Once a Day Marketing: March 2013

Friday, March 29, 2013

Following Up With Social Media Leads (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we discuss the importance of following up on social media leads.

Using social media such as Facebook, YouTube, LinkedIn and Twitter is a great way to share your brand with people all over the world. Often followers will respond with lead inquiries for your product or service. This is a great opportunity for marketers to develop personal relationships with these contacts and advance sales.

Surprisingly, many social media marketers fail to respond to inquiries in a timely fashion or don't follow-up at all. Not only do they miss a chance to strengthen the relationship and make a sale but they also create negative impressions for the brand through their lack of response.

Be sure to follow up on all your social media inquiries in a timely fashion. It takes time and commitment but it will lead to real business opportunities.

Watch our Once a Day Marketing™ video to learn more: Responding to Social Media Leads

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

Thursday, March 28, 2013

Promotions Should be Delivering Results (Recon Thursday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Recon Thursday and today we’re going to take a look at effectiveness of promotions.

There are many scientific ways to measuring the effectiveness of your advertising campaign. Large companies such as Procter & Gamble have whole divisions devoted to the analytics of the data associated with their marketing efforts.

For a small company with limited resources, what may work best is a simple “gut check”. Review the promotion you are running and ask yourself how it is working. Is it driving results? If so, continue using it. If a campaign needs to run longer to assess results, then give it more time.

I believe that a promotion needs to be seen several times before it begins to stick in the mind of a potential customer. Don’t be afraid to let something repeat over and over and over again if it's working.

Watch our Once a Day Marketing™ video to learn more: Evaluating Results of Ad Campaigns

Wednesday, March 27, 2013

Cultivating Your Business Relationships (Action Wednesday/People

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are going to discuss cultivating your business relationships.

Networking is one of the most powerful ways to identify potential business partners and customers. Whether utilizing social media tools such as LinkedIn or attending local chamber of commerce events, you will make new contacts to add to your network.

Are you cultivating these connections once they are made? When was the last time you emailed one of your peers to say hello, or had a conversation on the phone or via Skype? Have you taken the time to personally meet to share a cup of coffee or lunch?

By reaching out to your contacts, at a minimum you will enhance the relationship and there is a strong possibility there may be an opportunity to benefit your business. Your task for Action Wednesday is to take time to reach out to some of your connections.

Watch our Once a Day Marketing™ video to learn more: Cultivating Your Network

Tuesday, March 26, 2013

Aligning With Brand Lovers (Strategic Tuesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are going to discuss aligning your brand with lovers of other brands out in the marketplace.

If you have you been following the stories about Veronica Mars, the former television program that now has a cult following; you already know the show’s creator is using Kickstarter.com to raise funding for the release of a new motion picture.

It’s creating all sorts of buzz. Through Kickstarter, the project has now raised $3.8 million to fund their motion picture. However, Daily Variety, a Hollywood trade journal, is saying that major marketers have missed the boat.

Daily Variety pointed out the fact that, in spite of the huge brand following that Veronica Mars has, no major marketer or brand stepped forward and took advantage of the opportunity to sponsor or underwrite this motion picture. It would have been a fantastic way to generate instant goodwill with the Veronica Mars fan base.

Strategically, you may be able to identify possibilities to align your brand with other brand lovers in the marketplace. This could be through sponsorship of an event, organization or other activity and aligning your promotions, advertising and marketing with it to reach their base of brand lovers.

There have got to be possibilities out there for your business. Through sponsorship/association you will create goodwill for your brand with the brand lovers of another brand, event or organization. Consider something that is a good fit and will result in elevation of your brand stature with brand lovers in a different audience.

Monday, March 25, 2013

Understanding Brand Valuation (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are going to discuss brand valuation.

How much is your brand worth? For most small businesses that's a tough question to answer. For Apple, brand valuation is estimated at $34 to $184 billion dollars. Coke-Cola is estimated at $72 to $74 billion and Nike between $15 and $16 billion.

The brand valuation process is both an art and a science. In valuing a brand, one factor experts consider is how much a consumer would be willing to pay for the product when measured against a similar product. Take Coca-Cola for example, its product is comprised of a syrupy brown liquid and carbonation but people pay far more for Coke than they would a generic brand. Financial performance is another factor along with forecasts and public opinion.

