Recently added to the Front Porch team, New Rocker Allison shares Porch insights on good marketing, life lessons, and an inside view on The Porch.

What is the biggest misconception about marketing today?

Marketing is solely focused on gaining new customers. This is a common misconception because it omits the importance of retaining current customers and misconstrues customers as only a number instead of a respected client. Although getting new customers is important, it is just as important to make sure that current customers are being equally prompted by the benefits of the product/service.

What advice would you give to someone struggling with creating a brand identity?

Believe in your brand and find a way to guide your customers to see the brand through your eyes. Whether it’s a product or a service, show customers how your idea can change their life for the better.

One of the biggest lessons you’ve learned throughout your career?

Your uniqueness is not your weakness. Be proud of what you can bring to the table and always be willing to learn from your mistakes and others.

What does good marketing look like?

Good marketing requires creativity, persistence, and patience. Therefore, by taking the time to set a solid foundation and identify your core values as a company and as a team, you will reap the rewards of gaining loyal customers and positively impacting the world with your product/service.

If you could be anywhere in the world right now where would it be?

I would be in Greece, traveling from coast to coast, with ABBA naturally playing in the background.

If you could describe yourself in three words what would they be?

Gregarious, Amiable, and Confident.

What is your favorite thing about FPM?

Working alongside a team of encouraging women who are always ready to take on a challenge.

In what ways does the team at FPM have aligned values?

We all believe in delivering the highest quality of our services and in the fruitfulness of investing in relationships with our clients and our teammates.

Your goals for FPM?

1. Pass on productive nuggets of wisdom to viewers who read my blogs.

2. Help a client’s goals become a reality.

3. Expand my professional network.

How would you describe the culture at FPM?

FPM is truly like a family. For example, no matter where I am working from or what I’m working on, I know I can always count on this team to have my back and help me achieve my goals.

How does FPM differentiate itself from other marketing companies?

The FPM team is committed to be a helping hand to all who ask. Most importantly, no matter the product or service being sold, FPM will make sure that you are well equipped with the knowledge and assistance you need. Above all, we are here to make your goals a tangible reality.

Fun fact?

I have been to the middle of the world!

Thank you for tuning in as this New Rocker shares her Porch insights!

You are a small business owner or a business leader who knows their business inside and out – no one will know your business like you do. And in terms of marketing to your ideal customer, that is the problem.

When you are trying to sell to your target customer, it’s tempting to imagine their wants and needs. But, there are limits to what you can imagine your customer wants, and what their lived experience is. Remember: you are not your customer.

Unless you are …

A middle-aged dad with two volleyball playing daughters and a penchant for craft beer … you are not Greg.

An entrepreneur with a Division 6A football playing son and a daughter who is ready to take over the world at the age of five … you are not me.

A thirty-something woman with a deep and unabiding love for bulldogs who has never lived in one place for more than four years … you are not Maria.

What does any of this have to do with marketing to your target customer? I have no idea, but unless you take a hard look at customer research and insights, you might miss something important that has a bearing on whether your customer chooses you over a competitor.

Marketing is not one size fits all

Each customer is unique and has different needs.

Does your customer value convenience over cost or vice versa? Do they care about how their product is made and its impact on local communities? Are they early adopters of new technology? Do they want a Swiss Army knife or one product that does a few things well? Do they like to try new things spontaneously or are their purchasing decisions based on thorough research? How do they find out about new products and services – social media, word-of-mouth, content creators and influencers? All these factors affect how you market to your customer.

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Let’s look at a product that many of us on the Porch are about to take on soon – college. It’s easy to think that with this digital generation, all that matters are engaging with them on an online, social media level. But you would be wrong. Students have a ton of options – what makes one school stand out over another? If you look at the experience of our summer interns, their answers might surprise you. Go here and here to find out.

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Reaching different customer audiences can seem overwhelming. The solution? Your friends from the Porch. We love a good marketing challenge and we want to help businesses reach their customers through the channels that make sense for that target market.

We are a company comprised of people with very different skillsets, backgrounds and experiences. We are moms, dads, fur parents, former corporate folks, nonprofit fans, football lovers and football nubes, big thinkers and specialized experts.

We are different. Just like your customer.

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