Once a Day Marketing

Monday, February 13, 2017

Marketing 101: the 7Ps of Marketing - PRODUCT (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing Part IV in our series on the fundamentals of marketing using the 7Ps with a discussion of Product.

When you are creating product strategy, put yourself in the mind of your target audience. The customers and potential customers you are trying to reach will appreciate your product and brand if you deliver faster, better cheaper.

Faster – Delivering the product to the customer more quickly. When someone wants your product and you are able to put it into their hands immediately it results in a great customer experience.

Better – Statements like “new” and “improved” are used in marketing across a broad array of products and services. Consider how to make your product new, improved or perceived as better in the minds of your customers.

Cheaper - There are two elements to consider, reducing the price or adding more perceived value to customers for the same dollar. We prefer the second approach because competing on price alone usually doesn't bode well for the success of the brand.

Faster, better cheaper will allow you to enhance your brand and drive more sales. Seek out opportunities to deliver faster and make your product better or cheaper. You might use profit margins as a selection criteria as to which tactic you will pursue first. Once you have accomplished the initial strategy, look at implementing additional changes and, over time, you will improve all three elements of your product.

Once a Day Marketing™ inspires clients to brand bold. 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 at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, February 7, 2017

Branding The Ranch House Restaurant (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding The Ranch House Restaurant

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a popular Santa Fe restaurant.

Joining us on-air was Josh Baum, owner of The Ranch House restaurant serving a wide variety of American cuisine including their famous barbecue. Josh was a sous chef here in Santa Fe prior to opening his first restaurant, Josh’s Barbecue, departing from his fine dining background.

As Josh’s Barbecue grew, rather than expanding Josh decided to create a new concept. His desire was to be a local hub serving BBQ, salads and Mexican food to attract a wide array of diners. The restaurants offerings evolved in response to guest preferences into the menu customers enjoy today.

Josh selected the south side location for a variety of reasons including space to accommodate the size of the facility, area growth, freeway access and visibility from busy Cerrillos Road. When The Ranch House was under construction, Josh kept the ownership a bit of a secret creating buzz in the community prior to announcing the move of Josh’s Barbecue.

The Ranch House uses a variety of marketing channels to get their message out. They use print advertising in publications such as Local Flavor and The Santa Fe Reporter and have recently started radio ads. Josh recorded his own voiceover for the commercial and he is very pleased with the response received from people who recognize his voice and with traffic results as well. The personal touch is making a connection with his customers.

On the social media side, The Ranch House is using Facebook to promote daily specials and upcoming events. They have used Facebook to offer discounts during slow months, however, they generally don’t use coupons and discounts to drive traffic.

Social media sites such as Yelp! and Trip Advisor are touting The Ranch House as a place that is packed with locals and their online presence is growing. These positive reviews are enticing more visitors to try The Ranch House which aligns nicely with Josh’s newest strategy: targeting visitors in addition to their loyal local following.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. 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 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Sunday, February 5, 2017

Marketing 101: the 7Ps of Marketing PRICE (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing Part III in our series on the fundamentals of marketing using the 7Ps with a discussion of Price.

A strong value proposition means that customers feel they receive a good value in exchange for their hard earned dollars. Value proposition may include how your product makes the customer feel, what is included in the offer or a product performance guarantee.

To win and maintain a solid customer base, it makes more sense for a business to create a strong value proposition. This is what you want your customers to think about when they recall your brand to purchase your products or services. Work hard to ensure your value proposition is desired by your customers and also differentiates you from your competition. If customers don't know what makes your offerings different then you might only be able to compete on price but this is never a successful pricing strategy.

The proliferation of coupons and product discounts has created a coupon culture among consumers. This is a pitfall for small businesses when they rely on coupons as a means of driving traffic. Extensive use of coupons may create an expectation on the part of customers for a discounted price and they will hold out for your next coupon offering.

If you find your business is relying too much on coupons and discounts to bring customers in, review your offerings and how they are positioned. Ensure your products have perceived value in the minds of your customers and focus your messaging to reinforce these customer benefits.

Thursday, February 2, 2017

Contemporary Branding of La Fonda on the Plaza, Santa Fe NM (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Historic Hotel Embraces Contemporary Branding

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a historic hotel.

Joining us on-air were Jenny Kimball, CEO and Ed Pulsifer, Director of Sales of La Fonda on the Plaza, the only hotel on the historic Santa Fe Plaza. La Fonda is the oldest hotel site in the country, which has been occupied by a hotel since the 1600’s. The current building was constructed in the 1920’s and started as a Harvey House.

Ed shared that providing an exemplary customer experience is one of the keys to their success. La Fonda maintains a warm and welcoming atmosphere for both guests and visitors exploring the artwork and history of the hotel.

La Fonda may be a historic property but they are continuously evaluate the latest technologies to enhance the comfort of their guests. They consider each opportunity to integrate new processes and select those that will not interfere with the personal touch that La Fonda prides itself on. They also provide a full concierge team in an environment where such personalized service is quickly becoming a thing of the past. This personal touch is one of the ways La Fonda differentiates themselves from the competition.

To ensure they continue to appeal to customer tastes, La Fonda completed an extensive renovation in 2016. They focused on incorporating the history of the hotel into the updates. La Fonda is celebrating the renovation and their historic past with a new book, La Fonda Then and Now, which juxtaposes old, sometimes unpublished, photos of the hotel alongside new photos from the same perspective.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. 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 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.