Ask Those Branding Guys Year in Review (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Ask Those Branding Guys 2013 Highlights
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and Those Branding Guys―Jim Glover and Dave Hayduk―are reviewing the first year of the radio show.

On our radio show Ask Those Branding Guys, we reviewed strategies and advice from the 50 great guests we had on the show this year.

Those strategies include new location and great loyalty program for local Santa Fe Mountain Sports.  Widmer Brothers Brewing advised to stay true to the story of your brand and maintain authenticity.  Doodlet’s gift shop owner Steve Young noted how he shares stories behind the locally made artwork that is sold at the store.

Crisis Management was also a topic discussed on the show.  In light of the recent payment data compromise at Target stores this is a timely subject.  Stephan Dill’s advice is to be prepared and have a plan to respond.  Glover remarked that it is also imperative to take responsibility when unfortunate incidents happen to your business.

Hype Life Brand’s advice to reach Gen Y is to ensure that social media is integrated with your advertising campaign.  Look for more social media topics on the show next year.  Green businesses also hold appeal for a large audience.  Options beyond just “being green” include becoming a B Corp and telling customers about your socially conscious approach.

Paulson Marketing summarized branding in the three key attributes―unique, compelling and believable.  Every brand should ensure they combine these elements to build a successful brand.

Listen to the podcast to learn more branding and marketing tips from these exciting guests on Ask Those Branding Guys in 2013.

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.

The Importance of Top of Mind Branding (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Bill Fellows and Top of Mind Branding
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing top of mind branding.

On our radio show Ask Those Branding Guys, we spoke with Bill Fellows, a branding consultant who founded Top of Mind Branding four years ago.  The focus of our conversation was the importance of ensuring your customers think of your brand when making their purchase decisions.

Glover and Fellows reiterated how imperative it is for any size brand to ensure they are top of mind with their customers.  Social media is a powerful tool for creating aided awareness, which contributes to the goal of consumer awareness and the ability to recall a brand at point of sale; however, it also creates clutter.

Fellow contributed that a brand resides in the mind of the customer.  A company can influence it but ultimately cannot control what an individual consumer thinks.  Branding is the sharing of what a company would like their customers know about the brand.  The two keys to successful branding are consistency and time.

Fellows shared that the path to top of mind begins with identifying your target customer.  Then determining the image you want to have in the customers mind.  For existing brands, you also have to understand the perception of your brand in the marketplace.  Once you understand the landscape, create a plan to deliver that message across your company as well as to the customer.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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

Branding a Retailer With Eclectic Merchandise (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Doodlets Retail Gift Shop

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing branding with a Santa Fe retailer.

On our radio show Ask Those Branding Guys, we spoke with Stephen Young, who, along with his wife Lisa, own Doodlets in Santa Fe.  Doodlets is a retail store with a collection in excess of 100,000 unique, fun and interesting items including whimsical gifts, toys, books, cards art and holiday merchandise.

 

According to Young, this distinctive collection of items along with the stories behind them is the appeal that differentiates Doodlets from the competition.  Stephen and Lisa support local artists and the community thereby creating an emotional bond with their customers.

Other keys to success that Young shared are their great downtown location, a staff that spreads happiness and leveraging unique ways to let potential customers know about the store.  These efforts include displays in local hotels, concierge referrals and a bubble-making machine outside the location that draws the curious in for a closer look.

Doodlets branding challenge has been the lack of a website.  A new site will be available in 2014.  Glover suggested that the site contain a retail component and that it be ready prior to commencing efforts to drive traffic through social media channels such as Pinterest, Facebook and Instagram.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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

Maintaining Brand Continuity (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Author Anne Hillerman Spider Woman's Daughter

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing continuing the legacy of a popular brand.

On our radio show Ask Those Branding Guys, we spoke with journalist and author of Spider Woman’s Daughter, Anne Hillerman.  Anne is the daughter of best-selling author Tony Hillerman who was best known for his mysteries set in the American west.  Anne is continuing her late father’s writing and bringing back some of his most popular characters.

Anne was inspired to continue with her Dad’s series due to demand from readers for more stories including popular characters Joe Leaphorn and Jim Chee.  Success of her previous book, Gardens of Santa Fe also provided encouragement.

Anne feels that the Hillerman brand was popular because of the way he wove his stories around Navajo characters and accuracy in his depiction of places.  The fact that the detectives in his stories were not those typical of the genre gave them a unique appeal.

Since this was an existing brand, as she was writing Anne realized she had big shoes to fill.  She knew there was room for her own style but also realized that she had to maintain continuity and be true to the way her father wrote the characters.  Cover art was based on designs from the Tony Hillerman books, however, it was updated to reflect a new era.

