Once a Day Marketing: Brandstrong2014

Showing posts with label Brandstrong2014. Show all posts

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!

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, December 30, 2014

The Best of "Ask Those Branding Guys" 2014

Listen to our featured Ask Those Branding Guys radio show podcast: The Best of Ask Those Branding Guys 2014

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we looked back at the best of our 2014 branding guests.

What a great year. Over 40 Ask Those Branding Guys episodes featuring a wide array of brands on the couch discussing all aspects of branding and marketing to help your cash register ring.

If you missed a broadcast, you can find all our podcasts on SantaFe.com.

Have a great holiday season and enjoy the show.

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 (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Wednesday, December 10, 2014

Branding a World Class Museum (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Anderson Abruzzo Albuquerque International Balloon Museum

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 unique museum right here in Albuquerque, NM.

Joining us on the show was Jill Lane, Community Relations Director for the Anderson Abruzzo International Balloon Museum Foundation. The museum is the premier balloon destination in the world and is celebrating its 10^th Anniversary in 2015.

Museum customer experience includes the building itself, shaped like a fully inflated hot air balloon, kid-friendly interactive exhibits and hands on displays all centered around lighter-than-air flight. The museum also has a 10-acre property used for events. Glover noted that creating awareness for visitors attending these non-balloon events is a great opportunity.

Among their branding challenges, Jill noted that the perception in the minds of the public that the museum is a part of Albuquerque International Balloon Fiesta and is only open during that 9-day timeframe is a hurdle they have to overcome.

Jill’s tip for any business who wants to enhance their brand: keep your message simple and be unique so it is easier for customers to connect with and remember you

Enjoy the show.

Tuesday, December 2, 2014

Branding a Canyon Road Art Gallery (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Karen Melfi Collection on Canyon Road

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 Santa Fe Gallery.

Joining us on the show was Debrianna Mansini of Karen Melfi Collection in Santa Fe, New Mexico. Karen Melfi Collection is a small boutique gallery specializing in colored diamonds. They represent 30 mainly local artists and have been on Canyon Road for 25 years.

Debrianna shared that working with art is all about story telling. Customers are interested in learning about the artist and their pieces. The key to selling high-end artwork is the sales staff knowing the artist, their creative process and the “why” of the pieces they create.

It was discussed that experiential marketing is appealing to millennials coming to Santa Fe to immerse themselves in the art; try on jewelry, talk to the artist and learn about the process. Karen Melfi Collection is enhancing social media efforts to capture those customers who may stop by the gallery to look then buy, instead of making their purchase online.

Among the branding challenges in art world, Debrianna cited the fact the most artists don’t enjoy branding and marketing. They align themselves with a gallery so that promotion is done for them. Those Branding Guys noted that in the current environment artists of all disciplines are expected to assist in some way with branding and marketing efforts. If they don’t want to do it themselves, they should hire a professional to help them differentiate their style or work with a gallery.

Enjoy the show.

Tuesday, November 25, 2014

Creating a Community Brand (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Ralph L.Mims and Branding Village of Los Lunas

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the importance of a strong, unified community brand.

Joining us on the show was Ralph L. Mims, Economic Development Manager for the Village of Los Lunas, New Mexico. Los Lunas is located 20 miles south of Albuquerque and has been cultivating their community brand over the past two years.

The Brand is leveraged to attract retail establishments and home-based workers to the area. The Los Lunas tagline is Small Community, Big Possibilities denotes the rural nature of the town yet its ability to get things done to enhance the quality of life and business opportunities for residents. Mims also employs the sub-brand, A Community That Works, for purposes of promoting the village at retailer expos and trade shows as well as on the Los Lunas website.

Mims shared that social media is used extensively to communicate the message of the Los Lunas brand. They have developed an outbound social media matrix based on the four pillars of the community brand; Live, Work, Stay and Play. The next step is to engage the community and involve residents in spreading a positive message about Los Lunas using hashtags related to each pillar.

Mims encourages any community in the process of developing a brand to invest the resources into determining the needs of residents through surveying topics such as the type or retail establishments desired or community assets that would enhance quality of life.

Los Lunas continues to face the challenge of creating awareness of the village outside of New Mexico. Mims is using the brand to their advantage and is achieving results in the form of new retailers now located in the area.

Enjoy the show.

Friday, November 21, 2014

Product Innovation and New Markets (Tactics)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at product innovation to expand into new markets.

If you are a car-maker who manufactures heavy duty trucks in a market place where many drivers want better gas mileage, what do you do? When you are one of the world's top beer makers, brewing up a great dark beer, but today's imbibers are gravitating toward craft and fusion brews, what options do you have? Or, what if you recognize there are a lot of urban dog owners who don't have the time to exercise their pets?

The solution? Product innovation that allows expansion into new markets. The Ansoff Matrix model refers to this as diversification. Take a moment to review a previous Once a Day Marketing™ blog: The Ansoff Matrix Model

To solve the three situations above, Ford is launching a new F-150 truck made with an aluminum body to achieve lighter weight and provide better gas mileage. Guinness is releasing a new beer called the American Blonde Lager, manufactured in the USA, a big, grand, different tasting beer. Lastly, Frolick Dogs in Alexandria, VA is a new canine sports club designed to keep dogs fit, a new company with bold offering.

