Once a Day Marketing: June 2015

Tuesday, June 30, 2015

Branding The Santa Fe Film Festival (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: The Original Santa Fe Film Festival

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy for a New Mexico's original film festival.

Joining us on the show was Nani Rivera, Executive Director of the Santa Fe Film Festival. Santa Fe Film Festival is the oldest of its kind in New Mexico and is known around the world. The organization works with the film community and provides education to keep the industry strong.

The Santa Fe Film Festival screens films that reflect the best current global offerings along with high quality productions created by local talent. Film is not limited to feature length projects; commercials and other motion media are featured as well.

Nani is very focused on meeting/exceeding the expectations of sponsors. Those Branding Guys reiterated how important it is to ensure you clearly understand the results a sponsor is seeking or you may not be able to retain them in the future.

To promote the Festival, Nani shared that they are using radio, print ads, website, social media as well as a TV commercials.

In addition to the annual event, the Santa Fe Film Festival organization provides workshops and support for people interested in working in the film industry as well as actors and film makers. They post casting calls and will assist film makers to find talent both in front of and behind the camera.

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

Monday, June 29, 2015

Social Media Branding Tips (Knowledge)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking about branding and harnessing the power of social media.

Social media channels are an inexpensive ways to reach your target customers. Many businesses hesitate to jump into social media for a variety of reasons. There is a “fear factor” which may be the result of misunderstanding or believing it is a fad. Social media is here to stay and is becoming widely used for customer service and customer care.

A business who would like to begin using social media should create a plan that includes a profile of target customers and identifies who will manage the campaign. It is important to determine the tone of the material that you will share along with the timing of distribution for your message, consistent distribution of content is essential. You also should have a measurement plan in place to monitor results by channel to see which ones are most successful.

The visual aspect is the most important element of social media and businesses should use high quality images. When it comes to content, share something that customers would not necessarily see in your place of business, perhaps a story of employee recognition accompanied by a photo or other behind the scenes information.

It is also appropriate to share other information customers will be interested in that is not necessarily about your company. Here is your opportunity to create a personality for you and your business beyond normal business activities.

Always take the time to thank customers for positive comments and respond to and resolve any negative posts.

We strongly recommend that users new to social media build a following by sharing the story of their brand rather than jumping into a social media campaign that has any call to action.

Tuesday, June 23, 2015

Branding Alien Beer (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Sierra Blanca Brewery

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy with a micro New Mexico brewery.

Joining us on the show was Richard Weber, Owner of Sierra Blanca Brewery in Moriarty, New Mexico. Sierra Blanca brews 17 beers along with seasonal products and is known for their signature brand Alien beer. Alien brew was first created for the 50^th anniversary of the Roswell crash.

Sierra Blanca keeps their brand fresh by developing new beers, creating inventive names and keeping the packaging updated. The whole team works to name products; they keep a list in the brewery and write down ideas as they come up. Weber held a contest for the latest alien logo design; Glover commented this was a great way to encourage customer engagement.

To create brand awareness, Weber does tastings at locations where his products are sold. As an alternative to tastings, he sometimes offers a six pack of 6 different varieties so customers can have a sampling. Sierra Blanca has a tasting room adjacent to the Moriarty brewery and a beer garden is opening in July. Merchandising is also a large component of keeping the brand top of mind. Sierra Blanca has a line of T-shirts and glassware that is sold at the tasting room.

From an advertising perspective, radio is working wonderfully for their owned establishments. Sierra Blanca is using social media to tell customers about new offerings and has had good response. Glover suggested Weber use a campaign where customers would share photos via social media using the Sierra Blanca hashtag and follow the results to see the impact it creates.

Weber’s branding tip is to ensure your images are prominently displayed on your product, packaging, dispensing device, etc.

Enjoy the show.

Monday, June 22, 2015

Elements of a Great Video Advertisement (Strategy)

Hello, I'm Marianne Tenenbaum, Branding Strategist for Once a Day Marketing™. Today we’re discussing the essential elements of a great video advertisement.

Notice that I said video advertisement rather than television commercial. Keep in mind that your ad may not always run only on broadcast television or cable channels; it will be seen via YouTube and other platforms on computers, tablets and smart phones as well.