Despite being hard to determine it is a fact that your ongoing branding efforts will increase the valuation of your brand. Deploying the 7Ps of Marketing, providing an overt benefit to your customers, and delivering on your brand promise will all contribute to an enhanced brand and its valuation.

Watch our Once a Day Marketing™ video to learn more: Valuing Your Brand

Friday, March 22, 2013

Exploring Social Media - Building a Global Following (Digital Friday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are looking at the power of social media to build a global following.

The great thing about social media is that it has no physical or geographical border. Unlike traditional marketing campaigns which have limits to their reach―such as readers of a local newspaper or listeners to a radio broadcast―social media is available to anyone in the world with access to the Internet. For example, Once a Day Marketing™ has followers on every continent except Antarctica.

As you develop your social media campaign remember your audience is world-wide. Even if your product or service isn't intended for international customers, many cultures will be tuning in. Keep this in mind as you develop and release your content.

Watch our Once a Day Marketing™ video to learn more: Serving Global Followers

Thursday, March 21, 2013

How Well Does Your Team Represent Your Brand? (Recon Thursday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are looking at your team and how well it represents your brand.

We've already discussed that people are a major component of the 7Ps of Marketing. How you and your staff interact with your customers greatly influences your brand. It's important to remember that every member of your team is a brand ambassador.

Every touch point with a customer is a fantastic opportunity to create a favorable impression in the mind of your customer. Take the time to remind your team of this simple point and be sure to provide ongoing brand ambassador and customer service training.

Whenever and wherever a customer can see you means you are on show. All your actions reflect your brand.

Watch our Once a Day Marketing™ video to learn more: Your People Are Brand Ambassadors

Wednesday, March 20, 2013

Is the Customer Always Right? (Action Wednesday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are going to discuss customer relations.

Every interaction a customer has with your company is an opportunity to create a favorable or unfavorable impression about your brand. It is critical to consistently provide a good customer experience.

I’m sure you’ve witnessed, perhaps even been involved in, a confrontation between a business and a customer. By allowing a situation to escalate, the company’s brand is diminished in the mind of that customer and anyone within earshot.

Your action item for today is to implement the customer is always right strategy. I’ve talked about this in the past and would like to know what works for your business.

Watch our Once a Day Marketing™ video to learn five important points about: Managing Unhappy Customers

Tuesday, March 19, 2013

Seeking the Right Customers for Your Business (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at how to land the perfect customers.

You love securing new clients or customers. It feels great, doesn't it? But not all customers are the right match for your business.

Here are a few factors to consider when evaluating who may be the best customers for you. First, is there a good fit between the needs of the customers and what you are offering? Second, is this business relationship sustainable, meaning that once you have secured the customer they will return for repeat purchases.

Lastly, what is the customer acquisition cost? Be sure to look not only at the actual cost of marketing and selling but also include the emotional cost to manage the client. If a customer is causing a big headache then he or she may not be worth the effort.

Watch our Once a Day Marketing™ video to learn more about: Landing the Perfect Customer

Monday, March 18, 2013

Brand: Image is Everything (Smart Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are going to talk about brand image and brand identity.

You have heard the expression “image is everything”. Let’s take a look at brand image. Brand image is the perception of your brand in the minds of your customers. That perception is built over time given the experiences they have with the brand and is unique to each individual.

Brand identity is what you want customers to perceive about the brand. All of your strategies and tactics should be designed to create the desired perception and position of the functional and emotional benefits of your product or service.

Branding is the process of aligning the customers’ brand image with your brand identity. With consistent branding you will influence how customers think about your brand and shape their actions, such as considering and buying your product on a regular basis.

Watch our Once a Day Marketing™ video to learn more: Brand Image is Everything

Friday, March 15, 2013

Exploring Social Media - LinkedIn Endorsements (Digital Friday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are continuing our series on social meeting and specifically addressing LinkedIn's endorsements.

When you look at a connection on LinkedIn you have the ability to easily click on skill areas and expertise to endorse that person. This is an easier way for someone to share their vote of confidence without filling out the more in-depth LinkedIn recommendation.

I've followed numerous blog conversations on the endorsement feature and some LinkedIn members like it and others don't. Many receive legitimate endorsements from contacts who know them well. Others are getting endorsements from people they don't know and/or who wouldn't have any knowledge about their skills or expertise.

