Once a Day Marketing: marketing

Showing posts with label marketing. Show all posts

Monday, June 6, 2016

Build Your Brand: Encourage Online Customer Interaction (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing importance of building an online community with your customers.

Now more than ever it is vital to connect with your customers online. Customers and potential customers want to learn about your business, employees and products. Creating an online community can provide followers with insights into all aspects of your company and allow you to make an emotional connection. It can also be a means of communicating product information as well as specials and exclusive offers.

Once you establish a community on a platform like Facebook, you can promote it in clever ways such as stickers on packaging that invite customers to participate. Remember to be consistent. If you do decide to create online interaction with followers post something relevant that will resonate with your audience on a daily basis.

Responding to comments is another vital component of online interactions. Whether positive or negative, ensure you acknowledge customer comments and follow-up as necessary.

As you review your overall marketing campaign, evaluate the plan you have in place to entice your customers to interact with your brand through digital channels and technologies. Consider offering incentives and benefits to encourage customers to interact with your company through available digital channels.

Each new exchange is a great opportunity to build and strengthen your relationship with customers and fuel future sales.

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

Sunday, May 15, 2016

Use Product Adoption Behavior to Target Your Message (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are highlighting an important aspect of consumer behavior that will influence the message you create for your target customer.

We're discussing Everett Roger’s diffusion of innovation model and how it will assist you to understand your customer’s adoption patterns of new product innovations.

An innovation is any product, service or idea perceived by your customers as new. According to Roger’s diffusion of innovation model, the length of time it takes consumers to adopt a new product is represented by a distribution curve above.

The model breaks consumers into five groups:

Innovators, comprising 2.5% of consumers, are adventuresome; they like and seek out risk and are the first to buy new products
Early adopters, 13.5% of consumers, are opinion leaders and once they make a decision to buy typically others will follow suit
Early majority who make up 34% of consumers. This large group is very deliberate but they choose to follow the early adopters when making purchases.
Late majority, also at 34%, tend to be skeptical. When they see other consumer getting on board, they will seek out a new product
Finally, we have the laggards who comprise about 16% of consumers at the tail end of the curve. This segment is very traditional and they need to know that a product is well proven before they will buy.

Understanding adoption patters for your customers is important to accurately target your advertising. Once you categorize your customers into the various groups of adopters you will be able to leverage demographics and psychographics to determine media characteristics and create a compelling advertising message for each group that will resonate specifically with them.

Monday, May 9, 2016

The Liquid Muse: Branding a Mixology Expert (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Natalie Bovis The Liquid Muse

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 Santa Fe mixology professional.

Joining us on the show was Natalie Bovis, Founder of The Liquid Muse, a mixology business she started 10 years ago. She consults with liquor brands, teaches cocktail classes to bar staff, sales teams and the general public and is part owner of a liquor brand.

The idea for The Liquid Muse came about when Natalie was a restaurant publicist in Washington DC. She noticed how eateries were using herbs in their cocktails and learned there was an amazing passion for mixology among bartenders. She quit her job, began learning more about mixology and started The Liquid Muse as a blog. This led to writing & consulting and grew into the business it is today.

Cocktails were created in the USA and have a fascinating history dating back to the 1800s. Many bartenders moved to Europe during prohibition and the popular drinks became popular there as well. Various liquors were important in different timeframes and the current trend is the foundations of the mixology.

Natalie’s audience is mainly comprised of bar professionals, she is often called upon to work with female consumers and her classes make mixology fun. In addition to teaching, Natalie has authored several books about cocktails.

The largest event during the year for Natalie is the New Mexico Cocktails and Culture Festival. This year it will be June 3-6 and includes seminars, parties, and a new event – the chef and shaker challenge. The goal of the event is to teach hospitality professionals the art of the mixologist. New Mexico cocktail week begins Memorial Day weekend ad leads up to the festival.

Natalie’s biggest branding challenge is explaining all the various aspect of her business. Those Branding Guys suggested that she think about what the essence is that connects all the aspects of her brand. Natalie’s branding tip: focus on collaboration and cross-promotion with others to generate organic growth.

