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.

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.

© 2016 Once a Day Marketing™. All rights reserved.

CBS Sports Slam Dunks NCAA Online Coverage (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 give a big shout out to CBS Sports.

For college basketball fans this is a great time of the year.  The NCAA Tournament is underway to determine the #1 team in the nation.  These games are exciting and you never know which team is going to win.  That's what makes it so much fun to watch.

Another aspect that makes it fun to watch is that CBS Sports is streaming the tournament live on the Internet.  This is a tremendous product offering by CBS Sports for fans who don't have access to the game on a television set.  Now fans who are out of their home can still tune in and root for their team.

CBS Sports gets high marks for using digital technology to enhance the customer experience.  As you strive to increase the stature of your brand with your customers remember to review all possible digital strategies.  With a careful exploration you might discover a digital solution that will wow your customers.

Create a Marketing Recipe for Success

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday where I share my thoughts on branding and marketing.

The other day a friend posted an inspiring illustration on Facebook.  The image showed a man walking through a field pulling an asphalt road behind him.  With every step he was leaving a defined path for others to follow.  The caption read: "Sometimes the best road is the one we make".

This illustration reminded me of all the promotional channels available to market our products or services.  I refer to these options as the marketing ecosystem.  There are countless combinations -- print, video/audio, PR, online, direct, out of home, place-based, mobile, and experiential -- that you can use to develop your marketing.  If you are creative and strategic, you will map out a plan or "recipe" that is unique to your brand.  If successful, your competitors will follow.

To learn more about promotional channels, watch my Once a Day Marketing video: The Evolving Marketing Ecosystem

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

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

Marketing Ecosystem: Audio Video (Strategic Tuesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing.  It’s Strategic Tuesday and we are continuing our series discussing the various nodes within the marketing ecosystem.  Today’s topic is audio/video.

I’ve been involved in the professional audio/video industry for my entire career.  Audio/video is the process of using audio and video or sound and images to tell your story and market your message and it is simpler to produce and distribute audio and video than ever before.

The components or cells for sharing your audio and video in the market are vast and growing all the time.  There are still the classic channels such as network, cable and satellite television and many avenues you can pursue with television commercials.  Radio and online radio like Pandora are also good tools.

You may have experience with podcasts.  If not, that is something you may want to explore.  Audio/video product placement at events such as tradeshows is another option, allowing customers walking by to see your video.  Promotional videos are run on the screen in movie theatres prior to the movie.  These are only some of the opportunities for you to use audio/visual to relay your marketing message.

Benefits associated with using audio and video include favorable pricing; ability to demonstrate or showoff a product or service.  A/V allows the creation of an emotional experience using sights and sounds that will draw your customers in more so than other mediums.  Perhaps the best feature of audio/video is that once you produce it you can reuse or repurpose it over and over again.  You can share it on your website or leverage it for a mobile application.  There are numerous possibilities once the A/V is complete.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

© 2012 Once a Day Marketing.  All rights reserved.

Encouraging Customer Referrals (Strategic Tuesday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Strategic Tuesday and we’re going to focus on generating customer referrals.

If you’ve been in business for awhile there is a good chance that you have happy customers who understand what your product is all about, you exceed their expectations and they are loyal to you.  I think it’s appropriate for you to leverage them as a source for generating new referrals to your company.

If these customers are pleased with your products and services, they shouldn’t mind sharing that information with their friends and acquaintances.  Your job is to make sure they know you are seeking referrals.

Nobody knows your customers better than you so it’s up to you to determine the best way to let them know you are seeking referrals.  Then identify how to provide an incentive to them so that they feel good about the referral.  That incentive may potentiallyl increase their usage of your products as well.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Valuing Your Brand (Smart Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Smart Monday and we’re going to take a look at what your brand is worth.

Before we focus on your brand, we’ll look at the valuation of a few of the world’s largest brands.  Many people would guess that Apple is valued #1 in the world.  Data from various sources put the range anywhere from $34 to $184 billion dollars.

You may believe that Coca-Cola is the top brand.  Their valuation comes in between $72 and $74 billion.  McDonald’s worldwide brand is valued between $36 to $95 billion, Toyota $22 to $28 billion and Nike between $15 and $16 billion.

There may be great disparity in the estimated value of an individual brand.  The 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, it’s just a syrupy brown liquid but people pay far more for Coke than they would a generic brand.  Financial performance is another factor along with forecasts and public opinion.

