Once a Day Marketing: Tactics

Showing posts with label Tactics. Show all posts

Tuesday, February 27, 2018

Branding a Community Resource

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show That Branding Guy™, we discussed branding and marketing with a non-profit focused on building healthy and vital communities.

Joining us on the show were William Smith and Jamie Aranda, President/CEO and Communications & Marketing Associate, respectively, of Santa Fe Community Foundation (SFCF). Santa Fe Community Foundation has awarded approximately $67 million in grants since they were founded 37 years ago, supporting equitable access to education and addressing poverty across Santa Fe and Northern New Mexico.

SFCF has recently launched a new strategic framework redefining their mission focused on this place, our people and the power to effect change and created a tagline Place, People & Power. Bill shared that he received feedback regarding the “Power” component of the tagline making people uncomfortable. He thinks this is exactly how a bold brand should make people feel to drive the creative thinking SFCF is seeking.

To accomplish their mission, SFCF works with large philanthropic organizations and individual to match available resources with the appropriate projects. SFCF also provides workshops for non-profits.

Santa Fe Community Foundation has done extensive outreach to their Board of Directors, staff and donors honing in on the message of people, place and power to ensure everyone within their organization understands the mindset of the new strategic framework.

SFCF’s biggest branding challenge is lack of community awareness. To let the community know more about them, SFCF is telling stories of the good work non-profits who receive grants from SFCF accomplish with resources from philanthropy. Glover agreed that story telling is an effective way to reach the hearts of donors, hopefully making the financial aspect of making a donation less of a consideration.

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 That Branding Guy™ every Saturday at 2:00pm (MDT) on Talk 1260 KTRC and 103.7 or stream live on SantaFe.com

Monday, January 23, 2017

Marketing 101: The 7Ps of Marketing – Place (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re beginning a series on the fundamentals of marketing using the 7Ps with a discussion of Place.

One of the key questions every business has to consider is where to distribute their product, or, which are the right places to be selling their product in. There are many outlets to sell products including direct sales, brick and mortar retail, online and catalogs. The sales process might be centered around trade shows in the Business to Business environment.

To identify the right places to focus sales efforts, start by consider which channels are currently leveraging today to make your product available to customers and potential customers. Seriously evaluate all the ways your customers can buy your product.

Then consider these strategic questions:

Are products being distributed everywhere they should be?
Which channels are generating the best results?
Which channels are providing the lowest sales?
Do you need to make changes to how you distribute product through existing channels?
Are there new channels your company could be taking advantage of?

Monitor results by distribution method on an ongoing basis to ensure customers are finding your product where they want it to be and you are achieving the results you expect. If a particular channel is working for you, then keep pushing product through it. If another channel has poor results, consider shutting it down.

Also research what your competition is doing. You may be able to identify an interesting practice that you can emulate. Seek best practices from a broad perspective as well, there may be a company doing something creative with respect to how they are pushing their products through a channel and you can do the same thing.

Lastly, you can always ask your customers which distribution methods best meet their needs. Again, the goal is to be where they want to find your product, not necessarily in the channel that you prefer.

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 at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Thursday, October 13, 2016

Styling a Successful Brand (Strategy)

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

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 of a new Santa Fe company.

Joining us on the show was Jackie Chamborde, founder of SuccessStyle, whose mission is to help women look and feel their best, get the job they want and be the success they can be. As a social enterprise, SuccessStyle is an organization geared toward helping people & planet while still generating a profit.

Jackie is passionate about fashion and has been involved in various aspects of the retail and fashion industry for many years. One of the services offered by SuccessStyle is curating women’s closets by assisting them to define their look and organizing and moving out clothing that is no longer used. This clothing may then be sold through SuccessStyle’s consignment component to customers across the country.

Clothing may also be donated to help women entering, re-entering or moving up in the job market that need assistance to succeed. SuccessStyle offers workshops around resume writing, interviewing and dressing for success to raise self-esteem and help women succeed in the workplace.

To get the SuccessStyle message out, Jackie began by creating a Facebook page. She then leveraged her personal page to start sharing the SuccessStyle story. Jackie updates both pages every day and continues to build followers for SuccessStyle. Jackie is very service focused and is extremely responsive to customer queries from the ebay store.

