Once a Day Marketing: August 2017

Wednesday, August 30, 2017

Dining With the Dead: Branding a Unique Event

Listen to our featured Ask Those Branding Guys radio show podcast: Dining With the Dead

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 for a fundraising event.

Joining us on-air were Jill and Paul McQueary - Coordinators of Dining With the Dead, an annual fund-raising event for the Kiwanis Club in Farmington, NM. In its fifth year, Dining With the Dead is hoping for yet another sellout.

The event takes place at a cemetery. Participants experience a tour of the cemetery along with dinner and the main event – a step back in time where costumed actors recount historical stories of the early settlers in the area, many their own relatives.

That Branding Guy James Glover loves the unique, Brand Bold aspects of this event which make it stand out on many levels. Jill likes the fact that attendees are able to learn so much about the San Juan County area at the same time they are contributing to a great cause.

In the Farmington Community, Dining With the Dead has been selected as a Jolt-Worthy event for the second year in a row, which means the event energizes the life journeys of Farmington active families. The Jolt-Certified logo is used on advertisements, posters, flyers and newspaper articles to promote the event. Approximately 325 guests are expected to attend.

To publicize the event, Jill uses Facebook extensively along with Public Service Announcements, and media interviews. To generate buzz on social media, Jill posts old photos and stories about cattle rustlers, killers and the good guys; she finds that people engage in these posts. Glover suggested that Jill add other historic guests from around the state such as Billy the Kid. Another marketing channel Jill is taking advantage of is aligning with New Mexico True. This enables the story of Dining With the Dead to reach a state-wide audience and beyond.

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.

Thursday, August 24, 2017

Los Alamos - Building a Strong Community Brand

Listen to our featured Ask Those Branding Guys radio show podcast: Los Alamos New Mexico

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 Mexico community.

Joining us on-air were Kelly Stewart, Marketing Specialist, and Julie Habiger, Public Information Office, for Los Alamos County. In 2014, Los Alamos decided they needed a cohesive identity to attract businesses, talent and visitors. As a result, a community branding effort was started; they have identified the essence of the town and from that developed a logo and tagline which reflect this brand position.

The brand mindset of the community is to cultivate curiosity and create aha moments for residents and visitors alike. The Los Alamos tagline “where discoveries are made” reflects the legacy of the scientific endeavors of the community. It also implies that there are discovers made every day in Los Alamos whether in a science or technology capacity, in a museum or out on a bike trail.

The community boasts three National Parks – Bandelier National Monument, Valles Caldera National Preserve and the new Manhattan Project National Historical Park. Los Alamos has miles of trails for hiking and biking, stunning vistas, summer cultural activities at Ashley Pond, museums and family activities.

Los Alamos is now in the integration phase of their branding effort. This includes working with the community to share an understanding of the meaning behind the brand and ensure residents, businesses & organizations deliver on the brand promise.

To promote Los Alamos, Kelly and Julie are incorporating the new logo and tagline into tents, flags and giveaways that are used at events such as ScienceFest and the County Fair as well as into advertising, the new visitor guide and other materials circulated in the community. Local businesses are getting on board to advertise cooperatively and leverage the brand.

Outside the community, Los Alamos is focused on setting accurate expectations with businesses, prospective talent and visitors around what they have to offer and target those audiences for their messaging.

Enjoy the show!

Thursday, August 17, 2017

Branding Heart of the Desert Pistachios & Wines

Listen to our featured Ask Those Branding Guys radio show podcast: Heart of the Desert

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 Mexico Pistachio grower.

Joining us on-air were Marianne and George Schweers – Founders of Heart of the Desert Pistachios and Wines. Marianne and George stayed in the Alamogordo area after completing military service. Coming from agricultural roots, they wanted to return to farming and started searching for a crop that would do well in southern New Mexico and the pistachio industry in New Mexico was born in 1974. There are now about six pistachio farms in the region.

At their stores, Heart of the Desert prides themselves on a friendly staff well versed in customer service. All processing of the pistachios is done on the premises and guided tours are available. Marianne shared that today’s consumer is very demanding and a high-quality product is a key component of Heart of the Desert success. They now have four stores around the state as well as distribution channels which enable them to expand their reach across the country.

From a marketing perspective, providing samples is one of the best tools Heart of the Desert has at their disposal. When visitors are able to taste the products, they are more likely to buy.

In 2002 Heart of the Desert expanded to grapes and now has a vineyard as well. The wine is a great complement to the nut crop and diversifies their interests. They partner with Southwest Wines in Deming to assist in managing grape harvest and wine production.

George and Marianne’s branding tip: when you name your business, ensure you are not encroaching on a similar name in the same category. Once your company name is determined, use it on everything.

Enjoy the show!

Tuesday, August 8, 2017

The Santa Fe Brand

Listen to our featured Ask Those Branding Guys radio show podcast: The Santa Fe Brand

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 for Santa Fe, NM.

To celebrate the 200^th episode of Ask Those Branding Guys™ co-host Dave Hayduk and I focused on what makes the Santa Fe brand unique to locals as well as what attracts visitors from around the world.

On-air we had the opportunity to chat with a wide array of fascinating guests from the arts, hospitality, business, film, City of Santa Fe and Santa Fe County.

Hear thoughts from:

Mara Christian Harris – Communications Manager at the Georgia O’Keeffe Museum
Jenny Kimball – CEO of La Fonda on the Plaza
Jayne Weiske – Director of Marketing for La Fonda on the Plaza
Ed Pulsifer – Director of Sales for La Fonda on the Plaza
Cheryl Alters Jamison – Food expert and 4-time James Beard Award winning cookbook author
Nicole Ammerman – Director of Operations for Santa Fe School of Cooking
Brian Lock – President of Santa Fe Brewing Compan
Matt Brown – Director of Santa Fe Office of Economic Development
Lisa A. Katonak – Marketing Coordinator for Santa Fe County
Eric Witt – Executive Director of the Santa Fe Film Office
Cynthia Delgado – Director of Marketing for Tourism Santa Fe

Enjoy the show!