Once a Day Marketing: January 2014

Tuesday, January 28, 2014

Building a Brand Using Google (Knowledge)

Listen to our featured Those Branding Guys radio show podcast: Ryan Smith Google Partner Ambassador

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Those Branding Guys, we discussed how to brand your business using Google.

We spoke with Ryan Smith, Online Marketing Manager at the Ad House Agency here in New Mexico, about how to harness the power of Google to build a brand. The Agency is a certified Google Partner and Ryan is one of only five Google Partner Ambassadors in the world. In this role he is a resource available to other Partner agencies to ensure they have what they need to perform better for their clients.

Ryan shared that the key element of using Google includes its power as more than just a search engine; it is a tool to get your marketing message to your target audience. Google also owns YouTube, online video site as well as Google+ social media venture. Google+ integrates social media with search marketing to help companies develop their online presence. An additional Google+ tool is called Hangout, which is video conferencing feature.

Having a Google+ review is an important component of enhancing search engine optimization (SEO). A best practice when placing ads on search advertising is to know where your customer is in the buying research/process and ensure you are placing the appropriate content in front of them.

Google encourages a good customer experience from their advertisers. If a positive customer experience is not provided it will result in a lower Google+ score and increased advertising cost. Conversely, you can drive the cost of advertising down by enhancing the search experience.

Use the knowledge from today’s show to evaluate whether or not it’s time to enhance your Google advertising program.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, January 27, 2014

Goldilocks and the Three Buzzes (strategy)

Hello. I'm Jim Glover that branding guy for Once a Day Marketing™. Today we are looking at creating the right amount of buzz for the introduction of a new product or service.

Generating buzz or hype is a great way to create anticipation and excitement for customers around the launch of something new. The goal is to take the Goldilocks approach and make sure the buzz is "just right."

Many brands don't understand the power of buzz and often wait and wait and wait to tell their customers about a new product or service. They want all their ducks in a row before they go to market. This conservative marketing approach works but a brand is leaving opportunity on the table by not having customers lined up to buy their products on release day.

On the other side of the coin are those brands that create buzz too early or saturate the market with so much content that the market loses its interest and doesn't care once the product hits the street. Here are two examples.

A leading electronic engineering company in Silicon Valley would go to trade shows and announce the pending release of a new product. This would create amazing excitement with industry professionals. However, it would often take the company too long to actually bring the product to market thereby resulting in the company not delivering on its brand promise.

Another example is the recent release of the film Anchorman 2. Months before the release of the movie we saw the main character Ron Burgundy played by Will Ferrell promoting other brands like Dodge and ESPN. By the time the movie was released it seems the market's excitement for Ron Burgundy had waned and was over saturated. The movie's box office wasn't the success that producers wanted. Was this over buzzing?

Your goal is to create the right amount of anticipation. Apple does an amazing job of creating buzz for a product to the point where customers wait in line at stores to be the first to own an iPhone, iPod or iPad. The same might be said for PBS and its popular show Downton Abbey. Creating just enough buzz to drive record viewership for the series.

Like Goldilocks it's important to manage a buzz campaign that's just right. Stay away from the pitfalls of way too early, way too much or not enough. Find the balance that works for you and you'll have a ready-market from day one.

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 Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, January 21, 2014

Branding a National Franchise (Strategy)

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 we are discussing what it takes for a franchisee to brand and market a national franchise.

On our radio show Those Branding Guys, we spoke with Charles Schmidt, franchisee of N-Hance Revolutionary Wood Renewal, a national franchise whose process for refinishing cabinets 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 of developing 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 Those Branding Guys™ every Monday at 11am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, January 20, 2014

Enhance Your PowerPoint Presentations (Tactics)

Once a Day Marketing™ featured video blog: Add Pizzazz to Your PowerPoints

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking tactics to add pizzazz to your PowerPoint presentations when you are speaking in a public setting.

PowerPoint presentations are still a very popular way to share information about your company, brand, products or services. However, not all presentations are created equal. I’ve seen many that are bland. It’s very important from a branding perspective for you (or someone in your organization) to enhance your presentation because it is a visual cue and a reflection on your brand.

Here are a few ideas we recommend you consider when you are preparing your next set of PowerPoint slides. First take into account who your audience is and create compelling content that aligns with their interests. Next, don’t fill your slides with text. Express your topic in a few words, and then share the rest of the information verbally.

Content should be visually appealing. It’s not just about what you are saying but also what your audience is seeing. If necessary, engage a graphic artist to create compelling images. Consider enhancing the physical presentation through animation. PowerPoint contains powerful tools that allow you to move objects around. Don’t use this feature for the sake of moving those objects around, do use it to enhance a point you want to emphasize with the audience.

Lastly, integrate such things as audio, video or links to the internet. All of these elements will make your presentation much more engaging for your audience.

Benefits associated with adding a little bit of pizzazz to your PowerPoint include audience appreciation, positive reflection on your brand and creation of favorable impressions in the minds of the audience. It may result in more speaking engagements if that is your goal. You will also have a good deliverable to share online at Slideshare or other sites to create brand awareness, allow potential customers to find you and potentially obtain new leads.

Tuesday, January 14, 2014

Branding a Non-Profit Organization (Knowledge)

Listen to our featured Ask Those Branding Guys radio show podcast: New Mexico Film Foundation

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Those Branding Guys, we spoke with Dirk Norris, Executive Director of the New Mexico Film Foundation.

