Once a Day Marketing: June 2013

Friday, June 28, 2013

The Ease of Creating a Video Blog (Digital Friday/Physical Evidence)

Once a Day Marketing™ featured video blog: Hollywood Production Capability in Your iPhone

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are taking a quick look at using your smart phone to create a video blog.

We have blogged on several occasions regarding the power of video to tell a visual story about your brand. The possible story angles and creative approaches are endless and consumers are tuning into videos across the internet and through mobile apps to learn about products and services.

The latest smart phones have great built-in video capabilities as well as related software and apps to edit and post videos. No matter the level of your production skills, it's very easy to point, shoot, edit and post.

For Digital Friday, consider creating a video blog and sharing your brand stories with customers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Wednesday, June 26, 2013

Tough Branding: Don't Drink and Drive Messaging (Action Wednesday/Promotion)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Local DWI Program

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are highlighting our weekly radio weekly show looking at the challenges of branding a tough message: don't drink and drive.

On our radio show Ask Those Branding Guys, we spoke with Tom Olson with Santa Fe County DWI program. Olson discussed his marketing efforts to change consumer behavior and stop people from driving drunk. His goal is to reduce fatalities on the road. Stern messages about getting arrested, having your car impounded, and spending time in jail work best. One cleaver tactic he deploys is subsidizing taxi rides home.

Also appearing on the show was Geoff Hendricks with Pinnacle Exhibits sharing trends in the trade show industry and best-practices for optimizing your marketing efforts at an exhibition.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Tuesday, June 25, 2013

Marketing That One Big Benefit (Strategic Tuesday/Positioning)

Once a Day Marketing™ featured video blog: Doug Hall's Concept of Overt Benefit

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at the importance of identifying your brand's key benefit.

To drive sales, it's critical for your customers to have a clear understanding of the greatest benefit of your product or service. I refer to that as your one big benefit.

Your product has numerous benefits but so do the offerings of your competition. When you promote all the possible benefits of a product you create market confusion in the minds of your customers as they compare your product with your competitors.

The secret to cutting through the advertising clutter is to market your one big benefit and ensure your customers clearly understand what makes your brand unique and different from the competition. Consistently emphasizing this key benefit will enable your customers to clearly understand what your brand is all about when making a purchase decision.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Monday, June 24, 2013

A Look at 5 Marketing Philosophies (Smart Monday/Process)

Once a Day Marketing™ featured video blog: Kotler's 5 Marketing Philosophies

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are discussing marketing guru Philip Kotler’s work on five different philosophies for introducing a product into the market place

Sometimes there is a product looking for a market and sometime there is a market looking for a product and you have to decide which situation applies to your brand.

First is the production concept, creating a low price product that is readily available and widely distributed.

Second is the product concept. In this scenario you have created high end product that has many features and benefits for the consumer.

Third is the selling concept. In this instance, you believe that people won’t seek the product on their own and sales will be driven by heavy marketing and promotion.

Next is the marketing concept. This is used frequently today, and consists of designing your products to fill the needs of customers.

Last is the societal concept. Similar to the marketing concept, this takes into consideration the individual, people in general and the environment when creating a product that is a win for everyone.

The selling approach is starting to be replaced by social media inbound marketing. Rather than heavy, aggressive marketing it’s more subtle; potential customers find your message and follow it back to your business and product.

Evaluate your product and your goals to determine which of these philosophies is going to work best for you.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Friday, June 21, 2013

Developing Wireless Products for On the Go Customers (Digital Friday/Product)

Once a Day Marketing™ featured video blog: Wireless Trends for Mobile Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are looking at developing wireless products for customers on the go.

After spending a week on the East Coast enjoying wonderful tourism destinations and my experience with a new smart phone, we were reminded of the power of mobile technology. More and more users are relying on smart phones to guide their daily lives.

Time Magazine addressed this growing trend in its “The Wireless Issue”. They looked at ten world-wide trends surrounding smart phones. The following is a quick summary of the ten trends:

Democracy - There is a trend for organizations to use smart phones for voter registration and accepting contributions

Giving - Donations to charities may be made via smart phone and support for social change as well

Spending - People are using their smart phone to spend money differently than credit cards and cash

Secrets – The ability exists to determine where you are or what you do with your smart phone

Attitude - How are individuals perceiving the ability to leverage smart phones to gain a view into their activity?

