Once a Day Marketing: September 2014

Tuesday, September 30, 2014

Branding An Innovative New Product (Strategy)

Listen to our featured Those Branding Guys radio show podcast: The Branding of Heavenly Fodder

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 an innovative new company.

Joining us on the show were Rebecca Flores and Mark Evanko, owners and founders of Heavenly Fodder. They created an environmentally friendly, innovative way to hydroponically grow a feed product which is intended for people as well as pets and livestock. Their process uses significantly less water than growing hay.

Evanko is currently working with farmers and ranchers as well as consumer outlets to distribute Heavenly Fodder’s wheatgrass, oats and barley as an alternative to hay for livestock. Their wheatgrass product may also be turned into a juice that health conscious people can enjoy and is currently available at New Mexico outlets of Kiva Juice.

Evanko indicated that reaching out to the distinctive target audiences and initial set up cost of the product are among Heavenly Fodder’s branding and operational challenges.

For this new company, Those Branding Guys recommended that Mark define his brand positioning and work to set himself apart from his competitors. They discussed Heavenly Fodder’s website and opportunities to focus on each target segment and create an emotional message that will resonate with each group, keeping in mind that every segment may have separate needs.

To further differentiate in the marketplace, Those Branding Guys shared that it is critical to connect with customers and let them know why the product is important to them.

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, September 29, 2014

Capture Customers for Life (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the importance of knowing and catering to your existing customers.

Pop quiz. Do you spend more time retaining existing customers or attracting new ones? Both are important strategies but when it comes to branding taking care of your current customer base is critical.

Existing customers are the lifeblood of any company and they must be held in high regard. You should know everything about them, even at the individual level if possible. You should appreciate their loyalty. And you should always strive to do more for them.

Financially speaking, it's substantially easier and less expensive to generate more revenue from loyal customers than it is to capture sales from new ones. And brand lovers are a lot more likely to tell their friends about your offerings and be more forgiving when you make a mistake.

You should always work to attract the attention of new customers but never do this at the expensive of your current client base. Remember to reward the loyalty displayed by existing clients and strive to build strong business relationships with every one of them.

The mindset that existing customers always come first will increase your opportunity to develop patrons for life. I'm Jim Glover, that branding guy for Once a Day Marketing and be sure to always brand strong.

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@oncead.aymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, September 23, 2014

Copywriting: Be True to the Brand (Strategy)

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 creating copy for advertising that was true to the brand.

Joining us on the show was Autumn Tompkins, copywriter and founder of Ink Well Copy. Autumn's client base is primarily comprised of artists; she crafts authentic ad copy that will emotionally resonate with client customers.

Autumn shared that good copy starts by using the right words. According to Autumn, the right words originate with the client. She spends time with each clients to learn their vocabularies. This tone is reflected in outbound copy to accurately represent the brand with target customers.

Autumn noted that when clients are true to the brand they will find their tribes, meaning that when the brands are authentic it will attract like-minded brand lovers with similar interests.

Autumn's final recommendation: Create an emotional connection with customers by using the right words that reflect an authentic nature of the brand.

Enjoy the show.

Monday, September 22, 2014

Consider Tumblr for Your Blog

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at social media marketing with a discussion of Tumblr and whether or not it is a good fit for your marketing campaigns.

Tumblr is a blog platform for self-expression and celebrating creativity where users post video, audio and text content. Like Pinterest and Twitter, users may follow blogs using hashtags. There are numerous brands on Tumble today including GE, Reebok, Acura and Ben & Jerry’s ice cream.

A business leveraging Tumblr might create posts around their latest product information, or another topic their customers would be interested in, comprised of text, video, music, graphics or photographs.

Tumblr users follow individuals or businesses that align with their interests and receive posts on their dashboard (home page) from those they are following. Tumblr users are able to re-blog, comment on or Like the posts of others. Material posted in Tumblr is on a wide range of subjects and you are apt to see strong opinions and the occasional four letter word more frequently than other channels. According to Digital Marketing Ramblings, Tumblr has 200 million monthly site visits worldwide and 69 million domestically.

Tumblr Fast Facts (source: Tumblr press info)

· Founded in 2007 and headquartered in New York City

· 204 million blogs

· 77 million posts per day; 91.8 Billions posts to date

· 42% of traffic is US

· Available in 13 languages

Consider adding Tumblr to your marketing toolkit if your desire is to create an image for your brand and sell with an indirect approach. The impact can be text, audio or visual. Posts can share information about your company or anything else you think your customers would be interested in. Search capability allows users to find your content.

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

New Mexico's Growing Film & TV Industry (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed how the state of New Mexico is capturing national market share in the film and television industry.

Joining us on the show was Don Gray, contract location coordinator with the New Mexico Film Office. Don is currently providing location services for Hollywood producers and directors to attract all forms of media production to New Mexico.

Don shared that in 2002, New Mexico made it an economic development priority to build a thriving film industry. Providing production incentives and loans, combined with great locations and weather, the state started to attract Hollywood producers to shoot major motion pictures and television series in the land of enchantment.

