What Are You Doing to Wow Your Customers? (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Building a Trail of Wows for Your Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we want you to think about how numerous, small, positive customer experiences may really add up to enhance your brand.

All of us would agree that Disney is one of the top customer service companies in the world.  At the Disney Institute they work with major corporations to re-think their customer service, corporate culture and their leadership practices.  Disney believes that numerous little positive experiences taken together will greatly wow customers.

 For Action Wednesday we want you to look across your entire company and brand to determine as many new incremental customer wows as you can to enhance the customer experience.  Leverage the 7Ps as your foundation.  Focus on product, price, place, promotion, people, physical evidence and the process and see how many new little customer delighters you are able create.

The easiest way to do this is to put yourself into the shoes of your customers.  Be creative; these enhancements don’t have to be expensive, they just have to be a positive experience for customers.  No matter where they encounter your brand, product or company, these little wows will add up and over time you will greatly enhance the customer experience and you will greatly enhance your brand.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Maintaining a Portfolio of Marketing Ideas (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Safekeeping Future Marketing Ideas

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and your task for today is to take action to capture all the really good marketing ideas you have for future use.

If you're like us, new ideas surface all the time.  We even did a blog recently about how to discover new ideas and innovations for your company.  What do you do when you get these ideas?  Are you keeping them in a safe place for future use or implementation?

We have certainly made the mistake of thinking we could remember these good ideas; but the reality is we often forget them.  Now we take those thoughts and capture them in one place.  You should create a location where you can store and evaluate your ideas, prioritize them, implement the good ones and save the others for future use.

Ensure you don't get caught in the trap of always jumping to the new ideas.  This can be a distraction to following the strategic plan which you've already put a lot of thought into.  Instead, re-visit your stockpile of ideas when you are seeking something new.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. 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 (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Finding New Market Opportunities (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: New Markets Create New Opportunities

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are discussing introducing your existing products to new markets.

You’ve been working hard to refine your product and penetrate existing markets. In previous blogs I’ve talked about growth vectors and in particular the market development strategy of launching an existing product in a new market.

For Action Wednesday, consider new markets you may be able to launch your product in. You can research by demographics; age, gender, income or education or psychographics which point to consumer interests.

For example, assume you have developed a rugged, stylish outdoor shoe for mountain climbing.  Customer feedback tells you people also like to wear them as a fashion statement. Targeting customers interested in style rather than outdoor enthusiasts may open up a whole new market and customer base.

Another approach is around location. For instance, you may find that a product you have developed for the US market is also attracting the interest of the Chinese market.

The most appealing element of this market development strategy is that you don’t have to change your product. You are only focused on repositioning the product in the minds of new customers.

Consider how you can take your product to a place that you have never taken it before. Once you identify these potential markets you are also going to find new opportunities.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. 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 (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Crafting a Winning Culture Part 1 (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Building a Winning Culture Part 1

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are beginning a two part series on building a winning culture.

Many companies, such as Apple, have a great winning culture.  I am going to share ideas from a book recently published by Jim Stengel called Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, that you can use to build your own culture.

Today we will look at five principles.  The first is: communicate your dream and operationalize it.  That means your company should have an outward focus; narrow enough to be achievable and for the greater good.

Next is be clear what you stand for both inside and outside of your company.  People follow what you do not what you say.

Third is design your organization to win.  You should have winning strategy, winning capabilities and a winning team.

The fourth point is get the right team in place and do it quickly.  Ensure you hire smart people both internally and as consultants or others that you bring on to support your efforts.

Lastly is champion innovation of all kinds and make sure that you are implementing your dream across all avenues of your company.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Branding a Niche Resort (Action Wednesday/Promotion)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Niche Resort

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing branding a resort catering to a niche market.

On our radio show Ask Those Branding Guys, we spoke with Suzanne Shell, owner of clothing-optional resorts, about growing their market share and staying top-of-mind with customers and prospective customers.

Glover asked Suzanne how the resorts are marketed.  She said when considering how to brand the properties all of the aspects are the same as any other resort with the exception of the clothing optional focus.

Even within the segment of clothing-optional, Shell knows it’s important to differentiate.  They achieve this by focusing on being family friendly, allowing day use of their facilities and ensuring customer feedback is incorporated into the range of activities that are offered.  To drive interest and build mind-share, the resorts also support events in the local communities.

