Once a Day Marketing

Thursday, February 28, 2013

How Insurance Companies Battle for Customers (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday when I often share my thoughts on the real world of branding.

Insurance is big business and so is the advertising used by these firms to battle for mindshare and market share.

I took a moment to look at Progressive, Allstate and Geico. What comes to mind when you think of the advertising for each brand? Do you see Flo? How about Mayhem? Maybe the green Gecko? Of the three, which campaign do you think captures the most viewers on YouTube?

The clear winner is Mayhem followed by the Gecko and then Flo. In the case of Mayhem it's interesting to me that over 1.9 million people took the time to watch a 30-second commercial online, a clear example that social media is working for Allstate.

Watch our Once a Day Marketing™ video to learn more: The Brand War of Insurance Companies

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

Wednesday, February 27, 2013

Crafting Your Brand Positioning Statement Part II (Action Wednesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are concluding our two-part series on brand positioning.

Yesterday I defined a positioning statement and how it is the foundation to develop your branding strategy and tactics.

Today I provide a template for you to use to craft your own brand positioning statement. I also share the positioning statement for Once a Day Marketing™. The main thing to remember is that your statement is for internal purposes and will evolve over time as you continue to redefine such things as new target customers and the functional and emotional benefits of your brand.

For Action Wednesday craft your company’s positioning statement. Take your time, you might find this more challenging than you think.

Watch our Once a Day Marketing™ video to learn more: Brand Positioning Part 2

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

Tuesday, February 26, 2013

Crafting Your Brand Positioning Statement Part I (Strategic Tuesday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and I am starting a two-part series on brand positioning.

A positioning statement identifies your target customers and provides the compelling image of how you want customers in the marketplace to perceive your brand. I've talked about the importance of being number one in the minds of your target customers; that is the goal of your positioning statement.

A positioning statement is essential because it is the foundation for virtually everything else you do with respect to your marketing and branding. It drives your strategy and tactics. Having a great positioning statement will lead to better results in the future.

Today I define the elements of the positioning statement. Tomorrow I will look at crafting your actual statement.

Watch our Once a Day Marketing™ video to learn more: Brand Positioning Part 1

Monday, February 25, 2013

Your People Make Your Brand (Smart Monday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and I am highlighting another important component of the 7Ps of Marketing, the people who represent your brand.

As your brand ambassadors, every person in your organization is a reflection of your brand. It's critical that your team members understand this important point. Hiring the best people is key. Continuous customer service training will also create a company culture where employees understand how to represent the brand in a positive manner.

Relationship marketing is another way to build a brand through your employees. Referred to as people 2 people marketing or P2P, the personal interactions by you and your team members with individual customers, vendors and partners create meaningful conversations and lasting impressions that elevate the strength and stature of your brand.

Watch our Once a Day Marketing™ video to learn more: People Make Your Brand

Friday, February 22, 2013

Exploring Social Media Marketing - Twitter (Digital Friday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am starting a series exploring social meeting. Part I is focused on how Twitter can be a great tool for creating awareness in the marketplace.

Twitter is a powerful real time information sharing tool allowing users to send messages or “tweets” of 140 characters. A message can be anything as long as it doesn’t exceed 140 characters.

Twitter can be utilized to follow businesses or individuals who provide interesting content that you would like to receive “tweets” about. Conversely, people (customers/potential customers) will follow your business because they are engaged in your content.

It is important to consider Twitter in some capacity as a marketing tool. Design cleaver ways to engage new customers and to share information about your company. You can start by looking me up on Twitter at @OnceaDayMkting, follow me and I will in turn follow you.

Watch our Once a Day Marketing™ video to learn more: Exploring Social Media - Twitter

Thursday, February 21, 2013

Performing Your SWOT Analysis (Recon Thursday/Process)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday where I have you review your brand, industry and competition.

In my opinion, one of the best tools to accomplish this is through a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. There is a large body of information available regarding how to perform your SWOT analysis.

This exercise important because of the findings you may uncover. When you know your strengths, you can utilize them to strategically capture market share. Likewise, knowing your weaknesses enables you to shore them up before your competition tries to take advantage of them.

Identifying opportunities allows you to prioritize each one and allocate appropriate resource to benefit your brand and company. Lastly, understanding threats will allow you to develop contingency plans in the event a threat actually materializes.

Watch our Once a Day Marketing™ video to learn more: Understanding SWOT Analysis

Wednesday, February 20, 2013

Become A Marketing Expert (Action Wednesday/Position)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Action Wednesday and today I want you to make expanding your marketing knowledge a priority.

Like so many things, the concept of marketing is simple but it takes a lifetime to perfect. The more you learn about marketing the better strategy and tactics you will deploy to enhance the awareness of your brand, outmaneuver your competition and sell more product.

You're already following the Once a Day Marketing™ blog; that is one great way to enhance your marketing knowledge base. There are many other ways as well including fantastic books, seminars, webinars, podcasts, apps, LinkedIn Groups, videos, tradeshows and associations. The list is endless.

You may also seek out a marketing mentor or retain a marketing consultant. If you desire to be a branding and marketing expert, the information is available, become a student of marketing and absorb as much information as possible.

Watch our Once a Day Marketing™ video to learn more about: Ways to Expand Your Marketing Knowledge