

Today is Cyber Monday. Cyber Monday is the biggest online shopping day of the year. Last year, Adobe estimated it would reach $3 billion in sales.

So how do you market for Cyber Monday?

All things online should be promoted online, so your online strategy needs to be strong. Pull out all your online media stops! From social, email to banners and web, all channels should be pointing to your Cyber deal. Just like Black Friday, marketing plans should be made far in advance, particularly if your business is e-commerce only.

We worked closely with our Front Porch Client, Ellen Hoffman Designs, on her Cyber Monday strategy. We are blasting her Cyber Monday deal – 20% off her distinct, one-of-kind jewelry – across all social media platforms. If you would like to take advantage of her
Cyber Monday promotion, visit ellenhoffmandesigns.com and use the promo code Cyber20.

Black Friday 2016 is in the books. According to CNN Money: “It was a strong weekend for retailers, but an even better weekend for consumers, who took advantage of some really incredible deals,” said National Retail Federation (NRF) President and CEO Matthew Shay in a news release. Their full report is here.

How Cyber Monday 2016 stacks up against projections is yet to be seen. What we do know is that if you are in the retail sector, you should be thinking about Black Friday and Cyber Monday 2017. Are you? You should be. We can help.

Interested in learning more about Black Friday and Cyber Monday? These links give a nice broad base of information:

• Why Is Black Friday Called Black Friday?
• What Is the History of Black Friday?
• Where Are Black Friday Sales Deals?
• What Is Cyber Monday?

Happy shopping, happy marketing, happy retail!

When does anything ever really go exactly as planned? Since the answer is almost never and so many variables are out of your control, it may be easy to think – why bother planning?

Unfortunately, even with diligent, proactive risk management, a crisis can happen at any time (as I’ve said in a previous blog). So, you need to prepare, anticipate and plan ahead – because it’s not a matter of if a crisis will occur, it’s a matter of when.

Although it may seem counter-intuitive, one of the main components of your crisis management plan should be proactive, positive outreach NOW – before the crisis.

Enter PR. Proactive PR.

Even if you’re not looking to grow your company or you feel like PR is “tooting your own horn,” there are many benefits to proactive PR. Positive media and community exposure will help you tenfold down the road. The strongest crisis communication plans also proactively incorporate these PR components:

• Build the Image of Your Key Leaders – It is a major advantage for your company if people regard and respect your leaders as subject matter experts and good people. This is why it’s important for top management to appear occasionally in business media profiles and stories as well as at “good news events” such as philanthropic donations.

• Examine and Strengthen Key Relationships – with local and national media, government officials and the community that you serve. Strong existing relationships will be beneficial in getting the support you need in a crisis and re-building credibility following.

• Review Your Search and Social Media Status – Put the people and the processes in place to continually and proactively monitor your digital exposure – online news outlets, blogs, Facebook, Twitter, Instagram, YouTube, etc. This is the first place you may learn about the crisis at hand, and it allows you to respond quickly to misinformation and accusations. (Of course, having a robust and positive existing presence on all of these channels is a must for so many reasons (and that’s why we do what we do on the Porch).

“Do something today that your future self will thank you for.”

“If you fail to plan, you are planning to fail.” – Benjamin Franklin

We agree, Mr. Franklin!!!

We’ve all heard the famous saying that originated centuries ago, was spoken by Abraham Lincoln and has been shared many times over the years. Mark Twain added his humor to it with, “Actions speak louder than words but not nearly as often.”

If he were alive today, I wonder what interesting quotes he would share about our current behavior with constant texting, emailing and connecting through numerous social media channels. Certainly, he would be blogging, tweeting, have millions of followers and be sharing great stories. Maybe after a tragedy, he would say something like this –

“Today we need our actions to speak louder than our likes.”

Social media is full of followers, sharing, tweeting and lots of likes. As huge fans, our rockin’ team on the porch loves all of the likes received and we love likin’ even more! It’s a form of connection and an easy way to acknowledge something shared. It’s our world and yes, we LIKE it! We are certainly fortunate to be more connected than ever before. But will our actions keep up?

