Once a Day Marketing: August 2013

Friday, August 30, 2013

Is Your Web Design Responsive? (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we taking a quick look at responsive web sites.

If you are already providing a responsive web experience for your site visitors, pat yourself on the back. On the other hand, if you are wondering what a responsive web site is then this blog is for you.

According to Wikipedia, Responsive Web Design (RWD) is a web design approach for crafting sites that provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors).

From a user perspective this means that no matter what kind of device they use to access web content, a site automatically reconfigures to accommodate the screen size. A responsive design enables the user to easily see and access information without having to scroll across large images and pages of text. This type of site provides a pleasurable web experience for customers and favorably impacts a brand.

If your existing web presence isn't responsive, you should seriously consider revamping the site to ensure that you offer this feature to enhance your customers' experience in the future.

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.

Thursday, August 29, 2013

Making History: The Origin of Marketing (Recon Thursday/Promotion)

Once a Day Marketing™ featured video blog: The History of Marketing

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and

and I thought it would be fun to take a look at the history of marketing.

You've been working hard to become a branding and marketing expert but where did marketing originate and what were the early days of marketing like?

Peter Drucker, marketing guru, cites that in 1650 the Matsui Company created the first department store in Japan; perhaps it was similar to a Sears and Roebuck of today. The company developed a source for their products and brought together a large assortment of items. They offered a money-back guarantee with no questions asked, and that was 250 years before the origination of Sears.

In the West, marketing really didn't begin until the mid-19th century when the International Harvester Company started doing things we take for granted today. They introduced market research and analysis, pricing policies, the availability of parts and supplies and installment credit.

A few more marketing facts for you; the very first marketing class taught in college was at the University of Pennsylvania in 1905 and was called The Marketing of Products. Curtis Publication Company formed the first marketing research team at a corporation in 1911.

It's fascinating to delve into the history of marketing; from the 1650's in Japan to the mid-1800s in the United States and what marketers have been doing for the last 100 years. The approaches that we are taking in marketing today are truly remarkable. In future blogs we will continue to profile the history of a few individual brands that have become household names.

Wednesday, August 28, 2013

Are Your Ads Reaching Your Target Audience? (Action Wednesday/Process)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are discussing whether or not your ads are reaching your target audience.

In our blog we talk a lot about creating the right brand image in the minds of customers by sharing a compelling and consistent message about the benefits of your product or service. The goal is to create top of mind or mindshare so potential customers recall your brand at the time of a purchase.

To spread your message you can use traditional marketing or newer social media/inbound marketing. (Review on previous blog series on the marketing ecosystem.)

The important thing to remember is that every placement of an ad is designed to reach individuals within various demographics (age, marital status, education, income, etc.) or psychographics (personal tastes or interests). As you develop advertising strategy and the subsequent media plan, it's imperative to know who your target market is to allow matching your advertising buy with potential viewers, listeners, readers or followers.

Just because you can place a billboard on the side of the freeway doesn't necessarily mean you will reach your target audience. The same is true when using radio, television, magazine ads or social media channels. You need to know what kind of people will encounter your ad. For instance, if you release a 10 second video about your latest bifocal lenses using Vine chances are you won't reach the senior market because they haven't discovered this trendy new social media marketing platform.

Common sense applies (and good market research). In-depth understanding of the target customer enables better advertising placement, resulting in increased reach to the target market. Spend a few minutes today reviewing your media buys to make sure you have proper alignment with your target audience.

Tuesday, August 27, 2013

Personal Branding of a Media Adventurer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Personal Branding: Conversation with David N. Banks

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about the personal branding of David N. Banks, a Hollywood media adventurer.

On our radio show Ask Those Branding Guys, we spoke with David, documentary filmmaker, photojournalist and author of upcoming book "Cue the Camels." In the forward of the book, The Tonight Show's Jay Leno wrote: a gung-ho, self-deprecating, wildly engaging book, with all the behind-the-scenes high jinks that go into shooting news and documentaries across the world.