I applaud these efforts of thinking creatively to design new products that address the needs in new markets. According to Ansoff, this kind of approach or diversification is the most risky venture. But as they say: Nothing ventured, nothing gained. So to steal from a popular TV commercial these days: What's in your innovation wallet?

Tuesday, November 18, 2014

Branding a Regional Medical Provider (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Christus St. Vincent Regional Medical 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 for a Regional Medical Facility.

Joining us on the show was Lillian Montoya, VP of Public Policy & Stakeholder Engagement for Christus St. Vincent Regional Medical Center. Their mission is to improve lives by providing compassionate and excellent care to patients and families. Christus St. Vincent has been part of the Northern New Mexico community for 150 years, serves seven counties and 300,000 residents.

In the current environment resulting from health care reform there is a focus on health and wellness. Service provider reimbursements are now results driven and have shifted from a service basis to an outcome and customer satisfaction basis.

Lillian is actively driving the Christus St. Vincent value proposition of quality health care close to home and their investment in the community out to the customer base. Feedback is gathered via surveys, community coffees and one on one patient interaction by the Medical Center leadership team. Christus St. Vincent is adding a $40 million wing in response to customer desire for private rooms.

Christus St. Vincent is providing customer service training to the staff to ingrain a customer-centric culture, empower individuals to take ownership of the message and also act as brand ambassadors.

Lillian shared that, to get their message out, targeted direct mail and print ads for special events work the best. The key to selecting the most appropriate channels is to know your audience. Her advice; completely own activities, manage the brand and be sure to address the negative feedback.

Enjoy the show.

Monday, November 10, 2014

Making Customers Smile (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at how simple things can make your customers smile.

Every time you make your customers smile, you are creating favorable impressions in their minds about your brand. Smiles might be generated by the quality of your product, value proposition, how easy you make it for customers to buy your product, customer service and sometimes even how your product looks.

I recently purchased a box of Cheerios and had to smile at General Mills. Printed on the back of the cereal box in big letters was the word "Smile." This message wasn't designed to help improve impulse buying at the grocery store. It was General Mills' way of helping customers think positively every time they poured a bowl of Cheerios. Well done, General Mills.

What are you doing to make your customers smile?

Friday, November 7, 2014

Which Advertising Agency is Right for You? (Knowledge)

Once a Day Marketing™ featured video blog: Selecting Your Advertising Agency

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at outsourcing marketing support for your company, specifically focusing on advertising agencies.

Advertising agencies will create your branding and marketing and may also act as your media buyer. Through branding they are positioning your products and developing target audiences. Under the marketing umbrella the agency will create your message, design ads or even produce TV commercials and radio spots.

Once you have made the decision to hire an advertising agency there are numerous aspects to consider when selecting the one that is the best fit for your company. Look at their experience; review their portfolio to ensure you like their work. Meet the individuals that are part of the organization. Find out how connected they are to the community and to the media outlets such as local papers, television stations and radio stations.

Other elements to review include the approach they will take to conduct your advertising campaign and the associated costs. Also, confirm that the agency will let you know the metrics they will provide to measure the success of the advertising campaign. This is a vital element in determining the impact of any advertising.

Ensure you discuss fees. Every agency will be different; they may be project based, hourly or retainer. Lastly, make sure the agency you select has media buying clout. If they are going to represent you to place your ads on television, in print or on the radio you want to know that they have the ability to obtain the most favorable pricing.

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 11am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2014 Once a Day Marketing™. All rights reserved.

Tuesday, October 28, 2014

Branding a Unique Pharmacy (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Nambe Drugs Pharmacy

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 unique Northern New Mexico Pharmacy.

Joining us on the show was Tom Lovett, President and CEO of Nambe Drugs, a compounding pharmacy. In addition to what you will find in a regular drug store, a compounding pharmacy also tailors prescriptions to the needs of the individual patients.

Additionally, Nambe Drugs provides consulting for their customers as well as home delivery in the local area. Lovett believes this personal touch and connection with customers is what sets them apart from the competition.

When it comes to getting their message out, Lovett has had great success with radio advertising because it allows you to personalize your business when you do the voice over yourself. He also uses other channels, especially when entering a new market. Lovett sponsors numerous local sports teams and events to ensure Nambe Drugs stays connected to the communities they serve.

Enjoy the show.

You Should be Using Proximity Marketing (Knowledge)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at proximity marketing.

I read an article recently by Forbes contributor Greg Petro on how proximity marketing is becoming a major tactic to drive retail sales. For those of you new to the concept, proximity marketing uses wireless and blue-tooth technology to link the physical location of a product to the "proximity" of the consumer.