LinkedIn provides a way for you to turn this feature off if you don't wish to receive endorsements. But I see one other tremendous benefit. LinkedIn is a social media site. Each time someone shares an endorsement you instantly know two things: 1) who they are and 2) that they stopped by your LinkedIn site. To me it's another great indicator to see how well your social media marketing efforts are working.

Watch our Once a Day Marketing™ video to learn more: LinkedIn Groups Defined

Thursday, March 14, 2013

You're Branding All The Time (Recon Thursday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we're looking at your daily branding efforts.

What's that? You say you aren't branding every day? You might not sell or market every day but the fact is you do brand every day whether you realize it or not.

A brand is comprised of favorable or unfavorable impressions created in the minds of existing and potential customers. You can't control the brand but you can certainly influence it by the actions you do or don't take. We like to say the brand is simply everything so any tiny thing impacts the brand.

For example, say someone calls your business while you are talking to a customer on another line. Your phone is supposed to go to voice mail but an error causes it to just ring and ring. After a moment he or she hangs up in frustration and calls your competition. You didn't do anything directly but the stature of your brand just plummeted in the mind of that particular customer.

Make sure you understand all the elements of a brand. Watch our Once a Day Marketing™ video to learn more: The Brand Defined

Wednesday, March 13, 2013

Seeking Good Prices to Create Advertising (Action Wednesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Action Wednesday and today I want to remind you there are still good prices to be found when promoting your business.

Even though the economic recovery is beginning there are still many businesses that have cut back on advertising. This is the most important time for you to maintain your advertising and your message.

Your action item today is to look at service providers and advertising channels. Start with businesses that produce videos, design websites and create social media marketing and print. Those companies have probably seen a decline in their business and might negotiate on the development of content.

Traditional advertising channels such as radio, TV and print have slowed as well and may offer a better deal. You could negotiate increased reach, frequency or size of the placement for the same dollars and receive a larger presence for the same advertising spend.

Watch our Once a Day Marketing™ video to learn more about: Seeking Good Prices to Create Advertising

Tuesday, March 12, 2013

All Inclusive Solution for Your Customers (Strategic Tuesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are going to share advice that will have your customers thinking of your company more often.

The strategy to consider is becoming what I call a total solutions company. This will allow customers to see you as a brand or a company that will meet a greater number of their needs. Eliminate customer perception of your offerings as narrow focused and instead become the one-stop-shop for them.

Customers often have a fixed budget to accomplish a project. If you are thought of as a total solutions company and perceived as offering products to fulfill all their needs, there is a greater chance you will get a larger percentage of the total budget than you would have when you were only offering a narrow product range.

You’ll have to define what total solutions means to your company. It may be a great strategy for you to consider. It would be beneficial to have your customers turning to you for more solutions then they do currently. Implement in stages and expand your offerings over time.

Watch our Once a Day Marketing™ video to learn more about: Becoming a Total Solutions Company

Monday, March 11, 2013

Managing Process to Enhance Your Brand (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are discussing Process, one of the 7Ps of Marketing that is often overlooked by brand managers and businesses.

There are two aspects to the marketing process: internal and external. Internal process relates to your in-house capability to develop branding and marketing plans and implement accordingly. It includes your ability to accurately assess your own company, competition and industry.

External process refers to your customers' ability to easily locate and purchase your product or service. It includes the customer service experience you provide during and after the purchase.

Focusing increased attention on your marketing process, both internal and external, will create more awareness for your brand, enhance your brand stature and improve your bottom line.

Watch our Once a Day Marketing™ video to learn more: Manage Your Marketing Process

Friday, March 8, 2013

Exploring Social Media - YouTube (Digital Friday/Physical Evidence)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am continuing my series on social meeting. I've already highlighted Facebook and Twitter; today we’ll look at YouTube.

Video is definitely a powerful way for you to share stories about your brand. The cost to produce video has dropped dramatically and the opportunities for you to share your content have never been easier, especially with the availability of YouTube. If you want to enhance the strength and stature of your brand, video is one way to accomplish this.

Sharing videos on YouTube works to gain recognition. Once a Day Marketing™ has produced over 250 video blogs and posted on YouTube. This content has generated over 11,600 YouTube views and is followed in more than 130 countries.