Determining the value of your brand can be a very expensive process especially if you engage a company that is known for its statistical research and analysis and brand valuation.  If that is out of reach you can always use a gut estimate.

As you apply advice from Once a Day Marketing to your business, you are increasing the valuation of your brand and potentially creating goodwill which we have also discussed recently.  Continue to stay the course and maintain your marketing and branding efforts.  Over time your company will be worth more no matter how you determine the valuation.

That concludes Smart Monday.  Join us tomorrow for Strategic Tuesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Describe Your Brand in 7 Words or Less (Strategic Tuesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing.  Today is Strategic Tuesday and we’re going to look at describing the essence of our brand.  It is relatively easy to think about but a little harder to do.  Before we get started I want to thank you again for your comments, Likes and shares.  When you have a moment, go to LinkedIn at look at the Once a Day Marketing Group, we’d love to have you join us.

Have you ever heard the phrase “elevator speech”? No?  Imagine you are on an elevator and Warren Buffet gets on at next floor.  He asks you to tell him about your business before he gets off in a few floors.  You have to succinctly talk about your business in the short elevator ride.

Start thinking about your brand, your assignment will be to describe it in seven words or less.

I asked myself that same question.  In a global overview of my company I would say we do video blogs, we are a social media and marketing company on Twitter, Facebook, YouTube and LinkedIn.  We provide online and face to face consulting to clients and also lecture about branding and marketing.  That’s a lot to pare down to seven words. This is what I arrived at:

We Inspire Companies to Market Every Day.

That is my seven word overview of Once a Day Marketing.  Your assignment is to create your seven words or less description of your brand.  Give it some thought, work with team mates and distill your ideas until you determine your seven words.  Then I want you to share it with me.  Give me a shout, tell me about it on LinkedIn, Facebook or Twitter and let me know what your seven word description is.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Durango, CO: A Winning Brand (Smart Monday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today we are in Durango, Colorado.  Smithsonian Magazine recently selected Durango as one of the top 20 best small communities in the United States.  The strategic question is what makes Durango so special.

Think about branding from the perspective of the 7Ps.  First is product, Durango is a gorgeous, historic town in the San Juan Mountains next to the Animas River.  It has blocks of restored store fronts, a four year college, a ski resort and it’s an outdoor adventure community.

Price - you can find condos in Durango from $149,000 to homes for $2 Million.  There is quite a diverse range of housing prices.

Promotion – Durango advertises a consistent message that it offers a great quality of life, higher education and numerous outdoor adventures.

Place – Durango is situated in the southwest corner of Colorado, close to New Mexico and the Four Corners region.  Mesa Verde national park is nearby.  It is ideally situated and has great four season weather.

There are great people in Durango as well.  Everyone seems to be an outdoor enthusiast.  They want to make sure that you have a good time and they are here to have a good time themselves.

Physical evidence - As you look around town it is evident that merchants take great pride in the facades of their storefronts and make them inviting to you the customer to come on in.

Process - I heard a wonderful story yesterday.  There was a restaurant fire on Main Avenue, and within one day a former mayor had coordinated raising $30,000 to assist the displaced waiters/waitresses through the time it would take to reopen the restaurant.

Positioning - Durango has staked a claim on being one of the best small towns in all of America.  It provides great quality of life, they understand the 7Ps and constantly work to ensure people outside the community know it’s a great place to live, to work and to play.

Like any product, it’s important for a community to have a brand as well.  Durango’s brand is exemplary.

That concludes our Smart Monday.  Be sure and stop by tomorrow for Strategic Tuesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

5 Social Media Predictions (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Digital Friday and I’m going to pull out my crystal ball and give you a few predictions as to where I think the world of social media marketing is headed.

It’s taken a few years but one can’t argue that social media is here to stay.  It is being driven by the ever increasing capability of technology used to access social media content.  Consumers crave all types of content and companies are finding success creating that content and sharing it with customers in interesting/innovative ways.  Technology, demand and supply have come together, creating benefits for business and customers.

Here are my five social media predictions.  Don’t hold me to them, however, I’m fairly confident that they are going to happen sometime in the near term.

Number One is the proliferation of social media channels and apps.  We see that every day.  More and more are coming online.