In addition to winning three Emmy Awards and being nominated for many others in his "day job" working on such television shows as The Tonight Show, Banks also has a personal brand. Dave shared his efforts over the past 30-years to avoid being typecast in Hollywood. and his work to create his own brand centered on his photojournalism, independent documentaries, and writing talents away from mainstream programming.

Despite working on popular sitcoms, soap operas, Wide World of Sports and many other "most-watched" programs, Banks' resume and personal blogs never mention this past television history. Instead, he emphasizes his efforts covering wars, producing and directing documentaries, and shooting incredible photographs of the human spirit. His new book and blogs intentionally convey a brand identity of a man far from the normal Hollywood realm; that is precisely Dave's goal.

For anyone working to create a personal brand, Banks' recommended creating compelling and consistent social media content and sharing with targeted audiences whose interests align with your desired brand image. He encourages everyone not to be timid and jump into the new technologies with both feet to best understand and deploy social media. He also suggested making sure you reach out to your connections and create personal relationships with them. He reminded us that while using technology is essential a personal touches help us maintain our humanity.

Enjoy the podcast.

Monday, August 26, 2013

Route 66 - Creating a Memorable Experience (Smart Monday/Product)

Once a Day Marketing™ featured video blog: Route 66 Brand Mystique

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are highlighting the brand mystique of Route 66 and the importance of creating memorable experiences.

Certain brands have mystique such as the Beatles, Marilyn Monroe, Paris, and Disneyland. Route 66, the historic highway that spanned from Chicago to Santa Monica, is another iconic brand in America.

We had the opportunity to chat with Kevin Mueller, owner of the Blue Swallow Motel in Tucumcari, New Mexico, a restored Route 66 motel that enables its visitors to step back in time and relive the memories of "The Mother Road."

Kevin Mueller Excerpt: Route 66 was established as a national roadway in November of 1926. Because it traversed across the Southwest, all the way from Chicago to Los Angeles, it was a major route for people to travel whether for vacation or relocations. It became legendary in Steinbeck’s book "The Grapes of Wrath" as the mother road.

It’s all the legend around it that enables the brand to live on. The fact that so much of it still exists even though it’s not a national highway anymore. So many bits of it have been preserved. People can step back in time and experience that vacation that they took with their parents in the family station wagon back in the ‘40s and ‘50s and still stay in some of the same places that they stayed at with their mom and dad. People want to share that with their families. People want to experience those bits of their youth, something different from the normal (hotel) chains that they are used to seeing around their homes. It’s a chance to relive a bit of history. It’s still here and they can live it on their own Route 66 adventure.

Route 66, despite its mystique, must still offer memorable experiences today. Many of the communities located on the historic highway are working hard to create new activities designed to entertain and enlighten travelers. The big question to ask yourself: “Is your brand creating mystique and providing a rewarding experience?” Something to think about.

Friday, August 23, 2013

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

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we continuing our series Exploring Social Media Marketing with a discussion of Snapchat and whether or not it is a good fit for your marketing campaigns.

Snapchat is a mobile application for photo sharing. The app allows users to take photos and short 10 second videos (Snaps) and add text/enhance the image with tools provided. Images are then sent to specified recipients. Users are able to determine the length of time a snap can be viewed, 1-10 seconds, before it is no longer available.

There are approximately 8 million Snapchat users across the US; many in their teens to early twenties with a growing 40+ audience. The key difference between the Snapchat app and other video sharing apps is that the snaps disappear.

A business that chooses to use Snapchat might create photos and videos with short captions about their products. A brand may also use it to send a message to their audience about sales or specials at their store or restaurant, etc. As with many social media applications, creativity is the critical element in developing and sharing compelling messages that will resonate with your audience.

Consider adding Snapchat to your marketing toolkit when you would like to create a temporary message that will benefit your brand, especially if you are targeting a younger audience.

