Once a Day Marketing: product

Showing posts with label product. Show all posts

Monday, February 13, 2017

Marketing 101: the 7Ps of Marketing - PRODUCT (Knowledge)

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

When you are creating product strategy, put yourself in the mind of your target audience. The customers and potential customers you are trying to reach will appreciate your product and brand if you deliver faster, better cheaper.

Faster – Delivering the product to the customer more quickly. When someone wants your product and you are able to put it into their hands immediately it results in a great customer experience.

Better – Statements like “new” and “improved” are used in marketing across a broad array of products and services. Consider how to make your product new, improved or perceived as better in the minds of your customers.

Cheaper - There are two elements to consider, reducing the price or adding more perceived value to customers for the same dollar. We prefer the second approach because competing on price alone usually doesn't bode well for the success of the brand.

Faster, better cheaper will allow you to enhance your brand and drive more sales. Seek out opportunities to deliver faster and make your product better or cheaper. You might use profit margins as a selection criteria as to which tactic you will pursue first. Once you have accomplished the initial strategy, look at implementing additional changes and, over time, you will improve all three elements of your product.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, November 4, 2013

Understanding Product Life Cycle (Smart Monday/Product)

Once a Day Marketing™ featured video blog: Product Life Cycle and Your Marketing

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are taking a look at the classic product life cycle and how that impacts your marketing.

Products evolve a lot like people. They are born, grow, mature, age and then pass on. There are four stages to the classic product life cycle: introduction, growth, maturity and decline.

Introduction is when an idea is transformed into a product and introduced into the market place. Production and marketing costs are initially high and profits may be low at the outset.

Next is growth. Sales are climbing, consumers are adopting the product and the company is beginning to make a profit.

In the maturity phase the product has been on the market for a while. Sales are still climbing but profits are declining because competition has now entered the market. Other companies like the original product so they are emulating it and taking away market share. This is the time before the product slides into decline that marketers have to consider how they are going to remarket this product.

During the decline stage, when sales and profits are falling off, a business has to evaluate whether they want to reinvent the product or retire it and bring a new innovation into the market place.

You can alter your marketing strategy anywhere during the process based on the marketing mix that is required at that time. At introduction perhaps you employ more promotion strategies and later on move into leveraging pricing strategies.

Remember that the life cycle is different for every product. Some may rapidly go up and then decline and others might take longer so you have to be the expert in analyzing your own product life cycle to determine the marketing strategies that you will use.

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.

Friday, October 4, 2013

Creating Apps Customers Will Love (Digital Friday/Product)

Today is Digital Friday at Once a Day Marketing™ and we are discussing smart phone and tablet app development for your business. Both Apple and Google claim more than 800,000 third-party programs available for iOs and Android platforms. That's a lot of choices for mobile users. Despite all this product selection, how many apps do consumers actually use on a regular basis?

I tend to seek out three apps over and over again. The reason: I love these apps. Each provides me with instant access to my favorite content and is very easy to navigate.

As you consider developing an app for your target customers, strive to create a program they will not just like but absolutely love. Although not a simple development goal, the more users enjoy a rewarding experience accessing your content, the more they will seek out your mobile application and affording you the ongoing opportunity to brand and market your product or service.

When it comes to differentiating your app from all the others, creating a strong bond between your customers and product will encourage a regular usage pattern and fend off the competition.

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, August 26, 2013

Route 66 - Creating a Memorable Experience (Smart Monday/Product)

Once a Day Marketing™ featured video blog: Route 66 Brand Mystique

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are highlighting the brand mystique of Route 66 and the importance of creating memorable experiences.

Certain brands have mystique such as the Beatles, Marilyn Monroe, Paris, and Disneyland. Route 66, the historic highway that spanned from Chicago to Santa Monica, is another iconic brand in America.

We had the opportunity to chat with Kevin Mueller, owner of the Blue Swallow Motel in Tucumcari, New Mexico, a restored Route 66 motel that enables its visitors to step back in time and relive the memories of "The Mother Road."

