Exploring Social Media Marketing – Tumblr (igital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Digital Friday and we continuing our series Exploring Social Media Marketing with a discussion of Tumblr and whether or not it is a good fit for your marketing campaigns.

Tumblr is a blog platform for self-expression and celebrating creativity where users post video, audio and text content.  Like Pinterest and Twitter, users may follow blogs using hashtags.  There are numerous brands on Tumble today including GE, Rebook, Acura, Whole Foods and Ben & Jerry’s ice cream.

A business leveraging Tumblr might create posts around their latest product information, or another topic their customers would be interested in, comprised of text, video, music, graphics or photographs.

Tumblr users follow individuals or businesses that align with their interests and receive posts on their dashboard (home page) from those they are following.  Tumblr users are able to re-blog, comment on or Like the posts of others.  Material posted in Tumblr is on a wide range of subjects and is edgy; you are apt to see strong opinions and the occasional four letter word.

Tumblr Fast Facts

·         Founded in 2007 and headquartered in New York City

·         54 million users

·         70 million posts per day17.5 billion monthly page views

·         42% of traffic is US

·         Available in 12 languages

Consider adding Tumblr to your marketing toolkit if your desire is to create an image for your brand and sell with and indirect approach.  The impact can be text, audio or visual.  Posts can share information about your company or anything else you think your customers would be interested in.  Search capability allows users to find your content.

Tumblr is another social media tool you can leverage to get your marketing message out.  When determining whether or not to add it to your marketing campaigns, consider your social media marketing holistically.

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.

Taking Your Marketing Off the Beaten Path (Recon Thursday/Process)

Once a Day Marketing™ featured video blog: Off-Trail Marketing Exploration

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday and we are sharing part two of our series on reaching the summit or reaching your marketing goals.  Yesterday we talked about taking the well-defined trail and today we are discussing going off trail.

As I mentioned in yesterday’s blog, taking an established marketing path will enable you to reach the top, however, that route has a few disadvantages.  The fact that everyone else is moving in that direction means you are going to run into a lot of competition along the way

When you go off trial you don’t know what is going to be around the next bend, it could be more risky, additional resources may be required and it may take a little bit longer to reach the objective as well.  One thing is sure; you are probably going to be the only person going in that direction.

The key advantage of marketing off trail is that you will encounter numerous different experiences along the way and will reach a different place than the masses.  When you reach your goal, you are going to be in a completely different location and owning a spectacular view by yourself.  That is a good tack to be taking in the marketing world.

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.

The Clearly Defined Marketing Journey (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: The Clearly Defined Marketing Journey

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Action Wednesday and I am starting a two part series relating my passion for hiking to reaching your marketing goals.

When planning a hiking trip, trail maps are available depicting very clearly defined routes to the top of the mountain.  Taking a clearly marked trail to the top of Santa Fe Baldy, one of my favorite hikes, makes it is very evident which path to follow.

The trail map is similar to your marketing plan and the goals you a want to reach, if you stay on that path you are going to get there; if you deviate you may experience something unexpected.  Once off the trail you don’t know what you are going to run into.  It is less risky and will consume fewer resources to make the summit when you know exactly where you are going.

The defined path approach is definitely the conservative way to go when you want to reach the summit or your marketing goals.  Tomorrow in Part II we will talk about going off trail and reaching the summit in a slightly different way.

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 Personal Care Product Business (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Personal Care Product Business

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the branding of a New Mexico personal care products company.

On our radio show Ask Those Branding Guys, we spoke with Lew Seebinger, owner of Seebinger Hemp, who is rolling out a line of premium hemp body care products.  Seebinger’s unique, proprietary formula containing hemp and other essential oils sets them apart from the completion.  That Branding Guy advised Lew to share his company’s store and unique selling proposition consistently to firmly establish the brand.

Glover also noted that there are two distinct target customer audiences.  One who is already familiar with the benefits of hemp products and another that will require education.  Two different approaches will be needed.  Seebinger is focusing on the benefits of his products to add to brand recognition and also building a distribution network for his products.

Jan Zimmerman, author of Web Marketing for Dummies, joined the conversation with Ask Those Branding Guys and reminded the audience that web marketing is an extension of traditional marketing and is no longer an option.  A web presence is imperative to brand identity.  Jan feels that branding may be more important than SEO because of top of mind recognition and the fact that search engine algorithms are more complex than ever.

Jan shared advice that, when it comes to social media marketing, you can’t do it all.  Know your audience whether it’s business to business or directly to the consumer.  Then identify the social media channel(s) you plan to use.  In the case of Seebinger Hemp, Jan suggested sites that sell personal care products or even beauty blogs to reach target customers.

Zimmerman and Glover remind listeners that there is a down side to social media marketing.  Be cautious, negative publicity will detract from you 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.

Creating Excitement for Your Product (Smart Monday/Promotion)

Once a Day Marketing™ featured video blog: Creating Excitement for Your Product

 Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Smart Monday, and we are talking about creating buzz for your product before you actually release it.

Creating buzz means generating excitement for your product before it becomes available for customers to buy.  Buzz, or customer anticipation, is a powerful tool because it creates a strong desire/demand for your product in advance of its being available.  When you finally do release it people are already standing in line.

Apple is perhaps the master of buzz.  They have been able to generate such great interest in products such as the iPod, iPad and iPhone before they are released that customers are literally camped out to be among the first to have one. 

Generating customer excitement really works to enhance sales.  Consider marketing your product in advance of it being ready for release to customers.  Determine how you can best create anticipation among your customers and target customers.

A critical strategic element to remember is not to allow a long lag between when you make the announcement of the product’s release and when it will be available.  When you create anticipation and then wait too long to deliver the product you may be doing yourself more harm than good.

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.

Add RSS to Your Website (Digital Friday/Process)

Once a Day Marketing™ featured video blog: Sharing Information with RSS

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Digital Friday and we are taking a quick look at using RSS on your website.

RSS stands for really simple syndication and it's a link placed on your website that, when clicked by site visitors, enables them to automatically receive email blogs or updates directly from the website.  When a site visitor chooses to receive an RSS feed, they are instantly alerted when new content is available.

Adding an RSS feed to a website is easy for your web programmer and is a great benefit for site visitors because it provides content to them without their having to seek it out.  Talk about customer service!

Once you add the RSS feature to your website be sure to promote it and encourage site visitors to click the link.

To automatically receive our branding and marketing blog each day, visit www.onceadaymarketing.com and take a moment to click the RSS button.

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.

Your Customers Own Your Brand (Recon Thursday/Positioning)

Once a Day Marketing™ featured video blog: You Can Influence Your Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday and we are discussing how your customers own your brand.

There is a branding rule that says you can’t control a brand, you can only influence it.  That's because your brand resides in the minds of your customers and is the compilation of all their individual experiences with your company and product.  That's what we mean when we say your customers own your brand.

However, you can exert influence on the brand.  Your actions shape what people think about your company.  Review the 7Ps of marketing and verify that you are focusing appropriate attention on every one of the concepts.  This approach will go a long way to generating positive influence for your brand.

Strive to make every customer encounter rewarding and memorable.  Ensure that your people and products are exceeding expectations throughout the purchase/service process.  If you continue to follow this practice your customers will own the brand you want them to.

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.