Porchlight & Taillight

BACKGROUND

Introduce your business and what you do there.

I am the VP of the creative and consumer engagement division of Swisher International,  a tobacco company that produces different brands of cigars. My division is responsible for all of the packaging, POS materials, putting on events, and managing our social media channels

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Taillight?

We needed a content provider for our rapidly growing program. This included looking for help running events, video production, and social media content.

SOLUTION

What was the scope of their involvement?

Taillight provides a crew to coordinate our PR events, where we bring in consumers, influencers, and well-known performers. Their producers assist with the setups, loading and unloading equipment, and bringing a film crew to document the events. Their team completes the editing process as well, handing completed videos to us for approval.

Taillight also manages some of our social media platforms, including Facebook, Instagram, and YouTube. We run into some difficulties advertising on Facebook, their team creates content-oriented posts for the platform.

What is the team composition?

When it comes to decision time, we work with three key members of the team, including Tom (President, Taillight) and Matt (Development Producer, Taillight). When we have an event, they’ll send in a 9–15 person team. 

How did you come to work with Taillight?

In the past, we worked with other content providers and weren’t getting the quality or depth of services we needed. While looking for a replacement, Taillight was recommended to us. After visiting their offices and touring their facilities, we chose to work with them based on how their capabilities compared to competing providers. 

How much have you invested with them?

We’ve invested between $1–$10 million. 

What is the status of this engagement?

Our ongoing relationship with Taillight began in 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Taillight helped our team establish what metrics we should be tracking in the various social media channels and how to evaluate performance against these. We’ve been very happy with what they’ve accomplished. Their content consistently exceeds our expectations and performs well on our social media channels.

How did Taillight perform from a project management standpoint?

They’re excellent and very easy to work with. When challenges were presented, their team was adaptable. 

What did you find most impressive about them?

Taillight produces high-quality content while remaining organized. Their team thinks through the details in order to find a solution that best meets our needs. They go beyond content providers through helping us manage our social media channels. 

Are there any areas they could improve?

Not really, we’re very happy with their work. 

Do you have any advice for potential customers?

While they’re not the least expensive option out there, we’ve found Taillight to be worth the investment. Just like any other relationship, communication is key. The more upfront you are with what your goals are, the better they’re going to be able to help you meet them and the happier you’ll be with the outcome. 

BACKGROUND

Introduce your business and what you do there.

I'm an executive producer at CMT. We're a cable network and we focus on country music. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Taillight?

We were looking for a vendor to produce a music-based series for us.

SOLUTION

What was the scope of their involvement?

Taillight has produced multiple music videos that air on our channel. They also help us with various events, such as CMT Music Awards, and produce videos for different labels. They're involved in all aspects of video production, so they helped us generate ideas, develop a script, and hire people for the creative positions. They have exceptional knowledge of the music industry, which makes a huge difference when we need to choose songs for our show.

What is the team composition?

I mostly work with Tom (President and Executive Producer, Taillight), who has a team underneath him.

How did you come to work with Taillight?

We hired them because of their experience in music production, creativity, and knowledge of our industry.

How much have you invested with them?

We've spent over $1 million.

What is the status of this engagement?

We started working with them about 20 years ago and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've received a lot of positive feedback on the videos that Tom has created for us. They bring excellence to any production that they deliver.

How did Taillight perform from a project management standpoint?

They run every production with precision and efficiency. They always make sure they stay on budget and deliver high-quality products for that budget.

What did you find most impressive about them?

They have a creative vision and stay up-to-date with the cutting-edge trends in the industry.

Are there any areas they could improve?

I can't think of anything. They're always ahead of the curve from a technological standpoint as well as from a creative standpoint.

Do you have any advice for potential customers?

Anyone would be lucky to have Taillight as a partner. They pay attention to every detail when they’re working on a production.