Kevin Mueller Excerpt: Route 66 was established as a national roadway in November of 1926. Because it traversed across the Southwest, all the way from Chicago to Los Angeles, it was a major route for people to travel whether for vacation or relocations. It became legendary in Steinbeck’s book "The Grapes of Wrath" as the mother road.

It’s all the legend around it that enables the brand to live on. The fact that so much of it still exists even though it’s not a national highway anymore. So many bits of it have been preserved. People can step back in time and experience that vacation that they took with their parents in the family station wagon back in the ‘40s and ‘50s and still stay in some of the same places that they stayed at with their mom and dad. People want to share that with their families. People want to experience those bits of their youth, something different from the normal (hotel) chains that they are used to seeing around their homes. It’s a chance to relive a bit of history. It’s still here and they can live it on their own Route 66 adventure.

Route 66, despite its mystique, must still offer memorable experiences today. Many of the communities located on the historic highway are working hard to create new activities designed to entertain and enlighten travelers. The big question to ask yourself: “Is your brand creating mystique and providing a rewarding experience?” Something to think about.

Wednesday, August 14, 2013

Delivering the American Dream (Action Wednesday/Product)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are continuing our series on place branding and delivering the American Dream.

On Monday we introduced the American Dream Composite Index, a robust measure of American sentiment developed by Xavier University that tracks the ability of a state to deliver the America Dream to its residents and businesses. Visit americandreamcompositeindex.com.

The American Dream Composite Index (ADCI) follows five sub-indices including economic, well-being, societal, diversity and environmental. Within each subcategory are many dimensions that comprise the index score. For instance, the American Dream Economic Index monitors financial security, access to education, job benefits and home ownership.

For Action Wednesday, communities and economic development organizations should take time to understand the ADCI and determine which dimensions they have the ability to improve over time. Community leaders can use the data to drive strategic planning choices and create action plans that remove barriers in the way of resident’s pursuit of their American dream.

Xavier University determined that 64 percent of people living in the U.S. would consider relocating to a community where it is easier to achieve their American Dream.

http://www.onceadaymarketing.com/delivering-the-american-dream/

Friday, June 21, 2013

Developing Wireless Products for On the Go Customers (Digital Friday/Product)

Once a Day Marketing™ featured video blog: Wireless Trends for Mobile Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are looking at developing wireless products for customers on the go.

After spending a week on the East Coast enjoying wonderful tourism destinations and my experience with a new smart phone, we were reminded of the power of mobile technology. More and more users are relying on smart phones to guide their daily lives.

Time Magazine addressed this growing trend in its “The Wireless Issue”. They looked at ten world-wide trends surrounding smart phones. The following is a quick summary of the ten trends:

Democracy - There is a trend for organizations to use smart phones for voter registration and accepting contributions

Giving - Donations to charities may be made via smart phone and support for social change as well

Spending - People are using their smart phone to spend money differently than credit cards and cash

Secrets – The ability exists to determine where you are or what you do with your smart phone

Attitude - How are individuals perceiving the ability to leverage smart phones to gain a view into their activity?

Talking - Smart phones in remote areas of the world allow people to communicate better than ever before

Seeing - Smart phones have the capability to capture photos and videos

Play - Smart phones enable playing online games without being tied to a box

Learning – Perhaps the most exciting of the trends; smart phone are enabling learning in new ways

Health - In remote areas of the world people are able to send their symptoms to a doctor somewhere else in the world to make a diagnosis

For Digital Friday, consider how you can leverage these trends and enhance your products and services to work on mobile devices.

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.

Monday, May 20, 2013

Inspiring Your Marketing Ideas (Smart Monday/Product)

Once a Day Marketing™ featured video blog: Inspiring Your Marketing Ideas

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are reminding you of the purpose of our daily blog and branding resources.

We launched Once a Day Marketing™ to assist you in marketing and branding your company and product every single day in order for you to be more successful. Once a Day Marketing™ provides knowledge, strategy, tactics; our brandline “inspiring ideas inside™” means we have inspiring ideas for you within the content of Once a Day Marketing™ and we are also inspiring you to develop your own ideas to pursue in your marketing direction and campaigns.