Enjoy the show.

Thursday, April 28, 2016

Branding The Running Hub Retail Store (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: The Running Hub

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 niche retailer in Santa.

Joining us on the show was John Lumley owner of The Running Hub, a retailer specializing in foot ware and apparel for runners. Lumley bought The Running Hub in 2004 after closing a great career as Director of Athletics at NM Highlands University. He has been an avid runner since 1972 and a life-long shoe enthusiast; that passion carries over into his customer service at The Running Hub.

To differentiate themselves, The Running Hub focuses on delivering outstanding service. Their well trained staff share expertise with customers to find the shoe that is the best solution for each customer’s situation.

Lumley purchased a going concern because he didn’t want to start a business from scratch. He was fortunate to find The Running Hub, it was perfect for his background and interests. About 50% of the store’s business is referral and the other half is walk-in.

The running specialty industry has separated from running stores in general and had been one of the fastest growing segments of the industry although it has leveled off recently.

The Running Hub has recently moved to a new location in the same shopping development. The main purpose of the move was to obtain increased space. However, the new location has much more foot traffic and Lumley is seeing many new customers visiting the store.

Lumley regularly advertises with the Premium Shopping Guide and RSVP direct mail. When customers return the coupons/cards it enables tracking to determine the results of ads; both channels are experiencing similar results. Community outreach is also part of the marketing mix; The Running Hub provides prizes for races, discounts for student athletes and partners with local organizations with a running-related mission.

Lumley’s tip for those seeking to start a business: whether creating a start-up or buying and existing concern, ensure you have a good handle on expenses. Also, use a point of sale system to help you track sales and gather customer e-mails so you can follow-up.

Enjoy the show.

Sunday, April 24, 2016

Ask Good Questions to Improve Your Brand (Knowledge)

Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are focusing on how asking good questions may improve your brand.

From a branding and marketing perspective, many businesses continue doing what they always do because it is requires less effort and may have worked well in the past. To keep the brand and marketing approach fresh, every business owner should formulate good, thoughtful questions about the performance of their brand. These may be difficult to answer, however, may yield interesting information.

Start with the most foundational elements of your brand:

Are sales meeting our expectations? If not, why?
What is the profile of our ideal customer?
What is the profile of our actual customer base?
Do our products meet the needs of our customers?
Does our marketing target the right customer segment(s)?
Is our marketing message relevant and resonating with our market?
Are we distributing our marketing message via the most impactful channels?
Do we have opportunities to move into new markets?

If you are able to answer questions like these about your business, use the data to update your business and marketing plans to drive growth.

If you are not able to readily answer this type of question, take a step back and consider how you can measure the most relevant attributes so you are able to assess the status of your brand.

The better the questions you ask and answer about your business, the more you enhance your ability to make informed decisions that will drive your branding and marketing forward.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact Marianne Tenenbaum at (505) 699-7849 or email mten@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Friday, April 22, 2016

Guerrilla Marketing to Heal the World (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Shel Horowitz and Guerrilla Marketing to Heal the World

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 focus on being green.

Joining us on the show Horowitz, author and founder of Green & Profitable. His interest in being green started with the first Earth Day in 1970. Shel began to blend green with business when a large housing development was about to move into his area and he launched a successful campaign as an activist to stop the project.

Shel shared that being green and/or a social enterprise is growing exponentially in popularity and is almost main stream. Many companies including giants such as General Motors, Toyota and Walmart are joining the green movement. In some cases it may be an effort to reduce costs or generate revenue, however, it is resulting is big strides for adoption of green practices. Any business can take small steps to move in a green direction, every change will have an impact on our planet.

Green fact - every hour more solar energy comes to earth than all the energy humanity uses in a year. Solar powered housing drives conservation which leads to efficiency and abundance. Shel believes we should study nature to learn valuable lessons regarding storing energy and purifying salt water.

