Once a Day Marketing

Wednesday, December 11, 2013

Finding New Market Opportunities (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: New Markets Create New Opportunities

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are discussing introducing your existing products to new markets.

You’ve been working hard to refine your product and penetrate existing markets. In previous blogs I’ve talked about growth vectors and in particular the market development strategy of launching an existing product in a new market.

For Action Wednesday, consider new markets you may be able to launch your product in. You can research by demographics; age, gender, income or education or psychographics which point to consumer interests.

For example, assume you have developed a rugged, stylish outdoor shoe for mountain climbing. Customer feedback tells you people also like to wear them as a fashion statement. Targeting customers interested in style rather than outdoor enthusiasts may open up a whole new market and customer base.

Another approach is around location. For instance, you may find that a product you have developed for the US market is also attracting the interest of the Chinese market.

The most appealing element of this market development strategy is that you don’t have to change your product. You are only focused on repositioning the product in the minds of new customers.

Consider how you can take your product to a place that you have never taken it before. Once you identify these potential markets you are also going to find new opportunities.

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 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Tuesday, December 10, 2013

Branding a Retailer With Eclectic Merchandise (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Doodlets Retail Gift Shop

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing branding with a Santa Fe retailer.

On our radio show Ask Those Branding Guys, we spoke with Stephen Young, who, along with his wife Lisa, own Doodlets in Santa Fe. Doodlets is a retail store with a collection in excess of 100,000 unique, fun and interesting items including whimsical gifts, toys, books, cards art and holiday merchandise.

According to Young, this distinctive collection of items along with the stories behind them is the appeal that differentiates Doodlets from the competition. Stephen and Lisa support local artists and the community thereby creating an emotional bond with their customers.

Other keys to success that Young shared are their great downtown location, a staff that spreads happiness and leveraging unique ways to let potential customers know about the store. These efforts include displays in local hotels, concierge referrals and a bubble-making machine outside the location that draws the curious in for a closer look.

Doodlets branding challenge has been the lack of a website. A new site will be available in 2014. Glover suggested that the site contain a retail component and that it be ready prior to commencing efforts to drive traffic through social media channels such as Pinterest, Facebook and Instagram.

Enjoy the podcast.

Monday, December 9, 2013

Planning Your 2014 Branding Strategy (Smart Monday/Process)

Once a Day Marketing™ featured video blog: Time to Think Strategically for Next Year

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and it's time to start thinking about your strategic solutions for next year.

Strategic planning is critical to the success of your organization. You now have almost two years and 500 blogs of Once a Day Marketing™ advice under your belt. It's time to apply these skills and start developing strategies around your branding and marketing to implement next year that will enhance the success of your business.

There are numerous ways to complete strategic planning, however, we want you to start by asking yourself these questions:

·         What tactics have been working for my brand?
·         Which channels are generating the awareness my business requires in the marketplace?
·         What hasn't been working? Should I modify or eliminate it?
·         What is driving bottom line profits?

In the coming year your goal is to introduce a strategy to enhance your brand or enhance the bottom line. Determine if there are new markets you would like to conquer next year as well.

Finally, create a list of goals and objectives to target in 2014 and continuously measure how well your marketing and branding efforts are achieving your goals.

Proactively developing smart strategic solutions for next year is crucial. It establishes a road map to where you want to go and also gets your team on board. A well-defined strategy allows you to have benchmark metrics to use in evaluating the results of the plan.

Friday, December 6, 2013

Social Media Statistics to Ponder - Part 1 (Digital Friday/Promotion)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Digital Friday and we are profiling five compelling social media statistics for you to ponder as you develop your social media marketing. These statistics were originated online by Buffer, a company that posts social media content for its clients.

#1: 25% of Smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to them. As smartphone sales continue to grow, you can imagine that almost everyone will have their smartphones handy. Takeaway: Make sure all your content and messaging works on this smaller platform.

#2: Almost half of online customers expect brands to provide customer service on Facebook, but only 23% provide it. Takeaway: If you aren't providing customer service access via Facebook you might want to give that feature serious consideration.