Jackie has strategic alliances with estate sale groups to move clothing into the SuccessStyle closet. Consignment shops that do not take suits will share Jackie’s card with their customers. She also works with local non-profits to reach women that may be interested in SuccessStyle services.

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.

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?

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.

Monday, August 25, 2014

New Mexico Certified Chile Brand Sizzles (Tactics)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the strength of regional branding efforts.

We are all very familiar with Champagne from France, Florida oranges and Kobe beef from Japan. Why? These regions have staked a claim to their tasty products and have spent decades managing the brands to ensure consumers have a very clear understanding of the unique nature and quality their respective products have to offer.

Here in New Mexico, we, too, have a one-of-a-kind product. It's our chile. Whether red chile from Chimayo, or green chile from Hatch, New Mexico is the undisputed chile growing champion of the world.

With that, New Mexico is finally staking claim to its to-die-for gem with the launch of the New Mexico Certified Chile™ brand. From this point forward, the New Mexico Chile Association will manage the brand to ensure that foodies everywhere seek out New Mexico chile and ask for it by name.

My hat is off to our statewide chile growers and the association. Long live New Mexico Certified Chile.

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.

Monday, March 17, 2014

Tesla: Innovating Place and Process (Tactics)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at Tesla Motors and how the company is reinventing the car buying experience.

There is already a lot of buzz about what Tesla is doing to take on the traditional automobile industry with its premium electric vehicles. They understand the importance of being unique in the market and offering a compelling product to their customers.

They also understand all aspects of the 7Ps of Marketing, especially Place and Process, and are dramatically changing how we are able to find and purchase their cars.

Tesla enables car buyers to evaluate their electric vehicles in malls across America, with their "galleries" perhaps next to Macy's or the Gap. You stroll in, get a chance to see the model, and have your questions answered about what makes a Tesla unique.

It's interesting to note that you can't buy the car at this location. You have to go online to schedule a test drive or order the vehicle. Tesla is upsetting the place and process of the traditional automobile buying experience and customers are responding favorably to this approach.

Major auto dealers are up in arms, leading the charge to stop this new paradigm. Laws are surfacing in many states to prevent Tesla’s innovative sales approach. Rather than embracing the change, the industry is fighting to prevent it.

What if horse owners back in the early 1900's prevented Ford's Model T and the assembly line process. Or the pony express prevented the launch of the telegraph. Believe it or not, the dairy industry tried to prevent the introduction of margarine into the USA by establishing the "anti-margarine laws."

I predict that Tesla's process will prevail and become part of the car-buying norm. Innovation is America's middle name and I don't see that changing anytime soon. The lesson for your brand, innovate and disrupt whenever possible. Lead don't follow. And if your competition happens to be taking the lead through innovation, jump on board and make it better.

Remember it's all about what good for your customers, not what's good for you.

Monday, January 20, 2014

Enhance Your PowerPoint Presentations (Tactics)

Once a Day Marketing™ featured video blog: Add Pizzazz to Your PowerPoints

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are talking tactics to add pizzazz to your PowerPoint presentations when you are speaking in a public setting.

PowerPoint presentations are still a very popular way to share information about your company, brand, products or services. However, not all presentations are created equal. I’ve seen many that are bland. It’s very important from a branding perspective for you (or someone in your organization) to enhance your presentation because it is a visual cue and a reflection on your brand.

Here are a few ideas we recommend you consider when you are preparing your next set of PowerPoint slides. First take into account who your audience is and create compelling content that aligns with their interests. Next, don’t fill your slides with text. Express your topic in a few words, and then share the rest of the information verbally.

Content should be visually appealing. It’s not just about what you are saying but also what your audience is seeing. If necessary, engage a graphic artist to create compelling images. Consider enhancing the physical presentation through animation. PowerPoint contains powerful tools that allow you to move objects around. Don’t use this feature for the sake of moving those objects around, do use it to enhance a point you want to emphasize with the audience.

Lastly, integrate such things as audio, video or links to the internet. All of these elements will make your presentation much more engaging for your audience.

Benefits associated with adding a little bit of pizzazz to your PowerPoint include audience appreciation, positive reflection on your brand and creation of favorable impressions in the minds of the audience. It may result in more speaking engagements if that is your goal. You will also have a good deliverable to share online at Slideshare or other sites to create brand awareness, allow potential customers to find you and potentially obtain new leads.