Anne is using Facebook and other social media to let fans know that the brand is active once again and to generate interest in Spider Woman’s Daughter.  As she moves forward, Anne is expanding existing characters as well as creating new characters of her own.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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

Promoting an Iconic Brand (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding the Sound of Music Movie

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing promoting an iconic brand: The Sound of Music.

On our radio show Ask Those Branding Guys, we spoke with artist/actress Debbie Turner best known for her role as Marta in The Sound of Music.  The brand of The Sound of Music remains robust today in part through the efforts of Debbie and other cast members.

Originally released in 1965, The Sound of Music is one of the largest grossing films of its time and winner of five Academy Awards including best picture.  Today, lyrics from the movie are recognized among the top movie songs of all time.  The movie's popularity is still strong as evidenced by a recent YouTube posting of a flash mob dance to the song Do-Re-Mi in Antwerp that has generated 28 million views.

Debbie attributes the longevity of the brand to the fact that the movie is based on a true story, the strong cast and great music.  To maintain the brand, Debbie and fellow cast members have made appearances on morning shows and talk shows as well as signing autographs.  Debbie has also created a poster of the cast for sale on her website.  Visit Sound of Music Poster

With the 50^th anniversary of the movie coming in 2015, Debbie proposed the idea to feature the Sound of Music float at the Pasadena Rose Parade and would like to see Julie Andrews as Grand Marshall.  We think that's a very good branding idea.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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

Branding an Art Gallery in Santa Fe (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Marketing is a Work of Art

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing branding an art gallery.

On our radio show Ask Those Branding Guys, we spoke with Darrell Hilley, Owner of the Santa Fe Art Collector Gallery.  Darrell shares his insight into what it takes to successfully brand and market a gallery in a highly competitive market.
 

Santa Fe Art Collector represents approximately 35 diverse artists; Hilley shares that it is essential to appeal to a broad spectrum of taste in order to draw a wider consumer base.  Also, he recently moved the gallery to an area with higher foot traffic of more targeted customers and has found the change in location to be very advantageous.

Hilley watches the trends in the market such as the increasing appeal of unique and colorful pieces as well as consumer interest in lower priced pieces and responds accordingly.  Consumers are now more drawn by the particular piece than to a specific artist.

With a majority sales to out of state customers, Santa Fe Art Collector uses printed media targeted at collectors as the preferred form of advertising.  The gallery does have a website, however, customers don’t generally purchase a piece sight unseen.

Glover commented that leveraging the collector magazines is essential to define your brand along with other large galleries.  If a presence is not maintained in this arena, the gallery will not be on the radar of potential customers planning their visit using this medium.

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.

Branding Tips From The Pros (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Real-Life Big Brand Marketing Experts

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking branding with two real life "big brands" marketing experts.

On our radio show Ask Those Branding Guys, we spoke with Jim Patterson and Chuck Lieppe former advertising executives with the Leo Burnett Agency and Procter & Gamble, respectively.  Both of these original "mad men" had long and successful careers managing domestic and international accounts and brands.  They share a few pearls of wisdom with us today.

During his tenure at P&G, Lieppe managed brands that included household names like Tide, Pampers and Crest, just to name a few.  Patterson was involved with other familiar brands such as McDonalds, Coke and P&G.

Patterson's Leo Burnett was also instrumental in the development of many of the enduring characters that represented brands.  The Maytag Repairman, Morris the Cat, Charlie Tuna and the Jolly Green Giant all had personalities of their own and became part of the consumers lives.  He went on to say that this type of character is being seen less often due to the shorter time advertisers have to connect with customers.

Lieppe shared that at P&G there was a very specific process for product launch.  The main focus of which was understanding the need of the customer as well as the market, and striving to provide a product to fill that need.

Patterson’s tip; focus initial efforts on research.  Lieppe added that you need to ensure you tell your customer how good your product makes them, rather than how good your product is.

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.

Branding a Solar Energy Installer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Positive Energy Solar

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about branding with a New Mexico solar energy company.

On our radio show Ask Those Branding Guys, we spoke with Regina Wheeler, CEO of Positive Energy Solar; a company that installs solar power equipment for homes, business and institutions.  The market for solar equipment has become more competitive and costs have fallen.  Consumers may now see a payback in as little as 8 years and numerous financing and support programs are available.

From a branding perspective, Glover observed that the company could not have a better name.  The tagline of “It Pays to be Positive” also does a great job on numerous levels as it conveys the sentiment that is pays to both install solar equipment and chose Positive Energy Solar.