Key items to consider:

· Hire a professional media producer to develop a polished, professional video

· Ensure the style of the video reflects the essence of your brand

· Create a story that is compelling & believable and will resonate with your target customers

· Be true to your product/set accurate expectations

· When text is used keep it short and in a crisp, readable font

· Review the creative from the customer’s point of view

Another important aspect to take into account is sound; advertisements typically include a combination of music, dialogue or voice over. Music should align with the tone and subject of the ad, such as surf music or gently lapping waves for a beach resort commercial. Enhance your story with well-crafted dialogue and or voice that relates to the video images.

Recently I saw a commercial on broadcast television which was only visual images with no accompanying music or voice. From a customer perspective this seems to miss the mark. If your audience is not facing the screen and watching the images a precious opportunity to make an impression on them is lost.

Evaluate your video advertisement against these criteria and determine if you can create more effective ads.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact Marianne Tenenbaum at (505) 699-7849 or email mten@onceadaymarketing.com. Listen to James Glover, That Branding Guy, on Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, June 16, 2015

Branding a Glass Blowing Artist (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Liquid Light Glass

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy for a well-known Santa Fe glass blowing artist.

Joining us on the show was Elodie Holmes, Artist and Owner of Liquid Light Glass. Elodie named her business for the glowing liquid that glass becomes when it is heated to 2100°. She has been in her current Santa Fe studio for 15 years.

Although she has a wide variety of work, Elodie is known for several series or types of pieces including glasses, paperweights and free standing sculpture. She also creates bowls, vases, dancing figures and other unique pieces. Elodie then began adding dancing figures to her bowls and vases with a technique she developed which now have become her signature creations.

Another characteristic that sets Elodie’s brand apart is color hues that she creates and controls with heat are part of what lends distinction to her art. Her best-selling pieces are aurora sculptures which include this technique; they are large blown glass sculptures supported by metal stands that come in various sizes.

One of the challenges Elodie manages is balancing her time between being in her studio and being on the road publicizing her work. She participates in one trade show a year which she leverages to gain the attention of outlets for her work. Elodie’s art is displayed on the Liquid Light website and in shops and galleries across the country.

Elodie creates a wonderful customer experience at the Liquid Light Glass. When she is working, visitors are able to watch the glass blowing process or take a one on one class. A recent review written on Trip Advisor has been generating a large amount of interest in Elodie and her studio. This is a great reminder of the power of social media.

Enjoy the show.

Monday, June 15, 2015

Satisfied With Your Brand Identity? (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are taking a quick look at your brand identity; what it is and whether or not you should think about enhancing it.

Brand identity is how you want your company or product to be perceived in the market by customers. It's comprised of such things as the attributes of your company, product or service and the benefits they provide to those customers and is the foundation for all of your marketing efforts.

Consider whether or not your current brand identity meets expectations; is it exactly what you want your brand to be known for? If so, keep up the good work and continue to reinforce this identity by offering a great product, customer service and sharing positive communications about your brand.

If your brand identity is not exactly what you want, it is possible to change it. Review the 7Ps of Marketing and look for opportunities to enhance or change your offerings. If you want your brand to be very different, that may require the addition of more appealing attributes based on customer needs that will reshape how customers think of your brand.

Remember, you have to deliver on your brand promise. It takes more than just telling your customers your brand is now different, you have to make real, meaningful changes that they will perceive and experience.

It is possible to change your brand if you so desire. Keep in mind that if you are not happy with your brand identity chances your customers aren’t either.

Tuesday, June 9, 2015

Branding Santa Fe Indian Marketing (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: SWAIA 2015 Santa Fe Indian Market

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy for a venerable New Mexico brand.

Joining us on the show was Dallin Maybee, COO of The Southwestern Association for Indian Arts, better known as SWAIA. The mission of SWAIA is to bring Native arts to the world by inspiring artistic excellence, fostering education, and creating meaningful partnerships. SWAIA exists to support the artists and their needs.

SWAIA’s annual signature event, Santa Fe Indian Market, has been going strong for 94 years. The Market hosts 900+ Indian artists from across the country and brings 150K – 200K visitors to Santa Fe each year. The festival includes film, fine art, performing art and an artist supply show. This year there is a new component called the Indian Market Edge, a contemporary show highlighting less traditional art forms.

One of the challenges SWAIA is working to overcome is cultivating new collectors. They are leveraging the strength of their brand and taking it to new markets where they don’t have any exposure today and are participating in regional, national and international shows.

