In the creative services industry, price can be a taboo subject. No one wants to talk about pricing and with good reason. First of all, value is subjective because the thing being sold is intangible. Second, there is the awkward idea of profit. Agencies are in business to make a profit after all. And no one likes the idea of…

Modern marketing is all about data. As it should be. Because so much of today’s marketing happens on tiny computers we carry in our pockets and on our wrists, nearly everything we do is trackable. But what does that really mean? Better yet, where can you get ahold of some of this data and use it to your advantage? The…

If you follow our insights, you know that this article follows similarly themed content on research, personas and marketing strategy. Assuming you have done your research and adopted a collaborative strategy, you are ready to move into creative. Unfortunately, this doesn’t mean you get to check off deliverables just yet. There’s a critical step you’ll need to consider first, and it’s called implementation. Implementation…

Personas are a strategic tool used in marketing to help visualize a particular audience or segment. Personas bring intangible qualities to life by bundling them into a fictional representation. These characterizations can include various qualities depending on the product or service doing the targeting. Characteristics might include what the ideal customer looks like, what they wear, their income level or…

Research is the first step to any successful project. It can be as minor as reading and preparing a creative brief or as monumental as conducting a nationwide poll. As important as it is, research is often one of the first things to get cut when budgets get tight. After all, we operate in the fast-moving world of retail which…

Today’s marketing teams look nothing like they did before the internet, email, ecommerce or social media. In fact, many look different than they did just two years ago before the pandemic. Suffice it to say, the goals, targets and tactics that are the foundation of marketing strategy are becoming squirrely. As we write this white paper, disruptions in the global…

It’s that time of year. Don’t pretend you don’t know. It’s that time when the task of getting the office mail suddenly gets interesting and potentially competitive. For the next month, the mailbox could contain any manner of festive cards, gifts and even chocolate. Here at Porchlight, we are busily doing our part to fill mailboxes with goodies. Mind you,…

At the most basic level, packaging serves two purposes. First, it must protect a product, both in transit to the retailer and the consumer. Assuming it does this first task well, packaging must also communicate what a product is and does. These two priorities may seem straightforward, but packaging is more complex. At its best, packaging works like a system,…

First impressions matter, and first impressions last. It’s true in an interview, on a date, in a restaurant and on the shelf. We are referring, of course, to product packaging. In most cases, a shopper’s first interaction with a product or brand is through packaging. And in the crowded, noisy, hyper-stimulating retail environment, that encounter is over in about seven…

Private brands are having a moment. It’s a well-earned moment, and one that is worthy of attention. Private brands are coming after the market share that national brands have long held. Name brands that aren’t nervous aren’t paying attention.  By nature, big brands have certain advantages over private brands. But those advantages require activation. Smart national brands are acknowledging the…