Once a Day Marketing

Tuesday, August 20, 2013

Branding an East Coast Winery (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Chateau Morrisette Winery

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about branding an East Coast Winery.

On our radio show Ask Those Branding Guys, we spoke with Keith Toler, director of marketing for Château Morrisette Winery in Virginia. The winery was established in 1978 and has 100 acres of grapes under cultivation which go into the production of 1 million bottles of wines per year across 23 different varieties. Château Morrisette distributes across the US and is currently focused on developing international business in addition to that already in place with China.

Toler shared that marketing challenges include providing tools to the sales force to assist in securing self-space and drawing traffic to the winery. Social media has been among the wineries successes in generating sales and increased interest. Glover encouraged Toler to continue marketing around the story of the dog which is displayed on most wine labels; it is a unique and authentic story that will resonate with customers.

Jennifer Marshall, director of The Marshall Plan, a strategic marketing and public relations consultancy joined the show to discuss the importance of Public Relations or PR. Marshall pointed out that in today’s social media environment PR is more important than ever due to the ability to communicate instantly with your audience.

When you forward your story to a media outlet ensure that you clearly and succinctly state all essential information in the first paragraph and keep your release to one page. Ensure it is sent to the correct contact and follow up if necessary. Marshall and Glover remind the audience that information about your company provided by a third party lends increased credibility to your brand.

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.

Monday, August 19, 2013

Branding a Unique Event (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Branding the Santa Fe Indian Market

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are highlighting a world-class event here in Santa Fe, New Mexico branded with distinction.

Santa Fe is host to the famous Santa Fe Indian Market, the largest annual Native America Indian art market in the United States. Now in its 92nd year, the gathering covers 14 square blocks of downtown Santa Fe and features 1,025 Native America Artists from over 160 tribes.

What makes the Santa Fe Indian Market brand so distinctive? It features the top Native American artists from across the country, the quality of the art is unsurpassed; customers are able to meet and interact with each one of the artists; the setting is beautiful, historic Santa Fe, the 2^nd oldest city in the USA and, it aligns with the many cultures of New Mexico, especially the Native American culture.

Indian Market draws people to New Mexico who would like to experience the state, Santa Fe, and the Native American culture as well.

The Santa Fe Indian Market brand is as real and authentic as a brand can get. It delivers on its promise to bring you the best Native America art in the United States. As you are looking to distinguish your brand, consider how to make it real and authentic. Then deliver on that brand promise.

Friday, August 16, 2013

Exploring Social Media Marketing - Vine (Digital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we continuing our series Exploring Social Media Marketing with a discussion of Vine and whether or not it is a good fit for your marketing campaigns.

Vine is a mobile application acquired by Twitter in 2012. The app allows users to create and post six second video clips along with a description, location and category. Posts can be shared on Vine, Twitter and Facebook simultaneously. Users are able to create a profile, search and follow / be followed by others. In 2013 Vine has become the most used video sharing application in the market.

While available demographics are slim, Vine users tend to be younger. They are migrating away from Facebook, Instagram and other platforms that have been discovered by their parents.

Lowes home improvement stores and GE are just a couple of brands already using Vine. Car makers are also incorporating it into their advertising.

A business leveraging Vine might create various clips around the use of their products accompanied by brief descriptions. As with many social media platforms, creativity is the key element in developing and sharing compelling messages that will resonate with your audience.

Vine Fast Facts (source mediabistro.com7/30/13)

· Vine has 14 million users across the US

· 5 Vines are tweeted every second

· Most traffic between 10 -11 am

Consider adding Vine to your marketing toolkit if your desire is to create an image for your brand and sell with and indirect approach and also if you are targeting a younger audience.

Vine is another social media tool you can leverage to get your marketing message out. When determining whether or not to add it to your marketing campaigns, consider your social media marketing holistically.

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

Thursday, August 15, 2013

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.

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/

Tuesday, August 13, 2013

Branding a Top Destination Resort (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Bishop's Lodge Resort

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing the branding of a top destination resort.

On our radio show Ask Those Branding Guys, we spoke with Richard Verruni, Managing Director of the Bishop's Lodge Ranch, Resort & Spa. Bishop's Lodge is one of the top destination resorts in Santa Fe, celebrating 95 years of catering to discerning travelers and local Santa Feans.

Verruni discussed the importance of integrating branding design and messaging across all aspects of the property. He shared that Bishop's Lodge uses many forms of marketing to convey that the resort is authentic with a rich history and provides many specialized offerings from horseback riding to outdoor massages. He mentioned how the resort is using both traditional and inbound marketing to reach potential customers, including the drive market (within seven hour drive to Santa Fe). He also talked about the recent Disney media event held at Bishop's Lodge to rollout The Lone Ranger movie and how it generated substantial awareness for the resort all over the country.

Ask Those Branding Guys Jim and Dave chatted about place branding and destination marketing. They shared ideas how tourism marketing and economic development marketing could be better integrated at the state level to attract more visitors, residents and businesses.

Enjoy the podcast.

Monday, August 12, 2013

Marketing the American Dream (Smart Monday/Promotion)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at marketing the American Dream.

We are big believers that you can brand anything, whether person, place or thing. This past week we attended the 2013 Rural Forum, New Mexico's top economic development conference, and a key discussion theme was place branding and delivering the American dream. Visit nmrural.org.

Keynote speaker Ed Burghard, CEO of The Burghard Group and creator of Strengthening Brand America, presented the concept that a state like New Mexico should strive to build an environment that enables its residents and businesses to pursue the American dream. This will attract talented people to the state who will create opportunities for growth and prosperity.

From a branding perspective, delivering the opportunity to pursue the American Dream is a unique differentiator for a state. Xavier University has developed the American Dream Composite Index (ADCI) that tracks how well each state is doing related to its economic, well-being, societal, diversity and environmental factors. Visit americandreamcompositeindex.com.

New Mexico now ranks #2 on the scale. Promoting this high ADCI score is a great way for New Mexico to differentiate itself from its competition, the other 49 states. Further, striving to be #1 on the ADCI can provide strategic direction for the state and all its rural communities to work together toward building and strengthening the brand of New Mexico.