Once a Day Marketing: October 2015

Tuesday, October 27, 2015

What is Your Brand's Personality (Strategy)

Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are looking at brand personality.

When colleagues think of you, what comes to mind? Are you seen as smart, friendly, adventurous, trustworthy or engaging? Your personality traits are what draw people to you; the same is true of the brands we embrace. Brands have personalities just like people do and their characteristics are the things that differentiate one brand from another in the minds of consumers.

Jennifer Aaker conducted one of the first and most comprehensive studies related to brand personality and defined these five dimension and traits included in each:

Sincerity – Domestic, honest, genuine, cheerful
Excitement – Daring, spirited imaginative, up to date
Competence – Reliable, responsible, dependable, efficient
Sophistication – Glamorous, pretentious, charming, romantic
Ruggedness – Though, strong, outdoorsy, rugged

Examples: the Mercedes Benz brand is perceived as sophisticated, Harley-Davidson as rugged and Hallmark cards as sincere.

Customers gravitate to brands the same way they gravitate to people; based on traits they value. Review your brand and identify its personality traits. Some brand personality traits are innate but you have the ability to change your personality, if desired. Through a strong and consistent branding effort, you will be able to influence your brand identity to be more spirited, glamorous, strong or whatever characteristic you would like the marketplace to perceive.

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

Monday, October 26, 2015

The Longevity of the MacGvyer Brand (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: MacGyver Creator Lee David Zlotoff

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 longevity of the popular TV series.

Joining us on the show was Lee Zlotoff, Screenwriter, Director and Producer best known for creating the MacGyver TV series. MacGvyer originally ran for seven seasons and has been aired continuously around the world for the past 30 years.

Lee shared that the elements which make the show/character so endearing to viewers are that MacGvyervdidn’t use a gun; he had to use his wits to turn what was at hand into solutions and that MacGyver always had a sense of humor and humility.

Current projects for Lee include bringing MacGvyer back for new audiences as a comic book, graphic novel, mobile app and game. Additionally the series may be recreated for television as well as a feature length movie. There are discussions in progress for an interactive MacGvyer experience.

Lee is also launching a Tech company to leverage technology and develop a process that will enable people to create personalized fiction. This concept has applications in education, medicine, self-help and entertainment.

Lee believes that your story is your brand and is what defines your business or you individually. If you can tell your story in a clear, compelling way, that is the essence of your brand. His tip for listeners to improve their brands is to identify what makes you unique and how you align to current social trends.

Then develop your elevator pitch to tell your story in a concise and compelling manner.

Enjoy the podcast.

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, October 19, 2015

Expanding Markets and Product Offerings (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing new products and expansion into new markets.

New products create buzz in the market to keep a brand top of mind and boost sales. Analyze your products and markets and determine when to do the same for your business.

Elements to consider before creating new products or expanding your market include:

· Managing existing products

· Timing of new product development

· Selling current products in existing markets

· Seeking new markets

H. Igor Ansoff’s growth vector matrix model will assist you in determining which approach to take. This model has four growth vector components: Market penetration, market development, product development and diversification.

Market penetration relates to increasing market share for existing products. Market development means finding new markets for existing products. Product development encompasses creating new products for existing market and finally, diversification is developing new products and new markets.

Demand for your product may exist in a sector you haven’t thought of or, you may be able to easily create a companion product. No matter which course you chose, it’s important to look at the impact to your bottom line and the risks and benefits associated with introducing something new into your product line or reaching into new markets.

Tuesday, October 13, 2015

Setting Your Brand Apart (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at differentiating your product or service.

It is essential for you to understand what differentiates your business so you can set it apart from the competition in your marketing message. Your branding goal is to be #1 in the minds of your targeted customers. Remember, you are not trying to be number one to all people; only to that group of customers who really want your product.

For example, the following are advertising messages several of the large auto parts retails are using:

AutoZone – If you need assistance we can help
Car Quest – For those people that really know cars, we are the store for you
O’Rielly – Better parts, better prices

All of these companies offer similar merchandise however they have positioned themselves to appeal to a slightly different target customer.

Consider the element that makes your product stand out and how, or if, that is different from competitors. Once you have completed your research, evaluate where you stand; are you clearly differentiated compared to the competition? If not, gaining market share will take more resources than if you have a unique proposition and target customers.