Talking - Smart phones in remote areas of the world allow people to communicate better than ever before

Seeing - Smart phones have the capability to capture photos and videos

Play - Smart phones enable playing online games without being tied to a box

Learning – Perhaps the most exciting of the trends; smart phone are enabling learning in new ways

Health - In remote areas of the world people are able to send their symptoms to a doctor somewhere else in the world to make a diagnosis

For Digital Friday, consider how you can leverage these trends and enhance your products and services to work on mobile devices.

Thursday, June 20, 2013

Philadelphia's Brand Looked Grand (Recon Thursday/Physical Evidence)

Once a Day Marketing™ featured video blog: 7Ps of Marketing: Physical Evidence

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are reflecting back on our recent trip to Philadelphia, City of Brotherly Love.

I blog a lot about the 7Ps of Marketing and physical evidence, how the visual cues of your brand create favorable or unfavorable impressions in the minds of your customers. In the case of Philadelphia, this city understands physical evidence and its sights far exceeded our expectations.

Everywhere we turned we were impressed with amazing architecture, tree-lined streets, bold artwork, colorful flags, and brilliant landscapes.

Philadelphia provided wonderful visuals cues to see and enjoy. What visual cues are you creating for your customers? We talk about making a great first impression and the right physical evidence sets the tone for the entire brand experience.

Step back and review your brand. How is it looking?

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, June 17, 2013

Positive Emotions Drive a Strong Brand (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Emotional Branding

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

Recently I was in Philadelphia, PA and had the opportunity to experience the national historic sites in the City of Brotherly Love. This was my first trip to Philly and I spent a two days visiting the Liberty Bell, Independence Hall, the grave site of Benjamin Franklin and the US Mint.

I am a big fan of the Academy-Award winner for best picture Rocky and, just like Sylvester Stallone, I was able to run up the 72 stone steps in front of the Philadelphia Museum of Art.

The point I am making is that I created certain expectations in my mind as to what a Philadelphia experience should be based upon my study of US history in school and once watching a great movie in a theater. I am emotionally invested in these activities and set the bar high as to whether or not Philadelphia would exceed my expectation.

I have to say Philly more than exceeded my expectations and I am now emotional bonded with the City. Whenever I remember Philly I will think warmly of my experience.

As you build your brand, develop ways to emotionally attach your customers to product or service. If you can capture their heart they will be loyal customers for a long time.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Wednesday, June 12, 2013

Using Place-Based Marketing (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Marketing Ecosystem: Place-based Marketing

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing another channel to promote your brand: place-based marketing.

The goal of this marketing node is to establish a brand presence at destinations your potential customers visit routinely. There are four components of place-based destinations: work, education, in-store and recreation.

Work locations include offices, manufacturing sites, etc. You can target a location and focus a message to people at work.

Education destinations are colleges and high schools with places such as the student union and sports field to display a message. Day care centers may be a good choice if your products included diapers and related items that young parents would be interested in.

In store are all the typical retail destinations. Perhaps you've visited your local grocery store and seen an advertisement inside the grocery cart. When you return the cart in the parking lot, there is a message in the cart return area advertising something else.

Recreation is the final destination category. There are numerous places such as sports venues and health clubs where you are can align sporting equipment and clothing with the sports minded or health-conscious consumers.

Experiment with place-based marketing; it’s a nice option to add to your marketing mix. You never know, you may find the perfect match between a place-based destination, potential customers and your message.

Tuesday, June 11, 2013

Local Marketing of a National Franchise (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Marketing N-Hance National Franchise

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes for a franchisee to brand and market a national franchise locally.

On our radio show Ask Those Branding Guys, we spoke with Charles Schmidt, franchisee of N-Hance Revolutionary Wood Renewal, a national franchise whose process for refinishing cabinet and floors has no dust, no mess and no order. Schmidt, the former COO of Acoma Business Enterprises, wanted to follow his heart and build and brand his own business in the Santa Fe area.

Schmidt discusses the strategy he is using to build his brand and target potential new customer through the established recognition of a national franchise brand. He shares his latest branding successes and challenges including the importance to develop an adequate marketing budget. Hayduk and Glover shared branding tips for Charles to follow as he continues to roll out his brand.

