Once a Day Marketing

Monday, November 11, 2013

Bling Can Enhance Impulse Buying (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 how bling (the flashy, ostentatious flaunting of things) can enhance impulse buying.

Recently we attended a branding webinar hosted by Guy Kawasaki, a top marketing guru. He shared adding bling to a blog will visually attract followers. Great advice, Guy, thanks.

We would add that bling works on just about all branding and marketing because we are such a visually oriented society. When in line to check out at an Old Navy store this past weekend, we had to pass down a long aisle of merchandise before we arrived at the cash register. Talk about bling.

From our picture you can see Minnie Mouse and Marvel Comics on display to entice customers as they wait to make their purchase. This is great example of using bling to enhance impulse buying. It would be interesting to know how many items are sold from this long display of "last chance" merchandise. One thing is sure, Old Navy is using this tactic because it works for them.

If you want to entice more impulse buying, follow the practices of the experts like Old Navy, Barnes and Noble, and even your local grocery store of parading your customers past a display of enticing merchandise. Let us know how it goes.

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, November 8, 2013

Using Social Media to Make Your Business Better (Digital Friday/Process)

Hello. I'm Jim Glover that branding guy with Once a Day Marketing™. Today is Digital Friday we are looking at how to use social media to make your business better.

Fortune Magazine recently recognized 5 companies who are best-in-class using social media to make their existing business practices better. The 5 best-in-class categories included 1) Customer Service, 2) Marketing, 3) Small Business, 4) Collaboration and 5) Hiring.

The all-star in Customer Service is JetBlue, who always responds in real time to customer messages. Best in Marketing goes to American Express for continuing to push the envelope in digital marketing.

First Round Capital is best in Small Business for its private digital network to support the funding needs of its portfolio companies. Best in Collaboration goes to Facebook who uses its own social networking to make its employees more efficient.

And lastly, Pacific Northwest National Laboratory achieved best in Hiring for using forums and groups to locate hard to find candidates.

The main point here is that these companies aren't just using social media to promote their brands, they are using social networks to improve their businesses. Something to think about.

Thursday, November 7, 2013

Should You Outsource Your Marketing (Recon Thursday/Process)

Once a Day Marketing™ featured video blog: In-House or Outsourced Marketing

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are beginning a series around assessing your branding and marketing to determine whether or not it may be advantageous to seek outside support.

If you have been following Once a Day Marketing™ you understand why branding and marketing are so important. To ensure you are moving in the right direction, evaluate the results of your efforts and determine if you are attaining the desired results.

Here are some questions to consider when determining whether or not you should manage your own marketing or outsource it.

- Do you have a marketing plan in place?

- Are you consistently implementing that plan?

- Do target customers clearly understand your brand?

- Are you satisfied with creative material (website, ad copy, brochures)?

- Are customers responding by calling, buying your product, visiting your website, etc.?

If you are honest in your assessment, then you know if in-house branding and marketing is working or whether you should bring somebody in to support your efforts. If you decide to hire outside assistance who should that be? When should you bring them in? What should you have them do?

Stay tuned for additional blogs in this series where we will discuss the different type of professional support and provide information to enable you to make informed decisions.

Wednesday, November 6, 2013

Specializing and Being Unique, Compelling and Believable (Action Wednesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Paulsen Marketing and Specializing a Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are asking you to review whether or not your brand is specialized as well as unique, compelling and believable.

On our radio show Ask Those Branding Guys, we spoke with Mark Smither, VP and Strategic Director at Paulsen Marketing, experts in agriculture and rural lifestyle marketing. Their Agri-branding specialty has evolved from Paulson clients’ need to understand what their consumers are thinking. Paulsen conducts research and shares this information online.

Specializing in marketing for agri-business has secured a place for Paulson Marketing as one of the top agencies in this niche and has resulted in the agency being considered as a thought leader in their market.

Smither shared his insight around branding agriculture products and appealing to target markets. One client, Kubota Tractor, was positioned to target customers moving back to more rural locations who needed a tractor to maintain their larger property. This strategy has proved successful for over 14 years.

Challenges for the Paulson Agency include assisting clients to answer the question Who Am I? To define this, Smither cited the importance of listening to your customers (market research) as well as identifying what is unique, compelling and believable about their company.

The Paulsen segment begins at 33:08 – 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.

Tuesday, November 5, 2013

Branding Tips From The Pros (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Real-Life Big Brand Marketing Experts

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking branding with two real life "big brands" marketing experts.

On our radio show Ask Those Branding Guys, we spoke with Jim Patterson and Chuck Lieppe former advertising executives with the Leo Burnett Agency and Procter & Gamble, respectively. Both of these original "mad men" had long and successful careers managing domestic and international accounts and brands. They share a few pearls of wisdom with us today.

During his tenure at P&G, Lieppe managed brands that included household names like Tide, Pampers and Crest, just to name a few. Patterson was involved with other familiar brands such as McDonalds, Coke and P&G.

Patterson's Leo Burnett was also instrumental in the development of many of the enduring characters that represented brands. The Maytag Repairman, Morris the Cat, Charlie Tuna and the Jolly Green Giant all had personalities of their own and became part of the consumers lives. He went on to say that this type of character is being seen less often due to the shorter time advertisers have to connect with customers.

Lieppe shared that at P&G there was a very specific process for product launch. The main focus of which was understanding the need of the customer as well as the market, and striving to provide a product to fill that need.

Patterson’s tip; focus initial efforts on research. Lieppe added that you need to ensure you tell your customer how good your product makes them, rather than how good your product is.

Enjoy the podcast.

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.

Friday, November 1, 2013

Using the LinkedIn Relationship Feature (Digital Friday/People)

Hello, I'm Jim Glover that branding guy with Once a Day Marketing™. Today is Digital Friday and we are looking at the "relationship" feature in the LinkedIn profile.

As part of our 7Cs of Successful Inbound Marketing© we address the need to Capture and Cultivate your social media contacts and leads. With this relationship feature, LinkedIn has made it extremely easy for you to track and engage potential prospects.

For each connection you make with LinkedIn you can enter how you met and who introduced you; make notes about conversations and action items; include tags to help you sort through your database; and add automatic reminders to approach the individual again.

This LinkedIn relationship feature is a very powerful tool to help you manage your inbound marketing efforts. Although not as powerful as a dedicated lead tracking tool like SalesForce.com, it still provides the bells and whistles you need to build your online relationships and close deals. Our recommendation: start using the LinkedIn relationship feature today.