Once a Day Marketing

Monday, September 22, 2014

New Mexico's Growing Film & TV Industry (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed how the state of New Mexico is capturing national market share in the film and television industry.

Joining us on the show was Don Gray, contract location coordinator with the New Mexico Film Office. Don is currently providing location services for Hollywood producers and directors to attract all forms of media production to New Mexico.

Don shared that in 2002, New Mexico made it an economic development priority to build a thriving film industry. Providing production incentives and loans, combined with great locations and weather, the state started to attract Hollywood producers to shoot major motion pictures and television series in the land of enchantment.

Over the past 12 years, major movies and TV shows have been produced throughout the state and include: The Avengers, The Lone Ranger, Terminator Salvation, Indiana Jones and the Kingdom of the Crystal Skull, True Grit, Crazy Heart, Breaking Bad, Longmire and the currently airing Manhattan series.

Gray noted that incentives are important to pique the interest of producers in the world-class production services New Mexico has to offer including state-of-the-art production studios, top-notch crews, amazing locations, and all forms of digital editing for sound, music, animation, special effects and video. He stressed that Hollywood is a small community and it's important to continue to deliver a superior product every time crews film in the state.

Don added that New Mexico's future plans to build the production market include targeting electronic gamers and online movie makers. He sees New Mexico remaining as a major player in the ongoing production industry.

Enjoy the show.

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 (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, September 15, 2014

Branding Tip: Choose Your Name Wisely (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at brand naming conventions.

When I mention Apple, Nike, Google and Amazon, what comes to mind? Of course, you instantly conjure up thoughts of amazing products and services offered by these top-notch brands. The reason, these four companies are branding experts who know how to create stellar products and make sure you understand the benefits and keep their brands top of mind. They are branding 24/7/365 to ensure they remain global household names.

If these company hadn't spent so much energy and resources branding you might have actually first thought of: a piece of fruit (apple), a Greek goddess (Nike), the math value 10¹⁰⁰ (google), or a large river in South America (Amazon). This is proof that any name will work for a brand if you are willing to put sufficient branding and marketing muscle behind it.

Once a Day Marketing™ is a descriptive name for what the company is all about: ensuring my clients understand how important it is to market every single day. I could have selected Glover Consulting or WahWahWhyWhy Enterprises but neither of those names dials customers in quickly to the services I offer. This type of naming convention makes branding a little easier for me, allowing me to spend more time servicing my clients rather than trying to generate an understanding of my brand.

I bring this up because a new coffee shop opened up in my neighborhood with what I believe is an absolutely atrocious brand name. It's hard to say, it's hard to spell and for me it's impossible to remember. In my opinion a challenging naming convention is going to make it difficult for this small business to become top of mind with customers who are already thinking Starbucks.

When you choose your brand name, give thought to how long the process will take to generate sufficient mindshare with your target audience. Whatever naming convention you use, if it's going to take a lot of work reminding customers what your name is and then the benefits it provides, it might not be the right direction to go.

Wednesday, September 10, 2014

Branding Expectations for Authors (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Author Daniel Gibson and Branding a New Book

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed tactics and strategy for the author of a new book to consider.

Joining us on the show was author and freelance writer Daniel Gibson. He is currently focused on generating interest in his new book, a full lengthy biography of Native America artist Kevin Red Star.

Gibson has written extensively about the New Mexico Pueblo culture and was editor of Native Peoples magazine for 12 years. Glover noted this adds to the credibility of his brand as someone knowledgeable about Native Americans and reminded listeners that credibility is one of the key elements of successfully branding.

Marketing efforts for the new book have included events during Indian Market week in Santa Fe where Gibson was able to reach a large audience of consumers likely to be interested in his product. Gibson shared that breaking into the main stream art media is proving more difficult; one of the biggest challenges has been being reviewed by large publications such as The New York Times.

Those Branding Guys suggested leveraging PR and tapping into local Santa Fe celebrities to enhance interest in press releases or new conferences. Glover also suggested identifying something unique about his subject/book to gain the attention of media outlets.

In an environment where the success of a publication can depend largely on the author’s efforts, Glover suggested blogging and using video and still images online. Social Media platforms are a great outlet to tell potential customers more about the subject of the book and answer the question of "why."

One tip Gibson shared was to consider publishing stories related to your book subject in appropriate magazines. This will not only generate publicity, it may result in additional income as well.

Enjoy the show.

Monday, September 8, 2014

Experience Your America (Inspiration)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at taglines and brandlines.

I am working with a client right now to develop a new tagline so taglines have been on my mind. I always pay attention to cleaver slogans; it's one of my hobbies.

With the Launch of the new NCAA football playoff system, ESPN recently released a tagline and campaign called "Who's In?" It's simple, easy to remember, fun and to the point. It is focused on who is going to make it to the playoffs, and for my money, brilliant.

