Once a Day Marketing: May 2014

Tuesday, May 20, 2014

Branding a Chamber of Commerce (Strategy)

Listen to our featured Those Branding Guys radio show podcast: NM Black Chamber of Commerce

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding for a chamber of commerce focused on a specific audience.

Joining us in the studio was Michael McNair, President and Board Chair of the New Mexico Black Chamber of Commerce. We discussed how McNair is branding the organization, which he founded in May of 2013 to assist black-owned businesses achieve growth objectives.

McNair shared that the mission of the Black Chamber is to enable a path to networking, expand access to capital for members and meet the needs of the African American business owner community. Glover indicated that, in light of competition from other Chambers of Commerce, McNair should focus on the aspects of the Black Chamber that set them apart from others. Those Branding Guys also recommended that McNair consider collaboration with like-minded organizations to gain synergy.

One of the challenges being faced by the Chamber is the branding and promotion of their upcoming fund raising event The Cowboys of Color Rodeo scheduled for June 28^th in Albuquerque. The Rodeo has many unique aspects including a historical component, crowd participation and an after party for attendees.

Those Branding Guys suggested McNair send a press release to key outlets and ensure he follows up with phone calls to generate interest. They further suggested listing the event on the State tourism site as well as working with as many statewide partners, including rodeo organizations, to leverage their contacts and lists to reach New Mexico potential rodeo fans.

Enjoy the show.

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 (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, May 19, 2014

Small Things Can Make a Brand Big (Knowledge)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are going to share a real life customer service experience to show how the little things can enhance a brand.

During a recent stay at the Marriott Fairfield Inn & Suites in Phoenix, Arizona I encountered an employee named Lu who was responsible for the breakfast area at the hotel. I travel extensively on business and Lu was one of the best brand ambassadors I've ever encountered.

Lu took great pride in her work area and the product offerings by making sure the tables were spotless and the food selection was always well-stocked, especially the hot coffee.

Lu warmly greeted every customer with "good morning." She also asked the guests about their day and their stay in Phoenix. Simply put, she made the guests feel like they were chatting with a friend or part of their family.

As the breakfast period winded down, Lu reminded her guests that she was about to remove the food so they could make a last dash to the food or coffee. She also politely asked if she could clear and clean the tables.

Later that morning I was relaxing in the lobby. Lu was in the final stages of cleaning up for tomorrow's breakfast and was ready to vacuum. She asked permission before turning the vacuum on knowing it might be an intrusion. I was very impressed that she took the time to ask.

We can learn a lot from Lu about brand ambassadorship. She made the customers feel like kings and friends at the same time and created favorable impressions for the brand. Something to think about as you engage your customers.

Tuesday, May 13, 2014

Branding a Radio Personality (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Lisa Clark and the Motherfunker Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding a radio personality and their show.

Joining us in the studio was Lisa Clark, on-air radio personality known as The Motherfunker. Lisa has been hosting the Friday Funk show on KBAC 98.1 in Santa Fe, New Mexico for the past ten years. We discussed tactics Lisa can employ to build the brand of her radio persona.

The show is focused on transitioning into the weekend with upbeat music including funk and hip hop. Many followers call in and ask Clark to find specific music they can hear on their Friday commute. Clark is interested in enhancing promotion efforts and feels that her brand identity is to be cheerful, fun and lively. She wants to entice listeners to look forward to a show lifting their spirits after a tough week.

Those Branding Guys suggested a social media approach that segregated Clark’s personal life from the image she creates for her radio persona. They also discussed that, as a local celebrity, Lisa is “on-show” whether she is on the radio or at a local establishment where someone recognizes her.

Another effective tactic is to get into character, or the Motherfunker mindset, prior to going on the air and let that attitude guide where the show goes. Those Branding Guys also agreed with Lisa that part of his character can be a wearing a distinctive clothing that uniquely identifies her as the Motherfunker.

Enjoy the show.

Monday, May 12, 2014

PayPal: Creative Branding (Inspiration)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are sharing a great example of inspired branding.

Recently I had the opportunity to stay in Phoenix, Arizona for a few days. Next to my hotel was a building for PayPal, an international e-commerce business allowing payments and money transfers to be made through the Internet.

As I was driving by the entrance to their building I couldn't help but smile. The name of the dedicated street that entered their site is One Payment Way. It's clear from this effort that management at PayPal understands that a brand is simply everything. This is brilliant branding and also reflects that the company has a sense of humor.

Every day commuters not only see the bold company name on the side of the building but also are consistently reminded of the services that PayPal performs.

As you continue to develop and enhance your brand think about clever ways that you can capture mindshare with your customers. Gain some inspiration from the PayPal initiative to name a road about the services they offer. Remember it's the little experiences you share that reflect your brand.

Tuesday, May 6, 2014

Branding a Sports Powerhouse (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Craig Pintens and the University of Oregon Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the meteoric rise of a national sports team brand.

Joining us on air was Craig Pintens, Senior Associate Athletic Director / Marketing and Public Relations for the University of Oregon. We discussed with Craig the rise in stature of the Oregon sports team brand along with tactics employed to maintain the brand at its current level.

Oregon football has grown tremendously since 1996 when a small group of donors, including Phil Knight from Nike, got together and offered their resources to make the program better. The organization focused on improving the student athlete experience which has become the cornerstone of the program.

A rebranding was undertaken in 2001 when the iconic “O” was launched along with the promotion of an outstanding player across the country. The “O” has been used consistently making it a strong mark.

The Oregon Ducks played their traditional Spring football game this past weekend. The game is a fundraiser for a local area food bank and is also known for a traditional tribute to the military branded as Salute the Day. The game has evolved into a brand of its own.

Oregon athletics has had much success in football and other sports. Eugene is known as Track Town USA and is home to great track runners as well as the Olympic trials in the sport. Some of the innovative actions Oregon has taken to generate excitement around the brand include creative uniform design; an active mascot, The Duck; the “Win the Day” slogan and fantastic facilities.

Pintens shared that, with so many student athletes from families where their parents are alumni from numerous other universities, Oregon athletics employs a unique tactic. The Ducks strive to become at least the second favorite college team for everyone in the USA...and its working.

Enjoy the show.

Monday, May 5, 2014

Customer Service: Going That Extra Mile (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are continuing our conversation on enhancing your customer service.

There is a small auto dealership in Santa Fe, New Mexico called Great Little Cars. They target many first time car buyers with quality pre-owned cars. Both my daughters have purchased cars from this company.

Recently my youngest daughter decided to trade-in her old car for a newer one and returned to the dealership. She had a fixed amount of money she could spend and found one car that was in her price range.

To be sure the car was in good shape we had a mechanic check it out. He found a few things wrong that would require some additional out-of-pocket to put the car in tip top shape. Here is how Great Little Cars provided super customer service and exceeded our expectations.

We informed Tim the owner of GLC that we would have to pass on the car since we didn't want to exceed our budget on the vehicle. He stepped up and reviewed the punch list and said he would make all the changes for us at no additional costs.

But here is where the company amazed us with their customer service. Since it was going to take a few days to work on the car, my daughter had to return to college 3.5 hours away from town. When the car was finished Great Little Cars drove the car to my daughter more than 200 miles away. Wow, are we now brand lovers forever!

As you review your customer service, think hard about what you can do to really impress your customers. They won't forget it and they'll always remember your brand.