Also appearing on the show was Alan Hickman, co-owner with Jan Stringer of Attracting Perfect Customers, a consultancy that has developed a proven process to attract desired customers. Hickman and Stringer have authored numerous books and Hickman shares tips on how your positive actions can lead to a portfolio of perfect customers.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Monday, June 10, 2013

Looking at Your Brand Stature (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Brand Stature Defined

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are concluding the series looking at the Young & Rubicam (Y&R) model around brand stature.

Y&R determined that there are two elements that make up brand stature, esteem and knowledge.

Esteem is whether or not your product or service is held in high regard in the marketplace. Is it best in class or not? With respect to its growth, is it growing in popularity or is it declining?

Knowledge relates to how much consumers know about your product. Do they truly understand what your brand is all about and what it stands for?

Brand stature is determined by multiplying esteem by the knowledge; the higher the score the higher your brand stature. For example, high esteem x high knowledge = high brand stature. Low esteem x low knowledge = low brand stature.

A good target goal would be to have high esteem and perhaps lower customer knowledge about your product. From a marketing perspective, you can always build that knowledge. Alternately, if customers have a lot of knowledge about your product but don’t hold your product in high regard then you have a different marketing challenge. You will have to education them as to why there should be a greater appreciation for your product or service.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Friday, June 7, 2013

Never Too Late To Start Blogging (Digital Friday/Process)

Once a Day Marketing™ featured video blog: 5 Great Reasons to Blog

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I'm going to encourage you to think about blogging if you aren’t already.

Blogging requires a consistent time commitment and may not be right for ever brand. You have to create relevant content that resonates with your customers. Blogging for the sake of blogging isn’t going to add value if no one cares about the content or follows you. Here are my top 5 reasons to blog.

1) Continuously seeking new content keeps you on top of your game. Creating a blog and presenting it to your audience requires you to stay current and be an expert on your subject matter.

2) Blogging positions you as a content expert because people are following the blog and relying on your information.

3) It creates an inbound marketing campaign. We’ve talked about the importance of this in previous blogs. You are creating a presence on the internet and competing against other businesses that are also mounting inbound marketing campaigns. SEO loves blogs and the chance of customers discovering your work increase as you place more content online.

4) Blogs are very useful tools in other ways as well. When I engage potential clients I often send them pertinent links from my own branding videos. The blogs become powerful sales tool in my marketing tool kit.

5) You are able to engage your followers. They will comment, share likes and dislikes and you have the opportunity to respond and develop a relationship.

Blogging does create attention for your brand. The simple fact that you are reading this blog proves my point.

Thursday, June 6, 2013

Boomers and Seniors Are Big Business (Recon Thursday/People)

Once a Day Marketing™ featured video blog: Targeting the Boomer and Senior Market

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we want to ensure you understand the huge market potential of boomers and seniors.

Information for today’s blog comes from an issue of Entrepreneur Magazine. In an infographic about Boomers and Seniors, Entrepreneur shares the size of the market, income and spending statistics of this group.

The combined market for Boomers and Seniors in the United States is 117 million people. Collectively they spend $2 trillion dollars annually and account for more than half of the sales in most categories across all purchases. One out of four consumers is a Boomer and 40% of those Boomers have an average annual household income of $140,000. The same Boomers, 46% of them, have a net worth of approximately $2 million.

Those are pretty amazing statistics. If you haven’t been targeting Boomers and Seniors evaluate whether or not incorporating that segment into your marketing plan is a good fit for your company. They have the desire to spend money and, even more importantly, they have the money to spend.

Wednesday, June 5, 2013

Using Direct Marketing to Promote Your Brand (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Marketing Ecosystem - Direct Marketing

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing direct marketing, another of the nine marketing channels to promote your brand.

The goal of direct marketing is to communicate straight to your customers or potential customers and obtain a response to a specific call to action. Using this methodology you are able to measure results and evaluate how well your direct marketing campaign performed.

The following are the five components of direct marketing:

Direct mail - Catalogues via mail or inserts in credit card bills containing ads to entice customers to buy

Print - Includes reply cards and printed material requesting customers to call a 800 number

Telemarketing - Inbound or outbound to sell or up-sell a product or service to a customer or potential customer

Radio - On air ads enticing potential customers to call or, perhaps literally drive to a retail location

Direct response television – This category includes infomercials, still one of the more powerful ways to engage a customer and drive action by that customer

Direct marketing is definitely a proven component of the marketing ecosystem. Consider whether or not it will work for you. If you do implement it, be sure to track your results. Have fun and experiment with the different possibilities I just discussed.