Number two, with this proliferation there’s going to be a lot more content.  If you think what we have available today is a lot just wait until tomorrow.  It’s interesting to note that in 2011 there were one trillion views on YouTube.  Customers out there are seeking content.

Number three is choosing the right channel to distribute your content.  You can’t be in all places at all times.  You will have to determine how you position your digital content and which social channel you use.

All this content is going to create more clutter.  We’ll be bombarded daily, hourly, practically every minute with more and more social media content.  In the future there is going to be ways to filter this content so it actually reaches the desired customer.  That’s number four.

And the last prediction, Number 5, is that there is going to be real-time response to customers by businesses.  Now that we have the ability to interact with customers in a social media capacity they’re going to want information and we have the ability and the obligation to get back to them ASAP or even faster than that…immediately.

Leveraging social media for your business is no longer a question of if but when.  You absolutely have to be embracing social media to be successful in the market place today.  If you are not, start now.  If you are already using social media channels the next step is to determine how to be very targeted in the delivery of your social media content.  You must have engaging content, consistent delivery and a way to cut through the clutter.  If you can do that you will find a market out there following your content.

That concludes Digital Friday.  Try to stop by next week.  To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Consistent Messaging Inside and Out (Action Wednesday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  It’s Action Wednesday and before we begin I would like to remind you to please send me your comments, like our Facebook page, retweet, and share your thoughts.  The more you share the more we can enhance your Once a Day Marketing experience. 

Today we will discuss consistent messaging inside your company and out.

Every day we talk about branding and marketing.  It’s important for you to develop a branding and marketing campaign.  I know you’ve been working on it or have already implemented.  You’re identifying target customers, creating a compelling message and you’re trying to be consistent and repetitive with that message so that people hear it over and over again.  It takes time to have your company be top of mind when it comes to buying your product.

Once the message has been created, what are doing to make sure everyone inside your organization is on the same page regarding that messaging?

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

For example, a small community is sharing a message that they are a tourism destination and there are many things to do in town.  If a tourist comes to town, sits down in a restaurant and asks the waiter what is there to do in town and the waiter answers “There’s nothing to do in this town.”  All the marketing and branding goes out the window.  It’s vital to ensure that the messaging you’re sharing with your audience is also understood by the people inside your organization or in this case the town.

That concludes Action Wednesday.  Stop by tomorrow for Recon Thursday. To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Ad Throwdown: Flo vs Gecko vs Mayhem (Recon Thursday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  It is Recon Thursday and we are going to have some fun looking at how several companies are working to achieve recognition and recall.

Before we begin I want you to think about insurance companies and the ads you’ve seen on television.  What’s coming to mind?

The three insurance companies I immediately think of are Progressive, Geico and Allstate.  They are all competing for recognition and recall and are top of mind for me personally.

What those companies most want is that when I need insurance I will seek a quote from them.  None of them have brand dominance in my opinion, there is not one I think of to the exclusion of the others.  All are competing in the same product class and are doing a good job as a result of their advertising.

The following describes how these three companies have positioned themselves in recent television advertising.  For Progressive, Flo comes to mind.  She is dressed in white, in a very clean computer software store and she’s selling insurance packages.

Next, Geico.  When I think of Geico I do think of the Gecko and picture him and his Australian accent.  Geico also runs other campaigns including the recent insurance “taste test” and Maxwell the Pig who squeals in the back of a car.

And then you have Allstate who has been running ads around various situations involving Mayhem.  Mayhem is depicted as a bruised and battered man a result of some recent mishap.  The message: thank goodness for insurance that covers Mayhem.

Are these advertising campaigns doing a good job?  As I mentioned earlier, they’re all top of mind for me.  I thought of all of them as potential insurance companies for future business.  They’ve met their objective there.

Wondering if people would actually seek these commercials out on their own rather than only viewing them via television, I took a look at YouTube.

Progressive and Flo had as many as 300,000 views for one commercial.  Geico can boast 600,000 views for the gecko.  But the winner by far is Mayhem with 1.9 million views for one video.  People have taken time out of their life to actually go watch a commercial on YouTube.  I think that’s pretty impressive.

That concludes Recon Thursday stop by tomorrow for Digital Friday.  To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Becoming a Total Solutions Company (Strategic Tuesday/Product)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Strategic Tuesday and I’ll share advice that will have your customers thinking of your company more often.