Snapchat 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

Thursday, August 22, 2013

Creating Successful PR - Part 2 (Recon Thursday/Promotion)

Once a Day Marketing™ featured video blog: Make a PR Pitch - Part 2

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are concluding our series on developing a successful PR pitch.

Publicity, or PR, is one of the 7Ps of Marketing under promotion and it is often underutilized. PR has the advantage of not being paid advertising, however, you have to do some work to get the coverage. Additionally, the fact that the information comes from a source outside your company may lend credibility or legitimacy for the customers and potential customers who read it.

Now let’s look at the remaining tips to create a successful PR pitch.

6 - Ensure your press release utilizes the standard AP style (Check out the AP Stylebook.)

7 - Develop the points you want to feature. Consider the: who, what, when, where and why. Identify the elements of the story that will excite the interest of the writer or reporter.

8 - Craft a short e-mail that includes all of the essential story information at the top. Your goal is to intrigue the recipient with the opening remarks.

9 - Develop a very concise verbal pitch. Media representatives are going to call you and ask why your story warrants their attention. You have to be very good at answering their questions and convincing them the story has merit.

10 - Lastly, execute your plan. Call writers/reporters and talk about your story. Position it to be so compelling that journalists will think they are going to miss out if they don’t cover it.

If the media outlet doesn’t cover the story this time, you will still have the benefit of creating relationships. The next time you call that writer or reporter it will be easier for you to pitch your idea.

Wednesday, August 21, 2013

Creating Successful PR (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Make a Successful PR Pitch - Part 1

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are starting a two part series around how to create successful Public Relations material.

What drives public relation publicity, or PR, is the fact that newspapers, magazines, radio and television stations, etc. continuously seek fresh content. To fill that demand, your mission is to share a story with a media outlet so they will profile your company. Creating successful PR is 98% preparation and 2% execution. Today and tomorrow we are going to discuss ten key points that will assist you to successfully pitch your story to the media.

Let’s take a look at the first five tips:

1 - Define the main goal or why you want to share a story. Don’t do it just for the sake of publicity, there should be a reason such as sharing news regarding a new product or service.
2 – Identify the story you have to tell. It should be something that is unique, compelling, humorous or interesting. It could have a personal perspective about yourself or somebody in your company.
3 - Select your target audience by determining who would be most interested in reading, hearing or watching this story.
4 - Research the media outlets providing information to your target audience. Consider local radio stations, newspapers or even a national magazine.
5 - Develop your story angle taking into consideration why now and what makes this important. Think like a reporter, create a story that’s going to entice, intrigue and interest the media outlet so they will respond favorable and discuss an opportunity for them to write an article about your business.

Tomorrow we will discuss three more points regarding preparation and two around execution. The latter is where you are speaking to the reporter, pitching your story, and hopefully getting it in the press.

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.

Tuesday, August 20, 2013

Branding an East Coast Winery (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Chateau Morrisette Winery

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about branding an East Coast Winery.

On our radio show Ask Those Branding Guys, we spoke with Keith Toler, director of marketing for Château Morrisette Winery in Virginia. The winery was established in 1978 and has 100 acres of grapes under cultivation which go into the production of 1 million bottles of wines per year across 23 different varieties. Château Morrisette distributes across the US and is currently focused on developing international business in addition to that already in place with China.

Toler shared that marketing challenges include providing tools to the sales force to assist in securing self-space and drawing traffic to the winery. Social media has been among the wineries successes in generating sales and increased interest. Glover encouraged Toler to continue marketing around the story of the dog which is displayed on most wine labels; it is a unique and authentic story that will resonate with customers.

Jennifer Marshall, director of The Marshall Plan, a strategic marketing and public relations consultancy joined the show to discuss the importance of Public Relations or PR. Marshall pointed out that in today’s social media environment PR is more important than ever due to the ability to communicate instantly with your audience.

When you forward your story to a media outlet ensure that you clearly and succinctly state all essential information in the first paragraph and keep your release to one page. Ensure it is sent to the correct contact and follow up if necessary. Marshall and Glover remind the audience that information about your company provided by a third party lends increased credibility to your brand.