Last week I spent time in Mesa Verde National Park, located near Four Corners in Colorado. As I was riding one of the park's trams, I noticed their tagline splashed on the side of the vehicle. It read: Experience Your America™. I smiled because this brandline, in my opinion, is right on the mark. I love our national parks and they truly are America's treasure. As the tagline suggests, they belong to every American to visit, explore and enjoy.

Today I have two recommendations for you. First, if you haven't experienced one of your national parks lately, plan a visit. You'll thank me for it.

Second, take a moment to review your tagline. Is it memorable, actionable, unique and does it reflect a benefit/value to your customer? Is it also available for copyright or trademark? If so, promote it to the best of your ability. If it seems a bit blasé, think about revising or modifying your slogan. If you don't have a brandline, now is great time to develop one.

Wednesday, August 27, 2014

Top 10 Branding/Marketing Tips (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Ask Those Branding Guys Top 10 Branding Tips

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we shared our Top 10 branding and marketing activities that all business should be doing to achieve success:

1. The 7Ps of Marketing – Focus attention on each of these elements. Leverage them to enhance the various aspects of your business and create a better customer experience.

2. Allocate a Marketing Budget – Resources for marketing and branding should not be an afterthought. All businesses should have a line item in their P&L for work with a professional to create and drive out their message.

3. Target Marketing Efforts – Don’t try to be all things to all people, identify the consumer segment who is your most likely customer and concentrate efforts on that audience.

4. The Customer is King – Know all you can about your customers. This will enable you to create specific messaging telling customers how your product makes them better.

5. Tell Customers Why – Connect with your customers on an emotional level; focus on why your product is important to them rather than what it is about.

6. Ensure Your Message is Cohesive – Identify the one clear aspect that is unique and defines your brand. Allow that to flow through all marketing and advertising efforts.

7. Understand the Difference Between Branding, Marketing and Advertising – Know the definitions and how these components work together; execute all the elements.

8. Capture Mind-Share – Ensure your message is in the market place with enough frequency that customers recall your brand when it’s time to make a purchase.

9. Use Professional Services – Develop a relationship with a Branding/Advertising professional either internal or external. These experts bring a tremendous amount of experience to the table and will ensure you are sharing the right message and that your social media and other material is polished and professional.

10. Avoid the #1 Reason Businesses Fail – Most businesses don’t know enough about marketing or don’t market enough. Spend time every day on some aspect of marketing for your business.

Enjoy the show.

Monday, August 25, 2014

Truth in Advertising (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the importance of creating the right expectations for your customers through your advertising.

There is an absolutely brilliant metaphor for advertising that I want to share with you. I wish I had thought of it, however, credit goes to Colin Cowherd, host of ESPN's radio show The Herd. Although Colin's show is all about sports, in my opinion he's also a top-notch branding guy, often providing great insight into what a brand is and the branding of major sports figures and teams.

The other day on his show he was chatting how a banana always provides honest advertising. When the peel is green the banana is conveying it's too early to eat. When the skin turns bright yellow, it's shouting out now is the perfect time to peel and enjoy me. When the skin becomes spotted and black, it's sharing with you that it's past its prime and time for banana bread or that smoothie. When you think about it, that's truth in advertising.

Colin went on to relate the banana to the orange. In comparison, you see a nice bright orange skin and make the assumption that there is sweet, juicy pulp inside. You peel the orange and sometimes that is the case; other times you bite into a flavorless, dried-up slice. Like Forrest Gumps' box of chocolates, you never know what you are going to get.

When it comes to advertising your brand, you want to be just like that banana. Your advertising should be truthful and properly reflect the benefit your customers will accrue when they use your product or service. Your advertising creates an expectation in the minds of your customers and you always want to be able to deliver on that brand promise. Even better, exceed customer expectations.

As you develop your advertising, always be the banana and never the orange. Your customers will find that very "a-peel-ing." Sorry, couldn't resist the pun.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Vsit 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.

New Mexico Certified Chile Brand Sizzles (Tactics)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at the strength of regional branding efforts.

We are all very familiar with Champagne from France, Florida oranges and Kobe beef from Japan. Why? These regions have staked a claim to their tasty products and have spent decades managing the brands to ensure consumers have a very clear understanding of the unique nature and quality their respective products have to offer.

Here in New Mexico, we, too, have a one-of-a-kind product. It's our chile. Whether red chile from Chimayo, or green chile from Hatch, New Mexico is the undisputed chile growing champion of the world.

With that, New Mexico is finally staking claim to its to-die-for gem with the launch of the New Mexico Certified Chile™ brand. From this point forward, the New Mexico Chile Association will manage the brand to ensure that foodies everywhere seek out New Mexico chile and ask for it by name.

My hat is off to our statewide chile growers and the association. Long live New Mexico Certified Chile.

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 (MDT) streaming live on SantaFe.com KVSF 101.5 FM.