Once a Day Marketing: October 2014

Tuesday, October 28, 2014

Branding a Unique Pharmacy (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Nambe Drugs Pharmacy

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing for a unique Northern New Mexico Pharmacy.

Joining us on the show was Tom Lovett, President and CEO of Nambe Drugs, a compounding pharmacy. In addition to what you will find in a regular drug store, a compounding pharmacy also tailors prescriptions to the needs of the individual patients.

Additionally, Nambe Drugs provides consulting for their customers as well as home delivery in the local area. Lovett believes this personal touch and connection with customers is what sets them apart from the competition.

When it comes to getting their message out, Lovett has had great success with radio advertising because it allows you to personalize your business when you do the voice over yourself. He also uses other channels, especially when entering a new market. Lovett sponsors numerous local sports teams and events to ensure Nambe Drugs stays connected to the communities they serve.

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.

You Should be Using Proximity Marketing (Knowledge)

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

I read an article recently by Forbes contributor Greg Petro on how proximity marketing is becoming a major tactic to drive retail sales. For those of you new to the concept, proximity marketing uses wireless and blue-tooth technology to link the physical location of a product to the "proximity" of the consumer.

Petro shared some interesting findings from JiWire:

· 53% of consumers are willing to share their current location to receive more relevant advertising

· 57% of consumers are more likely to engage with location-based advertising

· 62% of consumers share local deals with friends

· 63% of consumers feel a coupon is the most valuable form of mobile marketing

For retailers, proximity marketing means they will know exactly who is frequenting their businesses. Using this "hyperlocal" marketing approach, retailers can push personalized, friendly messages that welcome shoppers and include offers that will resonate with customers based on interests, preferences and previous shopping behavior.

Petro suggests proximity is a new "P" to the marketing mix. I believe that the 7Ps of Marketing already address proximity through promotion (the messaging) and process (the means to share the messaging). So even if proximity isn't a new "P" to the marketing mix, like Petro, I believe this new form of marketing will reshape and hugely impact retail sales in the future.

My recommendation for you today is to spend some time researching proximity marketing on the Internet. If it is becoming an important marketing tactic for Macy's, Levi's, Kraft and Coca-Cola it just might favorably impact your brand and related sales as well.

Tuesday, October 21, 2014

What to Consider When Re-Branding (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: The New Hat Baking Company and Amber Davis

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a company in the process of re-branding.

Joining us on the show was Amber Davis, co-founder of Kokopelli Baking Company of Durango, Colorado, dedicated to creating delicious gluten free baking mixes. The idea for the company grew out of Amber’s desired to prepare gluten free foods for her son who had been diagnosed with Asperger’s Syndrome.

In the crowed gluten free market, Kokopelli Baking sets themselves apart through the use of sorghum flour, a protein and nutrient-rich alternative to the rice flour that is used by most other gluten free products. Those Branding Guys recommended that Kokopelli Baking ensure customers understand the benefits of sorghum flour and why it sets these baking mixes apart.

In light of their desire to be a nationwide brand, Kokopelli Baking has made a strategic decision to re-brand due to the fact that the Kokopelli name is not readily recognized outside of the southwest region. Their new name will be New Hat Baking. The New Hat name was arrived at as both a reflection of Amber’s personality; she is always wearing a hat, as well as the fact that the baking products are a new spin on old style baking (represented by the toque style chef hat.)

Glover recommended that Amber leverage her website to tell the stories of why she founded the company as well as how the name New Hat was arrived at. Also, since Amber is focused on word of mouth advertising, Glover suggested that she assess the feasibility of providing a premium to existing customers for referrals. This may be an inexpensive way to find new leads.

Enjoy the show.

Monday, October 20, 2014

Ensuring High Esteem for Your Brand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at an essential component of brand stature: esteem.

The Y&R Brand Asset Model addresses brand stature and brand strength, two critical components of a Power Brand. (I recommend you take a moment to study more about the Y&R Brand Asset Model.)

A key component of a power brand is whether or not the brand is perceived to have high esteem or is held in high regard by customers and/or potential customers; the higher the esteem, the greater the Brand's stature. Like personal reputation, the more positive the brand reputation the better it is liked or even loved by customers. This is the emotional side of branding.

