Once a Day Marketing

Tuesday, June 11, 2013

Local Marketing of a National Franchise (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Marketing N-Hance National Franchise

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes for a franchisee to brand and market a national franchise locally.

On our radio show Ask Those Branding Guys, we spoke with Charles Schmidt, franchisee of N-Hance Revolutionary Wood Renewal, a national franchise whose process for refinishing cabinet and floors has no dust, no mess and no order. Schmidt, the former COO of Acoma Business Enterprises, wanted to follow his heart and build and brand his own business in the Santa Fe area.

Schmidt discusses the strategy he is using to build his brand and target potential new customer through the established recognition of a national franchise brand. He shares his latest branding successes and challenges including the importance to develop an adequate marketing budget. Hayduk and Glover shared branding tips for Charles to follow as he continues to roll out his brand.

Also appearing on the show was Alan Hickman, co-owner with Jan Stringer of Attracting Perfect Customers, a consultancy that has developed a proven process to attract desired customers. Hickman and Stringer have authored numerous books and Hickman shares tips on how your positive actions can lead to a portfolio of perfect customers.

Enjoy the podcast.

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.

Monday, June 10, 2013

Looking at Your Brand Stature (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Brand Stature Defined

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are concluding the series looking at the Young & Rubicam (Y&R) model around brand stature.

Y&R determined that there are two elements that make up brand stature, esteem and knowledge.

Esteem is whether or not your product or service is held in high regard in the marketplace. Is it best in class or not? With respect to its growth, is it growing in popularity or is it declining?

Knowledge relates to how much consumers know about your product. Do they truly understand what your brand is all about and what it stands for?

Brand stature is determined by multiplying esteem by the knowledge; the higher the score the higher your brand stature. For example, high esteem x high knowledge = high brand stature. Low esteem x low knowledge = low brand stature.

A good target goal would be to have high esteem and perhaps lower customer knowledge about your product. From a marketing perspective, you can always build that knowledge. Alternately, if customers have a lot of knowledge about your product but don’t hold your product in high regard then you have a different marketing challenge. You will have to education them as to why there should be a greater appreciation for your product or service.

Friday, June 7, 2013

Never Too Late To Start Blogging (Digital Friday/Process)

Once a Day Marketing™ featured video blog: 5 Great Reasons to Blog

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I'm going to encourage you to think about blogging if you aren’t already.

Blogging requires a consistent time commitment and may not be right for ever brand. You have to create relevant content that resonates with your customers. Blogging for the sake of blogging isn’t going to add value if no one cares about the content or follows you. Here are my top 5 reasons to blog.

1) Continuously seeking new content keeps you on top of your game. Creating a blog and presenting it to your audience requires you to stay current and be an expert on your subject matter.

2) Blogging positions you as a content expert because people are following the blog and relying on your information.

3) It creates an inbound marketing campaign. We’ve talked about the importance of this in previous blogs. You are creating a presence on the internet and competing against other businesses that are also mounting inbound marketing campaigns. SEO loves blogs and the chance of customers discovering your work increase as you place more content online.

4) Blogs are very useful tools in other ways as well. When I engage potential clients I often send them pertinent links from my own branding videos. The blogs become powerful sales tool in my marketing tool kit.

5) 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.

Blogging does create attention for your brand. The simple fact that you are reading this blog proves my point.

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.

Thursday, June 6, 2013

Boomers and Seniors Are Big Business (Recon Thursday/People)

Once a Day Marketing™ featured video blog: Targeting the Boomer and Senior Market

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we want to ensure you understand the huge market potential of boomers and seniors.

Information for today’s blog comes from an issue of Entrepreneur Magazine. In an infographic about Boomers and Seniors, Entrepreneur shares the size of the market, income and spending statistics of this group.

The combined market for Boomers and Seniors in the United States is 117 million people. Collectively they spend $2 trillion dollars annually and account for more than half of the sales in most categories across all purchases. One out of four consumers is a Boomer and 40% of those Boomers have an average annual household income of $140,000. The same Boomers, 46% of them, have a net worth of approximately $2 million.

Those are pretty amazing statistics. If you haven’t been targeting Boomers and Seniors evaluate whether or not incorporating that segment into your marketing plan is a good fit for your company. They have the desire to spend money and, even more importantly, they have the money to spend.

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.

Wednesday, June 5, 2013

Using Direct Marketing to Promote Your Brand (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog: Marketing Ecosystem - Direct Marketing

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing direct marketing, another of the nine marketing channels to promote your brand.

The goal of direct marketing is to communicate straight to your customers or potential customers and obtain a response to a specific call to action. Using this methodology you are able to measure results and evaluate how well your direct marketing campaign performed.

The following are the five components of direct marketing:

Direct mail - Catalogues via mail or inserts in credit card bills containing ads to entice customers to buy

Print - Includes reply cards and printed material requesting customers to call a 800 number

Telemarketing - Inbound or outbound to sell or up-sell a product or service to a customer or potential customer

Radio - On air ads enticing potential customers to call or, perhaps literally drive to a retail location

Direct response television – This category includes infomercials, still one of the more powerful ways to engage a customer and drive action by that customer

Direct marketing is definitely a proven component of the marketing ecosystem. Consider whether or not it will work for you. If you do implement it, be sure to track your results. Have fun and experiment with the different possibilities I just discussed.

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.

Tuesday, June 4, 2013

Branding a Cloud-Based Application (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding MyIdeaTree Application

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 brand and market a cloud-based application.

On our radio show Ask Those Branding Guys, we spoke with Ron Newman, owner of MyIdeaTree, developer of a visual project management and collaboration application based in the cloud. Newman has created a great tool that enables collaborators to share ideas virtually and harness all the content on the Internet as well.

Newman discusses the strategy he is using to build his brand and target potential users. He shares his latest branding successes and challenges including new pricing strategies and product innovation. Hayduk and Glover share branding tips for Ron to follow as he rolls out his brand.

Also appearing on the show is Stefan Dill, owner of Dill Communications, a consultancy that emphasizes crisis management support for its clients. Dill discusses Cheerios' latest television campaign that features a mixed-race family which is causing a stir among some customers.

Enjoy the podcast.

Monday, June 3, 2013

How Strong is your Brand? (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Brand Strength Defined

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we reviewing an old Young & Rubicon (Y&R) model specifically looking at brand strength.

Y&R determined that there are two elements that make up brand strength, differentiation and relevance.

Differentiation means how different and distinctive your brand is to your customers or in the market place. There should be clear point of difference between your product and your competition.

Relevance is how meaningful that differentiation is to the customers. Do they really embrace it? Is there a mass market? Or do few people seek out your product because it isn’t relevant to them.

Why is this important? If you want to strengthen your brand the first thing to focus on is differentiation. If you are just like everybody else it’s going to be very difficult to create a strong brand. With respect to relevance, you don’t have to be all things to all people. Your brand should be relevant to the individuals you believe are seeking out your product. If you are able to differentiate and become relevant to customers, the strength of your brand will increase dramatically.