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

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

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

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

Protect and Share.

On repeat. Make it your 2018 chorus.

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

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

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

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

Remember, strong brands are:

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

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

All year we’ve been talking Pick Six to celebrate six years of Rockin’ the Front Porch! So, for our sixth and final newsletter of 2017 we have Six Things You Must Do Before 2018 – and each of them should only take you about six minutes. 

Friends, can you spare 36 minutes to finish the year strong?

Pick Six

1. WRITE a quick thank you message to a special client that made a difference for you in 2017. Here’s ours:

Thank you, Faith Family Academy, for trusting us to solidify your brand and your messaging and lead you in spreading the word about your fantastic school! You inspire us daily and we love being your marketing partner.

2. SCHEDULE a breakfast or lunch with someone you consider to be an important counselor or mentor. Pick up the phone and call that person right now!

Patti Johnson, be expecting my call!

3. DOWNLOAD an app that enriches your personal or professional life. We love the concept of beginning the year with meditation as a means for focus.

Headspace is our meditation app of choice. Their tagline, “A few minutes could change your whole day” sums it all up!

4. FOLLOW a new social media site to learn something new. Resolve to use your time wisely in 2018! Here is a marketing expert we love to follow on twitter:

We love Robert Caruso’s twitter @fondalo – he is the real deal!

5. DONATE online to a worthy charity with a quick visit to their website and a final tax-deduction for you in 2017.

Catch Up & Read is a great choice in the Dallas community!

6. CALL a small business. Enlist their help in refreshing that website, learning about SEO, writing a blog, or updating your social media … and we just happen to know a really great choice for this!

Front Porch Marketing can help!

Write. Schedule. Download. Follow. Donate. Call.

Pick six.

Rock your holiday, friends! We’ll be back in January with seven ways to seriously improve your online presence in 2018.

Social media marketing is constantly changing and evolving, which is both good and bad. Keeping up with social media marketing trends is practically a full-time job! And so is figuring out the best social media marketing strategies for your brand.

As businesses are planning for the new year, there are several social media trends that appear to be here to stay (at least for now). You should consider these when putting together a strategy for 2018:

Influencer Marketing

Influencer marketing has exploded over the past few years and there is no sign of it slowing in the near future. Using social media influencers is an excellent way to expand the reach of your brand messaging when you choose the right partners to work with.

Studies show that 74% of people look to their networks on social media for advice on buying decisions. In addition, 40% of people have bought something because they have seen it being promoted by an influencer on Instagram or Twitter.

Finding the right influencer marketing partnerships can seriously get your brand noticed!

Social Media Advertising Costs

Gone are the days of social media posting generating free organic reach. In order to gain new followers and grow your brand via social media, you must have a social advertising budget. Unfortunately, as the number of advertisers on social media increases, so will the cost of social ads.

As people realize that social media marketing provides an extremely cost-effective way to reach a targeted group of consumers, the competition for social advertising results increases. Therefore, to keep up with the competition, a social media advertising budget is a must for 2018.

You Gotta Have Video

Did you know that social videos generate 1,200% more shares than text and images combined? In addition, viewers retain 95% of a message when they watch it in a video compared to 10% when they read it in text. It’s estimated that by 2019, video will account for 80% of all consumer internet traffic.

Need I say more? It’s time to take video seriously! Social media video marketing needs to be an integral part of your social content strategy in 2018.

Social media marketing is constantly evolving. You won’t know if something is going to work for your business unless you test it. If you need help navigating the trends and reaching your audience, we on the Porch are here to help!

It’s exciting when strong business and non-profit leaders recognize they need a marketing partner to help them achieve their goals. We love partnering with these leaders on singular campaigns and initiatives that achieve immediate results.

However, these initiatives in and of themselves are not enough to sustain the brand awareness or momentum necessary to meet the larger goals.

These industry leaders often have a strategic plan in place; however, they shrug off the notion that they also need a marketing plan to complement their strategic plan.

What’s the difference?

A Strategic Plan vs. A Marketing Plan

A strategic business plan focuses on the staff, financials and operations of the overall business or non-profit organization. It is operationally-based, and outlines goals for the year. Therefore, the plan helps develop competitive strategies for the business or non-profit organization.

A marketing plan complements the business plan. It details key messages, marketing goals, industry research, competition, target markets, price points, strategies and key tactics. The tactics may include advertising, content marketing, SEO and referral programs. We also consider networking initiatives, social media, website enhancement, direct mail, email marketing and more.

The plans work in conjunction and complement one another. I could drone on for hours about this. Each is essential to a successful business or non-profit — you need both.