Keeping brand esteem in mind, let’s take a look at the recent actions of University of Georgia and Florida State University related to possible NCAA infractions committed by each of their top Heisman Trophy candidates. Response to these allegations is remarkably different. Once apprised of the pending situation, Georgia immediately suspended its top player. They chose to protect the university’s reputation over winning a football game, the SEC conference championship, a national title or gaining the prestige of its top player receiving the Heisman Trophy.

Florida State, confronted with an almost identical situation for its top player, is not reacting immediately and, instead, is reviewing the pending infraction. Their top player did suit up this weekend and helped secure a win for FSU over Notre Dame. Despite the fact this occurrence is the fifth major incident by its star QB, Florida State seems to be showing that winning another Heisman or a second national championship is more important than protecting the esteem and brand stature of the university.

Reviewing Y&R's Asset Model again, I give high marks to Georgia and its reputation management. Their brand stature is rising in my book. As to Florida State, their brand stature is eroding...at least for me and I would imagine many others who value integrity. Something for all of us to think about when our brand faces esteem challenges.

Tuesday, October 14, 2014

Branding Chat with Bunnies by the Bay (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Jeanne-Ming Hayes, president, Bunnies by the Bay

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a company that desires to enable its customers to "give glad dreams".

Joining us on the show was Jeanne-Ming Hayes, president of Bunnies by the Bay, a boutique children's brand based in Anacortes, WA. Bunnies by the Bay has been dedicated to producing and designing stylish baby gifts and essentials for over 28 years.

With its origin based on a family tragedy, Bunnies by the Bay has evolved from a company producing collectable dolls to a brand providing the perfect baby gift that can be personalized to create a family heirloom that will be treasured for years.

Calling into the show from the company's manufacturing hub in China, Jeanne discussed that great products can be made in China, or anywhere, when it is the desire of the brand to ensure that the quality of the product is second to none. This is especially the case with Bunnies because it is important for the stature of the company brand to provide products that babies and infants will enjoy safely.

With its presence in China, Bunnies by the Bay is also making a big "brand stand" through creation of the Half the Sky Foundation and offering a portion of the proceeds from Red Thread Collection sales to enhance the lives of orphans in China.

Enjoy the show.

Tuesday, October 7, 2014

Marketing a Unique Growing Container (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Awesome Harvest Modular Growing Pot

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

Joining us on the show were Sattva Ananda and John Cross of Awesome Harvest. Their flagship product is called the Awesome Pot which is a modular, fabric planter bag that grows healthier, happier plants than conventional containers and is easy for growers.

Awesome Harvest has a number of competitors in the market. Their product is differentiated through its high quality, competitive pricing and made in USA appeal. These attributes make it attractive to national retailers.

Glover asked Awesome Harvest how they are creating awareness and ensuring that potential customers understand the benefit of the Awesome grow pot. Ananda responded that they have created an attractive logo and a tag line for shelf-appeal and also include a brochure with pertinent information about the product.

The Awesome Harvest website and Facebook page include videos and opportunities to win an Awesome pot. In January their product will be profiled on the Discovery channel making available additional videos to blog about their product. They are preparing for potential increased business as a result of the Discovery Channel broadcast and will not promise customers what they are not able to deliver.

Glover discussed the potential of testing various messages on different channels. Ananda thought that was a good idea and indicated that they have the ability to track the results of ad campaigns.

Ananda shared that one of their biggest challenges is having enough monetary resources to launch the desired branding and marketing campaigns. His branding tip is to be clear about what it is that you do, the benefit of the product and what potential customers will gain from use of the product. Once you create the expectations, it is vital to stand behind it.

Enjoy the show.

Making a Meaningful Brand Stand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are asking you about your company brand stand.

Not sure what a brand stand is? Try answering the question following question: What is something your brand is standing up for?

As an example, look at this picture of this special edition University of Oregon Ducks football team uniform. This photo via Nike of the Oregon uniform in pink and black shows very visibly the Duck's support for cancer survivors, the fight against breast cancer and generating increase breast cancer awareness.

The Oregon Ducks wore these uniforms in a recent Pac-12 game on national television. Through this display, The Kay Yow Cancer Fund – whose namesake helped inspire the pink-infused uniforms the Oregon Ducks wore – has awarded $100,000 to the Knight Cancer Institute at Oregon Health & Science University.

It's clear the Oregon Ducks took a stand to generate more awareness for breast cancer. This is their brand stand.

Now back to my original question. What is your brand stand? Taking a positive, public action to support a worthy cause not only helps the cause but also enhances the stature of your brand at the same time.