Once a Day Marketing

Tuesday, December 30, 2014

The Best of "Ask Those Branding Guys" 2014

Listen to our featured Ask Those Branding Guys radio show podcast: The Best of Ask Those Branding Guys 2014

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we looked back at the best of our 2014 branding guests.

What a great year. Over 40 Ask Those Branding Guys episodes featuring a wide array of brands on the couch discussing all aspects of branding and marketing to help your cash register ring.

If you missed a broadcast, you can find all our podcasts on SantaFe.com.

Have a great holiday season and 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.

Wednesday, December 10, 2014

Branding a World Class Museum (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Anderson Abruzzo Albuquerque International Balloon Museum

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 unique museum right here in Albuquerque, NM.

Joining us on the show was Jill Lane, Community Relations Director for the Anderson Abruzzo International Balloon Museum Foundation. The museum is the premier balloon destination in the world and is celebrating its 10^th Anniversary in 2015.

Museum customer experience includes the building itself, shaped like a fully inflated hot air balloon, kid-friendly interactive exhibits and hands on displays all centered around lighter-than-air flight. The museum also has a 10-acre property used for events. Glover noted that creating awareness for visitors attending these non-balloon events is a great opportunity.

Among their branding challenges, Jill noted that the perception in the minds of the public that the museum is a part of Albuquerque International Balloon Fiesta and is only open during that 9-day timeframe is a hurdle they have to overcome.

Jill’s tip for any business who wants to enhance their brand: keep your message simple and be unique so it is easier for customers to connect with and remember you

Enjoy the show.

Tuesday, December 2, 2014

Branding a Canyon Road Art Gallery (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Karen Melfi Collection on Canyon Road

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 Gallery.

Joining us on the show was Debrianna Mansini of Karen Melfi Collection in Santa Fe, New Mexico. Karen Melfi Collection is a small boutique gallery specializing in colored diamonds. They represent 30 mainly local artists and have been on Canyon Road for 25 years.

Debrianna shared that working with art is all about story telling. Customers are interested in learning about the artist and their pieces. The key to selling high-end artwork is the sales staff knowing the artist, their creative process and the “why” of the pieces they create.

It was discussed that experiential marketing is appealing to millennials coming to Santa Fe to immerse themselves in the art; try on jewelry, talk to the artist and learn about the process. Karen Melfi Collection is enhancing social media efforts to capture those customers who may stop by the gallery to look then buy, instead of making their purchase online.

Among the branding challenges in art world, Debrianna cited the fact the most artists don’t enjoy branding and marketing. They align themselves with a gallery so that promotion is done for them. Those Branding Guys noted that in the current environment artists of all disciplines are expected to assist in some way with branding and marketing efforts. If they don’t want to do it themselves, they should hire a professional to help them differentiate their style or work with a gallery.

Enjoy the show.

Tuesday, November 25, 2014

Creating a Community Brand (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Ralph L.Mims and Branding Village of Los Lunas

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the importance of a strong, unified community brand.

Joining us on the show was Ralph L. Mims, Economic Development Manager for the Village of Los Lunas, New Mexico. Los Lunas is located 20 miles south of Albuquerque and has been cultivating their community brand over the past two years.

The Brand is leveraged to attract retail establishments and home-based workers to the area. The Los Lunas tagline is Small Community, Big Possibilities denotes the rural nature of the town yet its ability to get things done to enhance the quality of life and business opportunities for residents. Mims also employs the sub-brand, A Community That Works, for purposes of promoting the village at retailer expos and trade shows as well as on the Los Lunas website.

Mims shared that social media is used extensively to communicate the message of the Los Lunas brand. They have developed an outbound social media matrix based on the four pillars of the community brand; Live, Work, Stay and Play. The next step is to engage the community and involve residents in spreading a positive message about Los Lunas using hashtags related to each pillar.

Mims encourages any community in the process of developing a brand to invest the resources into determining the needs of residents through surveying topics such as the type or retail establishments desired or community assets that would enhance quality of life.

Los Lunas continues to face the challenge of creating awareness of the village outside of New Mexico. Mims is using the brand to their advantage and is achieving results in the form of new retailers now located in the area.

Enjoy the show.

Friday, November 21, 2014

Product Innovation and New Markets (Tactics)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at product innovation to expand into new markets.

If you are a car-maker who manufactures heavy duty trucks in a market place where many drivers want better gas mileage, what do you do? When you are one of the world's top beer makers, brewing up a great dark beer, but today's imbibers are gravitating toward craft and fusion brews, what options do you have? Or, what if you recognize there are a lot of urban dog owners who don't have the time to exercise their pets?

The solution? Product innovation that allows expansion into new markets. The Ansoff Matrix model refers to this as diversification. Take a moment to review a previous Once a Day Marketing™ blog: The Ansoff Matrix Model

To solve the three situations above, Ford is launching a new F-150 truck made with an aluminum body to achieve lighter weight and provide better gas mileage. Guinness is releasing a new beer called the American Blonde Lager, manufactured in the USA, a big, grand, different tasting beer. Lastly, Frolick Dogs in Alexandria, VA is a new canine sports club designed to keep dogs fit, a new company with bold offering.

I applaud these efforts of thinking creatively to design new products that address the needs in new markets. According to Ansoff, this kind of approach or diversification is the most risky venture. But as they say: Nothing ventured, nothing gained. So to steal from a popular TV commercial these days: What's in your innovation wallet?

Tuesday, November 18, 2014

Branding a Regional Medical Provider (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Christus St. Vincent Regional Medical Center

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 Regional Medical Facility.

Joining us on the show was Lillian Montoya, VP of Public Policy & Stakeholder Engagement for Christus St. Vincent Regional Medical Center. Their mission is to improve lives by providing compassionate and excellent care to patients and families. Christus St. Vincent has been part of the Northern New Mexico community for 150 years, serves seven counties and 300,000 residents.

In the current environment resulting from health care reform there is a focus on health and wellness. Service provider reimbursements are now results driven and have shifted from a service basis to an outcome and customer satisfaction basis.

Lillian is actively driving the Christus St. Vincent value proposition of quality health care close to home and their investment in the community out to the customer base. Feedback is gathered via surveys, community coffees and one on one patient interaction by the Medical Center leadership team. Christus St. Vincent is adding a $40 million wing in response to customer desire for private rooms.

Christus St. Vincent is providing customer service training to the staff to ingrain a customer-centric culture, empower individuals to take ownership of the message and also act as brand ambassadors.

Lillian shared that, to get their message out, targeted direct mail and print ads for special events work the best. The key to selecting the most appropriate channels is to know your audience. Her advice; completely own activities, manage the brand and be sure to address the negative feedback.

Enjoy the show.

Monday, November 10, 2014

Making Customers Smile (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at how simple things can make your customers smile.

Every time you make your customers smile, you are creating favorable impressions in their minds about your brand. Smiles might be generated by the quality of your product, value proposition, how easy you make it for customers to buy your product, customer service and sometimes even how your product looks.

I recently purchased a box of Cheerios and had to smile at General Mills. Printed on the back of the cereal box in big letters was the word "Smile." This message wasn't designed to help improve impulse buying at the grocery store. It was General Mills' way of helping customers think positively every time they poured a bowl of Cheerios. Well done, General Mills.

What are you doing to make your customers smile?