The strategy to consider is becoming what I call a total solutions company.  This will allow customers to see you as a brand or a company that will meet a greater number of their needs.  Eliminate customer perception of you as narrow focused with respect to your offerings and become the one-stop-shop for them.

Customers often have a fixed budget to accomplish a project.  If you are thought of as a total solutions company and perceived as offering more products, there is a greater chance you will get a larger percentage of their total budget than you would have otherwise when you were only offering a narrow product range.

Let me share with you how the total solutions concept has enabled me to evolve my business.  Initially, I established a film and video production company and my goal was to make great videos.  I found that clients didn’t only require video, they also needed other media so my company wasn’t top of mind.

I revamped my company and added all media types to my offerings.  I was now a media production company, not just a video production company, so my clients considered me when they needed any form of media.  However, then I found they weren’t always thinking about media because it wasn’t the strategy they were pursuing.

I repositioned my company for a third time and established a total solutions company that would drive strategy and would play into all forms of media and video.  I broadened my offerings over the years.

You’ll have to define what total solutions means to your company.  It may be a great strategy for you to consider in the future.  It would be beneficial to have your customers turning to you for more solutions then they do currently.  Implement in stages and expand your offerings over time.

Thanks for watching.  Please join us tomorrow for Action Wednesday.  If you need branding support, please contact me to discuss an online or face to face service engagement.  That information can be found at the end of this video.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

Branding: Recognition vs Recall (Smart Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Smart Monday and we are going to review one of my favorite aspects of branding, the difference between recognition and recall.

Let’s take a moment and define these terms.  Recognition is familiarity with your brand from past experience.  Someone may not know where they have heard of your product, they may not even know what your product does but somehow the brand is in their mind.

Recall is when a brand comes to mind at the time of purchase in a particular product class.  If I am thinking about buying a car Ford, Chrysler or Porsche might come to mind.  All of those are being recalled at the time of a purchase.

There are two additional terms I would like to discuss.  The first is “top of mind”.  That means the first brand that comes to mind when someone is thinking about buying a product in a particular class.

The second is “brand dominance”.  This occurs when a person only thinks of one brand when making a purchase in a particular product class.  How great would it be if that brand was yours?

You don’t need to have sky high recognition across a broad audience.  The goal is to achieve recognition and good recall with your target customers.  On the negative side, there is something called “the graveyard” which is when you have high recognition, however, people are not recalling your product when it comes time to buy.

Your objective is to ensure customers recognize your brand.  Again, that recognition doesn’t have to be off the charts, it just needs to be enough recognition and recall by your niche audience so they think about your brand and your products when they are making a purchase.  Top of mind is even better, so they think of you first.  A long term goal would be brand dominance.  It takes time to accomplish, however, customers won’t thinks about any other brand, they will just think of yours when it comes time to buy that product.

That wraps up Smart Monday.  Try to join us tomorrow for Strategic Tuesday.  If you need branding support, please contact me to discuss an online or face to face service engagement.  That information can be found at the end of my video.  I am Jim Glover, That Branding Guy, for Once a Day Marketing and we will see you next time.

5 Great Reasons to Blog (Digital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Digital Friday and I’m going to share five great reasons to blog.

To blog or not to blog, that is the question.  Blogging can be a big time commitment.  You have to create relevant content that’s going to resonate with your customers.  Blogging just for the sake of blogging isn’t going to add value if no one follows you.  Blogging is a good fit for some business owners and perhaps you’re that person.

Here are my top 5 reasons to blog.

First, it keeps you on top of your game.  When creating a blog and presenting it to your audience you have to stay current on your subject matter and be an expert.

Number two, you become branded as the expert because you are now creating original content and people are following you, trusting your brand, and becoming more confident in your information.

Three, it creates an inbound marketing campaign.  We’ve talked about the importance of that previously.  You are creating a presence on the internet and competing against other businesses that are also creating inbound marketing campaigns.

Four, it is a very useful tool.  When I am talking to potential clients I send a link to one of my video blogs that directly relates to what we’re just talking about.  The blog is a powerful marketing tool in its own right.

And five, you are able to engage your followers.  They will comment, share likes and dislikes and you have the opportunity to respond and develop a relationship.

These are some of the many compelling reasons for blogging.  However, it isn’t for everyone.  I love blogging.  I’m communicating with you right now and creating a relationship.  If that is something you would like to do, then seriously consider blogging in the future.

That concludes Digital Friday.  Join us next week for Smart Monday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.