Petro shared some interesting findings from JiWire:

· 53% of consumers are willing to share their current location to receive more relevant advertising

· 57% of consumers are more likely to engage with location-based advertising

· 62% of consumers share local deals with friends

· 63% of consumers feel a coupon is the most valuable form of mobile marketing

For retailers, proximity marketing means they will know exactly who is frequenting their businesses. Using this "hyperlocal" marketing approach, retailers can push personalized, friendly messages that welcome shoppers and include offers that will resonate with customers based on interests, preferences and previous shopping behavior.

Petro suggests proximity is a new "P" to the marketing mix. I believe that the 7Ps of Marketing already address proximity through promotion (the messaging) and process (the means to share the messaging). So even if proximity isn't a new "P" to the marketing mix, like Petro, I believe this new form of marketing will reshape and hugely impact retail sales in the future.

My recommendation for you today is to spend some time researching proximity marketing on the Internet. If it is becoming an important marketing tactic for Macy's, Levi's, Kraft and Coca-Cola it just might favorably impact your brand and related sales as well.

Monday, October 20, 2014

Ensuring High Esteem for Your Brand (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at an essential component of brand stature: esteem.

The Y&R Brand Asset Model addresses brand stature and brand strength, two critical components of a Power Brand. (I recommend you take a moment to study more about the Y&R Brand Asset Model.)

A key component of a power brand is whether or not the brand is perceived to have high esteem or is held in high regard by customers and/or potential customers; the higher the esteem, the greater the Brand's stature. Like personal reputation, the more positive the brand reputation the better it is liked or even loved by customers. This is the emotional side of branding.

Keeping brand esteem in mind, let’s take a look at the recent actions of University of Georgia and Florida State University related to possible NCAA infractions committed by each of their top Heisman Trophy candidates. Response to these allegations is remarkably different. Once apprised of the pending situation, Georgia immediately suspended its top player. They chose to protect the university’s reputation over winning a football game, the SEC conference championship, a national title or gaining the prestige of its top player receiving the Heisman Trophy.

Florida State, confronted with an almost identical situation for its top player, is not reacting immediately and, instead, is reviewing the pending infraction. Their top player did suit up this weekend and helped secure a win for FSU over Notre Dame. Despite the fact this occurrence is the fifth major incident by its star QB, Florida State seems to be showing that winning another Heisman or a second national championship is more important than protecting the esteem and brand stature of the university.

Reviewing Y&R's Asset Model again, I give high marks to Georgia and its reputation management. Their brand stature is rising in my book. As to Florida State, their brand stature is eroding...at least for me and I would imagine many others who value integrity. Something for all of us to think about when our brand faces esteem challenges.

Tuesday, October 14, 2014

Branding Chat with Bunnies by the Bay (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Jeanne-Ming Hayes, president, Bunnies by the Bay

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 company that desires to enable its customers to "give glad dreams".

Joining us on the show was Jeanne-Ming Hayes, president of Bunnies by the Bay, a boutique children's brand based in Anacortes, WA. Bunnies by the Bay has been dedicated to producing and designing stylish baby gifts and essentials for over 28 years.

With its origin based on a family tragedy, Bunnies by the Bay has evolved from a company producing collectable dolls to a brand providing the perfect baby gift that can be personalized to create a family heirloom that will be treasured for years.

Calling into the show from the company's manufacturing hub in China, Jeanne discussed that great products can be made in China, or anywhere, when it is the desire of the brand to ensure that the quality of the product is second to none. This is especially the case with Bunnies because it is important for the stature of the company brand to provide products that babies and infants will enjoy safely.

With its presence in China, Bunnies by the Bay is also making a big "brand stand" through creation of the Half the Sky Foundation and offering a portion of the proceeds from Red Thread Collection sales to enhance the lives of orphans in China.

Enjoy the show.

Tuesday, October 7, 2014

Marketing a Unique Growing Container (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Awesome Harvest Modular Growing Pot

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed marketing and branding for a unique growing container.

Joining us on the show were Sattva Ananda and John Cross of Awesome Harvest. Their flagship product is called the Awesome Pot which is a modular, fabric planter bag that grows healthier, happier plants than conventional containers and is easy for growers.

Awesome Harvest has a number of competitors in the market. Their product is differentiated through its high quality, competitive pricing and made in USA appeal. These attributes make it attractive to national retailers.

Glover asked Awesome Harvest how they are creating awareness and ensuring that potential customers understand the benefit of the Awesome grow pot. Ananda responded that they have created an attractive logo and a tag line for shelf-appeal and also include a brochure with pertinent information about the product.

The Awesome Harvest website and Facebook page include videos and opportunities to win an Awesome pot. In January their product will be profiled on the Discovery channel making available additional videos to blog about their product. They are preparing for potential increased business as a result of the Discovery Channel broadcast and will not promise customers what they are not able to deliver.

Glover discussed the potential of testing various messages on different channels. Ananda thought that was a good idea and indicated that they have the ability to track the results of ad campaigns.

Ananda shared that one of their biggest challenges is having enough monetary resources to launch the desired branding and marketing campaigns. His branding tip is to be clear about what it is that you do, the benefit of the product and what potential customers will gain from use of the product. Once you create the expectations, it is vital to stand behind it.

Enjoy the show.