The Clearly Defined Marketing Journey (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: The Clearly Defined Marketing Journey

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and I am starting a two part series relating my passion for hiking to reaching your marketing goals.

When planning a hiking trip, trail maps are available depicting very clearly defined routes to the top of the mountain.  Taking a clearly marked trail to the top of Santa Fe Baldy, one of my favorite hikes, makes it is very evident which path to follow.

The trail map is similar to your marketing plan and the goals you a want to reach, if you stay on that path you are going to get there; if you deviate you may experience something unexpected.  Once off the trail you don’t know what you are going to run into.  It is less risky and will consume fewer resources to make the summit when you know exactly where you are going.

The defined path approach is definitely the conservative way to go when you want to reach the summit or your marketing goals.  Tomorrow in Part II we will talk about going off trail and reaching the summit in a slightly different way.

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.

Branding a Personal Care Product Business (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Personal Care Product Business

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the branding of a New Mexico personal care products company.

On our radio show Ask Those Branding Guys, we spoke with Lew Seebinger, owner of Seebinger Hemp, who is rolling out a line of premium hemp body care products.  Seebinger’s unique, proprietary formula containing hemp and other essential oils sets them apart from the completion.  That Branding Guy advised Lew to share his company’s store and unique selling proposition consistently to firmly establish the brand.

Glover also noted that there are two distinct target customer audiences.  One who is already familiar with the benefits of hemp products and another that will require education.  Two different approaches will be needed.  Seebinger is focusing on the benefits of his products to add to brand recognition and also building a distribution network for his products.

Jan Zimmerman, author of Web Marketing for Dummies, joined the conversation with Ask Those Branding Guys and reminded the audience that web marketing is an extension of traditional marketing and is no longer an option.  A web presence is imperative to brand identity.  Jan feels that branding may be more important than SEO because of top of mind recognition and the fact that search engine algorithms are more complex than ever.

Jan shared advice that, when it comes to social media marketing, you can’t do it all.  Know your audience whether it’s business to business or directly to the consumer.  Then identify the social media channel(s) you plan to use.  In the case of Seebinger Hemp, Jan suggested sites that sell personal care products or even beauty blogs to reach target customers.

Zimmerman and Glover remind listeners that there is a down side to social media marketing.  Be cautious, negative publicity will detract from you brand.

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.

Creating Excitement for Your Product (Smart Monday/Promotion)

Once a Day Marketing™ featured video blog: Creating Excitement for Your Product

 Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Smart Monday, and we are talking about creating buzz for your product before you actually release it.

Creating buzz means generating excitement for your product before it becomes available for customers to buy.  Buzz, or customer anticipation, is a powerful tool because it creates a strong desire/demand for your product in advance of its being available.  When you finally do release it people are already standing in line.

Apple is perhaps the master of buzz.  They have been able to generate such great interest in products such as the iPod, iPad and iPhone before they are released that customers are literally camped out to be among the first to have one. 

Generating customer excitement really works to enhance sales.  Consider marketing your product in advance of it being ready for release to customers.  Determine how you can best create anticipation among your customers and target customers.

A critical strategic element to remember is not to allow a long lag between when you make the announcement of the product’s release and when it will be available.  When you create anticipation and then wait too long to deliver the product you may be doing yourself more harm than good.

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.

Add RSS to Your Website (Digital Friday/Process)

Once a Day Marketing™ featured video blog: Sharing Information with RSS

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 RSS on your website.

RSS stands for really simple syndication and it's a link placed on your website that, when clicked by site visitors, enables them to automatically receive email blogs or updates directly from the website.  When a site visitor chooses to receive an RSS feed, they are instantly alerted when new content is available.

Adding an RSS feed to a website is easy for your web programmer and is a great benefit for site visitors because it provides content to them without their having to seek it out.  Talk about customer service!

Once you add the RSS feature to your website be sure to promote it and encourage site visitors to click the link.

To automatically receive our branding and marketing blog each day, visit www.onceadaymarketing.com and take a moment to click the RSS button.

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

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

Your Customers Own Your Brand (Recon Thursday/Positioning)

Once a Day Marketing™ featured video blog: You Can Influence Your Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday and we are discussing how your customers own your brand.

There is a branding rule that says you can’t control a brand, you can only influence it.  That's because your brand resides in the minds of your customers and is the compilation of all their individual experiences with your company and product.  That's what we mean when we say your customers own your brand.

