Once a Day Marketing: That Branding Guy. process

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Thursday, November 16, 2017

Differentiating the Brand: Beals & Co Art Showroom

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 challenges of a Santa Fe gallery owner.

Joining us on the show was Bobby Beals, Founder of Beals & Co. He is a fine art dealer and art events coordinator representing painters, sculptors, and photographers in the southwest. As an award winning curator, Bobby works with resorts, fine dining restaurants and real estate partners to create luxury experiences collectors will remember.

Bobby currently works with about 25 artists. He keeps the number small to enable him to get to know each one personally to understand their talents and aspirations. Beals & Co. differentiates through offering quality connections between the art lover and the hard-working, talented artists on their roster.

Bobby has expanded his business to include sub-brands as well. The need to create the Santa Fe Exports sub-brand arose when Bobby began working outside of New Mexico and wanted to incorporate the name of Santa Fe due to the strong recognition as an arts community. In the future, he would like to move toward having his name associated with all of his sub-brands. Glover remarked that this was something that could be introduced slowly over time to ensure a smooth transition for customers.

Glover and Beals also discussed how print media fits into the marketing mix. That Branding Guy commented that print is still a viable channel for many businesses, however, consideration should be given to the objectives of the marketing campaign and who the target audience is.

To get the message out about the Beals & Co Showroom, Bobby focuses on social media. This radio show was broadcast to his followers live via Instagram. A first for That Branding Guy!

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 KTRC 1260 AM or stream live on SantaFe.com

Friday, March 29, 2013

Following Up With Social Media Leads (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we discuss the importance of following up on social media leads.

Using social media such as Facebook, YouTube, LinkedIn and Twitter is a great way to share your brand with people all over the world. Often followers will respond with lead inquiries for your product or service. This is a great opportunity for marketers to develop personal relationships with these contacts and advance sales.

Surprisingly, many social media marketers fail to respond to inquiries in a timely fashion or don't follow-up at all. Not only do they miss a chance to strengthen the relationship and make a sale but they also create negative impressions for the brand through their lack of response.

Be sure to follow up on all your social media inquiries in a timely fashion. It takes time and commitment but it will lead to real business opportunities.

Watch our Once a Day Marketing™ video to learn more: Responding to Social Media Leads

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

Monday, March 25, 2013

Understanding Brand Valuation (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are going to discuss brand valuation.

How much is your brand worth? For most small businesses that's a tough question to answer. For Apple, brand valuation is estimated at $34 to $184 billion dollars. Coke-Cola is estimated at $72 to $74 billion and Nike between $15 and $16 billion.

The brand valuation process is both an art and a science. In valuing a brand, one factor experts consider is how much a consumer would be willing to pay for the product when measured against a similar product. Take Coca-Cola for example, its product is comprised of a syrupy brown liquid and carbonation but people pay far more for Coke than they would a generic brand. Financial performance is another factor along with forecasts and public opinion.

Despite being hard to determine it is a fact that your ongoing branding efforts will increase the valuation of your brand. Deploying the 7Ps of Marketing, providing an overt benefit to your customers, and delivering on your brand promise will all contribute to an enhanced brand and its valuation.

Watch our Once a Day Marketing™ video to learn more: Valuing Your Brand

Tuesday, March 19, 2013

Seeking the Right Customers for Your Business (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are looking at how to land the perfect customers.

You love securing new clients or customers. It feels great, doesn't it? But not all customers are the right match for your business.

Here are a few factors to consider when evaluating who may be the best customers for you. First, is there a good fit between the needs of the customers and what you are offering? Second, is this business relationship sustainable, meaning that once you have secured the customer they will return for repeat purchases.

Lastly, what is the customer acquisition cost? Be sure to look not only at the actual cost of marketing and selling but also include the emotional cost to manage the client. If a customer is causing a big headache then he or she may not be worth the effort.

Watch our Once a Day Marketing™ video to learn more about: Landing the Perfect Customer

Monday, March 11, 2013

Managing Process to Enhance Your Brand (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are discussing Process, one of the 7Ps of Marketing that is often overlooked by brand managers and businesses.

There are two aspects to the marketing process: internal and external. Internal process relates to your in-house capability to develop branding and marketing plans and implement accordingly. It includes your ability to accurately assess your own company, competition and industry.