A successful marketing plan will build your business, develop your network, create a buzz and pay out. Hence it conveys:

• who you are
• what you are interested in
• that you have an established brand and product suite they must have and will tell all their connections about

Front Porch Marketing will develop a marketing plan that includes an audit of existing marketing efforts and materials and provides specific, recommended marketing tactics and strategies. Our team is driven to define targeted strategies to targeted customers.

We love to be a part of great teams and learn from great leaders. So holler if we can help you!

Hey, business owners, have you ever thought about what the “American Dream” is? Have you ever thought about what it means to you?

Over the weekend, I was honored that my son selected me to interview for an English essay about the American Dream. I am certain that it had absolutely nothing to do with proximity, nor did it matter that I respond very nearly to his beck and call (I know that it comes as a shock to many who know me that I can be a beck and call girl, but I digress).

The interview humbled me, and I found it to be a very thought-provoking exercise. The questions he posed to me:

1. In your own words, what is the American Dream? What does it mean to you?
2. Do you see the American Dream in your own life? Has it motivated you, influenced your decisions?
3. Over the course of your life, have your own dreams changed? In what ways?
4. How would you define a “successful” life? What’s most important?
5. Which generation – yours or your parents’ – has had a better life?

My answers were as follows:

1. The American Dream is the right to freedom, choice, justice and prosperity. For me, the American Dream means living in a place where we are free and are treated fairly. It also means the right to have multiple, differing opinions; and those opinions are respected and acknowledged, and actually make us better and stronger as a nation. Having the opportunity to prosper and start my own business are also part of what the American Dream means to me.
2. I see the American Dream in my life every single day. I am married to the man I chose to be married to and have two healthy, happy, wonderful children who attend schools we selected for them. We practice the faith of our choice. I started and have owned Front Porch Marketing, my business, for almost seven years, which not only helps my family financially prosper, but also helps those that work with me contribute financially to their households. I am also extremely lucky to partner with clients that work for start-ups, small to mid-size businesses, organizations and franchisees who themselves are living the American Dream. Daily, I am inspired by my family, team and clients. Because I am mindful of the fact that in other countries, many people, especially women, are not allowed the opportunities I am, I honestly count my blessings every day.
3. Some of my dreams have not changed, like having a family, giving back to our communities, and being successful professionally. Over the course of my life, others dreams have changed. I dreamed of owning the first company in which I worked. That didn’t happen, because I was hired away from that marketing company by a client that I managed. My dream then became to climb the corporate ladder and become the Vice President of Marketing for that company. Ticked that box. Then, I pivoted and started Front Porch Marketing. And it has been the absolute best part of my professional journey to date.
4. A successful life to me is being happy, healthy, kind, empathetic, resilent and respectful; having a strong sense of self; raising responsible, happy, kind, humble, respectful, empathetic, resilent children; giving back to others in need, and providing for the needs of my family.
5. I really don’t think it is up to me to judge if my generation or my parents’ generation had a better life, because it’s like comparing apples to oranges. And, because our world since 9/11 changes at light speed, in addition to constant emerging technologies today, our generation is more complicated; but I think one could make an argument for either

So why did I ask business owners to answer these five questions?

A perspective check-in is always a good thing, and I hope this exercise inspires you as much as it inspired me. Be well, friends; and keep livin’ the dream.

P.S. We can help you keep livin’ the dream by growing your topline through strategic branding and marketing, so call, email or text us today!

It’s almost the 4th Quarter, and here on the Porch, it’s all about cooler weather, football, holidays and … 2018 plans. The time is NOW to schedule your 2018 winning game plan. We can help you Play. To. Win.

Here are 6 Things to Think About as we head into Q4:

1. Volunteering.

   Folks, the need for volunteers is going into overtime to help hurricane victims. Our fellow Texans will persevere, but still need our help in Q4 and beyond. Over the last five weeks, the Front Porch Marketing team has donated some serious rocker time to help our clients whose teams were affected and to raise awareness for their fundraising and donation efforts. If you are looking to support hurricane victims in Texas and elsewhere, check out TrustedWorld.org. This fantastic organization based in North Texas helps us all keep on helping.

2. Supporting Women.

   Does your playbook include doing business with and promoting women-owned businesses? Look for WBE certified businesses by visiting Women’s Business Council-Southwest. Consider joining this great organization, and if eligible, get certified. Front Porch is proudly certified WBE, HUB, SBE and WOSB and recently attended the WBCS Business Works Expo in Arlington, Texas. We will gladly answer your questions!

3. Working Social Media.

   Are your fans crazy about your brand? Are they visiting your sites, watching you play and win the social media game, reading your blogs and newsletters and wanting more? It just takes one good quarter to make some great plays. Start now.

4. Celebrations.

   4th Q wouldn’t be 4th Q without events that celebrate family, friends and don’t forget – your team. We love it when our clients such as Mister Sweeper celebrate the team and let us help them plan it. Hint: Cinemark. Star Wars. Private Screenings. Make sure you have plans in place now to thank your team for 2017.

