Once a Day Marketing

Monday, March 20, 2017

Marketing 101: Determine the Positioning for Your Brand (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing a bonus - Part VIII in our series on the fundamentals of marketing using the 7Ps with a discussion of Positioning.

Positioning is an essential first step in creating a brand and it’s important that it be established prior to the start of any marketing efforts. A positioning statement provides the “why” behind your brand and creates a compelling image of how you want to be perceived in the marketplace.

It identifies your target market(s) and the functional and emotional benefits your brand provides your customer. It establishes a frame of reference and point of difference from your competition. The goal of your positioning statement s to set your company apart and help you be number one in the minds of your target customers.

The positioning statement is foundational to 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 marketing in the future. The statement is for internal purposes and will evolve over time as you continue to redefine such things as new target customers and the benefits of your brand.

In the videos below we define the elements of a good positioning statement and provide a template for you to use to craft your own brand positioning statement.

Watch our Once a Day Marketing™ videos to learn more:

Once a Day Marketing™ inspires clients to brand bold. 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 at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, March 14, 2017

Radio: a Powerful Advertising Channel (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Radio: a Powerful Advertising Channel

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed how radio advertising can boost your branding and marketing.

Joining us on-air was Jess Preston – Director of Client Strategies for Hutton Broadcasting. Hutton owns six radio stations with a variety of formats serving the Santa Fe community. The discussion focused on how radio advertising is still a powerful channel to reach the target audiences for your business.

Jess works with clients to create messaging and structures campaigns that will meet their needs and stay within budget. She wants Hutton Broadcasting to serve as a brand ambassador for business and represent your brand in the best possible light.

Radio is a traditional media platform that remains as strong today as it has been in the past. Listenership numbers remain constant as other channels are experiencing declines. Radio captures one fifth of listeners on all electronic devices and nicely complements print and television advertising.

A differentiator of local radio is that they are part of the community. The stations sponsor or are represented at numerous events and each one has genre and unique on-air personalities that appeal to different target audiences such as country, pop and local talk. Live streaming and podcasts ensure that radio programming is available when and how the listeners want to engage, anywhere in the world.

Radio is a top advertising strategy to drive traffic to your website. Jess recommends that ads focus on the business name to keep it top of mind with customers rather than promoting a phone number. A good local radio commercial also includes the voice of the business owner so potential customers can hear their passion about the business. Jess has even created jingles for clients to ensure their name sticks with potential customers.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. 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, March 13, 2017

7Ps of Marketing - Physical Evidence (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing Part VII in our series on the fundamentals of marketing using the 7Ps with a discussion of Physical Evidence.

The physical evidence is everything customers physically experience when interacting with your company. These are the things they might see, touch, hear, taste, smell, etc. Typically it encompasses the retail store as well as products and their packaging, however, physical evidence also extends to your website and how employees are dressed. All of these are equally a part of the physical evidence.

Imagine if there were literally coffee stains on the carpet when customers arrive at your business. That doesn’t make a good impression on them and diminishes the stature of your brand in their minds. They may think that if the business didn’t take time to clean up the stains, what else might they not pay attention to.

When considering the physical aspects of your business, look at the customer touch points across the delivery channels and determine where those “coffee stains” exist. Are you company trucks dirty or scratched? How does your signage look - old and beat up? What about your voice mail - does it sound crisp and clean to your customers? Once reviewed, improve and enhance the aspects you have identified. These improvements will create a more favorable impression of your brand in the minds of customers.