Shell advertises in industry specific publications to target an audience that is already interested in the product.  She believes that guests are the best ambassadors.

Glover pointed out that expanding social media presence may provide lift in awareness.  As long as you know your audience you can be very successful marketing a product that is unconventional.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. 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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

"Selfies" - Strong Indicator of Social Media Usage (Action Wednesday/Promotion)

Once a Day Marketing™ new featured video blog: Selfies - Strong Indicator of Social Media Usage

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are looking at the growth of "selfies" as an indicator of future social media usage.

Oxford Dictionary just made "selfie" the word of the year.  If you are not familiar with this term, a selfie is a photo we take of ourselves using a smart phone.  The fact that Oxford added this word to our official lexicon shows its importance to our society.

From a branding perspective, we see the rise of selfies as a strong indicator that more and more people are not only using smart phones to take pictures of themselves but are also becoming more comfortable with sharing and accessing content through social media channels.

The writing is on the wall, or should we say the "selfie" is on the wall.  If your brand is not developing a formal social media marketing campaign to build mindshare and develop relationships with potential customers, you can count on losing market share to your competitors who are deploying social media strategies.

Be sure to take action today and start using this powerful tool to build your brand.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Specializing and Being Unique, Compelling and Believable (Action Wednesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Paulsen Marketing and Specializing a Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are asking you to review whether or not your brand is specialized as well as unique, compelling and believable.

On our radio show Ask Those Branding Guys, we spoke with Mark Smither, VP and Strategic Director at Paulsen Marketing, experts in agriculture and rural lifestyle marketing.  Their Agri-branding specialty has evolved from Paulson clients’ need to understand what their consumers are thinking.  Paulsen conducts research and shares this information online.

Specializing in marketing for agri-business has secured a place for Paulson Marketing as one of the top agencies in this niche and has resulted in the agency being considered as a thought leader in their market.

Smither shared his insight around branding agriculture products and appealing to target markets.  One client, Kubota Tractor, was positioned to target customers moving back to more rural locations who needed a tractor to maintain their larger property.  This strategy has proved successful for over 14 years.

Challenges for the Paulson Agency include assisting clients to answer the question Who Am I?  To define this, Smither cited the importance of listening to your customers (market research) as well as identifying what is unique, compelling and believable about their company.

The Paulsen segment begins at 33:08 – enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT)streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Creating a Great Marketing Team (Action Wednesday/People)

Once a Day Marketing™ featured video blog: 5 Characteristics of a Great Marketing Team

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing how to build a great marketing team.

In his book The Five Dysfunctions of a Team, Patrick Lencioni describes the factors that hinder outstanding team performance.  We thought it would be fun to flip that around and discuss the five characteristics that make a great marketing team.

Let’s take a look at each one of the elements in Lencioni’s model.  The first is trust.  An environment that promotes trust is one in which team members will be able to take risks, ask for help and be given the benefit of the doubt.  Second is conflict.  Teams need some amount of conflict to generate engaging conversation when brain storming new ideas and discussing critical topics.

Next is commitment.  All team members should be on the same page, align with the goals and move forward without hesitation.  Fourth is accountability.  This factor is a very important to success. Ensure team members are accountable for their tasks.  Apply pressure on them to follow through to completion if necessary.

Lastly is attention to results.  All team members should be goal driven and able to deliver on their assigned tasks.

Trust, conflict, commitment, accountability and attention to results; these are the five factors of a great team.  Focus on pulling together individuals with these skills.  Start by selecting one characteristic that you think is the most important to begin working on to improve your team.  If you spend time working hard to build your team, you are going to have great marketing results in the coming years.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Proactively Selling Customer Solutions (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Preselling Solutions to Your Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing pre-selling solutions to your customers.

Pre-selling means offering a solution to your customers before they ask for it.  The solution is essentially the unique mix of products and services you offer.  Your target audience may be any customer, however, you should design a potential solution tailored to each customer individually.

Once you have developed a proposal, approach them in anticipation that they will be intrigued with your solution and allow you to make a presentation.  To be successful at proactively selling solutions you should have a thorough understanding of your customer; who they are as well as their goals and aspirations.

Approaching the customer may be the most difficult part.  Be proactive.  Knock on their door and let them know you have an idea that you think they will love.