Over the past 12 years, major movies and TV shows have been produced throughout the state and include: The Avengers, The Lone Ranger, Terminator Salvation, Indiana Jones and the Kingdom of the Crystal Skull, True Grit, Crazy Heart, Breaking Bad, Longmire and the currently airing Manhattan series.

Gray noted that incentives are important to pique the interest of producers in the world-class production services New Mexico has to offer including state-of-the-art production studios, top-notch crews, amazing locations, and all forms of digital editing for sound, music, animation, special effects and video. He stressed that Hollywood is a small community and it's important to continue to deliver a superior product every time crews film in the state.

Don added that New Mexico's future plans to build the production market include targeting electronic gamers and online movie makers. He sees New Mexico remaining as a major player in the ongoing production industry.

Enjoy the show.

Monday, September 15, 2014

Branding Tip: Choose Your Name Wisely (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at brand naming conventions.

When I mention Apple, Nike, Google and Amazon, what comes to mind? Of course, you instantly conjure up thoughts of amazing products and services offered by these top-notch brands. The reason, these four companies are branding experts who know how to create stellar products and make sure you understand the benefits and keep their brands top of mind. They are branding 24/7/365 to ensure they remain global household names.

If these company hadn't spent so much energy and resources branding you might have actually first thought of: a piece of fruit (apple), a Greek goddess (Nike), the math value 10¹⁰⁰ (google), or a large river in South America (Amazon). This is proof that any name will work for a brand if you are willing to put sufficient branding and marketing muscle behind it.

Once a Day Marketing™ is a descriptive name for what the company is all about: ensuring my clients understand how important it is to market every single day. I could have selected Glover Consulting or WahWahWhyWhy Enterprises but neither of those names dials customers in quickly to the services I offer. This type of naming convention makes branding a little easier for me, allowing me to spend more time servicing my clients rather than trying to generate an understanding of my brand.

I bring this up because a new coffee shop opened up in my neighborhood with what I believe is an absolutely atrocious brand name. It's hard to say, it's hard to spell and for me it's impossible to remember. In my opinion a challenging naming convention is going to make it difficult for this small business to become top of mind with customers who are already thinking Starbucks.

When you choose your brand name, give thought to how long the process will take to generate sufficient mindshare with your target audience. Whatever naming convention you use, if it's going to take a lot of work reminding customers what your name is and then the benefits it provides, it might not be the right direction to go.

Wednesday, September 10, 2014

Branding Expectations for Authors (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Author Daniel Gibson and Branding a New Book

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed tactics and strategy for the author of a new book to consider.

Joining us on the show was author and freelance writer Daniel Gibson. He is currently focused on generating interest in his new book, a full lengthy biography of Native America artist Kevin Red Star.

Gibson has written extensively about the New Mexico Pueblo culture and was editor of Native Peoples magazine for 12 years. Glover noted this adds to the credibility of his brand as someone knowledgeable about Native Americans and reminded listeners that credibility is one of the key elements of successfully branding.

Marketing efforts for the new book have included events during Indian Market week in Santa Fe where Gibson was able to reach a large audience of consumers likely to be interested in his product. Gibson shared that breaking into the main stream art media is proving more difficult; one of the biggest challenges has been being reviewed by large publications such as The New York Times.

Those Branding Guys suggested leveraging PR and tapping into local Santa Fe celebrities to enhance interest in press releases or new conferences. Glover also suggested identifying something unique about his subject/book to gain the attention of media outlets.

In an environment where the success of a publication can depend largely on the author’s efforts, Glover suggested blogging and using video and still images online. Social Media platforms are a great outlet to tell potential customers more about the subject of the book and answer the question of "why."

One tip Gibson shared was to consider publishing stories related to your book subject in appropriate magazines. This will not only generate publicity, it may result in additional income as well.

Enjoy the show.

Monday, September 8, 2014

Experience Your America (Inspiration)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at taglines and brandlines.

I am working with a client right now to develop a new tagline so taglines have been on my mind. I always pay attention to cleaver slogans; it's one of my hobbies.

With the Launch of the new NCAA football playoff system, ESPN recently released a tagline and campaign called "Who's In?" It's simple, easy to remember, fun and to the point. It is focused on who is going to make it to the playoffs, and for my money, brilliant.

Last week I spent time in Mesa Verde National Park, located near Four Corners in Colorado. As I was riding one of the park's trams, I noticed their tagline splashed on the side of the vehicle. It read: Experience Your America™. I smiled because this brandline, in my opinion, is right on the mark. I love our national parks and they truly are America's treasure. As the tagline suggests, they belong to every American to visit, explore and enjoy.

Today I have two recommendations for you. First, if you haven't experienced one of your national parks lately, plan a visit. You'll thank me for it.

Second, take a moment to review your tagline. Is it memorable, actionable, unique and does it reflect a benefit/value to your customer? Is it also available for copyright or trademark? If so, promote it to the best of your ability. If it seems a bit blasé, think about revising or modifying your slogan. If you don't have a brandline, now is great time to develop one.