#3: Shelf life of social media links is 3 hours, with most of the activity transpiring within the first 60 minutes. Takeaway: Frequency of posting is critical to create more attention and drive traffic.

#4: Women spend 30% more time on social networking sites than men. Takeaway: You might expect different levels of customer interaction depending on who your messaging is targeting.

#5: 70% consumers trust brand recommendations from friends over professional online reviews, consumer online reviews, natural search engine results and information on company websites. Takeaway: Social media provides an easy way for friends to make recommendations on their favorite products and services. Remember it's just as easy to share that they don't like a product or service.

Be sure to keep these five statistics in mind as you mold your future social media marketing.

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 11am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Thursday, December 5, 2013

Crafting a Winning Culture Part 2 (Recon Thursday/Process)

Once a Day Marketing™ featured video blog: Building a Winning Culture Part 2

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Recon Thursday and we are concluding our series with Part 2 of crafting a winning culture.

The idea for this blog came from Jim Stengel’s book "Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies." The 10 principles were compiled by Martin Zwilling, a Forbes contributor. Today we are going to look at the next five principles:

#6 - Set your standards very high. You always want to challenge your team.

# 7 - Train all the time, coach every day and don’t criticize.

# 8 – Create symbolic gestures to excite your customers and your employees. Think about Apple announcing the next new product.

# 9 - Think like a winner and act like a winner. You will project this attitude to your customers and also to your employees; everyone is part of a winning team.

# 10 - Live your desired legacy. If you don’t know your ultimate goal or direction how will anyone else understand it? It’s up to you to live it and to share it.

By following these principles you should accrue two major benefits. First, that you will build a team based on your ideals and establish a good foundation for future direction. Second, you will give your team the freedom to create. Who knows what that team may achieve in this winning culture where everyone is encouraged to try new approaches.

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 11am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

Wednesday, December 4, 2013

Crafting a Winning Culture Part 1 (Action Wednesday/Process)

Once a Day Marketing™ featured video blog: Building a Winning Culture Part 1

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are beginning a two part series on building a winning culture.

Many companies, such as Apple, have a great winning culture. I am going to share ideas from a book recently published by Jim Stengel called Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, that you can use to build your own culture.

Today we will look at five principles. The first is: communicate your dream and operationalize it. That means your company should have an outward focus; narrow enough to be achievable and for the greater good.

Next is be clear what you stand for both inside and outside of your company. People follow what you do not what you say.

Third is design your organization to win. You should have winning strategy, winning capabilities and a winning team.

The fourth point is get the right team in place and do it quickly. Ensure you hire smart people both internally and as consultants or others that you bring on to support your efforts.

Lastly is champion innovation of all kinds and make sure that you are implementing your dream across all avenues of your company.

Tuesday, December 3, 2013

Maintaining Brand Continuity (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Author Anne Hillerman Spider Woman's Daughter

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing continuing the legacy of a popular brand.

On our radio show Ask Those Branding Guys, we spoke with journalist and author of Spider Woman’s Daughter, Anne Hillerman. Anne is the daughter of best-selling author Tony Hillerman who was best known for his mysteries set in the American west. Anne is continuing her late father’s writing and bringing back some of his most popular characters.

Anne was inspired to continue with her Dad’s series due to demand from readers for more stories including popular characters Joe Leaphorn and Jim Chee. Success of her previous book, Gardens of Santa Fe also provided encouragement.

Anne feels that the Hillerman brand was popular because of the way he wove his stories around Navajo characters and accuracy in his depiction of places. The fact that the detectives in his stories were not those typical of the genre gave them a unique appeal.

Since this was an existing brand, as she was writing Anne realized she had big shoes to fill. She knew there was room for her own style but also realized that she had to maintain continuity and be true to the way her father wrote the characters. Cover art was based on designs from the Tony Hillerman books, however, it was updated to reflect a new era.

Anne is using Facebook and other social media to let fans know that the brand is active once again and to generate interest in Spider Woman’s Daughter. As she moves forward, Anne is expanding existing characters as well as creating new characters of her own.

Enjoy the podcast.