You probably won't bat a thousand on your preselling efforts.  Success rates will vary widely.  Mine have been in the middle of the road, perhaps fifty-fifty.  If you really think smartly and provide a good idea to that potential customer, there is a chance you will capture new business.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Creating Good Brand Ambassadors (Action Wednesday/People)

Once a Day Marketing™ featured video blog: All Staff Are Brand Ambassadors

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are talking about creating good brand ambassadors for your company.

Every employee of your company is a Brand Ambassador.  It is a common misconception that only the external sales force or people working directly with customers are the people impacting the brand.  The reality is that everyone in your company is a reflection of your brand.

Your action item today is to ensure all team members in your organization understand they are part of the brand.  Creating favorable brand impressions is not only about what staff say and do, but how they say and do things as well.  All the actions of your team influence the brand and they are brand ambassadors at all times, even when not directly working at your company.

Informal and formal brand ambassador training with your staff will enhance the people to people experience throughout your organization and with your customers, thereby elevating the overall stature of your brand in the marketplace.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
 
© 2013 Once a Day Marketing™.  All rights reserved.

How to Keep Your Brand Top of Mind (Action Wednesday/Promotion)

Listen to our featured Ask Those Branding Guys radio show podcast: Beaver Toyota Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing branding with Santa Fe auto dealership Beaver Toyota Scion.

On our radio show Ask Those Branding Guys, we spoke with Jerry May, Sales Manager at Beaver Toyota Scion, about defending their market share and staying top-of-mind with customers and prospective customers through saturating the market place with advertising.

Glover asked May why Beaver Toyota Scion is so successful at maintaining their outstanding market presence.  May replied that radio and television are their most successful advertising channels for creating awareness as long as the message is shared consistently; then delivering on that brandline promise of “We’re Gonna Wow You.”

At Beaver Toyota the team strives to exceed customer expectations for price, value and service.  Employees are treated well and this is reflected in how they respond to customers.  According to May, buying the vehicle is where the customer experience really begins

May’s top tips for successful advertising are to be prepared for customers when they do come in and empower employees to make decisions at some level to enable them to wow their customers. 

                                                                     
Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Writing and Editing to Enhance Your Brand (Action Wednesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Writer Editor Anne Maclachlan

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing how the quality of written content you share reflects on your brand.

On our radio show Ask Those Branding Guys, we spoke with Anne Maclachlan, Writer and Editor.  Anne has written material on subjects ranging from maritime to fashion.  She clarifies for us that writing is creating a piece while editing is polishing something that is already developed.

Maclachlan shared that the most important aspect of well written content is never forgetting who you audience is.  Always provide information the customer wants versus what you may find interesting to share with them.  Other tips included choosing one point, keep the narrative brief and invest in a good grammar book.

Glover noted that sloppy writing will reflect negatively on your brand and reminded listeners that the basics are important.  Anne commented that, in general, it is not appropriate to use social media slang in written material, however, in the right context it may be the attention getter you are looking for.

Your action item for today is to review the content of your website, blogs, newsletters and anything else you share with your customers and evaluate relevance to the audience and the quality of the writing.  Consider where you should enhance content to better reflect on your brand.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Sales Follow-up – Frequent & Consistent (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Sales Follow-Up

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Action Wednesday and we are discussing sales and how it is related to branding and top of mind.

As you now know, branding is the process of creating the right image of your product or service in the mind of your customers.  Marketing is the communication of your compelling message that is relevant and will resonate.  Sales is being in the right place at the right time when that customer finally wants to buy a product or service and they chose yours.

In my production days I once received a call from a crew member asking if I had any production job available.  I didn’t have anything at that time but I told him I would call him when I did.  Five minutes later I received a call from a client who hired me to produce a national television commercial.  Five minutes after that another crew member called asking me for a job and you know what, I said "Perfect timing, I need someone for this new production, you’re hired."  Crew member #1 was already out of mind.

Over time I have developed a few sales rules of my own.  First, it’s ok to be persistent with a potential customer within reason.  Next, it’s ok to be even more persistent if you feel they really do want your product or service.  I believe sometimes customers just forget like I did, so you need to remind them.  Lastly, secure a yes or no because a maybe will not move you any closer to closing the deal.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Does Your Brand Appeal to Hearts or Minds? (Action Wednesday/Positioning)

Today is Action Wednesday at Once a Day Marketing™ and we are discussing positioning options for branding and marketing efforts to engage customers and potential customers.