The mission of the New Mexico Film Foundation is to support the programs of the New Mexico Film Office and fill the need for funding as other programs are no longer available. Although not a production company, NM Film Foundation’s goal is to assist independent filmmakers whose efforts may not have substantial commercial value through grants and other mechanisms.

Norris shared that the New Mexico film industry is stable with three TV series currently in production here. The industry has a positive impact on the New Mexico economy and NM is third in size behind Los Angeles and New York.

To brand the New Mexico Film Foundation, Norris first created a logo that reflected the values of the organizations; honesty, integrity and stability. The logo includes the iconic filmstrip which is used where ever an icon is posted and immediately identifies the post as being film related.

The New Mexico Film Foundation website is in development and Norris is ensuring the site will be responsive for mobile devices. Glover suggested compelling messaging be added to let site visitors know the benefits of donating to the organization. Hayduk suggested that Norris also define the essence of what the organization is about and distilling that into a position statement / brandline.

Norris launched the NM Film Foundation in partnership with the NM Film Office. They are leveraging their Facebook and twitter sites as well as hosting fund raisers and mixers across the state to raise awareness. Glover relayed that the key element of top of mind branding is as important to a non-profit as it is to any organization.

Enjoy the podcast.

Monday, January 13, 2014

Choose Your Marketing Words Wisely (Strategy)

Hello. I'm Jim Glover that branding guy for Once a Day Marketing™. Today we are looking at the importance of choosing the words for your marketing message wisely.

The old adage that a picture is worth a 1,000 words is so true today given smart phones, digital cameras and social media sites like YouTube, Instagram, Vine, Facebook, Snapchat and others. More and more we see photos and videos being used to brand and market a product or service.

But this emerging trend doesn't diminish the importance and power of words. In our opinion, using the right words can create interest and compel customers to purchase your product. Well written copy can also create favorable impressions of your brand, especially given how many other brands choose to use slang, abbreviations and acronyms.

What prompted this blog is a video we saw recently on YouTube called The Power of Words. A blind man is soliciting money on the street with a sign that reads: I'm blind, please help. He's not getting much attention from the people passing by. A woman reads the signs and changes his wording. Suddenly, more and more people are giving to the blind man. The new message now reads: It's a beautiful day and I can't see it

As The Power of Words video demonstrates, it's important to choose your wording wisely. As you develop your branding and marketing copy remember the blind man and make sure you always share the most compelling wording.

Tuesday, January 7, 2014

Those Branding Guys 2014 Preview (Knowledge)

Listen to our featured Those Branding Guys radio show podcast: Those Branding Guys 2014 Preview

Hello. I'm Jim Glover, that branding guy, for Once a Day Marketing™. Today Those Branding Guys―Jim Glover and Dave Hayduk― are sharing key branding items for right now and previewing the radio show for 2014.

Those Branding Guys radio show is all about providing practical branding and marketing tips for businesses to make their cash register ring. The show features branding experts discussing their insights and newer or less experienced brands talking about what works and what doesn’t.

In 2014 you can look forward to more great local and national guests including the New Mexico Film Foundation; Ryan Smith a Google Ambassador; Alan Webber, founder of Fast Company Magazine and political hopeful; Kenny Thomas, former NBA player launching a new product and Wham-O, soon to be inducted into the toy hall of fame. You will also be able to continue to call in your questions.

Glover and Hayduk listed the most important branding and marketing elements to focus on now:

Identifying your unique differentiator
How to position your company in the market
Establish goals for 2014 and create a marketing plan
Allocate dollars for a marketing budget
Be a good listener and continuously obtain customer feedback

Glover briefly discussed his ongoing work in economic development with towns and organizations across New Mexico. He also shared his 7Cs of Successful Inbound Marketing© to ensure the success of your social media campaigns.

Hayduk recapped his efforts in the arena of tourism advertising. Working closely with the New Mexico Tourism Department, Dave is supporting the launch of the successful New Mexico "True" campaign based on the brand identity of the state Adventure Steeped in Culture.

Jim and Dave constantly learn from their guests and you can too!

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 Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, January 6, 2014

Brand Strong in 1024 (Inspiration)

Hello. I'm Jim Glover, that branding guy, for Once a Day Marketing™. With a new year comes new opportunities to brand strong in 2014.

The essence of branding is to make sure your potential customers think of your brand first when they are making a purchase of a product or service in your category. The more mindshare you build over time the more market share you will capture.

Once a Day Marketing blogs are designed to inspire you to market every day. To support your effort to make your brand #1 in the minds of your target customers, our blogs provide branding knowledge, strategy and tactics for you to implement.

To get the most out of Once a Day Marketing, follow our new 2014 posts each week. Also visit our website to review hundreds of previous blogs based on the 7Ps of Marketing.

Be sure to join our Once a Day Marketing LinkedIn Group and follow us on Twitter @onceadaymkting. We'll be using hashtag brandstrong2014 to make it easy for you to follow and contribute to our posts.

And don't miss our weekly radio show "Those Branding Guys" every Monday at 11am (MST) on KVSF 101.5 FM where we provide branding tips to make your cash register ring. The show streams live on SantaFe.com and you can find our podcasts there too. I'm Jim Glover, that branding guy, for Once a Day Marketing™. Brand strong in 2014.