Wheeler shared that the marketing environment has been very dynamic and is constantly changing.  Currently, 60% of Positive Energy Solar business is derived from referrals and customers are incented to refer others.  Parties and events are also a successful advertising method.  Marketing effectiveness is monitored and methods are revised as needed.  Wheeler knows it is important to remain top of mind, especially for a product that has such a long purchase cycle.

Positive Energy Solar’s biggest challenges include an evolving demographic where the target market is shifting from an older, wealthier customer to a younger client.  They are also in a market where there are competitors that run very aggressive advertising campaigns.

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.

Branding a Specialized Service (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Relationship Based Parenting Business

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about branding a specialized business.

On our radio show Ask Those Branding Guys, we spoke with Abby Bordner of Santa Fe based Relationship Based Parenting.  Abby is family educator and speaker and, with this new business, is on a mission to share what she has learned with other parents.

Relationship Based Parenting is built on the concept that kids thrive in positive relationships, primarily with parents and care-givers.  Bordner shares that all parents want the best for their kids, regardless of their economic status and her passion is around providing education to parents seeking to improve their parenting skills.

Bordner is creating brand awareness for Relationship Based Parenting through building lists of current and former clients as well as interviewing new participants through tele-summits.  Abby developed her tagline “Raising Compassionate Kids through Healthy Relationships” based on parent feedback obtained through surveys.

Glover observed that Abby may want to consider modifying the Relationship Based Parenting website to leverage the deep emotional bonds that could be created with clients due to the powerful nature of the subject matter.

Bordner’s biggest challenging is being in a market where so much information is available.  Glover indicated that this is why she should ensure that she differentiates and sets Relationship Based Parenting apart from the crowd.

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.

Soapdom.com: Branding an Online Community (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Soapdom.com

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking with Soapdom.com about branding an online business.

On our radio show Ask Those Branding Guys, we spoke with Linda Marshall-Smith, founder and CEO of Los Angeles based Soapdom.com, an online community for everything related to your favorite daytime soap opera.  Linda has an MBA in marketing and realized early on the power of the internet as a business platform.  She founded Soapdom.com in 2002 as both a social and news portal.

Glover asked Linda what differentiates Soapdom.com; she replied that first and foremost is the name.  Soapdom is a term that was widely used in the industry and being able to obtain that domain name was a fabulous boon.

As television networks are cancelling the soap operas, Soapdom.com is experiencing a reduction in fan base.  Only four of the eleven soap operas that were aired when Soapdom.com was founded now remain.  In response to this, Marshall-Smith is working to distribute new content with an LA company who has purchased the rights to continue production and deliver some soap operas

online.

Marshall-Smith leaves us with some tips around creating a successful online community.  She shared that you should have a concept people will be interested in.  Once you are distributing content, ensure that you are disseminating it via social media channels such as twitter, facebook and pinterest.  You have to be proactive and push out your content rather than wait for your audience to come to you.

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.

Branding a Clothing Manufacturer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast:  Sense Clothing Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking with Santa Fe clothing manufacturer Sense.

On our radio show Ask Those Branding Guys, we spoke with Robin Beachner, founder and CEO of Santa Fe based Sense clothing company.  Sense is focused on providing high quality clothing made in the USA along with great customer service.  Social responsibility is also part of the Sense mission.  The name Sense is derived from their concept of clothing that makes sense.

Glover shared that Robin should continue to promote these compelling aspects that differentiate the brand and may want to consider tailoring messages to specific sub-groups such as those to whom “made in USA” or “socially responsible” would appeal since they do not necessarily overlap.

A branding challenge has developed for Sense prompted by the move away from traditional advertising.  Creative energy is now being directed into photo shoots to better show off the clothing itself.  Beachner is considering how best to use these images.  Glover suggested short videos on such social media channels as Instagram or Vine to capture the power of referrals from existing 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.

Differentiating by Being Green (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: The NM Green Chamber of Commerce

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about how being Green may set your brand apart.

On our radio show Ask Those Branding Guys, we spoke with Laura Sanchez and Glen Schiffbauer of the New Mexico Green Chambers of Commerce.  The Green Camber was founded in 2009 by a group seeking out like-minded small businesses with an interest in responsible environmental policy.  There are soon to be five chapters within the state.

Sanchez shared that the mission of the Green Chamber is to create business opportunities by advocating for renewable energy and efficiency; strengthen the local economy; and support businesses working towards a sustainable future.  They promote sustainable business practices that are both socially and environmentally responsible.  This focus on people, planet and profits is referred to as the triple bottom line.

