Selecting a Professional Media Producer (Knowledge)

Once a Day Marketing™ featured video blog: Selecting a Media Producer

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing how vital professionally produced media is to your brand.

Media is an essential tool to promote your brand and products. Using video increased SEO over sites with text only and 52% of consumers feel watching a product video makes them more comfortable about their buying decision. When it is time to create the video about your company and brand, invest in professional media production to ensure you are telling the right message and meeting the needs of your customers in a crisp and polished video production.

There are two main areas of expertise in creating video; media producers and media production companies. The media producer is the person who provides creative input as well as management of productions and other professionals. Media production companies are sometimes just that.  They know how to capture images and edit, however, they may not have the creative capabilities you require. I believe having a first rate media producer is the most important element to a successful video.

Qualifications to review when you are considering a media production company include their general production skills; they should be very familiar with cameras, capturing images and ensuring they provide the kind of shots you are looking for. The professional you select should also be very competent in audio production as well.

Next is graphics and animation, these are powerful tools that will enhance the production value of a video or media production. Validate that the company you want to work with has a good graphic eye, knows animation and how to make images appear on the screen as you expect them to look.

Editing is another important element. The media expert should be able to take the footage they shoot and turn it into a compelling story that has a beginning, middle and end regardless of the length.

Lastly, they should be comfortable working across various platforms. Not only should the media professional know traditional video production; they should understand what it takes to run video successfully ona smart phone, computer, tablet, video wall, kiosk or any of the other environments where media is used today.

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 11am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2014 Once a Day Marketing™.  All rights reserved.

New Life for a Venerable Brand (Strategy)

Listen to our featured Those Branding Guys radio show podcast: David Setford and the Spanish Colonial Arts Society

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the importance ensuring your brand is updated to continue to attract new customers.

Joining us on the show was David Setford, Executive Director of the Spanish Colonial Arts Society in Santa Fe, New Mexico. The Museum of Spanish Colonial Art has the distinction of being the only museum in the country dedicated to the art of the Spanish colonial period and is also host of the annual Spanish Market.

With a tenure of only six month, Setford has been focused on energizing and building the momentum of the Spanish Market brand by organizing numerous events in the week leading up to the Market, distributing thousands of updated newsletters and running fresh print advertisement. He is targeting a younger audience as well as families to ensure the longevity of the customer base.

Challenges to the Spanish Colonial Arts Society/Spanish Market brand include numerous local competitors, raising capital and attracting new stakeholders. To maintain forward progress, Setford is building collaborative relationships with other organizations and implementing new strategies to innovate at the same as preserving the cultural heritage.

Setford's tips for keeping a brand fresh include gathering input from multiple sources, don't hold on the way things have always been done and, most importantly, remember you can't do everything at once.

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.

© 2014 Once a Day Marketing™. All rights reserved.

The Best Pricing Strategies – Part 2 (Strategy)

Once a Day Marketing™ featured video blog: Pricing Strategies - Part 2

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today we are continuing our look at pricing with a review of four additional strategies.

Key factors that come into play when evaluating pricing strategies are the uniqueness of your product and what your competition is doing.

The first strategy we will discuss is called bundle.  In this scenario various products are bundled together and sold at a lower price than the individual items.  Supermarkets frequently practice this method, perhaps advertising bundles of house cleaning products or milk and bread to entice customer to buy additional items.

Next is psychological pricing.  Here you determine a price that will be seen favorably in the eyes of your customers.  Would a customer be more likely to buy an order of French fries for a $1 or for $0.99?  The actual difference in price is negligible but psychologically the two price points are viewed very differently.

Then we have premium.  A high price is established to create greater perceived value for the product.  Some consumers will gravitate to a high price because they believe they are getting more for their money.

Last is optional pricing.  This strategy may be employed by a car dealer for instance.  They offer a base model and customers are given the option to add such items as stereos or leather seats to the product for a higher price.

There are numerous pricing strategies available.  Determine which are most appropriate for your product and your market.  You may want to try different pricing strategies for various target customer segments.

Pricing is the only one of the 7Ps and changes don’t cost anything to implement.  Pricing drives your revenue and eventually your profits.  It is essential to thoroughly evaluate the process of pricing and impacts to 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 (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2014 Once a Day Marketing™.  All rights reserved.

Create Video to Promote Your Brand (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Richard Holcomb Cliffdweller Digital and New Mexico True Television

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the importance of video production for your business.

Joining us on the show was Richard Holcomb PhD, founder of Cliffdweller Digital. He is currently working with the New Mexico Department of Tourism to produce television programming promoting the New Mexico True Brand.

Holcomb loves video because it goes everywhere today and is no longer limited to a few TV channels. Once you put a video on the internet you become an international company because there are no longer the artificial boundaries of media markets. Video has multiple distribution channels in addition to television including cable, YouTube, twitter, Facebook and other social media.

Those Branding Guys reminded listeners that the key to the growing power of video is that consumer can take content with them; easily accessing any video using tablets and smart phones.

Holcomb shared that one of the current trends is for viewers to be watching programming on television and at the same time be looking at something related on their tablet or tweeting about the content. Another trend back in vogue is product placement, the goal of which is to inform potential customers about the product prior to purchase. 52% of consumers feel watching a product video makes them more comfortable about their buying decision.

Glover noted that a subtle shift in video marketing is very significant. In the past content was pushed out to consumer using television. Now, consumers are using the internet to seek out brand and product information when they are ready to buy. Having great video about your company and products is more important than ever.