When it comes to marketing, there are different levels of green consumers. Some will buy a green product if it is next to something they already purchase, others will seek the best green products and, at the other end of the continuum, there are those consumers who will never buy green. Companies should create messaging for the different green customer segments.

Shel’s tip for businesses: think bold and act bold. To start your green journey, change your mindset and believe that you can do this. Look for the release of Shel's new book Guerrilla Marketing to Heal the World.

Enjoy the show.

Tuesday, April 19, 2016

Branding the Meow Wolf Art Project (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Meow Wolf Santa Fe New Mexico

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 Santa Fe’s newest interactive art experience.

Joining us on the show was Vince Kadlubek, CEO and Co-Founder of Meow Wolf. Meow Wolf is an arts production company creating multimedia experiences that immerse visitors in their storytelling. The first permanent installation, House of Eternal Return, opened last month to rave reviews. Meow Wolf’s goal is to have people to say they don’t know how to describe Meow Wolf – you just have to see it for yourself.

Meow Wolf was founded in 2008 as a place to express a different aesthetic than other forums in Santa Fe. Their members create a place where they are free to express their fringe artwork. The company has numerous layers of chaos and order that are complementary of one another. They are flexible and authentic and that is what makes the product unique. In addition to the House of Eternal Return, Meow Wolf has a large music space, Fancy Town, which is also generating buzz.

When it comes to branding Meow Wolf is selling their uniqueness and the interactive experience. Visitors create their own experiences by walking through the exhibit; every path is unique both in the order they view it in and how they interpret what they see. Since opening in March, 35,000 visitors have been through House of Eternal Return.

As a business with a for-profit model, Meow Wolf does charge admission. They are targeting as wide an audience as possible across all ages and socio-economic groups. Vince shared that art doesn’t have to be a public initiative. His mission is to defy boredom and provide something new and different for audiences.

Meow Wolf marketing is been focused in social media, where their audience is. The Meow Wolf approach is share authentic posts to engage fans and followers and avoid a hard sell. Among the marketing challenges for Meow Wolf, Vince noted they will be relying on tourist to sustain their business model. They plan to focus on this market and generate good reviews.

Enjoy the show.

Monday, April 11, 2016

Branding vs. Advertising Defined (Knowledge)

Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are discussing the difference between branding strategy and advertising for your company.

At Once a Day Marketing we focus on creating bold branding strategy for our clients. We know that a brand is simply everything; it resides in the mind of customers based on the experiences and impressions associated with a brand; and can be influenced but not controlled. Brand strategy begins with identifying the essence of a company and developing a brand that is true to this nature.

To create a successful brand it's imperative for our team to have a thorough understanding of virtually every aspect of a client's company including operations, manufacturing, marketing, sales, etc. This knowledge enables us to achieve an authentic brand position that is unique, compelling and believable.

A company’s brand architecture (how brands within the company's portfolio relate to each other), customer perceptions regarding brand benefits and how that brand relates to competitors are all vital aspects to consider. We assess positioning, brand promise, functional and emotional benefits, etc. This work is then used to create compelling messaging that will be relevant and resonate with target customers.

Advertising is the process of sharing this messaging through the marketing ecosystem of traditional and social media channels. With the myriad of ways consumers are now exposed to marketing messaging it's a full time job for an advertiser or advertising agency to understand these channels and design cost-effective campaigns to reach a target audience.

It may be very difficult for an advertising agency to have a full grasp on all aspects of branding if their primary business is creation and placement of your marketing message. When you are ready to build a new brand or update an existing brand, be sure that you work with a branding expert who understands the nuances of branding and will provide you with the research, analysis and guidance you need for a successful positioning and branding strategy. This becomes the foundation for the development and implementation of a successful advertising plan.

Sunday, April 3, 2016

Keys to Reaching Your Target Audience (Strategy)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today we are looking at three key concepts to understand in developing your marketing message that will be remembered by your target audience.

