Once a Day Marketing: July 2016

Thursday, July 28, 2016

Branding an Innovative New Product (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Innovative Hummeze Product

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed creating the brand and marketing of a new product.

Joining us on the show was Rebecca Evanko. She and her husband Mark are the inventors of Hummeze bird feeder cleaner. This patented new product is an eco-friendly, safe and easy way to cleaner bird feeders without brushing or scrubbing. It is very important to keep your humming bird feeder clean and free of harmful mold which grows readily in the sugary nectar.

This is the third product the Evanko’s have taken to market and they have learned many lessons along their journey. Rebecca shared that one of the keys to success is to ask for help. There are many resources available here in New Mexico for start-up companies including the Manufacturing Extension Partnership (MEP). Rebecca also encourages entrepreneurs not to be afraid to try new methods and eventually you will find something that works.

Hummeze has been available for about three months and is unique in the marketplace. To reach potential customers, Rebecca is currently focusing on the segment of their audience who understand the importance of keeping their humming bird feeder clean.

Rebecca and Mark started marketing with a webpage and social media including a YouTube video demonstrating Hummeze cleaning a very dirty bird feeder on YouTube. Both the webpage and Facebook have been successful in driving sales.

Rebecca and Mark have also been taking the product to trade shows to reach large numbers of potential customers. Glover shared some tips to make their booth memorable, engage attendees at the show and follow-up with everyone who visits.

Rebecca’s tip to others starting a new business: really understand the cost of all the components and shipping charges to build into your break even analysis.

Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. 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, July 25, 2016

Social Media: Where Content is King (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking about generating content to promote your brand and ensure a consistent presence on social media.

The concept that “Content is King” is more true now than ever. We are looking at content management and what that means to your business.

The three major components of content management are creating, managing and publishing. Creating is producing digital content; managing is a system to save and retrieve; and publishing means making material available to your customers via social media.

Content management is crucial to building your brand because it enables you to tell the story of your company and employee to your fans and followers using videos, photos, music and text that is immediately accessible by your audience from anywhere, anytime via smart phones, tablets and PCs. Consistent publication by your company through social media will also assist in keeping your brand top of mind.

Content can be inexpensive to produce and once you create and publish content is resides in cyber space delivering your marketing message in perpetuity. You can also repurpose this content for future social media releases.

Here are some tips regarding what to share:

Focus on a story, quote, announcement or a photo that is relevant to your customers

Ensure the post is something that will resonate with your fans and followers

Drive interaction with a call to action

Thursday, July 21, 2016

Branding Rock Drummer Ben Smith (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Ben Smith Music Company

H
ello, 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 rock musician.

Joining us on the show was Ben Smith, drummer for the legendary rock band Heart for the past 22 years. Heart is currently touring in the US, Canada and England and has a recently released a new album, Beautiful Broken.

In addition to his work with Heart, Ben pursues other ventures and has formed Ben Smith Music Company which includes a recording studio where he enjoys working with emerging talent, especially young people. Ben also offers drum clinics to schools and music stores.

Ben is using social media to raise awareness for his brand. He posts photos appreciating the fans’ perspective for shows he puts on. He also uses the platforms as an avenue to thank his audience for their loyalty and support. Ben is learning the importance of consistency and sharing content that will resonate with his followers.

Ben is doing a great job of making personal connections. He likes to post on both his Ben Smith Music Company and personal Facebook pages. As he continues to post items, Ben is getting used to the idea that his audience is interested in hearing stories about his adventures on the road.

Moving forward, Ben would like his brand to be perceived as one that helps people achieve their dreams through music via production and clinics. He would like to continue working with top level talent himself as well as have his studio be a resource for other artists.
Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. 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.

© 2016 Once a Day Marketing™. All rights reserved.

Monday, July 18, 2016

Boost Your Brand with Social Media (Strategy)

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 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 first choose one or two platforms to get started. Then create a plan that includes a profile of target customers and identifies who will manage the campaigns. 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. This is your opportunity to create a personality for you and your business beyond normal business activities. Video platforms may be especially effective here. Try Periscope or Snapchat

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.

Boost Your Brand with Social Media (Strategy)

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.

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.

Boost Your Brand with Social Media (Strategy)

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.

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.

Monday, July 11, 2016

Creating a Community Brand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing the importance of community branding in today's mobile and social world.

It's easy to think about branding cookies, burgers, running shoes and sports cars. How else would customers know about these brands if there wasn't a concerted marketing effort to ensure these brands remain top of mind?

Big cities like San Francisco, New York and Chicago also manage large marketing efforts to put their brands on the map. However, this isn't always true when it comes to smaller communities. Branding is often neglected and it is expected that the public will understand what the city or town is all about. No formal branding strategies are created or managed.

In today’s environment, the population is on the move, people can thrive just about anywhere these days. They are living, working and playing in places they are familiar with or where they have a true understanding of the benefits and experiences accrued from the destination.

Just like evaluating major brands, these consumers are using Google and other search engines to shape their opinions. Therefore, it's imperative that communities have a clearly defined identity and consistently share this messaging online to be discovered.

Discovering your community’s brand essence is the first crucial step to creating a great brand. Developing the brand promise and brandline are driven by the essence of the community. Design of a logo and other marketing material along with integration of the brand throughout the community are the next steps.

Once the brand is created, a steady outbound marketing campaign will ensure the true brand and personality of the community will be shared to attract like-minded residents, businesses and visitors, which is the goal of community branding.

Tuesday, July 5, 2016

Leverage Technology to Enhance your Brand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing how embracing technology can enhance all aspects of your brand.

Although technology can mean various things depending on who you ask, we are focusing on technology tools and how they are used by businesses and consumers. These tools encompass everything from your car telling you it needs an oil change through monitoring the types of visits to your website and all things in between.

Using technology/social media platforms are essential channels to promote your brand. A key element of using new channels is to monitor the metrics and ensuring you are able to determine the impact to sales (positive or negative). Technology is a top Google Ad Word along with innovation and entrepreneurship, demonstrating strong consumer interest.

The proliferation of apps and emerging tech trends such as the wearable technology are advances that enable businesses to interact with customers on a personal level, share coupons they may find relevant or even greeting them with an artificial intelligence Avatar to enhance their shopping experience.

The critical take away is that each business should consider how to use technology to enhance all facets of its brand. You know your competition is!