Holcomb has a few tips for those ready to create video for their business. Keep in mind that whatever you create will reflect on your brand. Work with a professional to ensure you objectively capture the essence of your business, identify the needs of customers and create a high quality production. Having a video will increase SEO over text-only counterparts.

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.

© 2014 Once a Day Marketing™. All rights reserved.

Community Branding: More Important Than Ever (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the importance of community branding in today's mobile and social world.

It's easy to think about branding cookies, burgers, running shoes and sports cars. How else would customers know about these brands if there wasn't a concerted marketing effort to ensure these brands remain top of mind?

Big cities like San Francisco, New York and Chicago also make a big effort to put their brands on the map. But this isn't always true when it comes to smaller communities. Branding is often neglected and it is expected that the public will understand what the city or town is all about. No formal branding strategies are created or managed.

The population is on the move and people can thrive just about anywhere these days. They are living, working and playing in places they are familiar with or have a true understanding of the benefits and experiences they will accrue from these destinations.

Just like evaluating major brands, these same individuals are using Google and other search engines to shape their opinions. Therefore, it's imperative that communities have a clearly defined identity and consistently share this messaging online to be discovered.

With a steady outbound campaign, the true brand and personality of the community will emerge and attract like-minded residents, businesses and visitors, which is the goal of community branding.

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.

© 2014 Once a Day Marketing™.  All rights reserved.

Listen to our featured Those Branding Guys radio show podcast: Tanya Hall, CEO, Greenleaf Book Group

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

Joining us on the show was Tanya Hill, CEO of Greenleaf Book Group, a publisher and distributor specializing in independent authors and small presses. Their business model sets them apart and is a hybrid between traditional and self-publication. This model attracts experts and thought leaders in their respective subject areas.

Why write a book? Tanya shared that a book extends the brand. Being an author identifies the writer’s specialty and value proposition and also adds to reputation and underscores leadership in a field. A book allows you to promote your effort through PR and other traditional means as well as via social media. It also enables you to provide a physical reminder of your expertise; consumers are more apt to keep a book than other forms of communication and may assist in growing your client base. In some areas, such as keynote speaking, being a published author is fast becoming a requirement

Publishing a book and connecting with an audience enables readers to understand your abilities and the problem you solve. It is also an opportunity for readers to self-identify that they are in need of your services and become a client. Glover commented that today, via social media, authors are much more accessible and have shed the mystic they may have once had in the past.

If you are interested in writing a book, Tanya has these tips for getting started:

·         Don’t worry about giving away the “secret sauce” – do-it-yourselfers would not hire you anyway

·         Be informative to the reader without a strong sales pitch

·         Develop your message – this is the framework that will become the backbone of the book

·         The author’s effort in social media channels is a key element in getting the word out about the book

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.

© 2014 Once a Day Marketing™.  All rights reserved.

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are going to dive deeper into one of the 7Ps of Marketing: Price. There are many effective pricing strategies you can leverage to better penetrate the market or increase profit.

In this blog, we will be discussing the first four of eight different pricing strategies. Choosing the correct one(s) depends on your goals. Distributing product in the marketplace quickly or establishing a position in the marketplace as a very high-end product that commands a higher price are just two of the factors to take into consideration. Always keep in mind that pricing is driven by supply and demand.

The first pricing strategy is called penetration. Very low pricing is established to push product into the marketplace quickly. Margins will be low, however, this strategy should drive increased volume.

Next is skimming. A higher price is set at product launch to capture dollars from early adopters. You are able to charge this customer a higher price because they are willing to pay a premium to be the first ones to have a new/upgraded product.

In competition pricing you decide if you want to be lower, the same or higher than your competition. Consider gas prices; at an intersection typically all of the gas stations set the same price.

Lastly we’ll look at product line strategy. Here you offer a variety of products each at a different price point. For example, low, medium and higher price tiers.  Customers on a budget may buy the entry-level product while those with more discretionary income may favor one of the more expensive products.

In Part II we will review four more pricing strategies.


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.

© 2014 Once a Day Marketing™.  All rights reserved.

Creating a Community Brand (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Branding the Farmington CVB

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the process of creating a community brand.

Joining us on the show was Tonya Stinson, Executive Director of the Convention & Visitors Bureau (CVB) in Farmington, New Mexico. The mission of the CVB is to promote Farmington as well as surrounding area attractions.

Tonya shared that the CVB was working on various projects when the decision was made to begin coordinating with other organizations on the development of a cohesive community. A Brand supported by the city, community and businesses will enable all of them to consistently communicate the same message about the city.

After extensive research and analysis to determine the attributes and personality of Farmington, the essence of the brand is taking shape. Tag lines and other material are being developed. The Farmington area boasts the confluence of three rivers and water-related activities as well as biking, art and cultural attractions and numerous historic sites.

Once the brand and tag lines are finalized, formal strategy and marketing plans will be developed to launch the brand. For instance, signage and the visitor center will reflect the new theme. This cohesive messaging will also be used to convey what Farmington is all about to the target audience. Whether that is new businesses or families, a single compelling picture of the city is presented. Those Branding Guys reiterated that rolling out a new brand is a process, with the goal being the community speaking with one voice.

Tonya added that one of the key components to a successful brand launch is the support of local businesses. They not only will be sharing the brand message in their advertising, they must deliver on the brand promise with a great customer experience.

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.

© 2014 Once a Day Marketing™.  All rights reserved.