Once a Day Marketing: March 2017

Tuesday, March 28, 2017

Branding a Santa Fe Arts Center (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Unique Arts Center

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 Santa Fe arts and culture center.

Joining us on-air was Stuart Ashman – Executive Director of the Center for Contemporary Arts (CCA). The Center for Contemporary Arts the oldest contemporary arts venue in the Southwest and is a host of the Santa Fe Film Festival. The CCA mission is to be both an art space and gathering place for the community.

Differentiators of CCA include their desire to exhibit art with social relevance and to showcase emerging artists while exposing the community to the vibrant Santa Fe art scene. CCA is located in the historic armory complex.

CCA has two distinct audiences; one is artists to display at CCA and the other is visitor and supporters.

To engage the community, one of the events that CCA holds is the Render Bender. It is a fund raising event where upcoming artists create pieces that are then sold to benefit the museum.

This year advertising will focus on the Tom Joyce exhibit that is coming to CCA. Videos of the artist’s works-in-progress are being created and the CCA communication manager is telling the story via media outlets. The CCA will also be featured in the catalog of the artist who has a world-wide following.

CCA uses Facebook and Instagram to upload exhibit, event and movie information as well as posts of interesting items that the social media administrates come across. Glover suggested creating a campaign to encourage followers to share more about CCA, perhaps with a small give away.

Stuart noted that their biggest branding challenge is ensuring that CCA team and the public understand the various aspects of the Center for Contemporary Arts and what they have to offer.

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, March 27, 2017

Is a Social Focus Right for Your Business (Strategy)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we are discussing the concept of social enterprise and whether or not it is a positioning to consider for your brand.

A social enterprise is a company or organization that uses common business strategies to drive improvement in the environmental or human services arenas as a primary business or in addition to their core competency. This may include a focus on increasing beneficial social impact rather than the typical profit driver. A Benefit Corp is a good example of a social enterprise although they are not limited to a particular form of business.

There is a growing trend among investors and consumers to seek out socially and environmentally conscious companies with whom to do business. There are approximately 2,064 certified B Corps in 50 countries around the world in 130 industries.

According to bcorporaton.net, some of the many reasons to become a B Corps include

Differentiation from the competition
Finding investors
Attracting and engaging talent
Leveraging the “B The Change” campaign to reach an interested audience

If your company is socially and environmentally conscious or moving in that direction, consider investigating the requirements to become a certified B Corp or other form of social enterprise. If you want to differentiate your brand, this could be a great way to accomplish that goal. Research “social enterprise” or “benefit corporation” for more information.

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 at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Thursday, March 23, 2017

Branding a Unique Neighborhood Market (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Unique 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 and marketing of a unique neighborhood market.

Joining us on-air were Jane & Jay Winter – owners of Rancho Viejo Village Market, located in the Rancho Viejo neighborhood on Santa Fe’s south side. Jane has curated a wide variety of high quality everyday essentials along with items to meet your entertaining needs including craft beer and an outstanding wine collection. They also offer comfort foods for everyone from cookies and ice cream to gourmet cheeses.

The market is celebrating seven years in business and it’s been an exciting learning experience. Their original vision of a specialty gourmet shop was not meeting the needs of the neighborhood so Jane has evolved the concept of the market based on feedback and she continues to respond to demands of the area. The target audience for Rancho Viejo Village Market is customers who are within a convenient radius of their location.

Jane recognizes the importance of a great customer experience and focuses on ensuring that store employees make everyone feel at home and greet each and every guest. Employees are trained to then stay attuned to the amount of assistance a customer needs.

To get the message out about their brand, RV Village Market hosts a weekly wine, beer or spirits tasting on Friday evenings. This allows customers to learn more about the market and sample specific products. If this is no longer effectively drawing a following, Glover suggested it might be a good time to introduce the next exciting event.

Other avenues RV Village Market uses to distribute their marketing message include print, which was not as successful as desired and local radio commercials which are resulting in comments from many customers that they are hearing the spot. Those Branding Guys suggested using direct marketing to reach residents in the local area.

Enjoy the show!