Enjoy the podcast.

Monday, August 19, 2013

Branding a Unique Event (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Branding the Santa Fe Indian Market

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are highlighting a world-class event here in Santa Fe, New Mexico branded with distinction.

Santa Fe is host to the famous Santa Fe Indian Market, the largest annual Native America Indian art market in the United States. Now in its 92nd year, the gathering covers 14 square blocks of downtown Santa Fe and features 1,025 Native America Artists from over 160 tribes.

What makes the Santa Fe Indian Market brand so distinctive? It features the top Native American artists from across the country, the quality of the art is unsurpassed; customers are able to meet and interact with each one of the artists; the setting is beautiful, historic Santa Fe, the 2^nd oldest city in the USA and, it aligns with the many cultures of New Mexico, especially the Native American culture.

Indian Market draws people to New Mexico who would like to experience the state, Santa Fe, and the Native American culture as well.

The Santa Fe Indian Market brand is as real and authentic as a brand can get. It delivers on its promise to bring you the best Native America art in the United States. As you are looking to distinguish your brand, consider how to make it real and authentic. Then deliver on that brand promise.

Friday, August 16, 2013

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

Vine is a mobile application acquired by Twitter in 2012. The app allows users to create and post six second video clips along with a description, location and category. Posts can be shared on Vine, Twitter and Facebook simultaneously. Users are able to create a profile, search and follow / be followed by others. In 2013 Vine has become the most used video sharing application in the market.

While available demographics are slim, Vine users tend to be younger. They are migrating away from Facebook, Instagram and other platforms that have been discovered by their parents.

Lowes home improvement stores and GE are just a couple of brands already using Vine. Car makers are also incorporating it into their advertising.

A business leveraging Vine might create various clips around the use of their products accompanied by brief descriptions. As with many social media platforms, creativity is the key element in developing and sharing compelling messages that will resonate with your audience.

Vine Fast Facts (source mediabistro.com7/30/13)

· Vine has 14 million users across the US

· 5 Vines are tweeted every second

· Most traffic between 10 -11 am

Consider adding Vine to your marketing toolkit if your desire is to create an image for your brand and sell with and indirect approach and also if you are targeting a younger audience.

Vine 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.

Thursday, August 15, 2013

The Importance of a Community Brand (Recon Thursday/Place)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are concluding our series on community branding focusing on why a cohesive brand is essential.

Recently we had the opportunity to lead a working session on community branding at the 2013 Rural Forum, New Mexico's top economic development conference. The following day we were interviewed by an Albuquerque business reporter who asked why a community brand is important. A great question which was the main focus of our presentation at the forum.

We are a society that is brand-driven. Virtually every purchase decision consumers make is based on their knowledge, trust, loyalty, confidence and expectations of a brand. This process doesn't change when people are considering where to live, work or recreate.

Like any marketed product or service, a community that has little or no brand recognition will be passed over and not considered by desired targets including new residents, businesses and visitors. It's imperative for a community to share a clear, consistent and compelling message of what its brand is all about as well as the benefits it provides such as quality of life, outdoor attractions, and how it allows citizens to achieve the America dream.

Establishing and managing a unique brand will put a community on the map and drive future inquiries and opportunities.

Wednesday, August 14, 2013

Delivering the American Dream (Action Wednesday/Product)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are continuing our series on place branding and delivering the American Dream.

On Monday we introduced the American Dream Composite Index, a robust measure of American sentiment developed by Xavier University that tracks the ability of a state to deliver the America Dream to its residents and businesses. Visit americandreamcompositeindex.com.

The American Dream Composite Index (ADCI) follows five sub-indices including economic, well-being, societal, diversity and environmental. Within each subcategory are many dimensions that comprise the index score. For instance, the American Dream Economic Index monitors financial security, access to education, job benefits and home ownership.