For environmentally conscious businesses, the fact that they are Green is a differentiator that could set their brand apart from the competition.  There is a large market of consumers that a Green company will appeal to.

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.

Branding Communities – a New Focus (Strategic Tuesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Ask Those Branding Guys Podcasts

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about out-of-the-box thinking for community branding efforts.

On our radio show Ask Those Branding Guys, we spoke with Edward Burghard, founder of The Burghard Group and Strengthening Brand America.  During his 33-year marketing career at Procter& Gamble, Ed was recognized as one of the top brand builders in the company.  In the later days of his career he was on full time loan to the state of Ohio to form a company focused on State branding.

With Strengthening Brand America, Burghard’s goal is to improve the level of mastery around place branding by driving discussions with branding experts focusing on how the same techniques that apply to consumer goods also apply to branding a place.  Ed shared there is room for improvement in community branding in the areas of funding, branding expertise and depth of knowledge around what a brand encompasses.

Burghard puts forth the notion that job growth should not be the objective of economic development. Rather, communities should become more focused on their residents (customers) and creating an environment to attract top talent which in turn will attract businesses.

This paradigm shift is predicated on the American Dream Composite Index™ (ADCI).  Developed by Xavier University, the ADCI is the first qualitative measure of how people feel they are doing in terms of attaining the American Dream.  It is a robust measure of American sentiment and predicts behavior and attitudes in multiple arenas including the workplace and the economic marketplace.

New Mexico is in the #2 position as a place to achieve the American Dream.  A great goal for the state would be to seek out the #1 spot by understanding the whys and making improvements.  Any community, large or small, is able to leverage this approach.

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.

Branding From the Heart (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking with the founder of a new company branding from the heart.

On our radio show Ask Those Branding Guys, we spoke with Val Alarcon, who has recently launched a new business, Vitality With Val.  Her background includes marketing and market research but her passion is around inspiring others to lead a healthier lifestyle.

Alarcon’s business is a result of her own illness and journey of learning, healing and recovery.  She has obtained a formal education and certification as a health coach.  She differentiates her business from others by her mission to empower and inspire others to reclaim their lives through health and wellness.

To share her message and build the brand, Val conducts vitality workshops, hikes, and works with farmers and restaurants to show her clients how to create meals with the freshest ingredients.  Glover mentioned that keys to success include reaching like-minded people and developing strategic partnerships with where her services are a good fit.

Ask Those Branding Guys also spoke with Carolyn Parrs, founder of Mind Over Markets.  For the past 12 years, she has focused on Green Marketing and assisting companies she believes in to succeed.  Carolyn noted that Green Marketing places more emphasis on such things as sustainability of packaging and the supply line.  Green businesses are also responding to customer demand for increased transparency.

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.

E-Tailing Best Practices – New Mexico Magazine (Strategic Tuesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Creating a Great E-Commerce Site

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about best practices for creating an online retail environment.

On our radio show Ask Those Branding Guys, we spoke with Ava Salman, e-Commerce Product Manager of New Mexico Magazine.  In its 90^th year, New Mexico Magazine is the oldest state magazine in the country with 70% of subscribers outside of the state.  The retail presence at NMMagazine.com features items that reflect the spirit of New Mexico and allows subscribers to engage with the brand.

Ava began her online marketing career in the late 1990s with High Country Gardens and shared that in the early days website tools were designed and built from scratch which was very expensive.  Today, technology allows any size business to create an online retail presence at a much lower cost.

Salman note that the two most important aspects of e-tailing are driving traffic to the site and providing a good customer experience.  Other key elements of a good e-tailing site include ease of use and clear process.

To get started with online retail, several choices are available for a low monthly cost or with minimal development.  Ava recommends using Live Chat to enhance the customer experience by answering product questions that may be barriers to closing the sale.

Once the infrastructure is in place, Ava advises visiting sites that provide a good customer experience to assist you in identifying best practices and components that you would like to include on your own site.  Features such as paid return shipping may be expensive.  Ensure that items you select align with your business model from a cost perspective.

Don’t forget to plan for both traditional and social media marketing campaigns to drive traffic to your site.

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.

Made in America Branding (Strategic Tuesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at recent marketing emphasis on products made in America.

We are noticing a trend emerging to promote goods made in the USA.  New Balance boasts that it is the only major company making footwear in the USA.  Its website highlights 75 years of creating quality products in America and employing 1,300 workers.  This past weekend some retailers offered added discounts on USA-made products, encouraging shoppers to buy American.