External process refers to your customers' ability to easily locate and purchase your product or service. It includes the customer service experience you provide during and after the purchase.

Focusing increased attention on your marketing process, both internal and external, will create more awareness for your brand, enhance your brand stature and improve your bottom line.

Watch our Once a Day Marketing™ video to learn more: Manage Your Marketing Process

Thursday, March 7, 2013

Leveraging Marketing Best Practices (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are going to look at identifying marketing best practices which are the approaches that other brands use to effectively promote their products or services.

Begin to identify best practices by focusing on companies you think do a great job marketing such as Coca-Cola, Apple Computer or Ford. Look at how they are communicating in their traditional marketing activities and online. Review their messaging and where are they positioning themselves in the marketplace. Then create a list of strategies that you would like to try for your own business.

There are no hard and fast rules for looking at Best Practices in marketing. Be creative, try a few different strategies and keep track of the results to determine how successfully they are.

Watch our Once a Day Marketing™ video to learn more: A Look at Marketing Best Practices

Tuesday, March 5, 2013

Cultivating Existing Customers (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are going to discuss making existing customers count.

There are lots of ways grow your business. One of them is finding new customers. Another good strategy is to develop additional business from your existing customers.

You already have a relationship with these customers; they are familiar with your brand and have trust and confidence in it. It’s not costly for you to let them know about new product offerings. They are good candidates to encourage to buy more products or to spend more money.

Before we get into the strategy we’re going to look quickly at the 80/20 rule. Typically it means that 80% of the effects come from 20% of the causes. When you relate that to marketing it means that 80% of sales come from 20% of your customers. Keep that in mind as we get to our next section where we are talking about strategy to increase sales from existing customers.

When looking to existing customers for increased sales, review those essential 7Ps of Marketing. Consider the Product itself, Pricing, Promotions, Place, People, Physical Evidence and Process. What it is about these elements that keep your customers coming back? Are you able to improve any or all of these areas to delight your customers?

Watch our Once a Day Marketing™ video to learn more: Making Existing Customers Count

Friday, March 1, 2013

Exploring Social Media Marketing- Facebook (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am continuing our series exploring social meeting. Part II is focused on how Facebook can be a great tool for creating brand awareness.

Now with over 1 billion subscribers, Facebook is the largest social networking site by far.

It is a tool where you can create an online persona for your company, brand, and products. Many large companies are already doing so. This may be a good time for you to start thinking about having presence on Facebook. If you are going to jump into the world of Facebook, formulate a solid strategy so you are successful.

Facebook can be a pivotal part of a social media campaign and a great way to interact with your customers. The price is right, it’s free. I believe that it will continue evolving into an even more powerful marketing tool, including expanded social commerce and other enhancements that Facebook will unveil in the future.

Watch our Once a Day Marketing™ video to learn more: Branding With Facebook

Thursday, February 28, 2013

How Insurance Companies Battle for Customers (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday when I often share my thoughts on the real world of branding.

Insurance is big business and so is the advertising used by these firms to battle for mindshare and market share.

I took a moment to look at Progressive, Allstate and Geico. What comes to mind when you think of the advertising for each brand? Do you see Flo? How about Mayhem? Maybe the green Gecko? Of the three, which campaign do you think captures the most viewers on YouTube?

The clear winner is Mayhem followed by the Gecko and then Flo. In the case of Mayhem it's interesting to me that over 1.9 million people took the time to watch a 30-second commercial online, a clear example that social media is working for Allstate.

Watch our Once a Day Marketing™ video to learn more: The Brand War of Insurance Companies

Friday, February 22, 2013

Exploring Social Media Marketing - Twitter (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am starting a series exploring social meeting. Part I is focused on how Twitter can be a great tool for creating awareness in the marketplace.

Twitter is a powerful real time information sharing tool allowing users to send messages or “tweets” of 140 characters. A message can be anything as long as it doesn’t exceed 140 characters.

Twitter can be utilized to follow businesses or individuals who provide interesting content that you would like to receive “tweets” about. Conversely, people (customers/potential customers) will follow your business because they are engaged in your content.

It is important to consider Twitter in some capacity as a marketing tool. Design cleaver ways to engage new customers and to share information about your company. You can start by looking me up on Twitter at @OnceaDayMkting, follow me and I will in turn follow you.