Maybee shared that he is also focused on how to be smarter about growing the Brand. Since the Santa Fe India Market is already a major event, he is working to take artists around the US and the world to bring the SWAIA brand to consumers who would not otherwise be exposed to it.

Looking for new ways to engage both artists and visitors, SWAIA has updated their website and are creating new avenues to reach those who the traditional booth does not appeal to.

Maybee’s tip to artists – stay true to yourself. Create the art you care about rather than trying to create pieces that may be more commercially successful.

Enjoy the show.

Monday, June 8, 2015

Is Personal Preference Dictating Your Marketing Approach? (Strategy)

Hello, I'm Marianne Tenenbaum, Branding Strategist for Once a Day Marketing™. Today we’re discussing whether or not your preferences are preventing you from using the best marketing channels to distribute your message.

If you are selecting marketing channels for your advertising based on the way you like to receive a marketing message, you may not be taking advantage of the best way to reach your customers. Consider all the options, in previous blogs we have spoken at length about the marketing ecosystem which includes nine major distribution nodes for your advertising message: mobile, online, print, audio/video, direct marketing, public relations, experiential, play space marketing, and out of home.

Don’t allow your biases to prevent you from using the channels that would be the most successful way to reach your target audience! Perhaps you tend to shy away from advertising using social media because you aren't familiar with the channel. But if your customers are Millennials, social media platforms should be playing a significant role in your marketing plan.

Along with reaching your audience via the right medium, you should be engaging with customers the way they want to interact with you and your business – that may be through an app of your own or a service such as Yelp or Foursquare.

After considering the nine nodes, if you have identified a channel as a good fit to reach your target market, break out of your usual routine and try something new; don’t forget to monitor results.

Wednesday, June 3, 2015

Branding a Unique Bike Shop (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Eco Motive Electric Bike Shop

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy for a new bike shop.

Joining us on the show were Pam Sawyer and Dan Jeffre of the Eco Motive Electric Bike Shop in Santa Fe, New Mexico. Eco Motive has been in business for several years and rents both electric and pedal bikes for visitors and locals to get around town.

New technology, including the lithium ion batteries, allows electric bikes to go up to 20 mph with a range of 50 miles. Pam and Dan are excited about the products they are offering which, in addition to making getting around town faster, allow customers who may be unable to walk easily experience the City Different.

Dan shared that the best way to promote the shop has been attending events where customers are able to take a test ride. He says what makes the bikes so compelling is that they provide the joyful experience of freedom to explore miles of bike trails safely and enable riders to see more. Those Branding Guys commented that sharing the joy of riding is a great way to connect with customers on an emotional level. This approach sells the "why."

Because Eco Motive is located next to New Mexico's commuter train Rail Runner, Glover suggested approaching Rio Metro, the train operator, to cooperatively market Eco Motive as a "sight-doing" activity train riders can experience; this is a great fit because of Eco Motive’s new location at the Santa Fe Train Depot.

Building a strong referral network with hotel concierges is another low cost avenue to spread the word about Eco Motive. If possible, delivering the bike to a guest’s hotel will enhance the customer experience even further.

Eco Motive’s biggest challenge is educating customers about the technology and how user-friendly it has become. Dan’s tip for businesses starting out is to not lose site of the big picture as you are immersed in the day to day details of running your business.

Enjoy the show.

Monday, June 1, 2015

Mobile Ads – The Latest Marketing Trend (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we’re going to look at a new reported prepared by Mary Meeker of KCPB, a Silicon Valley venture capital firm.

In this annual Internet Trends Report released last week (kpcb.com/internet-trends), Meeker provided a few reminders of just how large the social media audience and opportunities are:

2.8 Billion internet users (2014)
5.2 Billion mobile users

73% penetration of the population

6 of the top 10 most used apps are messaging apps

According to Meeker, internet and smartphone usage continues to increase as consumers become more and more engaged on these devices. YTD 2015, 51% of adults on social media are on a mobile device. What is even more interesting is that that 24% of media is viewed on mobile devices while only 8% of advertising is allocated to this channel. Meeker says this is a $25 Billion opportunity for advertisers in the US.

The data indicate that advertisers are slow to respond to the change in consumer preferences, with 18% of media spending still going to print while only 4% of content is viewed in this manner.

If you are trying to reach consumers, it’s time to start adverting via the channels where your customers are and, as you can see is the statistics above, one of the clear trends is mobile.