Once a Day Marketing: February 2015

Monday, February 23, 2015

Branding With a Focus on Millennials (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are taking a look at brand message targeted at the Millennial Generation.

Millennials or Generation Y, are generally considered to be young adults with birthdays between the 1980s and early 2000s. According to the Pew Research Center, this year the Millennials are expected to unseat Baby Boomers as the largest living generation.

If your business wants to capture a portion of millennial’s $200 billion annual spending keep in mind that this age group has grown up online with social media and have instant access to the information via their smartphones. A Facebook, text or e-mail messages will elicit a quicker response than a more traditional phone call or other type of advertising.

A business that is interested in reaching the Millennials, should craft a creative and authentic message that will capture the interest of this young, educated group. Focus distribution on the social media channels like Twitter, Instagram, Facebook and Vine. Ensure you message is delivered consistently; Gen Yers tend to be less brand-loyal than their parents.

If you plan to target the Gen Y market, integrating social media into your campaign will increase your chances of success. In fact, in today's marketing world, it's almost imperative that you use social media to garner any form of marketing success.

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.

Tuesday, February 17, 2015

Branding Impact of The Bachelor TV Show (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Bachelor TV Series Profiles Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed the impact of The Bachelor TV show’s recent filming in Santa Fe.

Joining us on the show was with Ed Pulsifer, Director of Sales at La Fonda on the Plaza. One of the most memorable scenes was photographed on the La Fonda outdoor terrace with the Sangre de Cristo Mountains and the St Francis of Assisi Cathedral in the background.

Pulsifer shared that La Fonda along with numerous local business collaborated to make The Bachelor’s visit to Santa Fe a resounding success. Cast and crew stayed at Buffalo Thunder Resort and events and filming took place at other locations in the area.

The Bachelor has about 14 million younger viewers who were treated to a look at the wonderful scenery in and around Santa Fe. This is a critical impact to the city since the current visitor demographic is 50+ and businesses would like to penetrate the growing millennial market which will soon surpass the Baby Boomer in size and spending capability.

Following the show, La Fonda has seen a spike in interest on their website by groups and couples planning weddings. Those Branding Guys shared their insight that Santa Fe will be experiencing the effects of The Bachelor filming here in town for a long time to come.

The investment made to bring the show to Santa Fe is paying off through national and international exposure.

Enjoy the show.

Sunday, February 8, 2015

Is Your Product Succeeding on the Shelf? (Knowledge)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today I am prompted by a recent Forbes article by Mark Osborn to discuss critical elements to ensuring your product is successful in stores.

We have frequently discussed the exponential growth in consumer choices for all kinds of products. Nowhere is the more impactful to your business than when you are vying for shelf space and recognition at a brick and mortar retailer.

As retailer partners demand comprehensive strategies from consumer products makers, it’s up to you to lure customers to your product by designing engaging experiences at the shelf that will set your product apart from the more ordinary competitors.

Your sales force is the critical factor to success. Enable them to drive collaboration with in-store partners. When creating your message for the shelf, remember to focus on the story or your brand what makes it unique, compelling and believable.

Anything you can do to enhance the in-store shopping experience by customers for your product will strengthen your brand and position your company for more shelf sales in the future.

Tuesday, February 3, 2015

Brand Building with Yelp (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Chatting with Yelp's Howie Kaibel

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed how Yelp can help your business.

Joining us on the show was Howie Kaibel, Community Manager and Marketing Director in New Mexico for Yelp, the social networking site for local businesses. We discussed how local business can use Yelp to connect and interact with people in the community as well as visitors that may be seeking them out.

Yelp Fast Facts:

· 139 million average monthly unique visitors

· 69% of reviews are positive – users like to rave about a great experience

· 60% of users are over 35

· 78% of users have a college education

· 66% earn >$60K annually

· All types of business are using Yelp

Kiabel shared that Yelp essentially provides a virtual storefront and that is it easy for a business to begin using Yelp to build their brand at no cost. Kaibel advises business to go beyond claiming their Yelp page. He encourages becoming engaged in the process and with customers to take it to the next level. Yelp also has the capability to allow merchants to offer a discount or deal on check in.

Enjoy the show.

Monday, February 2, 2015

Are You #1 in the Minds of Your Customers? (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking about being #1 in the minds of your customers and why it is so important for your business.

When customers decide to make a purchase, they tend to buy the product that commands the top place in their minds at point of sale. It’s more than mindshare, it's the fact that the product benefit is clearly understood and commands the #1 recall position. Being #2 may sound impressive but it won't generate top sales.

As you move forward with your branding efforts it is imperative that you become #1 in the minds of your target customers in some dimension of the purchase. Work hard to establish this unique positioning and don't try to be all things to all people.

To learn more about brand positioning, click on the link to watch this Once a Day Marketing video: Being #1 in Your Customer's Mind