Watch our Once a Day Marketing™ video to learn more: Exploring Social Media - Twitter

Thursday, February 21, 2013

Performing Your SWOT Analysis (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday where I have you review your brand, industry and competition.

In my opinion, one of the best tools to accomplish this is through a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. There is a large body of information available regarding how to perform your SWOT analysis.

This exercise important because of the findings you may uncover. When you know your strengths, you can utilize them to strategically capture market share. Likewise, knowing your weaknesses enables you to shore them up before your competition tries to take advantage of them.

Identifying opportunities allows you to prioritize each one and allocate appropriate resource to benefit your brand and company. Lastly, understanding threats will allow you to develop contingency plans in the event a threat actually materializes.

Watch our Once a Day Marketing™ video to learn more: Understanding SWOT Analysis

Tuesday, February 19, 2013

Commit to Marketing Every Day (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday where I help you focus on your marketing strategy.

The funny thing about strategy is that it only works if you implement. This is certainly true when it comes to branding and marketing. I call action plans that aren't followed "shelfware."

One key factor to ensure a successful strategic campaign is to market every day. I know you're busy running day to day operations and putting out fires, and often marketing is put on the backburner. My recommendation for Strategic Tuesday is to commit to develop a schedule for daily marketing.

You have your marketing plan and the 7Ps of Marketing as your guide. Set priorities and chip away at the plan each day. The more time and resources you deploy the more results you will achieve.

Watch our Once a Day Marketing™ video to learn more: Market Every Day

Friday, February 15, 2013

Manage Complaints Well to Strengthen Brand Loyalty (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are going to discuss online shopping and how correctly managing a customer complaint can build brand loyalty.

According to eMarketer, Global e-commerce in 2012 was one trillion dollars. That's a lot of people shopping online. For the customer the experience is still a little bit like Forrest Gump and that box of chocolates: you never know what you're going to get. So, how do you generate customer confidence when they buy a product online?

Let's take a look at an experience a friend of mine had this past week when she purchased four DVDs from Barnes & Noble. When the package arrived the contents had been crushed; as a result she was concerned about how Barnes & Noble would handle the return.

Barnes & Noble responded quickly to provide a pre-paid shipping label to return the damaged merchandise and then quickly sent back the replacement product so she would have the DVDs to enjoy.

The lesson learned from this customer service experience is to consider how you can handle complaints in a favorable manner to enhance the brand in the minds of our customers. Similar to the experience with Barnes & Noble, if you do it right you will have a customer who is more confident and loyal when buying your product in the future.

Thursday, February 14, 2013

Marketing Best Practices (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are going to take a look at marketing best practices.

Marketing Best Practices are, very simply, those things that companies are doing from a marketing perspective that really work.

To identify these best practices, consider companies that you think do a great job marketing; perhaps Coca-Cola, Apple Computer or Ford. Create a list of those companies and then research their marketing, include channels, message and how they position themselves in the marketplace. Then, develop strategies that you would like to try for your own business.

There are no hard and fast rules for determining a best practice in marketing. Implement a marketing plan effectively given the resources you have; money, time and talent. Continuously review the plan and revise the strategies that aren’t producing results.

Watch our Once a Day Marketing™ video to learn more: Marketing Best Practices

Wednesday, February 13, 2013

Consistent Marketing Message Internally & Externally (Action Wednesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. It’s Action Wednesday and today we are discussing the importance of a consistent marketing message both inside your company and outside.

Every day we talk about branding and marketing. It’s critical for you to develop a branding and marketing campaign. Once the message has been created, are you ensuring everyone inside your organization is on the same page?

Remember, everybody in your company is a brand ambassador. It’s essential for them to be aligned with respect to the message you are sharing with the public. When customers comes in, phone or email, your team should be sharing the same compelling, consistent message that you are.

Watch our Once a Day Marketing video to learn more about: Sharing the Marketing Message with Your Team

Once a Day Marketing positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

Friday, February 8, 2013

Communicating With Customer via Social Media (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday where we explore our ever-evolving digital frontier.

There is much talk around social media and for good reason: it really works to build a brand, develop relationships and generate business opportunities. That is, it works if the campaign is managed properly.

One essential element is creating and sharing outbound content that will pique the interest of customers or potential customers. Equally important is responding to comments and thoughts shared by these individuals, good or bad.