Start sharing your brand stories on YouTube today. With a little practice, you'll learn to produce great content that will be enjoyed by new followers and potential customers all over the world.

Watch our Once a Day Marketing™ video to learn more: Exploring Social Media - YouTube

Thursday, March 7, 2013

Leveraging Marketing Best Practices (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are going to look at identifying marketing best practices which are the approaches that other brands use to effectively promote their products or services.

Begin to identify best practices by focusing on companies you think do a great job marketing such as Coca-Cola, Apple Computer or Ford. Look at how they are communicating in their traditional marketing activities and online. Review their messaging and where are they positioning themselves in the marketplace. Then create a list of strategies that you would like to try for your own business.

There are no hard and fast rules for looking at Best Practices in marketing. Be creative, try a few different strategies and keep track of the results to determine how successfully they are.

Watch our Once a Day Marketing™ video to learn more: A Look at Marketing Best Practices

Wednesday, March 6, 2013

Seek a Mentor for Marketing Guidance (Action Wednesday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Action Wednesday and today I want you to seek a mentor to guide your marketing endeavors.

If you are a regular follower of Once a Day Marketing™, we are mentoring your daily marketing and branding by providing insight, guidance and inspiration to improve your brand, capture mindshare and increase market share.

To complement our content, we recommend you seek a personal mentor that you can engage in important conversations about your business. There is no substitute for heart-to-heart chats with a person you trust about your goals and objectives, marketing strategy and challenges you face.

The ideal person should have knowledge of branding and marketing, a broad business base and lots of life experiences to draw on. If you look through your network I'm sure you'll find the perfect mentor for you. Good luck in your quest.

Watch our Once a Day Marketing™ video to learn more about: Seek a Mentor for Guidance

Tuesday, March 5, 2013

Cultivating Existing Customers (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are going to discuss making existing customers count.

There are lots of ways grow your business. One of them is finding new customers. Another good strategy is to develop additional business from your existing customers.

You already have a relationship with these customers; they are familiar with your brand and have trust and confidence in it. It’s not costly for you to let them know about new product offerings. They are good candidates to encourage to buy more products or to spend more money.

Before we get into the strategy we’re going to look quickly at the 80/20 rule. Typically it means that 80% of the effects come from 20% of the causes. When you relate that to marketing it means that 80% of sales come from 20% of your customers. Keep that in mind as we get to our next section where we are talking about strategy to increase sales from existing customers.

When looking to existing customers for increased sales, review those essential 7Ps of Marketing. Consider the Product itself, Pricing, Promotions, Place, People, Physical Evidence and Process. What it is about these elements that keep your customers coming back? Are you able to improve any or all of these areas to delight your customers?

Watch our Once a Day Marketing™ video to learn more: Making Existing Customers Count

Monday, March 4, 2013

How Do Customers See Your Product? (Smart Monday/Physical Evidence)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and I am sharing another one of the important 7Ps of Marketing, this time Physical Evidence.

You never get a second chance to make a first impression and this is certainly true when it comes to your product. Physical evidence relates to what your customers see when they look at your product. Another term for this is the visual cue.

Physical evidence can be the design of the product, color, shape, or packaging. It also may include the display rack that holds the product or how the product is physically promoted in an advertisement. What the customer actually sees creates an impression, good or bad, in his or her mind. The more pleasing to the eye the more favorable the impression.

Take a close look at your product. Evaluate what you see and consider how to improve that impression.

Watch our Once a Day Marketing™ video to learn more: The Physical Evidence of Products

Friday, March 1, 2013

Exploring Social Media Marketing- Facebook (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am continuing our series exploring social meeting. Part II is focused on how Facebook can be a great tool for creating brand awareness.

Now with over 1 billion subscribers, Facebook is the largest social networking site by far.

It is a tool where you can create an online persona for your company, brand, and products. Many large companies are already doing so. This may be a good time for you to start thinking about having presence on Facebook. If you are going to jump into the world of Facebook, formulate a solid strategy so you are successful.

Facebook can be a pivotal part of a social media campaign and a great way to interact with your customers. The price is right, it’s free. I believe that it will continue evolving into an even more powerful marketing tool, including expanded social commerce and other enhancements that Facebook will unveil in the future.

Watch our Once a Day Marketing™ video to learn more: Branding With Facebook