Once a Day Marketing: February 2014

Tuesday, February 25, 2014

Going Green: Good for Your Brand (Knowledge)

Listen to our featured Those Branding Guys radio show podcast: Shel Horowitz Being Green and Profitability

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

Joining us on air was Shel Horowitz, green business profitability expert, speaker, columnist, marketing consultant and author. He has been embracing green since the 1970s and was the first business ever to achieve gold level certification from Green America, lending credibility to his own brand.

As a green profitability expert, Horowitz focuses his work on businesses that are moving toward being more eco-friendly and assists them to reach their desired audience. Glover expanded that green puts a brand in a favorable light with customers.

In his new book, Guerrilla Marketing Goes Green, Horowitz discusses how being green and profitable do go together. Expense can be lower when switching to more efficient products such as LED bulbs and printers that can print on both sides of the paper. Further, sharing your company’s sense of social responsibility allows you to connect with customers’ values and enhances your ability to complete against larger, better funded companies.

Horowitz shares that the most important element for any business desiring to start being green is changing their mindset. Common errors of companies as the begin moving toward green include insufficient research around changes that appear green but may in fact not been as beneficial as at first glance as well as switching to a green product without having a process in place to collect and recycle it.

Horowitz predicts that businesses that do not decrease their impact on the environment will become less profitable in the coming years because they will be diverging from what is meaningful to customers. These individuals will find new companies who better align with their socially conscious mindset.

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

Monday, February 17, 2014

Disney: The Mouse That Roars (Inspiration)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at The Walt Disney Company and why their brand continues to be loved by their fans.

The Walt Disney Company was selected by Yahoo Finance as the company of the year of 2013. Intrabrand chose Disney as one of the best global brands, selecting it number one in the media category and number 14 in the world overall. Lastly, Harris Interactive's 2013 Reputation Quotient Report ranked Disney number three among the most visible companies.

The reason for Disney's continued success is great leadership that keeps the Walt Disney vision alive and takes immense pride in all aspects of its brand. The payoff is their customers, both children and adults alike, truly love the Disney experience and offerings including movies, theme parks, merchandise and more.

Disney understands that a brand is simply everything and works hard on all aspects of the 7Ps of Marketing. Their acquisition of Pixar Studios and Lucasfilm and its Star Wars franchise demonstrates deep commitment to providing magical film and digital entertainment products in the future.

Disney's ongoing renovation to its theme parks during a major recession conveys commitment to providing a memorable experience for all visitors to the Magic Kingdom. The company had record park attendance during 2013.

There's nothing mickey mouse about the products Disney makes available to its loyal fans and the experiences it generates as well. Keep Disney's approach in mind as you develop your brand vision. In your own way, your brand can be magical too

Tuesday, February 11, 2014

Power Branding for Success (Knowledge)

Listen to our featured Those Branding Guys radio show podcast: Author Steve McKee and Power Branding

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Those Branding Guys, we discussed power branding and how to leverage the success of the world's best brands.

Joining us in the studio was Steve McKee, President of McKee Wallwork & Co. McKee has just published his second book, “Power Branding: Leveraging the Success of the World’s Best Brands.” The book is organized around power branding principles which Steve has accumulated throughout his 30 year career by direct interaction, observation and research. Managers can use the power branding tips to enhance their own marketing.

McKee noted that many companies make the error of not putting themselves in the shoes of the consumer, resulting in a message that is all about the company rather than the customer. Other common mistakes include holding sales to prop up margins and spending too much on slogans or taglines.

McKee commented that while digital social media may be new, there has always been a social factor in branding. The digital age forces companies to be more agile and responsive in their messaging but social media is still about relationships and getting to know your customers before you seek your call to action.

According to McKee, branding is about what you like. Take note of advertising by other companies and pay attention to what resonates with you and why. Apply this to your own branding and marketing and do something different; you don’t have to ask the customer for a sale today because the call to action is implied. Focus on getting to know your customers first and ensuring that they understand what your brand is all about.

Enjoy the podcast.

Monday, February 10, 2014

Making Your Brand Look Great (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing the importance of always making your brand look great.

Oklahoma City is running a television campaign that makes their community look fantastic. The visual images in the spot are appealing, exciting and create very positive impressions about their brand. They understand that physical evidence or visual cues are one of 7Ps of Marketing and that powerful imagery build a strong brand in the minds of their target customers.

Are you creating appealing visuals across all aspects of your brand that enhances its stature and likeability similar to Oklahoma City?

Physical evidence relates to everything your customers see about your brand. It includes such aspects as your logo, the design of your website, and the graphics you use in your promotional material. It also relates to the physical appearance of your storefront or office and the clothing styles or uniforms worn by employees.

Even your correspondence with a customer is part of physical evidence. That proposal you prepare to bid on future work should look great as should the invoice sent after completing the project.

Strategically review all visual aspects of your brand and ask yourself if there is a way to enhance the physical appearance. Remember you never have a second chance to make a first impression and what customers see representing your brand sets the tone for future engagement.

I'm Jim Glover, that branding guy for Once a Day Marketing be sure to brand strong in 2014.

Tuesday, February 4, 2014

Spotlight on Brand Building (Knowledge)

Listen to our featured Those Branding Guys radio show podcast: Author Tsufit and Step Into the Spotlight

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

We spoke with Tsufit, award winning author of "Step Into the Spotlight” about getting attention for your brand. Although she began her career as a lawyer, her passion has always been to be on stage. She moved into coaching others about how to put the “show” in their business and the book grew out of these experiences.

Tsufit shared that all business is show business and all businesses need to be able to create “box office” draw. Each business has a unique character that should be well defined to let customers know what they stand for. The key is to determine what your business has to build on and making that interesting. It’s all about how your story is presented.

Tsufit talked about the importance of finding your "inner Elvis." She pointed out that early in his career Elvis imitated the other popular singers of the day. It wasn't until he sang with his own voice and style, and accepted it was okay to be different, that his awareness and popularity emerged.

She concluded it's important for everyone to step into the spotlight if you want to ensure your brand stands out and is memorable.

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, February 3, 2014

Spring Your Marketing Into Action (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are encouraging you to ensure your branding and marketing strategy is ready to spring into action.

The first task is to look at your brand and make sure you have a clear understanding of what makes your business unique and compelling. You don't want to be just like everyone else. Know how your customers benefit from your offerings and why they should believe you can deliver on your brand promise.

For example, how many times have you heard a claim like "taste great and less filling" and the product or service doesn't live up to your expectations?

Once your refine your brand positioning, develop a marketing action plan to communicate with your customers the benefits they will enjoy using your product or service. In the plan, identify where you will market, what your message will be, the duration of the campaign and the budget o fthe media placement.

Remember you have the entire marketing ecosystem at your disposal which includes print, audio/video, out-of-home, place-based, publicity, direct marketing, mobile, internet, and experiential. Be creative in your approach and use channels where your potential customers may be found.

Lastly, create messaging that will be relevant and resonate with your customers. Focus on emphasizing the emotional benefits of your brand and how your offering will enhance and improve the lives of your 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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.