As you plan how to deliver your compelling marketing message to potential customers, it is essential to consider reach, frequency and consistency:

Reach is the population of potential audience that will be exposed to your message
Frequency is how often you share your message with the target audience
Consistency is sharing the same message over and over so that it will stick in the minds of potential customers

Reach, frequency and consistency are critical concepts. Reach allows you to be selective in advertising because you want your message to be relevant and resonate with the right audience. It’s very important to remember that not everyone is a potential customer; don’t waste valuable resources targeting the wrong prospects. Once you have identified the target audience(s), determine how your message will be distributed to those potential customers in your market area.

When it comes to frequency, ensure that you share the message often enough so it will stick with potential customers and your brand becomes top of mind when they are thinking of buying the kind of products or services you offer.

Have you heard the slogan “You’re in Good Hands with Allstate”? This insurance company has been using this message for a very long time. It is relevant and maintains mindshare with customers when they are looking for insurance. Evaluate your advertising and identify how you can accomplish the same consistency when you are sharing your marketing message.

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

Thursday, March 31, 2016

Differentiating a Custom Home Builder (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Prull Customer Builders

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 one of Santa Fe’s premier builders.

Joining us on the show was Saguna Severson, Director of Marketing and Business Development for Prull Customer Builders, a company crafting quality in Santa Fe for 35 years. They were recently awarded the 2016 Showcase Excellence for a whole house remodel of a home near the Santa Fe Plaza. Prull is positioned as a custom builder and works with customers to create their dream home, the Prull tagline is “You dream it. We build it.”

What sets Prull apart is providing an onsite supervisor for ever job, bringing a high level of expertise to each project. Prull also has a policy of complete transparency and strong communication with customers to avoid surprises during the building process. They are versatile and strive to meet customer needs and make it fun at the same time.

Saguna shared that the numerous awards Prull has won is confirmation from peers that their product is high quality. Craftsmanship is very important at Prull and they have strong relationships with top of the line subcontractors to ensure the Prull brand is well represented.

Prull has a presence on Houzz.com, the social media site for builders and architects. Participants on Houzz can be reviewed and interact with others. Users are able to create idea books for their own projects and obtain answers to questions from experts.

When the market was down in 2009, Saguna started to brand and advertise boldly. She created a gorgeous website, brochures and print ads. As a result, Prull has emerged as the preeminent builder in Santa Fe and continues to brand and market to keep their brand top of mind.

The biggest branding challenge is continuously ensuring Prull sets themselves apart from the competition. Saguna’s tip for others working to enhance their brand is to be responsive to comments and questions on social media.

Enjoy the show.

Monday, March 28, 2016

Don't Let Customers See Your Slip Show (Knowledge)

Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are discussing how integral your staff is to providing a great customer experience.

Part of a strong branding is ensuring that your customers have a great experience. Many businesses underestimate how critical staff is to delivering that outstanding customer experience.

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

In addition to being neat, knowledgeable and friendly, ensure your team understands that they are part of the brand and any behavior a customer can observe is a direct reflection on the brand. This includes smoking in front of your establishment, loud/disruptive behavior, personal conversations, conducting non-work business and even unprofessional activities when they are not working if they can be associated with your business.

To reduce the impact of staff “off-duty” demeanor on customers, make sure there is a smoking area and break room available where your team can be out of sight of customers. Instruct your staff that as long as they are wearing the business logo, driving the company truck or can otherwise be linked with the brand they should be on their best behavior.

Informal and formal brand ambassador training for your staff will enhance the person to person interactions throughout your organization and create a better experience for your customers, thereby elevating the overall stature of your brand in the marketplace.

Sunday, March 20, 2016

Branding New Mexico Pinon Coffee (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: New Mexico Pinon Coffee

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 Mexico coffee roaster.

Joining us on the show was Kelsey, Marketing Manager of New Mexico Piñon Coffee. NM Piñon Coffee, based in Albuquerque, is New Mexico’s#1 coffee roaster and differentiates through offering unique signature flavors, including pinon and 50 others, that can’t be found anywhere else.