Once a Day Marketing™ provides great tools and resources. Content is organized into five daily themes; Smart Monday, Strategic Tuesday, Action Wednesday, Recon Thursday and Digital Friday, and relate to the 7Ps of Marketing enabling you to find answers to questions around pricing, product, promotion, etc., easily.

Our website (link info below) enables you to follow our daily blog, view our 250+ branding videos, ask your branding question, and sign up for our Once a Day Marketing™ LinkedIn Group to associate with other branding and marketing experts. If you select the RSS feed you will automatically receive our blog via email. Lastly, we have launched a new radio show called Ask Those Branding Guys™ where we put brands on the couch to make your cash register sing.

We're here every day to inspire the marketing ideas inside you. Good luck with your daily marketing.

Friday, April 12, 2013

Create New Products Leveraging Your Brand (Digital Friday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are looking at whether or not you are taking full advantage of your brand recognition when you release a product.

Brand loyalty is essential since today’s consumers will go into a store to look at a product, perhaps try it on, or get a sense of what the product is all about; then they go home and purchase the product online from someone else. How do you combat that?

One way is to introduce a proprietary product under your brand name which can only be purchased from your company. Toys R Us has recently done this with a tablet PC targeted at a young audience. It is a brilliant branding strategy that will get people into the store and, if they like the tablet, they can’t buy it anywhere else.

The question for you to consider today is: What can you do as a strategist to leverage your brand and create a new product or service that people can only obtain from you?

Watch our Once a Day Marketing™ video to learn more about: Attracting Customers with Proprietary Products

Monday, February 18, 2013

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

Monday, January 28, 2013

Brand Building Using the 7Ps of Marketing (Smart Monday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart Monday and we are going to dive deeper into the 7Ps of Marketing starting with Product.

A product can be a lot of things and is defined as anything you offer to your customers. It can be a physical or tangible product, service, a place such as a destination or even an idea like the mission of a non-profit.

Offering a product that provides a clear benefit to your customer is the foundation of a strong brand. By understanding the nature of your product and its positioning in the market place you can target your audience with a message that will be relevant, resonate and drive the desired call to action: buy your product or service, visit your destination or contribute to your worthy cause.

Watch our Once a Day Marketing video to learn more about product how it relates to the 7Ps of Marketing: Product Enhancement

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

Tuesday, January 22, 2013

Product Strategy: Meeting Customer Needs (Strategic Tuesday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and I am providing an overview of developing product strategy to meeting customer needs.

There are many product strategies available and we are going to start by looking at the Ansoff Product/Market Matrix. This classic paradigm has been used by marketers for a long time.

The first concept is market penetration, used for an existing product in an existing market. This may enable you to grab a little more market share from your competition. Another intersection of the matrix is market development, used with an existing product to tap into new markets. Next is product development. This means you have an existing market but you are trying to push more product into that market. The last intersection of the Ansoff Product/Market Matrix is diversification, where you create new products for new markets.

Watch our Once a Day Marketing video to see examples and learn more about product strategy: Product Strategy: Meeting Customer Needs

Thursday, January 10, 2013

Enhance Your Brand with Product Innovation (Recon Thursday/Product)

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

The Consumer Electronics Show (CES), the largest trade show in the country, is underway right now in Las Vegas, NV. Here attendees come to find out about the latest technologies in smart phones, computers, televisions, etc. Lately, major automobile manufacturers are exhibiting as well.

The reason is that car designers are incorporating all kinds of new technologies to enhance the driving experience for auto owners. Utilizing Apple's Siri Concierge System, Google Maps API and other voice command technology, exciting new in-car products are on the rise and CES is the perfect place to showcase these innovations. Ford is even soliciting software programmers to create new products exclusively for the automobile industry. Sounds a lot like Apple's App Store, doesn't it?

The main point is that new product innovation does so much to benefit your brand and your business. The time is right to start thinking about your new products.

To learn more about ways to create new products, click on the link to watch the Once a Day Marketing video: Faster, Better, Cheaper New Products

Once a Day Marketing assists businesses 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

Tuesday, December 4, 2012

Strategy: Developing Private-Label Brands (Strategic Tuesday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are going to discuss private-label brands.