For Action Wednesday, communities and economic development organizations should take time to understand the ADCI and determine which dimensions they have the ability to improve over time. Community leaders can use the data to drive strategic planning choices and create action plans that remove barriers in the way of resident’s pursuit of their American dream.

Xavier University determined that 64 percent of people living in the U.S. would consider relocating to a community where it is easier to achieve their American Dream.

http://www.onceadaymarketing.com/delivering-the-american-dream/

Tuesday, August 13, 2013

Branding a Top Destination Resort (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Bishop's Lodge Resort

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 top destination resort.

On our radio show Ask Those Branding Guys, we spoke with Richard Verruni, Managing Director of the Bishop's Lodge Ranch, Resort & Spa. Bishop's Lodge is one of the top destination resorts in Santa Fe, celebrating 95 years of catering to discerning travelers and local Santa Feans.

Verruni discussed the importance of integrating branding design and messaging across all aspects of the property. He shared that Bishop's Lodge uses many forms of marketing to convey that the resort is authentic with a rich history and provides many specialized offerings from horseback riding to outdoor massages. He mentioned how the resort is using both traditional and inbound marketing to reach potential customers, including the drive market (within seven hour drive to Santa Fe). He also talked about the recent Disney media event held at Bishop's Lodge to rollout The Lone Ranger movie and how it generated substantial awareness for the resort all over the country.

Ask Those Branding Guys Jim and Dave chatted about place branding and destination marketing. They shared ideas how tourism marketing and economic development marketing could be better integrated at the state level to attract more visitors, residents and businesses.

Enjoy the podcast.

Monday, August 12, 2013

Marketing the American Dream (Smart Monday/Promotion)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at marketing the American Dream.

We are big believers that you can brand anything, whether person, place or thing. This past week we attended the 2013 Rural Forum, New Mexico's top economic development conference, and a key discussion theme was place branding and delivering the American dream. Visit nmrural.org.

Keynote speaker Ed Burghard, CEO of The Burghard Group and creator of Strengthening Brand America, presented the concept that a state like New Mexico should strive to build an environment that enables its residents and businesses to pursue the American dream. This will attract talented people to the state who will create opportunities for growth and prosperity.

From a branding perspective, delivering the opportunity to pursue the American Dream is a unique differentiator for a state. Xavier University has developed the American Dream Composite Index (ADCI) that tracks how well each state is doing related to its economic, well-being, societal, diversity and environmental factors. Visit americandreamcompositeindex.com.

New Mexico now ranks #2 on the scale. Promoting this high ADCI score is a great way for New Mexico to differentiate itself from its competition, the other 49 states. Further, striving to be #1 on the ADCI can provide strategic direction for the state and all its rural communities to work together toward building and strengthening the brand of New Mexico.

Friday, August 9, 2013

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

Once a Day Marketing™ featured video blog: 5 Social Media Predictions

Instagram is a social networking community that allows users to share life’s moments with a simple photo or short video. Currently, the Instagram app is available only for mobile devices (e.g. iPhone, Android).

Once an account is created, users establish a profile and choose who is able to see their photos and videos. Captured images and video can be enhanced with filters, captions and comments prior to sharing. Users are also able to follow those they are interested in and Like the posts of others. Instagram employs hashtags to enable users to easily search site content.

A business leveraging Instagram should post timely and relevant items that align with customers’ interest. Ensure the hashtag is specific to enable your target audience to find you.

Instagram Fast Facts:

·         Launched in October 2010
·         130 million monthly users
·         50% of users outside of the USA
·         16 billion photos shared
·         1 billion likes daily
·         45 million photos per day

Instagram 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. 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.

Thursday, August 8, 2013

Using Coupons to Benefit Your Business (Recon Thursday/Price)

Once a Day Marketing™ featured video blog: Being Smart with Coupons

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and I am going to share my thoughts on trends in coupons, which seem to be everywhere these days.