Once you have identified your differentiator, continue developing strategy and creating compelling and consistent messaging to reinforce what makes your business number one in the minds of your customers.

Branding WGN America's Manhattan TV Series (Strategy)

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

WGN America's Manhattan TV Series

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 of the WGN America television network.

Joining us on the show was Brian Dollenmayer Executive Vice President of Marketing &Promotion for the WGN America television network. Brian joined WGNA about two years ago when they made the decision to move away from their existing brand identity, as the home of the Cubs baseball team, to a premier destination of original programming content.

The TV series Salem put WGNA on the map, then, the Manhattan series moved WGNA into the company of larger networks. As their flagship show, Manhattan won an Emmy for Main Title Design. WGNA moved forward with the story line for Manhattan because it focuses on the lives of the people participating in the beginning of the nuclear age. The story is unique and sets Manhattan apart from run-of-the-mill of detective, medical dramas and sitcoms. WGNA launches season two Manhattan on Tuesday, October 13^th.

WGNA is continuing to increase distribution of their programming and expand viewership. Manhattan Season 1 has been on Hulu for the past year and continued to build market. They are reaching out primarily to adult viewers 25-54 who love great TV through cable and online ads, Instagram and Facebook. "Fanhattans" are able to interact with their favorite characters via social media.

Ideas for marketing and promotion for Manhattan are developed by Brian’s outstanding team. They foster a creative environment to develop material and are willing to take risks and try new ways to engage their audience.

Brian’s tip to make your brand better: Determine how to stand out and be different. Take chances and ensure that you have a management team that supports this type of environment.

Enjoy the podcast.

Wednesday, October 7, 2015

Branding Cheesemongers of Santa Fe (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Cheesemongers of 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 branding and marketing of a unique retail shop.

Joining us on the show was John Isaac Gutierrez, Co-owner and Manager of Cheesemongers of Santa Fe. Located in downtown Santa Fe, the shop offers many items to see, smell and taste and delights customer a wonderful personalized experience.

Cheesemongers has about 150 types of cheeses at any given time in the shop. Specializing in fresh artisanal cheeses from smaller farms, they focus on slow food; cutting all of their products to order. They also spend as much time as necessary with each customer.

Quality of the products is a key element of Cheesemongers’ brand. They also offer varieties of cheeses that are not commonly available in New Mexico, giving customers an opportunity to try something new. The third element that makes Cheesemongers unique is one on one customer service and telling the stories behind their products.

Gutierrez shared that the Marcy Street location was chosen because it is an older, historic site off the famous Santa Fe plaza with available parking and local customer traffic. To create more awareness for the brand, Cheesemongers distributes rack cards at hotels and uses social media, photos of cheese platter work well on Instagram. Cheesemongers also gets out in the community; they offer catering service and work with other local businesses.

For his brand-building tip John recommends ensuring you have the capacity to manage all of your tasks and offerings such as marketing or classes. Evaluate what you can/should delegate and what you have to keep control over.

Enjoy the podcast.

Tuesday, October 6, 2015

PR: A Great Way to Promote Your Brand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at a different way to promote your brand message.

Media outlets are constantly seeking new and interesting content to share with their audience.

PR, publicity, or Public Relations is the promotion of a news item to the media and the general public for the purpose of generating interest in a business or company. One of the keys to successful PR is to ensure that whatever you chose to share is newsworthy.

Good subjects for stories may be profiling an inaugural event, merger or collaboration with new partners or a story of general interest to the media and the public. Content with a personal angle not often submitted, however, that type of story can make a compelling PR item as well.

Once you create the content, such as a press release, you then have to consider how you will distribute it. Start with determining your key markets; local, regional or national. Then assess which media outlets would be most interested in your content and then identify specific publications and contacts. When you send out your story, ensure it has an interesting hook, keep the information concise and embed it in your e-mail to immediately grab the attention of the media contact who receives it.

Media outlets include local newspapers and other news publications; magazines and newsletters dedicated to particular interests; television & radio stations and social media.

Numerous traditional and social media outlets represent a challenge to having your message heard. Use twitter and Facebook to send items to media representatives. In addition to providing earned media, information about your company published by reliable media source lends credibility to your brand.

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 streaming live on SantaFe.com KVSF 101.5 FM.