You've probably heard of popular name brands like Pam, Reddi-Whip and Healthy Choice. These are all products that are produced by ConAgra, one of the largest food packing companies in the world. ConAgra recently agreed to purchase Ralcorp Holdings, a leading manufacturer of private-label brands for other companies.

A private-label brand is something that is manufactured by one company then branded and marketed by the store that is distributing it or selling it as their own. These private-label brands typically provide the merchant with 10 to 15% greater profit margins than national brands due to the fact they are not paying for all the overhead associated with manufacturing and advertising of the national brands.

A retailer like Target with their brand Archer Farms and stores like Wal-Mart, Safeway and Trader Joes all use private-label brands.

The strategic question for you is whether or not you can create your own private-label product. This is especially meaningful if you are delivering products directly to you own clientele, perhaps in a retail environment. For example, a card shop selling Hallmark cards could create their own line of cards or, a garden center may decide to package a soil amendment using their own name.

You may want to consider developing a private-label that makes sense for your company. You will be able to market it yourself and it will be branded as your company’s instead of the national brand. There will also be an opportunity to generate more margins. I'm sure there is a partner out there that will work with you to develop your private-label brand.

That concludes Strategic Tuesday. Join us tomorrow for Action Wednesday. If you need any branding or marketing support, please contact me to discuss an online or onsite service engagement. You can always find that information at the end of this video. I'm Jim Glover, That Branding Guy, for Once a Day Marketing™ and we will see you next time.

Monday, November 19, 2012

The Product Life Cycle and Your Marketing (Smart Monday/Product)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are going to take a look at the classic product life cycle and how that impacts your marketing.

It's interesting to note that products evolve a lot like people. They are born, grow, mature, age and then pass on. There are four stages to the classic product life cycle: introduction, growth, maturity and decline.

Introduction is when an idea is transformed into a product and introduced into the market place. Production and marketing costs are initially high and profits may be low at the outset.

Next is growth. Sales are climbing, consumers are adopting the product and the company is beginning to make a profit.

In the maturity phase the product has been on the market for a while. Sales are still climbing but profits are declining because competition has now entered the market. Other companies like the original product so they are emulating it and taking away market share. This is the point in time before the product starts going into decline and marketers have to consider how they are going to remarket this product.

During the decline stage when sales and profits are falling off, a business has to decided whether they want to reinvent the product or if they want to retire it and bring a new innovation into the market place.

The product life cycle requires that you take a long-term look at introduction through decline for your product. It's important to know that you can alter your marketing anywhere in the process based on the marketing mix that is required at that time. At introduction perhaps you employ more promotion strategies and later on move into leveraging pricing strategies.

It is crucial to understand that the product life cycle for every product is different. Some may rapidly go up and then decline and others might take longer so you have to be the expert in analyzing your own product life cycle to determine the marketing strategies that you will use.

That concludes Smart Monday. Please join us tomorrow for Strategic Tuesday. 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.

Wednesday, October 24, 2012

Refine Your Product to Enhance Customer Experience (Action Wednesday/Product)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and our 200^th blog. I’m refining my product to enhance your experience and want you to think about improving your product and enhancing your customer’s experience as well.

If you regularly follow Once a Day Marketing™ you know I am a big fan of the 7Ps of Marketing. The first P is Product. For Action Wednesday I want you to consider how you can improve your product, even a little bit, between now and the end of the year. Differentiate a little bit more now and get ready for next year too.

The daily video blog is a major component of Once a Day Marketing™ offerings. I have been working behind the scenes to improve this product and enhance your experience. You can look forward to upgraded picture and audio quality in our video blogs in the very near future. I will also employ new editing techniques and graphics to make the content more visually appealing.

Additionally, we are designing and building a new Once a Day Marketing™ website to enhance your experience in accessing our blogs and resources.

For Action Wednesday your assignment is to consider how you can improve your product and make your customer experience more enjoyable. You will also be strengthening your brand in the mind of your customer.

Once you make the improvements, let your customers know. One of the largest branding companies in the world is Procter & Gamble (P&G). When you look at their packaging I'm sure you've often noticed “New and Improved” on their labels. Believe me this works, so ensure you share your improvements with your customers.

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.