The research firm Brand Keys surveyed 4,500 consumers to determine the top 25 most patriotic brands.  Jeep was the identified as the top brand followed by Hershey's, Coca-Cola, Levi Strauss and Walt Disney.

Apple, Inc. is also contributing to this patriotic trend.  One of their latest ad campaigns touts "Designed in California by Apple."  Additionally, CEO Tim Cook announced that Apple is planning to manufacturer Macs in the USA.

For Strategic Tuesday, consider how to align this latest consumer sentiment with your company, brand or product to capture more customer loyalty and sales.

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.

Personal Branding of a Media Adventurer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast:  Personal Branding: Conversation with David N. Banks

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about the personal branding of David N. Banks, a Hollywood media adventurer.

On our radio show Ask Those Branding Guys, we spoke with David, documentary filmmaker, photojournalist and author of upcoming book "Cue the Camels."  In the forward of the book, The Tonight Show's Jay Leno wrote: a gung-ho, self-deprecating, wildly engaging book, with all the behind-the-scenes high jinks that go into shooting news and documentaries across the world.

In addition to winning three Emmy Awards and being nominated for many others in his "day job" working on such television shows as The Tonight Show, Banks also has a personal brand.  Dave shared his efforts over the past 30-years to avoid being typecast in Hollywood. and his work to create his own brand centered on his photojournalism, independent documentaries, and writing talents away from  mainstream programming.

Despite working on popular sitcoms, soap operas, Wide World of Sports and many other "most-watched" programs, Banks' resume and personal blogs never mention this past television history.  Instead, he emphasizes his efforts covering wars, producing and directing documentaries, and shooting incredible photographs of the human spirit.  His new book and blogs intentionally convey a brand identity of a man far from the normal Hollywood realm; that is precisely Dave's goal.

For anyone working to create a personal brand, Banks' recommended creating compelling and consistent social media content and sharing with targeted audiences whose interests align with your desired brand image.  He encourages everyone not to be timid and jump into the new technologies with both feet to best understand and deploy social media.  He also suggested making sure you reach out to your connections and create personal relationships with them.  He reminded us that while using technology is essential a personal touches help us maintain our humanity.

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.

Branding an East Coast Winery (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Chateau Morrisette Winery

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about branding an East Coast Winery.

On our radio show Ask Those Branding Guys, we spoke with Keith Toler, director of marketing for Château Morrisette Winery in Virginia.  The winery was established in 1978 and has 100 acres of grapes under cultivation which go into the production of 1 million bottles of wines per year across 23 different varieties.  Château Morrisette distributes across the US and is currently focused on developing international business in addition to that already in place with China.

Toler shared that marketing challenges include providing tools to the sales force to assist in securing self-space and drawing traffic to the winery.  Social media has been among the wineries successes in generating sales and increased interest.  Glover encouraged Toler to continue marketing around the story of the dog which is displayed on most wine labels; it is a unique and authentic story that will resonate with customers.

Jennifer Marshall, director of The Marshall Plan, a strategic marketing and public relations consultancy joined the show to discuss the importance of Public Relations or PR.  Marshall pointed out that in today’s social media environment PR is more important than ever due to the ability to communicate instantly with your audience.

When you forward your story to a media outlet ensure that you clearly and succinctly state all essential information in the first paragraph and keep your release to one page.  Ensure it is sent to the correct contact and follow up if necessary.  Marshall and Glover remind the audience that information about your company provided by a third party lends increased credibility to 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.

Branding a Top Destination Resort (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Bishop's Lodge Resort

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the branding of a top destination resort.

On our radio show Ask Those Branding Guys, we spoke with Richard Verruni, Managing Director of the Bishop's Lodge Ranch, Resort & Spa.  Bishop's Lodge is one of the top destination resorts in Santa Fe, celebrating 95 years of catering to discerning travelers and local Santa Feans.

Verruni discussed the importance of integrating branding design and messaging across all aspects of the property.  He shared that Bishop's Lodge uses many forms of marketing to convey that the resort is authentic with a rich history and provides many specialized offerings from horseback riding to outdoor massages.  He mentioned how the resort is using both traditional and inbound marketing to reach potential customers, including the drive market (within seven hour drive to Santa Fe).  He also talked about the recent Disney media event held at Bishop's Lodge to rollout The Lone Ranger movie and how it generated substantial awareness for the resort all over the country.

Ask Those Branding Guys Jim and Dave chatted about place branding and destination marketing.  They shared ideas how tourism marketing and economic development marketing could be better integrated at the state level to attract more visitors, residents and businesses.

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.