Make it Easy to Buy Your Products (Recon Thursday/Place)

Once a Day Marketing™ featured video blog: Make Your Product Easy to Purchase Your Product

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and today is Recon Thursday and we are discussing how to make it easier for your customers to buy your product.

It’s nearing year-end and the economy seems to be turning around a bit.  Now is a great time to consider what you can do to bolster sales in the new year.  One item to focus on is making your product easy for your customers to find and buy.

There are a few key items to consider.  First, look at where your products are currently being distributed.  Are you able to increase their presence in those distribution channels?  Are there new channels you can implement?

If you are retailing your product online, determine how to display it on your website so it is very easy for customers to buy.  If you are selling through retailers and distributors, work with these channels to enhance the placement of your product.

When your customers have finally decided to buy a product and, in particular your product, you want to make sure it’s very easy for them to find.  If they have to look very hard they may accidentally discover your competitor’s products and might just buy that instead.

Ensure your product is very visible.  Make that purchase easy for your customers and enjoy the enhanced sales it will generate.

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

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

Nike Direct to Consumers (Recon Thursday/Place)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Recon Thursday and we looking at a recent report about Nike's Direct-to-Consumers (DTC) sales.

The Oregonian reported that Nike's direct-to-consumer sales, either through nike.com or their own stores, are on the rise.  I'm sure Nike is pleased with these results as are the company's shareholders.  What is the impact to other retailers who carry Nike products?

Nike shared with financial analysts that the gains generated in their own stores would translate into gains for the company's retail partners.  This is an interesting statement as Nike DTC continues to capture more mindshare and related market share.

Nike contends that the more they learn to improve sales from DTC the more strategy and tactics they are able to share with Nike retailers.  The company refers to the DTC process as a lab to gain knowledge around distributing their premium product to the marketplace.  Nike does in fact have a history of assisting their retail partners like Dicks' Sporting Goods and Foot Locker with branding and marketing support.

From a branding perspective, I find it fascinating that Nike can build a DTC business and still enhance the stature of their brand with retailers.  That's truly branding genius.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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

Reviewing Your Distribution Channels (Recon Thursday/Place)

Once a Day Marketing™ featured video blog: Placing Your Products in the Right Place

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Recon Thursday and we’re going to look inside your company at Place, one of the 7Ps, also known as distribution.

What channels are you currently leveraging to make your product available to customers and potential customers?  You may be in a direct sales or retail environment; perhaps you’re selling your products online or using distributors or catalogs.  Your business may be centered around trade shows and the B2B environment.  There are many outlets to sell your product.  The question of course is where are the right places to be.

Seriously evaluate all the ways your customers can buy your product.  Are you everywhere you should be?  Are some channels working well and others aren’t?  Do you need to make changes?  Should you find new channels?  Monitor results by distribution methods to ensure customers are finding your product where they want it 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.  Search from a broader perspective as well, there may be another 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 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™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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

The Importance of a Community Brand (Recon Thursday/Place)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are concluding our series on community branding focusing on why a cohesive brand is essential.

Recently we had the opportunity to lead a working session on community branding at the 2013 Rural Forum, New Mexico's top economic development conference.  The following day we were interviewed by an Albuquerque business reporter who asked why a community brand is important.  A great question which was the main focus of our presentation at the forum.

We are a society that is brand-driven.  Virtually every purchase decision consumers make is based on their knowledge, trust, loyalty, confidence and expectations of a brand.  This process doesn't change when people are considering where to live, work or recreate.

Like any marketed product or service, a community that has little or no brand recognition will be passed over and not considered by desired targets including new residents, businesses and visitors.  It's imperative for a community to share a clear, consistent and compelling message of what its brand is all about as well as the benefits it provides such as quality of life, outdoor attractions, and how it allows citizens to achieve the America dream.

Establishing and managing a unique brand will put a community on the map and drive future inquiries and opportunities.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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

Refining Your Product Distribution (Smart Monday/Place)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Smart Monday and I am diving into another of the 7Ps of Marketing, this time Place also known as distribution.

You strive to produce a great product.  Following the recommendations in our blogs, you also deploy a lot of resources to brand and market your product.  Are you working just as hard to establish the distribution channels and outlets to enable your customers to easily locate and purchase your product?

Place is a key element of the 7Ps of Marketing and often overlooked.  It's imperative that you make it as easy as possible for your customers to acquire your offering whether through a traditional retail outlet or instantly downloaded via a smart phone.

Review your current distribution channels and seek out new ones that make sense for your product and the type of customers you target.

Watch our Once a Day Marketing™ video to learn more: Place Defined

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

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

Make Your Product Easy to Buy (Action Wednesday/Place)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Action Wednesday and we’re taking a look at what you can do to make it easier for your customers to buy your product.

It’s nearing year-end, the economy seems to be turning around a bit and the holidays are approaching.  Now is a great time to consider what you can do to bolster sales.  One item to focus on is making your product easy for your customers to find.

There are a few things I want you to do for Action Wednesday.  First look at where your products are being distributed now.  Are you able to increase their presence in those distribution channels?  Are there new channels you can implement in the fourth quarter?

If you are retailing your product online, determine how to display it on your website so it is very easy for customers to buy.  If you are selling through retailers and distributors, consider how you can assist them to enhance the placement of your product.

When your customers have finally decided to buy a product and, in particular your product, you want to make sure it’s very easy for them to find.  If they have to look very hard they may accidentally discover your competitor’s products and might just buy that instead.

Ensure your product is very visible.  Make that purchase easy for your customers and enjoy the enhanced sales you will have by the end of the year.

That concludes Action Wednesday.  Join us tomorrow for Recon Thursday.  To discuss an online or onsite 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.

Placing Products in the Right Place (Recon Thursday/Place)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Recon Thursday and we’re going to look inside your company at Place, one of the 7Ps, also known as distribution.

What channels are you currently leveraging to make your product available to customers and potential customers?  You may be in a direct sales or retail environment; perhaps you’re selling your products online or using distributors or catalogs.  Your business may be centered on trade shows and the Bt2B environment.  There are many outlets to sell your product.  The question of course is where are the right places to be?

Seriously evaluate all the ways your customers can buy your product.  Are you everywhere you should be?  Are some channels working well and others aren’t?  Do you need to make changes?  Should you find new channels?  That is what you have to ask yourself.  Also, 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.  Search from a broader perspective as well, there may be another 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.

That concludes Recon Thursday.  Be sure to 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.