When you establish a social media channel you give customers the opportunity to speak their minds. This is the power of social media: to actually communicate with customers. And if you listen to what they say you'll learn a lot about your brand and have a direct conduit to ongoing dialogue with your customers. That's how relationships are built and business is developed.

Watch our Once a Day Marketing™ video to learn more: Social Media is a Two-Way Street

Tuesday, January 29, 2013

Perfecting Your Internal Marketing Process (Strategic Tuesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Strategic Tuesday and we want you to think about constantly improving your internal marketing process.

Start with your vision and mission statements. Does everyone in your organization have a clear understanding of this strategic direction?

How about your goals and objectives? Are you using the S.M.A.R.T. goals to indentifying achievable and relevant goals? There are numerous Once a Day Marketing blogs on these subjects for you to reference.

Next, think about your long-term strategic plan at the 10,000 foot level and align with where you want to take your company. You should follow this up with a tactical marketing action plan that identifies tasks, responsibilities timelines and budgets.

Along the way ask yourself what you can do today to make your business better. Also, look at your critical, near-term milestones and adjust your marketing process to ensure these milestones are being achieved. If not, ask why and hold responsible parties accountable.

Perfecting your internal marketing process is an ongoing activity. The more you monitor and revise, the better your chances are of achieving your vision, mission, goals and objectives.

Watch our Once a Day Marketing video to learn more about developing your marketing process: Internal Marketing Process

Thursday, January 24, 2013

Creating a Customer Focused Process (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are discussing the importance of providing a superior customer experience.

In our last blog we reviewed the impression physical evidence can make on your customers. Now I am going to extend that discussion to include the entire customer experience.

If you have not done so lately, review the various channels through which customers seek information about your company or buy your product. Walk through the physical process / experience the customer has when interacting with your company. Determine if there is room for enhancement.

Polish your customer communication. Whether it is direct, indirect, social media or inbound marketing, ensure it is creating a desire for customer to do business with you.

A consistent, repeatable customer experience (process) is a key element to the success of marketing and branding efforts.

Watch our Once a Day Marketing video to learn more about evaluating your external marketing process: Creating a Customer Focused Process

Monday, January 21, 2013

Are Your Marketing Results Measuring Up? (Smart Monday/Process)

Hello, I’m Marianne Tenenbaum, contributing blogger to Once a Day Marketing™. Today is Smart Monday where we strive to enhance your branding and marketing knowledge.

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

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

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

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

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

Wednesday, January 16, 2013

Crossing Into the Digital Divide (Action Wednesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and I want you to start thinking about using more digital tools and channels for marketing and branding this year.

To demonstrate the powerful customer experience you can create related to digital technologies, I would like to share an example. Listening to ESPN Sports Radio in my car, I was intrigued with a story. When I arrived home I dashed to my computer and was able to find that same broadcast streaming online so I could listen to the end of the discussion. This caused me to consider how important it is to be committed to digital technologies and tools to embrace our customers and share our brand.

With all the digital tools and channels available there is absolutely no reason not to be fully engaged in the digital world. Which tools are you using? Look first at a website. Are you sharing the right information with your customers? Are you considering online retail? Are you able to sell products via the Internet?

Are you leveraging the social media channels such as Facebook, LinkedIn, YouTube and Twitter? They are absolute musts for sharing information about your brand. Also consider applications such as Constant Contact to share e-newsletters with your customers who choose to opt-in to your content.

Next is Skype; it provides the ability to have a face-to-face conversation through your laptop computer or mobile device using the internet. Another tool is instant messaging; you can allow customers to instant message to ask questions and enhance the experience with your brand or product.

Videos, podcasts and blogs are additional digital tools that share your marketing message inexpensively through the Internet.

Lastly, webinars are another means to engage audiences all over the world and share with them your branding message. That's the power of the digital divide and what you should consider making more of a commitment to this year.

Your task for Action Wednesday is to look at what you're doing in the digital environment. Enhance your existing digital tools and channels and seek out new ones. Continue to embrace these technologies because I know your competition surely is. That way you can promote your brand, develop relationships and have a better 2013.

Once a Day Marketing assists brands to become #1 in the minds of their targeted customers. To learn more about our company, please visit us online at onceadaymarketing.com. I'm Jim Glover, That Branding Guy, and we'll see you next time.