Once a Day Marketing: July 2017

Monday, July 24, 2017

Branding Builder’s Source Appliance Gallery (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Builders Source Appliances

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 with an appliance retailer.

Joining us on-air was Jason Rogers – Sales Representative for Builders Source Appliance Gallery. Builders Source is locally owned with four locations around New Mexico and Texas. The company also owns Baillo’s and Appliance Liquidators stores in Albuquerque.

The target audience for the Builders Source Appliance Gallery brand is primarily home builders although they will accommodate retailer customers. Retail is the primary focus of the Baillo’s and Appliance Liquidators brands.

To differentiate Builder’s Source, their marketing message focuses on buying local, customer care and after-purchase service.

Advertising for the builder audience includes sponsoring events of builder-related organizations and generating positive word of mouth. Builders Source also uses other soft marketing such as community support with includes donating their booth at the annual home show to Habitat for Humanity, enabling Habitat to promote their own cause while using appliance provided by Builders Source.

Most appliance sales are made in-store rather than online. Retail customers visiting the Santa Fe showroom experience a walk through fully outfitted high-end kitchen vignettes created by local kitchen designers which showcase the many appliances to choose from.

Technology is changing the appliance landscape the same way it is impacting other products. Refrigerators today have built in TVs and are wi-fi capable for viewing of videos and other content. You can also remotely connect to an interior camera anytime to view the contents of your refrigerator and literally see what groceries you need. Induction-type appliances are among the latest trends, especially for those interested in energy efficiency.

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.

Tuesday, July 11, 2017

Branding ArtGeek for Museum Lovers (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: ArtGeek for Museum Lovers

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 with a new company.

Joining us on-air was Jane McIntosh, founder of ArtGeek. Jane and her husband Michael Weiss are art lovers who enjoy taking art-focused trips. Their own experience finding it difficult to locate exhibit information led to the idea of creating ArtGeek as an online exhibition finder for other art enthusiasts to access exhibit information more readily.

While researching the feasibility of the business, Jane determined that 78 million Americans have visited one of the 1,000 museums across the country in the past year. ArtGeek is a free service for these museum-goers to have exhibit information at their fingertips. Users may also register for a complimentary account enabling them to bookmark exhibits and plan their visits.

To promote ArtGeek, Jane is advertising on Facebook targeting people interested in specific types of art as well as travelers. Overall, she is seeing about a 3% click-through rate. Jane has also been relationship building with museums to generate interest in ArtGeek and obtain exhibit information.

Site usage is increasing and now Jane is looking at creating a revenue stream. She is re-visiting museum contacts and solicit support for ArtGeek, considering a reservations model as well as advertising. Currently there is a relationship with Amazon for purchase of books.

Jane cites awareness and understanding of the ArtGeek website as her biggest branding challenges.

The Art Geek website currently contains a search mechanism for exhibits. Those Branding Guys suggested that Jane create an interactive activity to engage site users such as a “rate your art geek-ness” quiz. They also encouraged Jane to participate in-person at local exhibit openings.

Enjoy the show!