Numerous types of coupons are available in newspapers, online, directly from merchants, etc. Daily deal websites such as Groupon offer discounts for local and national companies. Groupon enables businesses to market discounts to broad audience. The question is, should they?

The proliferation of coupons and product discounts has created a coupon culture among consumers. This is a pitfall for small businesses when they rely on coupons as a means of driving traffic. However, there is a right place for coupons in your marketing strategy, such as introduction of a new product.

At Once a Day Marketing™ we encourage you to brand and market what makes your product unique in the minds of your customers. A coupon is a pricing strategy. Extensive use of coupons may create an expectation on the part of your customers for a discounted price. This results in moving your product on price rather than the value proposition that you offer, which is the reason you are in business.

Wednesday, August 7, 2013

Cultivating Your Business Relationships (Action Wednesday/People)

Once a Day Marketing™ featured video blog: Cultivate Business Relationships

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today’s discussion about cultivating and nurturing business relationships was inspired while working in my garden.

In Santa Fe it’s a bit of a challenge to grow the perfect garden. There is not much water and the soil is poor. To make the plants thrive, you have to feed the soil and the soil will feed the plants.

A similar concept applies to developing and nurturing business relationships. If you create a strong foundation and add the right ingredients, you will grow strong ties. And that is what building relationships is all about.

Your assignment for Action Wednesday is to begin working in your relationship garden. First determine the new relationships you would like to establish. Leverage networking and business contacts, LinkedIn, Twitter and Facebook for opportunities to identify potential new relationships.

Next design your own plan to create a solid foundation for relationship building. Then seek out each relationship and nurture it. Ensure it has the opportunity to grow strong by providing enough time, attention and follow through.

If you spend time cultivating and nurturing relationships you will accrue benefits for your business. Relationships may grow quickly or slowly, but eventually they will generate new revenue, partnership and other great opportunities for your business.

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.

Tuesday, August 6, 2013

Exemplary Branding of a National Bank (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a National Bank

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

On our radio show Ask Those Branding Guys, we spoke with Jillian Bartley, marketing director of Los Alamos National Bank. LANB is one of the top banks in New Mexico with offices in Los Alamos, Santa Fe and Albuquerque and the first bank in the country to win the Malcolm Baldrige Award, a strong indicator of the LANB's dedication to quality and process.

Bartley noted that the bank's brandline "creating a better way" is not just a slogan but a commitment by employees throughout the company to continuously deliver on the brand promise. Bartley added that as a local bank, LANB works hard to support a vast array of community activities and maintain a strong presence in the market place. Ask Those Branding Guys praised the bank's exemplary customer service provided at its branches.

Curt Cuscino, principle with HypeLife Brands, returned to the show to discuss Gen Y, the growing market segment of 19 to 33 year olds. Cuscino referred to this group as Millennials. HypeLife Brands is an expert at lifestyle marketing and targeting this emerging category. Cuscino shared some of the latest usage trends by Gen Y including their propensity to use photos and video in mobile apps like Instagram and Vine. Cuscino also noted that Millennials seek authenticity in message and products.

Enjoy the podcast.

Monday, August 5, 2013

Inspiring Customer Loyalty (Smart Monday/Promotion)

Once a Day Marketing™ featured video blog: Building Customer Loyalty Programs

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at rewarding your loyal customers.

In today’s competitive market place you are working hard to land every customer that patronizes your business. Are you working as hard to reward loyal customers who continuously seek out your product?

There are many ways to thank repeat customers for their business. In a formal system you keep track of the transactions for each customer and base rewards on activity. Customers may earn points they can redeem for merchandise, discounts, free hotel rooms or other premium related to your business and that aligns with the customers’ interest.

An informal system is a less complicated such as a stamp card from a local restaurant. After the customer presents it to be stamped for a specified number of meals, they are rewarded with a free meal.

A well thought out customer loyalty program will ensure your customers feel appreciated. The reward you offer should be something the customer will value such as the examples cited above. In exchange they will be loyal and have a greater appreciation for your brand.