My home state of Louisiana is going through a crisis after terrible flooding. Victims have shared their stories and asked for help through social media. Posts are liked, shared and full of comments from caring people expressing thoughts, prayers and sympathy. This is a beautiful part of the social media experience, and when it leads to donations, volunteering and help beyond the emojis and words typed within the pages, it makes a real difference for those who need it desperately.

Actions speak louder than likes.

Friends, we still need the likes.

We need the connection, sharing of information and the ability to show we like, love and care. But sometimes, we also need to take action.

Here’s a challenge for you. Ask your kids to research and find a story online they have not heard before about someone less fortunate. Then find out what they want to do to help and decide how to take action. Wouldn’t it be great to see what they discover, learn where their empathy lies and teach them the importance of taking actions beyond the emojis, texts and online chats?

On the porch, we intend to keep on following, sharing, tweeting and liking, a lot! Then we’ll get off our rockers, grab the kids and make sure our actions speak louder. That’s just how we like it.

We. Are. So. Feeling. It.

Our five year business anniversary of making branding and marketing rock for our amazing clients has made us totally mad about the number five. FIVE. 5. Cinco.

And so, in keeping with our five obsession, we present Five Rockin’ Things We are Doing for Clients:

1. Development of the Todomodo Website: TodoModo is a consulting and investment firm. We were able to get in on the ground floor with them – we started with the branding process, defined their brand strategies and then translated it to this site. We loved working with them on this and are continuing to be the company’s marketing partner! We wrote and ran this release on the wire for them among other things.
2. Ellen Hoffman Designs at the Accessories Circuit: Ellen, the doyenne of Ellen Hoffman Designs, is a wildly talented jeweler that we are privileged to work with. We promoted her at the Accessories Circuit at the Javitz Center in New York.
3. The Gem Yelp Event: The GEM welcomed elite Yelpers to a mini “Day in the Life” event. Yelp promoted the program as an educational “how to” series.
4. Feizy Rugs Shows at High Point Market: At a champagne brunch at High Point Market, Feizy Rugs and the finalists in its Haute Trends^TM design competition revealed the initial designs for the collection. Each designer’s initial Haute Trends designs are featured on the Feizy website.
5. Vistage: For the past year and a half, our Chief Rocker has been a member of Vistage, which is a fantastic organization that brings together successful CEOs, executives and business owners and groups them into private peer advisory groups guided by expert executive coaches. These peer groups and coaching sessions help members solve their most pressing business opportunities.

We love our clients. We live for our clients. And there’s nothing more gratifying than helping clients rock their businesses!

Does your website have a personality? How evocative are the images? Is it current? The success of your website and brand rides on these three important questions. 

These days, when people are interested in a service or product, the first stop on their shopping trip is the web. Yet marketers, more often than not, fail to realize the influence their websites have on their overall success.

The goal of web content is to move buyers past the consideration stage and into the buying stage, where they are ready to invest, join, subscribe, etc.

The moment of truth is realized when visitors reach your site – will you draw them in or push them away?

Follow these three simple steps to jazz up your website and hook your visitors:

Establish a Personality

Is your company fun and spirited? Or is it serious and conservative? Whatever your company’s personality may be, your website should convey this clear picture of your organization through its web content. A website is more than just a page filled with words and pictures. It has the power to create a trusting relationship, like that of a familiar face of a friend.

Tell Your Story Through Images

We’ve all heard the infamous saying ‘a picture is worth a thousand words.’ Many consumers make choices with their eyes instead of their heads, so images are extremely important. The kind of image you use can mean the difference between success and failure, so choose wisely. Too many generic stock photos can send a fake and stiff vibe to web visitors, turning them away from your site. Real, original photography can help visitors develop an emotional and personal relationship with your organization.

Staying Current Is Key

Creating a website is the easy part, but keeping it relevant and up to date is where many struggle. A company’s web content is almost always the first impression they give their potential customers. I can’t count the number of times I’ve visited a website for one specific reason, and get so lost in all the clutter and useless information that I eventually forget what I was looking for in the first place. The Internet has significantly shortened people’s attention spans, so having an easily navigable website has become more crucial than ever before!

If its time to get your website rockin’ again, one of our rockers is here to help!