How to Keep Your Brand Top of Mind (Action Wednesday/Promotion)

Listen to our featured Ask Those Branding Guys radio show podcast: Beaver Toyota Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing branding with Santa Fe auto dealership Beaver Toyota Scion.

On our radio show Ask Those Branding Guys, we spoke with Jerry May, Sales Manager at Beaver Toyota Scion, about defending their market share and staying top-of-mind with customers and prospective customers through saturating the market place with advertising.

Glover asked May why Beaver Toyota Scion is so successful at maintaining their outstanding market presence.  May replied that radio and television are their most successful advertising channels for creating awareness as long as the message is shared consistently; then delivering on that brandline promise of “We’re Gonna Wow You.”

At Beaver Toyota the team strives to exceed customer expectations for price, value and service.  Employees are treated well and this is reflected in how they respond to customers.  According to May, buying the vehicle is where the customer experience really begins

May’s top tips for successful advertising are to be prepared for customers when they do come in and empower employees to make decisions at some level to enable them to wow their 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.

Branding a Clothing Manufacturer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast:  Sense Clothing Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking with Santa Fe clothing manufacturer Sense.

On our radio show Ask Those Branding Guys, we spoke with Robin Beachner, founder and CEO of Santa Fe based Sense clothing company.  Sense is focused on providing high quality clothing made in the USA along with great customer service.  Social responsibility is also part of the Sense mission.  The name Sense is derived from their concept of clothing that makes sense.

Glover shared that Robin should continue to promote these compelling aspects that differentiate the brand and may want to consider tailoring messages to specific sub-groups such as those to whom “made in USA” or “socially responsible” would appeal since they do not necessarily overlap.

A branding challenge has developed for Sense prompted by the move away from traditional advertising.  Creative energy is now being directed into photo shoots to better show off the clothing itself.  Beachner is considering how best to use these images.  Glover suggested short videos on such social media channels as Instagram or Vine to capture the power of referrals from existing 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.

Branding: Telling Your Side of the Story (Smart Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Smart Monday and we are looking at the importance of consistently telling your brand story.

Brand identity is how you want your company, product or services to be perceived by your target customers.  Brand image is how these customers actually perceive your brand.  Your branding goal is to ensure that customer brand image aligns with your brand identity over time.

The best way to accomplish this goal is to first make sure you have shored up your 7Ps of Marketing (to provide a rewarding brand experience).  Next, you need to consistently tell potential customers and remind current customers about the unique and compelling benefits of your products or services.  In essence, your brand story.  Your job is to manage and drive this compelling, marketing communications at all times.

Your competitors are working hard to tell their story to capture customer mindshare.  If you are aren't doing the same thing your market share will drop.

Further, it's also easy for customers to share negative experiences about your brand through social media.  Again, by being proactive and managing your story you can positively address these concerns and continue to shape favorable impressions in the mind of your customers.

Branding is 24/7/365 and no one is better at telling your story than you.

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.

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

© 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.

Writing and Editing to Enhance Your Brand (Action Wednesday/Process)

Listen to our featured Ask Those Branding Guys radio show podcast: Writer Editor Anne Maclachlan

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and we are discussing how the quality of written content you share reflects on your brand.

On our radio show Ask Those Branding Guys, we spoke with Anne Maclachlan, Writer and Editor.  Anne has written material on subjects ranging from maritime to fashion.  She clarifies for us that writing is creating a piece while editing is polishing something that is already developed.

Maclachlan shared that the most important aspect of well written content is never forgetting who you audience is.  Always provide information the customer wants versus what you may find interesting to share with them.  Other tips included choosing one point, keep the narrative brief and invest in a good grammar book.

Glover noted that sloppy writing will reflect negatively on your brand and reminded listeners that the basics are important.  Anne commented that, in general, it is not appropriate to use social media slang in written material, however, in the right context it may be the attention getter you are looking for.

Your action item for today is to review the content of your website, blogs, newsletters and anything else you share with your customers and evaluate relevance to the audience and the quality of the writing.  Consider where you should enhance content to better reflect on 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.

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

Differentiating by Being Green (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: The NM Green Chamber of Commerce

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about how being Green may set your brand apart.

On our radio show Ask Those Branding Guys, we spoke with Laura Sanchez and Glen Schiffbauer of the New Mexico Green Chambers of Commerce.  The Green Camber was founded in 2009 by a group seeking out like-minded small businesses with an interest in responsible environmental policy.  There are soon to be five chapters within the state.

Sanchez shared that the mission of the Green Chamber is to create business opportunities by advocating for renewable energy and efficiency; strengthen the local economy; and support businesses working towards a sustainable future.  They promote sustainable business practices that are both socially and environmentally responsible.  This focus on people, planet and profits is referred to as the triple bottom line.

For environmentally conscious businesses, the fact that they are Green is a differentiator that could set their brand apart from the competition.  There is a large market of consumers that a Green company will appeal to.

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.