New Mexico Piñon Coffee started with beans being roasted in the back of a pick-up truck. Their focus on marketing and expansion has led to the company’s growth. Kelsey shared that in the near future the operations are moving into a new, larger facility that will triple capacity to enable increased production. Last year NM Piñon roasted 1 million pounds of coffee and are on track to beat that number this year. Demand is strong in New Mexico as well as other states due to coffee lovers in NM sharing NM Piñon Coffee with friends and family across the country.

When it comes to marketing, they are consistently on the radio. During peak season additional advertising is added via other channels including billboards and social media. NM Piñon is very family oriented and likes to be as accessible as possible to customers; on Facebook they keep it fun and personal, at events they are approachable and like to create a family atmosphere.

As New Mexico Piñon coffee expands and grows one of their branding challenges is overcoming perceptions by customers that the product is 100% pinon while it does in fact contain coffee beans.

Kelsey’s tip for those who want to enhance their brand: allow customers to sample your product. Putting a cup of coffee in customers’ hands drives the long term result of desirable purchase behavior.

In the future New Mexico Piñon Coffee will continue to grow and plans to open more coffee houses and would like to start expanding outside of New Mexico.

Enjoy the show.

Monday, March 14, 2016

Community Branding: Don't Fumble on the Goal Line (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are highlighting an important aspect of community branding that is often overlooked.

A community brand is a much more than a logo and a tagline. It hinges on ensuring that the entire community has a very clear understanding of the brand, embraces the positioning and works together to deliver on the brand promise.

That final element—working together to deliver on the brand promise—is the hardest part of the branding process. Once a Day Marketing™ refers to this critical stage as Community Brand Integration. Unfortunately, this is the one step often neglected by stakeholders driving a branding initiative.

As big brands like Apple, Nike, Amazon and Google know, once brand positioning is established you have to work 24/7/365 to ensure that everyone in the company understands the brand and collaborates to deliver on the brand promise to customers.

The same is true with a community brand. Unless there is a concerted effort by the brand developers to educate all community members on the meaning of the brand and how to work together to provide offerings that exceed expectations, the community branding effort will surely fail.

Once a Day Marketing™ has spent substantial time in the trenches with local residents, businesses, organizations, schools, churches, event producers and government entities to accomplish these kinds of positive branding changes. We know that once branding has begun, the community must continuously strive to improve the brand, just like companies do, and this branding process will never end.

The final takeaway for a community: If you launch a branding initiative be sure to have the resources and commitments in place to integrate the brand throughout the community. Don't settle for a logo and a tagline. To be successful you must establish the brand positioning, the identity and as well as the integration. Otherwise you might find yourself fumbling on the goal line.

Thursday, March 10, 2016

Branding a Startup Company Revolutionizing Contact Sports (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Pressure Analysis Company

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 tech start-up company.

Joining us on the show was Michelle Urban, CEO of the Pressure Analysis Company (PAC). Pressure Analysis Company designs and manufactures wireless technology that is able to detect and track direct head impacts for athletes using the SmackCAP.

The development of the PAC SmackCAP is timely in light of the recent news regarding the potential long term negative impact of head trauma that occurs in many team sports. The company continues to refine and develop the product and Michelle shared that they are currently testing the SmackCAP with a local professional football team.

Pressure Analysis Company technology is licensed from University of New Mexico and the product is being developed and tested initially with football players. Michelle shared that data being collected is like nothing in the market place today, SmackCAP sensors are much more accurate and information is collected for all levels of impacts.

The goal of Pressure Analysis Company is to enhance the game of football by restoring and renewing confidence in playing contact sports safely. Target markets include players, parents and sports teams.

Glover noted that Pressure Analysis Company clearly has a vision of what their mission is - a great Why. His recommendation for Michelle is to delivery this message first in all conversations and presentations about the product. Glover encouraged Michelle to make an emotional connection with customers.

Most of Pressure Analysis Company’s marketing is via social media and earned media. Michelle’s branding tip for a start-up company: begin social media efforts right away and leverage your followers to spread your message and share your successes, no matter how small.

Enjoy the show.