Once a Day Marketing: April 2013

Tuesday, April 30, 2013

Building a Successful Restaurant Brand (Strategic Tuesday/Positioning)

Listen to our featured "Ask Those Branding Guys" radio show podcast: Talking with 5 Star Burgers owner Bob Gontram

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes to launch a successful restaurant brand.

On our radio show "Ask Those Branding Guys", we interviewed Bob Gontram, owner of 5 Star Burgers, a gourmet burger restaurant chain with establishments in New Mexico, Colorado and Missouri. In just a few years, 5 Star Burgers has developed a loyal following for its burgers and received the distinction of being the best green chile cheeseburger in New Mexico by USA Today.

Gontram discusses the strategy he uses to build his brand. He explains that a successful restaurant is a lot more than its food and must provide a great experience and customer service. He talks about location, location and location and how television advertising really works for driving traffic.

Co-host Dave Hayduk and I also discuss on air an interesting question: Is branding and customer loyalty dying due to consumers finding and buying the cheapest products instantly on the Internet? It's a great show. Please take a moment to listen.

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. You can listen to "Ask Those Branding Guys" every Monday at noon MDT as it streams live on SantaFe.com KVSF 101.5 FM.

Monday, April 29, 2013

Emotional Branding Captures Commitment (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Making Memories and Emotional Branding

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are discussing emotional branding.

There is a branding rule that reads: If you capture the mind, you gain behavior. If you capture the heart, you gain commitment. When your customers are emotionally tied to your brand they will consistently return to that favorable experience.

If you ensure a memorable experience when customers interact with your brand, they will smile and think fondly of your brand each time it comes to mind. For instance, because I have had many great experiences visiting our national parks, I am emotional attached to the National Park Service (NPS) brand and look forward to visiting the parks whenever I can.

Your task for today is to determine how to provide a better emotional experience for your customers. If you do, they will become your perennial customers.

Friday, April 26, 2013

Generating Sales with Your Online Videos (Digital Friday/Physical Evidence)

Once a Day Marketing™ featured video blog: Producing Winning Videos - Part 2

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday, and we are looking at generating more sales online with the use of video.

Having produced promotional videos for more than 25 years, I know that marketing videos work to inform customers about your product and motivate them to purchase your offering as well.

Once a Day Marketing™ has released several blogs about the importance of producing winning videos and distributing via the myriad of social media channels available today. Now we want to introduce you to Cinsay, an innovative e-commerce company that combines point-of-sale and a transaction system within a single video player.

With the Cinsay approach, a potential customer can view your video and instantly buy your product as well. That's like packing a mini-infomercial into every video you release. Cinsay boasts a 7% to 9% conversion rate compared to a 2.5% search to click-through from traditional Google search. Definitely something to look into.

Thursday, April 25, 2013

Know Your Customer Mix (Recon Thursday/Process)

Once a Day Marketing™ featured video blog: Understanding Your Customer Mix

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are delving into understanding your customer mix.

Do you know what type of customers are buying your product or service? Are you able to define your customers by either demographics (e.g. age, income, education) or psychographics (e.g. interests or likes such as enjoying outdoor activities, photography or fine wine)? This knowledge is foundational to identifying the easiest path to growth through customers.

Once you understand your customer mix you will be able to develop pinpoint strategies, marketing plans and sales tactics to attract the customers that will most desire your offerings. As you move forward, continue to monitor the customer mix to ensure you are always on top of your planning and promotions.

Wednesday, April 24, 2013

Good for Your Brand – Supporting Non-Profits (Action Wednesday/People)

Once a Day Marketing™ featured video blog: Enhancing Brand Image by Supporting Non-Profits

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and I know you’ve heard the expression “win-win”. Today we are discussing how you can help a good cause and enhance your brand at the same time.

For Action Wednesday I’m recommending that you get involved with a local charity. We’ve previously discussed that a brand encompasses simply everything. Your association with a non-profit will create a favorable impression in the minds of your customers.

Chose a non-profit that aligns nicely with your business if possible, more importantly, make sure it aligns with your own personal interests. Over time, this effort will be seen very favorably by your customers. They are going to notice your company is supporting a great organization and may seek out your products and services more often in the future because of it.

Tuesday, April 23, 2013

Becoming a Certified Benefit Corporation (Strategic Tuesday/Positioning)

Listen to our featured "Ask Those Branding Guys" podcast: Becoming a Certified Benefit Corporation

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and I want to share with you the idea of becoming a certified benefit corporation.

On my radio show "Ask Those Branding Guys", interviewed Erik Trojian, policy director with B Lab, a non-profit that certifies companies who embrace a triple bottom line of not only achieving a profit but also benefiting society and the environment at the same time. This distinction is known as a "certified B Corp."

There is a growing trend among investors and consumers to seek out B Corps. At the moment, there are approximately 738 certified B Corps in the USA. If your company is socially and environmentally aware or moving in that direction, consider looking into what it takes to become a certified B Corp. If you want to differentiate your brand, this might be a great way to accomplish it. Google benefit corporation for more information.

