Once a Day Marketing

Thursday, May 9, 2013

Strategic Brand Analysis: Customers (Recon Thursday/Process)

Once a Day Marketing™ featured video blog: Strategic Brand Analysis: Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are launching a three-part series on strategic brand analysis using David Aaker's model.

According to marketing guru Aaker, it's important to track the market activity of consumers, competitors and your own company, which he calls self-analysis.

When it comes to consumers, Aaker identifies four categories to review. The first is trends; knowing what purchase activities are going on in the industry. Second is motivation; understanding what motivates customers to buy your product or service.

Third is segmentation; you should be able to categorize your customers by demographics or psychographics (i.e. interests and likes). The fourth component is un-met needs; perform an analysis centered on product or service voids in the market place

Performing Aaker's analysis on customers will identify opportunities for you to better brand and market your product or service in the future.

Wednesday, May 8, 2013

Leveraging Print Meida for Branding (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Print as a Marketing Channel

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we starting a series profiling the nine marketing channels you can use to promote your brand.

Today we are discussing print media, which is still a great way to advertise your product or service. The goal is to ensure target customers are reading the print outlets you select to display your advertisement. The better you align the message to your target customers, the more relevant and resonate the ad will be.

Ensure the print ad has a stylish design and a compelling message; the quality of the ad is a reflection of your brand. Also, make sure there is enough frequency (how often the ad is placed) so your potential and existing customers have a chance to see it. Not everyone will see it the first time it runs.

Lastly, remember that print is just one node of the available marketing channels or ecosystem. An integrated campaign using multiple marketing channels such as online, out of home, audio/video, etc., will deliver more desired results.

Tuesday, May 7, 2013

Branding a Regional Beer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Santa Fe Brewing Company

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes to build the brand of a regional brewing company.

On our radio show Ask Those Branding Guys, we interviewed Brian Lock, owner of Santa Fe Brewing Company, a craft beer manufacturer based in Santa Fe, New Mexico. Santa Fe Brewing is famous for its Santa Fe Pale Ale but also is a product leader with the introduction of new beers ever year including its State Pen Porter and Kickin' Chickin' products.

Lock discusses the strategy he uses to build his brand. He explains that the consistent quality of his beer is critical to the success of his brand and also compelling marketing and messaging. He also talks about defending market share with product innovation such as using the latest technology in aluminum cans to protect the taste and life of his beer.

Co-host Dave Hayduk calls in from the Governors Tourism Conference and discusses what New Mexico is doing to market its New Mexico "True" brand and compete against neighboring states such as Utah, Colorado and Texas. Guest host Vera Hayduk and Glover discuss how radio is still a powerful channel to market your brand.

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. You can listen to Ask Those Branding Guys every Monday at noon (MDT) as it streams live on SantaFe.com KVSF 101.5 FM.

Monday, May 6, 2013

Understanding the Unique Selling Proposition (USP) (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Unique Selling Proposition (USP)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are reviewing one of the most important marketing principles ever identified: Unique Selling Proposition or USP.

Rosser Reeves explained USP back in 1960 and there are three basic components. First, you must make a proposition to your customers that when they buy your product they will get a specific benefit.

Second, your product must be truly unique and your competition does not offer the same product or service. Third, the proposition must be strong enough to motivate your customers to buy your product. Just because you can offer it doesn’t mean they will necessarily want to buy it.

If you can determine your USP you are going to have a distinct advantage over your competition. If not, branding and marketing your product or service will be a challenge. Take the time to review your USP.

Friday, May 3, 2013

Are Mobile Ads Part of Your Marketing Strategy? (Digital Friday/Promotion)

Once a Day Marketing™ featured video blog: Marketing with Mobile Devices

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday, and we are looking at using mobile ads for your business.

A recent WSJ article on the rise of Facebook's mobile boom is a strong reminder that advertisers are embracing mobile advertising. Facebook's mobile-ad sales jumped 22% from the prior quarter and now accounts for 30% of all its advertising revenue. In addition, the number of monthly users who now access Facebook on mobile devices jumped 54% to 751 million.

The takeaway here is that smart phones sales are on the rise and consumers are using these phones to immediately access information on the go from wherever they happen to be. As an advertiser you have to "fish where the fish are" and in this case the consumers are out and about using their smart phones.

If you haven't been thinking about mobile ads, I recommend you take a look.

Thursday, May 2, 2013

Tracking Your Competition's Pricing (Recon Thursday/Price)

Once a Day Marketing™ featured video blog: Pricing Your Competition

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are talking about checking in on your competition's pricing.

Pricing is a major part of the 7Ps of Marketing and there many pricing strategies available to you to penetrate a market, introduce a new product or entice customers to purchase more of your product. Today you can't price in a vacuum. Consumers have the ability to instantly shop price on the Internet, therefore, you have to know the prices your competition is offering.

The good news is that you might be able to find a lot of product pricing information online. However, if you are a consultant or service provider you may have to be a little more creative to find out what prices prevail in the market for your industry.

The better you understanding pricing, the more prepared you will be to position your product against your competition. And remember, the more you can differentiate and brand your product the less significant pricing becomes (within reason).

Wednesday, May 1, 2013

Build Brand Confidence with Guarantees (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Build Brand Confidence with Guarantees

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are talking about guarantees and how they can enhance your brand and customer confidence.

A guarantee is a formal promise that a certain condition will be fulfilled. A guarantee increases the confidence of your buyers by minimizing purchase risk. If a customer is undecided regarding a purchase, the guarantee expressing your confidence in your product may positively impact the consumer decision. Guarantees also enhance the brand, when you believe in your company and product, so will your customers.

If you truly believe in your company, product or service, why not offer a guarantee? Ensure the guarantee makes sense and instills confidence in buyers that you back your product.