Once a Day Marketing

Tuesday, August 8, 2017

The Santa Fe Brand

Listen to our featured Ask Those Branding Guys radio show podcast: The Santa Fe Brand

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 for Santa Fe, NM.

To celebrate the 200^th episode of Ask Those Branding Guys™ co-host Dave Hayduk and I focused on what makes the Santa Fe brand unique to locals as well as what attracts visitors from around the world.

On-air we had the opportunity to chat with a wide array of fascinating guests from the arts, hospitality, business, film, City of Santa Fe and Santa Fe County.

Hear thoughts from:

Mara Christian Harris – Communications Manager at the Georgia O’Keeffe Museum
Jenny Kimball – CEO of La Fonda on the Plaza
Jayne Weiske – Director of Marketing for La Fonda on the Plaza
Ed Pulsifer – Director of Sales for La Fonda on the Plaza
Cheryl Alters Jamison – Food expert and 4-time James Beard Award winning cookbook author
Nicole Ammerman – Director of Operations for Santa Fe School of Cooking
Brian Lock – President of Santa Fe Brewing Compan
Matt Brown – Director of Santa Fe Office of Economic Development
Lisa A. Katonak – Marketing Coordinator for Santa Fe County
Eric Witt – Executive Director of the Santa Fe Film Office
Cynthia Delgado – Director of Marketing for Tourism Santa Fe

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.

Tuesday, August 1, 2017

Branding a Santa Fe Luxury Golf Community

Listen to our featured Ask Those Branding Guys radio show podcast: Las Campanas

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 for a Santa Fe community.

Joining us on-air was Jonathan Bartlett – VP of Sales for Las Campanas Realty. Las Campanas is a luxury master-planned golf community established in 1992 and is located in a picturesque setting northwest of Santa Fe, New Mexico. Las Campanas has a rich history and offers many social activities in addition to golf such as walking trials, fitness focus, nearby fine dining and is in close proximity to all that Santa Fe has to offer.

Jonathan shared that today’s customers are demanding smaller homes with less maintenance. New offerings in the community include the first new development of custom home sites in 10 years. Designs by Pulte Homes are also under construction and will be featured in the upcoming Parade of Homes.

One of the challenges Jonathan is working to overcome is the image of Las Campanas in the mind of the public. Pricey home sites, high HOA fees and a requirement to join the golf club are the three main misconceptions he would like to change.

Many clients are from out of state. To reach this wide spread audience, Las Campanas leverages online marketing as well as direct mail. They favor direct mail because it is possible to define the parameters of their target audience. To develop criteria they look at where existing homeowners are from, what visitors to the website look at, etc. The most recent mailing included 35,000 mail pieces.

From a social media perspective, Las Campanas uses Facebook and Twitter. They keep their sites up to date to make a good impression on potential customers when they visit. The Las Campanas website has also been updated this year to reflect the look and feel of the community.

Enjoy the show!

Branding a Fantasy Football Draft App

Listen to our featured Ask Those Branding Guys radio show podcast: My Perfect Fantasy Draft

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 for a fantasy football draft app.

Joining us on-air was Jimmie Maverick, creator of the My Perfect Fantasy Draft app. We started our discussion talking about football and communication trends. Jimmie shared that the popularity of the NFL rapidly expanded decades ago when they started the push to televise games. Viewership has been declining in recent years as more and more fans, especially Millennials, migrate away from television to follow games via the internet and phone apps.

We then turned the conversation to Fantasy Football, which is played by 40 million Americans. It is an activity where an individual joins with a group of other participants and chooses, or drafts, a fantasy team based on active NFL players. Each week, the fantasy team plays another team in their league. How those players chosen actually perform on the field is used to calculate the score.

Jimmie Maverick thinks the hardest part of playing fantasy football is completing the extensive player analysis required to draft a great team. The research is a time-consuming and sometimes frustrating process. This frustration led Jimmie Maverick to create the My Perfect Fantasy Draft app.

My Perfect Fantasy Draft app is a unique, boutique option that allows users to easily filter out players they are not interested in based on selected criteria such as team and position, etc. This allows users to focus on those players they would like to draft to build their fantasy team.

Jimmie’s biggest branding challenge is the ability to get the word out about the app. Marketing efforts for the app so far includes tradeshows and boosting posts on Facebook. Glover suggested allocating a small budget to try Google retargeting ads. He also recommended that Maverick approach sports radio networks and regional sports reporters to share the unique benefits of his app.

My Perfect Fantasy Draft app is only available on FFMaverick.com website!

Monday, July 24, 2017

Branding Builder’s Source Appliance Gallery (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Builders Source Appliances

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 with an appliance retailer.

Joining us on-air was Jason Rogers – Sales Representative for Builders Source Appliance Gallery. Builders Source is locally owned with four locations around New Mexico and Texas. The company also owns Baillo’s and Appliance Liquidators stores in Albuquerque.

The target audience for the Builders Source Appliance Gallery brand is primarily home builders although they will accommodate retailer customers. Retail is the primary focus of the Baillo’s and Appliance Liquidators brands.

To differentiate Builder’s Source, their marketing message focuses on buying local, customer care and after-purchase service.

Advertising for the builder audience includes sponsoring events of builder-related organizations and generating positive word of mouth. Builders Source also uses other soft marketing such as community support with includes donating their booth at the annual home show to Habitat for Humanity, enabling Habitat to promote their own cause while using appliance provided by Builders Source.

Most appliance sales are made in-store rather than online. Retail customers visiting the Santa Fe showroom experience a walk through fully outfitted high-end kitchen vignettes created by local kitchen designers which showcase the many appliances to choose from.

Technology is changing the appliance landscape the same way it is impacting other products. Refrigerators today have built in TVs and are wi-fi capable for viewing of videos and other content. You can also remotely connect to an interior camera anytime to view the contents of your refrigerator and literally see what groceries you need. Induction-type appliances are among the latest trends, especially for those interested in energy efficiency.

Enjoy the show!

Tuesday, July 11, 2017

Branding ArtGeek for Museum Lovers (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: ArtGeek for Museum Lovers

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 with a new company.

Joining us on-air was Jane McIntosh, founder of ArtGeek. Jane and her husband Michael Weiss are art lovers who enjoy taking art-focused trips. Their own experience finding it difficult to locate exhibit information led to the idea of creating ArtGeek as an online exhibition finder for other art enthusiasts to access exhibit information more readily.

While researching the feasibility of the business, Jane determined that 78 million Americans have visited one of the 1,000 museums across the country in the past year. ArtGeek is a free service for these museum-goers to have exhibit information at their fingertips. Users may also register for a complimentary account enabling them to bookmark exhibits and plan their visits.

To promote ArtGeek, Jane is advertising on Facebook targeting people interested in specific types of art as well as travelers. Overall, she is seeing about a 3% click-through rate. Jane has also been relationship building with museums to generate interest in ArtGeek and obtain exhibit information.

Site usage is increasing and now Jane is looking at creating a revenue stream. She is re-visiting museum contacts and solicit support for ArtGeek, considering a reservations model as well as advertising. Currently there is a relationship with Amazon for purchase of books.

Jane cites awareness and understanding of the ArtGeek website as her biggest branding challenges.

The Art Geek website currently contains a search mechanism for exhibits. Those Branding Guys suggested that Jane create an interactive activity to engage site users such as a “rate your art geek-ness” quiz. They also encouraged Jane to participate in-person at local exhibit openings.

Enjoy the show!