However, you can exert influence on the brand.  Your actions shape what people think about your company.  Review the 7Ps of marketing and verify that you are focusing appropriate attention on every one of the concepts.  This approach will go a long way to generating positive influence for your brand.

Strive to make every customer encounter rewarding and memorable.  Ensure that your people and products are exceeding expectations throughout the purchase/service process.  If you continue to follow this practice your customers will own the brand you want them to.

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.

Promote Your Core Competency (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Marketing Your Core Competency

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we making sure you are marketing your core competency or that thing you do best.

We blog a lot about the importance of your brand being unique, compelling and believable in the minds of your customers.  It is imperative they clearly understand your unique selling proposition and how you are different from your competition.

One of the best ways to ensure clear delineation is to evaluate your core competency, which is that thing you do better than anyone else, and then consistently share this point of differentiation through all your marketing channels.  This repetition will resonate with your customers over time and shape the brand image you want in their minds.

For Action Wednesday, take a close look at your competency and make sure you include this messaging in your advertising.  If you want to strengthen your brand with your customers, this is one great way to make it happen.

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.

Branding a Custom Furniture Business (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Custom Furniture Maker
 

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the branding of a local custom furniture business.

On our radio show Ask Those Branding Guys, we spoke with James Guld, partner of the design team Pearl + Guld, creators of modern furniture and housewares.  Guld discussed what makes his furniture unique and his efforts to brand the company through networking.  He also shared the challenges of marketing a small company with a limited budget.  Glover and Hayduk discussed cost-effective ways to increase reach and frequency and capture additional brand awareness for Pearl + Guld.

Ask Those Branding Guys also chatted with Phil Archuleta, owner of P&M Signs, a leading manufacturer of way finding signage.  Archuleta discussed the importance of informative and attractive signage to provide a good customer experience, thereby enhancing the brand.

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.

40/40/20 Rule of Creating a Great Ad (Smart Monday/Process)

Once a Day Marketing™ featured video blog: What Makes a Good Ad

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Smart Monday and we are looking at the elements of crafting a great print advertisement.

The 40/40/20 Rule is very straight forward.  40% of your ad should be about your target audience, 40% describe your offer and the remaining 20% focused on the creative.

Start by knowing who your audience is or your message isn't going to be relevant and won't resonate.  When you are developing your ad ensure you are targeting the right potential customers and your message is aligned to that group.

Next is the offer.  Provide an offer your customers will care about.  Design a promotion that will inspire potential customers' interest in purchasing your product and has a call to action.

The last component is the creative design of the ad.  One of the 7Ps of Marketing is physical evidence; your ad has to look good as well as contain the other core elements.  When all of these items come together, you should have an ad that will drive traffic and benefit your business.

As you are producing your next ad, keep 40/40/20 in mind.  Don't get caught in the trap of going straight to design.  The process is to target the right audience with a compelling message and then make it look good.

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.

Exploring Social Media Marketing - Pinterest (Digital Friday/Promotion)

Once a Day Marketing™ featured video blog: Exploring Social Media Marketing - Pinterest

First a definition:

Pinterest is an online pinboard used by both individuals and businesses.  A Pinterest user establishes pinboards on various topics and posts related items that interest them.  Pins can be original, from a website or re-pins from within Pinterest.

A business leveraging Pinterest might create various boards around the use of their products accompanied by enticing photographs, recipes or usage information. Below you will see an example pinboard from Bobby’s Flay’s Pinterest site; this one is for his Mesa Grill Restaurant.

Pinterest users may choose to follow individuals or businesses that align with their interests.  The user will receive Pins on their home page from those they are following.  Users are able to repin, comment on or like the pins of others.  Pinterest has a search capability that allows users to search for items they are interested in.

Pinboards are attractive photos on topics ranging from cooking to shoes and are accompanied by a description or a link, perhaps to a recipe.  Since its launch in March of 2010 interest in Pinterest has skyrocketed.

Pinterest Fast Facts (source Mashable.com 2/25/13)

·         1.36 million visitors every day
·         62% female
·         28.1%  have annual household income >$100,000
·         50% have kids
·         27.4% in the 25-34 age group; 22.1% 35-44
·         Referral traffic 3.6%; more than LinkedIn, Goggle + and YouTube combined

Consider adding Pinterest to your marketing toolkit if your desire is to create an image for your brand and sell with and indirect approach.  The strongest impact is visual.  Pins can share information about your company or anything else you think your customers would be interested in.

