Once a Day Marketing: January 2018

Monday, January 22, 2018

When to Outsource Branding and Marketing for Your Business

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are having a discussion focused on practical advice to use when you consider hiring experts to assist you with branding and marketing.

As a Once a Day Marketing™ follower, you understand why branding and marketing are essential to the success of your business. To ensure you are moving in the right direction, evaluate the results of your efforts and determine if you are attaining the desired results. If you aren’t and don’t have the resources or expertise in-house to manage branding and marketing efforts, you may want to consider seeking assistance from an expert.

Considerations when determining whether or not you should outsource your branding and marketing:

Do you have a marketing plan in place?
Are you consistently implementing that plan?
Do target customers clearly understand your brand?
Are you satisfied with your creative material (website, ad copy, brochures)?
Are customers responding by calling, buying your product, visiting your website, etc.?

If you decide to hire outside assistance these are a few key items to review:

Have you established a good rapport with the individual or company? You will be working closely with them so it is very important that you work well together. Your branding consultant should be excited about your brand and branding and share that enthusiasm with you.
Review examples of the consultant’s past work and make sure you like their style. Don’t assume that because they are talented they will be able to provide the end product you have in mind.
Look at their approach and the steps they will take to complete your scope of work.
Call/review references, look at the age of the references and if they are not recent, request more up to date contacts.

Also, consider a phased implementation. Don’t encompass all the work into one milestone to be delivered at the end of the project. Rather, establish a number of smaller milestones, review and approve one milestone at a time and then move on to the next. Lastly, be very clear on the materials or deliverables the consultant will turn over to you when the work is complete.

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 That Branding Guy™ every Saturday at 2:00pm (MDT) on KTRC 1260 AM or stream live on SantaFe.com

Tuesday, January 16, 2018

That Branding Guy: Year in Review

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show That Branding Guy™, we recapped all of the exciting guests who appeared with us in 2017.

Our show this week was a look back at our 2017 guests that included branding experts and non-experts, existing brands as well as new brands and companies big and small. We shared some of the fun branding and marketing tips we learned from them.

New and rebranded organizations we spoke to include the Blackbird Saloon and New Mexico Wine. Larger brands were represented by Nambé and Rustic Pathways. Some of the more unique brands we had on the couch were Heart of the Desert who literally started the pistachio industry in New Mexico along with Parry Branding Group who specializes in branding and marketing in the healthcare industry.

We celebrated our 200^th episode earlier in the year with an in-depth look at the Santa Fe brand including perspectives from the City, County, hoteliers, film industry, arts & culture, culinary experts, economic development and entrepreneurs. All agree that working together is vital to creating outstanding customer experiences and delivering on the Santa Fe brand promise.

During the year we learned that radio is still a strong advertising medium from Jess Preston of Hutton Broadcasting. New Mexico Museum of Space History shared that they leverage the Executive Director’s appearances on space related TV shows to generate national publicity and earned media. Glen Rosales, a freelance writer with such newspapers as the Albuquerque Journal, reiterated that this earned media lends credibility to your brand at the same time your message is reaching target audiences.

Tune in every week and discover tips that may work for your business.

Enjoy the show!

Tuesday, January 9, 2018

Are Your Marketing Results Measuring Up?

Hello, I’m Marianne Tenenbaum for Once a Day Marketing™. We’re starting the new year looking at measuring results of your marketing campaigns.

A popular maxim in process improvement says you can’t improve what you don’t measure. This applies to marketing efforts as well. How are you determining the success of your marketing campaigns? Do you judge results by how you feel? Are you looking at sales improvement or something else?

If you aren’t measuring results with meaningful data you may not have sufficient insight into how campaigns and channels are performing compared to expectations and, most importantly, where to focus those limited marketing dollars. As you are developing your next advertising campaign, establish goals for a few simple statistics such as response rate, increase in online or in-store traffic, number of items sold or gross sales that make sense for your business/product.

When the campaign launches, ensure there is a process in place to gather results. Begin reviewing the performance of the advertising at the close of the campaign and compare that data to the goals you established.

As you continue to measure, you will accumulate fact based information that will enable you to direct your marketing to leverage the strategies that are driving the best results.

Learn more about establishing your goals. Watch our Once a Day Marketing video: SMART Goals

Wednesday, January 3, 2018

Poeh Museum: Sharing the Pueblo Culture of Northern New Mexico

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing of a Native American cultural center.

Joining us on the show was Jake Villarial – Archive Library Manager of the Poeh Cultural Center run by the Pueblo of Pojoaque. The Center is not only about Pojoaque culture, they share information about all Tewa people (six Tewa speaking tribes in Northern New Mexico) and are a great starting point for engaging in the Native American experience.

Upon arrival, guests are welcomed and guided toward their area of interest. Context is provided so visitors will understand what the pueblos are and where they are located as they learn more going through the museum’s permanent collection and temporary exhibits.

Poeh Cultural Center is unique in that tour guides are members of the tribe and talking to visitors is like sharing your family story. Visitors range from those with limited knowledge of pueblo culture to those that have a deeper knowledge base. When Jake leads a tour he learns about the visitor’s knowledge level and tailor what he shares accordingly.

Another experience available via the Poeh Cultural Center is the Farmer’s Market. This allows local farms and smaller vendors to come together to sell their items. Musicians also attend to entertain the shoppers. The market is held Wednesday and Fridays in summer and Friday in winter at Buffalo Thunder.

Glover encouraged offering a membership program to all visitors as some people will purchase a membership as a way to contribute additional dollars to the museum. Jake shared that at the Poeh Cultural Center they have recently begun conversations around adding a membership program that may offer something special to members as a fund raising mechanism.

Enjoy the show!