Monday, April 22, 2013

Mindshare is Your Marketing Goal (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Golden Rule: Mindshare = Market Share

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday, and we are taking a look at mindshare.

You work hard to create a great product or service for potential customers. If these prospects can easily recall your brand at the time of their purchase decision you have a good chance of achieving a sale. Congratulations; your branding is working and you've captured mindshare.

If potential customers can't easily recall your brand when it's time to buy your category of product or service there is a very good chance you've missed the sales opportunity. All your branding and marketing efforts must be designed to position your product top of mind.

Branding is an ongoing process and marketing every day will bring this mindshare goal to fruition. Target the right customers with a compelling and consistent message that promotes the unique and differentiated benefits of your brand and you will drive sales and capture market share.

Friday, April 19, 2013

Drive Digitl Interaction With Customers (Digital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we're looking at how well you are driving digital interaction with your customers.

The other day I stopped by Sonic Burger and grabbed a lunch on the run. When the car hop brought my meal I noticed a sticker affixed to the food bag. The sticker was a promotion inviting customers to text Sonic to receive exclusive offers and updates. I thought this was a clever way to interact with customers and to capture contact information.

As you review your overall marketing campaign, evaluate the plan you have in place to entice your customers to interact with your brand through digital channels and technologies. Following Sonic's example, when you offer incentives and benefits customers will interact with you through available digital channels.

Each new exchange is a great opportunity to build and strengthen your relationship with customers and fuel future sales.

Watch our Once a Day Marketing™ video to learn more about: Developing Online Customer Interaction

Thursday, April 18, 2013

Keeping an Eye on Competition Using Social Media (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are looking at why you should track your competition using social media.

There are numerous benefits of following your competition’s social media efforts. First, you will learn exactly where they are creating a social media presence. You will also be able to identify how they are targeting customers; whether they are utilizing psychographics of peoples’ interests or demographics of age, marital status, education, etc.

Equally important, you will discover their positioning and messaging. Understanding your competition's strategic direction will enable you to better position your own brand to emphasize your unique selling proposition (USP) and the overt benefit of your product or service.

Watch our Once a Day Marketing™ video to learn more: Track Your Competition Using Social Media

Wednesday, April 17, 2013

Keeping Your Brand Promise (Action Wednesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing fulfilling brand promise.

To determine whether or not you are fulfilling your brand promise, compare the expectations your customers have of your brand or product to their actual experience. Are you delivering? Are you exceeding the expectations of your customers? Are they having a great experience? If not, determine why not and make the appropriate improvements.

When you are meeting or exceeding your brand promise you should have many happy customers and lots of repeat business as well.

Watch our Once a Day Marketing™ video to learn more about: Fulfilling Brand Promise

Tuesday, April 16, 2013

Tell Customers How Your Product Enhances Their Lives (Strategic Tuesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing how to avoid a common mistake in developing a marketing message.

When creating buzz and anticipation for a new product, companies often error by centering their message around how good the product is, rather than how good the product makes customers.

Review your product or service and make a list of benefits and how they make your customers feel and/or how it improves their lives. In future promotions ensure you are emphasizing those points.

Watch our Once a Day Marketing™ video to learn more about: Telling Customers How Your Product Enhances Their Lives

Monday, April 15, 2013

Creating Brand Relevance and Resonance (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 discuss brand awareness.

Many companies feel that their product is for everyone and they should market to everyone. The reality is that awareness is not the main element in increasing brand strength; how relevant your product is in the minds of your customers and how your brand resonates with them is far more important.

In today’s environment, we are moving toward an increase in niche marketing and customization to create top of mind. For example, Nike enables customers to go online and customize running shoes. They can select color, style and even have their name embroidered on the shoe. Nike is moving more toward customization and creating, in that case, a market of one.

Increased customization is something to strive for in your business which leads to creating brand relevance and resonance. Consider how you can create niche or customized products that target a particular group, or even a market of one. If you are able to achieve greater customization, when you advertise it will be very relevant to your customers and resonate with them. As a result, customers will specifically seek out that product or service.

Watch our Once a Day Marketing™ video to learn more about: Brand Relevance and Resonance

Friday, April 12, 2013

Create New Products Leveraging Your Brand (Digital Friday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are looking at whether or not you are taking full advantage of your brand recognition when you release a product.

Brand loyalty is essential since today’s consumers will go into a store to look at a product, perhaps try it on, or get a sense of what the product is all about; then they go home and purchase the product online from someone else. How do you combat that?

One way is to introduce a proprietary product under your brand name which can only be purchased from your company. Toys R Us has recently done this with a tablet PC targeted at a young audience. It is a brilliant branding strategy that will get people into the store and, if they like the tablet, they can’t buy it anywhere else.

The question for you to consider today is: What can you do as a strategist to leverage your brand and create a new product or service that people can only obtain from you?

Watch our Once a Day Marketing™ video to learn more about: Attracting Customers with Proprietary Products