In broad terms, there are two ways to appeal to customers; to their hearts or to their minds.  In previous blogs we’ve talked about a branding rule that reads: “If you capture the mind, you gain behavior.  If you capture the heart, you gain commitment.”  When customers are emotionally tied to your brand they will consistently return to that favorable experience.

To appeal to customers’ hearts and gain that emotional investment, it is essential to promote the aspect of your business that you are most passionate about.  Your task for Action Wednesday is to review the message your business is currently sharing in the marketplace.  Determine whether it is appealing to hearts or minds and if campaigns are meeting your expectations.

If you would like to re-focus your message, determine the story to share with customers and potential customers that will allow your enthusiasm and excitement to shine through.  This will resonate with your audience and perhaps gain more commitment on the part of your customers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
 
© 2013 Once a Day Marketing™.  All rights reserved.

Move Your Marketing Plan Forward (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Taking Action: Getting Things Done

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and you are going to review your marketing action plan and finally tackle that one important item you know you should finish.

If you are a regular follower of Once a Day Marketing™ you know I am a big fan of creating marketing action plans and prioritizing and executing tasks that will improve your marketing and branding.

Your task for Action Wednesday is to look at your marketing action plan and determine which one of the outstanding items is the most critical item to follow through to really improve your business.  Perhaps you want to revamp your website or create a demonstration video to show off your product.

Start on the task you want to finish right now and establish a target date to have it completed.  It is going to put your business in a good position and provide a great sense of accomplishment.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Pricing Strategies That Work - Part I (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Pricing Strategies Part 1

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today we are going to dive deeper into one of the 7Ps of Marketing: Price.  There are great pricing strategies you can leverage to better penetrate the market or increase profit.

Today and tomorrow we will be discussing eight different pricing strategies.  Choosing the correct one(s) depends on your goals.  Distributing product in the marketplace quickly or establishing a position in the marketplace as a very high-end product that commands a higher price are just two of the factors you will have to take into consideration.  Always keep in mind that pricing is driven by supply and demand.

The first pricing strategy is called penetration.  Very low pricing is established to push product into the marketplace quickly.  Margins will be low, however, this strategy should drive increased volume.

Next is skimming.  A higher price is set at product launch to capture dollars from early adopters.  You are able to charge this customer a higher price because they are willing to pay a premium to be the first ones to have a new/upgraded product.

In competition pricing you decide if you want to be lower, the same or higher than your competition.  Consider gas prices; at an intersection typically all of the gas stations set the same price

Lastly we’ll look at product line strategy.  Here you offer a variety of products each at a different price point.  Customers on a budget may buy the entry-level product and there are middle and higher price tiers.

Tomorrow we’re going to talk about four more pricing strategies.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Are Your Ads Reaching Your Target Audience? (Action Wednesday/Process)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are discussing whether or not your ads are reaching your target audience.

In our blog we talk a lot about creating the right brand image in the minds of customers by sharing a compelling and consistent message about the benefits of your product or service.  The goal is to create top of mind or mindshare so potential customers recall your brand at the time of a purchase.

To spread your message you can use traditional marketing or newer social media/inbound marketing.  (Review on previous blog series on the marketing ecosystem.)

The important thing to remember is that every placement of an ad is designed to reach individuals within various demographics (age, marital status, education, income, etc.) or psychographics (personal tastes or interests).  As you develop advertising strategy and the subsequent media plan, it's imperative to know who your target market is to allow matching your advertising buy with potential viewers, listeners, readers or followers.

Just because you can place a billboard on the side of the freeway doesn't necessarily mean you will reach your target audience.  The same is true when using radio, television, magazine ads or social media channels.  You need to know what kind of people will encounter your ad.  For instance, if you release a 10 second video about your latest bifocal lenses using Vine chances are you won't reach the senior market because they haven't discovered this trendy new social media marketing platform.

Common sense applies (and good market research).  In-depth understanding of the target customer enables better advertising placement, resulting in increased reach to the target market.  Spend a few minutes today reviewing your media buys to make sure you have proper alignment with your target audience.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  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 noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.