Once you have when you decide to move forward; develop a strategy.  The following elements will assist you in designing your presence on Pinterest:

-          Identify the attributes of the various customer segments you want to target
                  o   Example – busy moms, families w/ young kids, singles, sports fans
-          Review the needs and interests of each group
                  o   Focus pinboards to respond to needs and interests

o   Underlying message should be how your products unique attributes make customers lives easier or better (over benefit)

-     Start with 3-6 boards created around the various segments/needs

 

Pinterest is another social media tool you can leverage to get your marketing message out.  When determining whether or not to add it to your marketing campaigns, consider your social media marketing holistically.

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

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

Ask Your Customers How You Can Help Them (Recon Thursday/Positioning)

Once a Day Marketing™ featured video blog: Asking Customers How You Can Help Them

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday and we are looking at reaching out to assist your customers.

When was the last time you contacted your customers and asked how you can help them?

Asking this question really means a lot to your customers and we don’t ask it enough.  It demonstrates that you are interested in the needs of your customers and that you are ready to assist them.  When you deliver after asking them how you can help them, your brand really shines.  This is one of the best ways to enhance the stature of your brand in the minds of your customers.

Reach out today and ask your customers what you can do for them.  It may be via phone, e-mail, something you add to your website or perhaps another creative approach like a digital newsletter.  All your customers will be reminded of your brand and some will seek your help.

I’ll finish today by asking, how can Once a Day Marketing help you?  Let us know in a comment, e-mail, tweet, or phone call.

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.

Product Demonstrations Increase Customer Interest (Action Wednesday/Physical Evidence)

Once a Day Marketing™ featured video blog: Product Demonstrations Work

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are looking at the importance of demonstrating your product or service.

We are a visual society.  We like to see and experience things first hand.

In my opinion, demonstrations are an effective way to create interest in your brand and drive sales.  For a physical product, you can hold demonstrations so customers can see your product being used.  For a service based product such as software, your sales force can focus on the features and capabilities of the software when they are demonstrating usage to potential customers.

Additionally, social media/inbound marketing can be leveraged to provide demonstrations.  When potential customers visit your website or smart phone app they are interested in what you have to sell.  This is a great chance to show off how well your product works.

For Action Wednesday, discover new ways to demonstrate your product or service.  You'll find it's a powerful way to enhance the customer experience and generate additional sales.

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.

The Branding of Rambo (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding the Rambo Character

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the history and branding of the fictional character Rambo.

On our radio show Ask Those Branding Guys, we spoke with author David Morrell, master of the high action thriller, who created the Rambo character in his novel "First Blood".  Morrell discussed where the name for Rambo originated and the history of maintaining the brand over the past 40 years.  He also shared his latest efforts to brand and market his new novel "Murder as a Fine Art".  Morrell noted that use of social media is now a key requirement for writers to publish and distribute their stories.

Ask Those Branding Guys also chatted with Bill Zunkel, owner of Tea Chileno, branding a new tea that's made with genuine New Mexico Hatch red chili and Rooibus from South Africa.  We discussed the challenges of the existing naming convention and explored a new name "Bush Fire Tea".

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.

The Case for a Social Media Campaign (Smart Monday/Promotion)

Once a Day Marketing™ featured video blog: Once a Day Marketing: Day 150

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Smart Monday and we are looking at the importance of developing a social media campaign.

Today Once a Day Marketing™ will surpass 15,000 YouTube views for our branding video blogs.  That's almost 500 hours of collective viewing by followers from over 155 countries.  During the 18 months since we launched our social media campaign, we've been able to establish a global brand presence using such platforms as LinkedIn, Blogger, Twitter, and Facebook.  We are very pleased with our results.

The key point to remember is that social media is here to stay and should be a significant part of your integrated branding and marketing strategy.  Using social media properly will create a clear understanding of your brand in the market place, build loyal followers and business relationships, enhance search engine optimization, and generate lead flow and sales opportunities.

And according to HypeLife, branding experts regarding Gen Y, if you are targeting a younger demographic you will fail to reach them unless you use social media.

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.