5. New Clients.

   Now that the Back to School huddle is over and everyone is settled into the new routine, we want to take a moment to shout out to two new clients who spend every day helping teachers do a great job of educating the children in our communities. Faith Family Academy and Catch Up & Read are North Texas organizations that demonstrate it’s all about having a passion for what you do.

6. and lastly …

   Friends, if you have to pick one of six things to do in the 4th quarter, pick this – Find. Your. Purpose. Like this one.

Our purpose at Front Porch is to rock your world and help you play to win. See you on the field.

This past weekend we took a quick, three-day weekend jaunt with friends. It was an ambitious endeavor: we had limited time, a long list of fun to be had, a necessary hotel change mid-way through, and 6 people (including 4 teenagers) to make happy in the process.

I would love to be able to tell you that it went off without a hitch, but alas, it did not.

We left too late to fully enjoy Friday. We didn’t plan our morning well enough to enjoy the entirety of the day on Saturday. Our second hotel reservation inadvertently got canceled which caused us to have to find a new hotel and lose several hours in the process. And although we were with very good friends and we managed to have lots of fun regardless, as I look back on it now, it was a bit of a debacle.

We were a tad loose and made some planning mistakes – it was a familiar locale, we assumed that we knew enough to wing some of it, and we weren’t as careful with our timing as we should have been.

Have you found yourself in this position with your marketing? Are you operating loosely and making these easily avoidable mistakes?

1. Operating Without a Marketing Plan

   Perhaps the worst mistake you can make is to just blindly spend valuable marketing time and money with no rhyme or reason attached to it. A good marketing plan is essential – absolutely essential. Take time to develop a plan whereby each thoughtful piece links with the next to serve the greater purpose.

2. Not Understanding Your Audience

   Do you know your people? You must educate, entertain, and inspire your audience. See things through their eyes and speak their language on channels that they frequent.

3. Getting Stuck in an Overly-Promotional Rut

   We get it, you want to promote your product or service; but your marketing can’t just be about your products. Touch on topics that are useful and interesting to your audience through your blogs, newsletters, social media posts, and videos. It can’t be all promotion.

4. Quitting Too Soon

   Good marketing doesn’t always yield immediately identifiable results; however, that doesn’t mean it’s not working. Establish your branding and marketing consistently, dependably, over time. Patience, grasshopper.

5. Picking the Wrong Marketing Partner

   We see it all too often – agencies who attach a high dollar price tag to programs that they don’t explain or support. Ensure you understand what you’re doing and why you’re doing it. Your brand won’t be supported and your plan isn’t going to work unless everyone understands its importance and buys into it. Everyone.

We managed to have a fantastic time with our friends, despite our planning mis-steps. You, too, can have a fantastic marketing experience, even if you have made some mistakes.

We here on the Porch can help you right the ship. Come see us.

According to a 2016 Gallup Poll, Millennials have the lowest level of customer engagement across the industries that Gallup tracks. Gallup estimates that only “25% of millennials are fully engaged customers”, leaving brands to wonder how to engage the remaining 75%.

Gone are the days when when just posting and publishing frequently was enough. Now, with all the clutter on every form of social media, not only does your content need to be eye-catching, it also needs to be interactive and engaging.

As the younger generations shift their focus to work and individual production, their spending and buying habits shift as well. The Gallup Poll shows that while “71% of traditionalists and baby boomers consider themselves fully engaged with specific brands, only 53% of millennials and Gen Xers consider themselves fully engaged.”. Gallup further ranks each generation by their engagement, and found that “millennials tend to be more loyal and profitable when fully engaged,” as compared to other generations.

It is clear that if the success of a business relies heavily on millennials, understanding how to engage more than 25% of them is necessary for success. Even if a company relies on traditionalists and baby boomers for their profits, it is important to learn to adapt marketing plans as times change.

Consequently, companies need to strengthen their engagement and loyalty with millennials. Here are some tips.

Tips for Marketing to Millennials:

• Mobilize Your Efforts. 85% of Millennials use smart phones. Ensure your content is optimized for them.
• Think Like a Millennial. Understand what channels they frequent and how they interact on them. Make sure you are speaking to them and hitting all touchpoint.
• Content is Key. Give them valuable, interactive, meaningful, honest content about your brand and your story. Tell a story – millennials want to engage.
• Listen and Adjust. Listen to what they are saying, and be flexible and ready to adjust your plan when necessary.

Ensure your business isn’t missing this important millennial demographic. We here at Front Porch Marketing are ready to help!

I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.

Coaching Consistency

My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?

Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.

It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.

Marketing is largely about consistency as well

Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.

• A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
• You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything  you put out into the world should accurately reflect your brand.
• Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
• Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.

Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!

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.