Westar Energy and Callahan Creek recently won top honors in Chartwell’s 2017 Best Practices Awards and the 2017 E Source Utility Ad Awards. Below is a case study – featuring examples of the work and results – for the Renewable Future campaign, which won Chartwell’s Gold Communications trophy and first place in the E Source digital campaign category. The […]
I used to be a voice-assistant skeptic. Then I met Alexa, and now I believe in the potential of an ambient computing future. Imagine a computing platform that extends beyond the smartphone in your pocket, to a network of web-connected devices – the Internet of Things. Not only do these devices talk to each other, […]
Spending three days at the 2017 Gartner Digital Marketing Conference was like drinking from a digital fire hose. It’s no wonder marketers are running faster and faster to keep up. Here is a very brief summary of some of the key highlights from my perspective. We’d love to hear your thoughts! Please add your own […]
Identify the opportunity that will make the biggest difference for your brand.
Your periodic briefing on key emerging media and technology trends our team is watching at Callahan Creek, along with key platform updates and details of upcoming events. In this update: Facebook – Vertical video and “sound on” auto play 360-degree photos and video Should we advertise on Snapchat? Facebook user numbers Key trend: Artificial intelligence […]
Most marketers measure brand image, but very few understand its true impact.
Why the traditional approaches to measuring engagement are dead—and why it matters.
Are you spending your marketing dollars on research that doesn’t give clear direction?
This is Part 3 of a three-part series: Part 1: Franchise who? defines the relationships between franchisor and franchisee and Part 2: Brand Wack-Wack discusses branding. This series helps brand-side leaders build a stronger group of franchise operators and agency-side account managers understand the needs of their clients. Hopefully some franchisees might be interested too. Franchisors: […]
This is Part 2 of a three-part series. Part 1: Franchise who? defines the franchisor and franchisee relationship and Part 3: Engage Hyperspace deals with media strategies and efficiencies. This series helps brand-side leaders build a stronger group of franchise operators and agency-side account managers understand the needs of their clients. Hopefully some franchisees might be […]
How to make the franchise model work harder for you.
Let’s not mince words: The way business is being done is changing dramatically and some brands are struggling to keep up with the ever-changing landscape. According to the new Gartner CMO Spend Survey 2016-2017, “Large established brands must out-market startups. As scrappy disrupters threaten the hard-earned franchises, these more established companies are forced to compete […]
Asking the right questions helps Spyder Tools outmaneuver big-name competition.
Close to 8,000 people attended the ConfabuLarryum Festival of Making & Creativity on Aug. 13 here in Lawrence. Parents, students, educators, entrepreneurs, inventors, innovators and makers of all ages came together for a day of free, hands-on activities ranging from traditional arts and crafts to science and engineering and regional makerspaces to high tech drones, virtual […]
This blog is part of our series of key emerging media and technology trends our team is watching. After attending TechweekKC at Union Station in Kansas City, my head was spinning with some big picture ideas. There was a lot of disruptive technology on display that will fundamentally change not only the way brands and […]
Segmentation – Eating the elephant in small bites Market segmentation is not a new marketing practice and the benefits of segmentation are typically pretty obvious – you take a huge, mass audience, bucket it into smaller, more manageable groups according to commonalities, and then hone your marketing efforts to speak in a more meaningful, relevant […]
So we all know how important video is in today’s complex, fragmented marketing landscape, but do we know how to best use its power? It’s not like the old days (read: 1998), when you thought up a TV spot or campaign, shot and edited it and then put it on the air. In fact, it’s […]
This new presentation helps content marketers create better content for their social media channels, focusing their efforts on specific targeted outcomes. Understanding how social media content motivates action is key to achieving your company’s goals. This informative and entertaining presentation shows why you should be using behavioral psychology to inform your social media strategy.
(Spoiler alert: I make no promises, but within the next few minutes, I’m likely to answer the question “boxers or briefs?” And by spoiler, I mean your appetite.) In my work, I help build brands. In less formal language, I help drive brand juice. For all the worry out there about the challenges of fragmented […]
Social media can help you quickly determine what resonates with customers.
Why content of average length and quality generates below-average results.
Automation can make your marketing more successful.
My Facebook feed was flooded with excitement from other Royals fans, then a sponsored post from Huggies appeared from left field.
Make sure you stand out during the most important sales season.
Rigorous thought and simplification can help brands create culturally relevant, meaningful experiences for their customers.
Eric Moncarz bucked conventional wisdom, stuck to his guns and decided to flat-out refuse his customers’ requests. Today, Outlaws Cafe is not only still in business – it’s thriving. What’s the simple lesson here?
A few months ago, I suggested that simplicity is liberating for marketers. I make an effort to apply the laws of simplicity daily in my professional life. But earlier this summer, I was reminded of the power of simplicity during the least likely of circumstances: my child’s summer camp.
What can you do every day to be more creative? To strengthen your creative muscles? And to help those around you do the same? Glad you asked. Here are a couple of thoughts.
In a new TEDx Talk, Eric Melin issues a challenge for any kind of creative problem-solving: Go beyond perceived limitations and embrace absurdity to realize your full creative potential.
When it comes to brands, polarizing beats blasé; Getting many people to deeply care about your company takes standing for something that will draw them to you, while embracing that it will push others away.
If you are a marketer, you know focus is priceless. The laws of simplicity enable critical thinking that eliminates the distractions and elevates focus.
How do you blend your personal and professional brand on social media? From the C-suite to recent college graduates starting an internship, it’s a challenge all marketers face.
Four invaluable takeaways from the best creative minds in the advertising and marketing world.
It’s not easy, but focusing on your brand’s shared values can be transformative. A beautiful, simple, yet powerful opportunity emerges, allowing the brand to focus on things that matter.
Powerful content marketing should be meaningful and build trust, which is why we’re excited to partner with Westar Energy on the Imagine Kansas short film series.
Brands can’t let fear get in the way of taking advantage of the biggest area of current marketing growth: Social media. This pioneering process, put into place in a public school district, of all places, manages risk and creates opportunity.
In-store marketing is fertile ground for turning a simple sale into life-long brand advocacy – if you can unlock your customers’ curiosity.
The most interesting, most read, and most thought-provoking blogs published by Callahan Creek in 2014.
Is your brand’s marketing strategy and team nimble enough to not just react to the twists and turns of conversations happening on social media, but to leverage them to your advantage?
If brands wish to move the needle on the public’s perception of them, they must identify the core truths they stand for and tell those stories.
The year’s end brings a time of reflection. What better way to be reflective than with poetry?
The best articles for brand marketing from the past month.
Creating a memorable ad? That’s the easy part. British retail giant John Lewis has infused their latest campaign throughout their media channels and in-store retail experience. Through engagement and interactive experiences, the coordinated campaign prompts parents and children to increase trips to the store, and builds advocacy for the brand.
The best articles for brand marketing from the past month.
Brands: don’t be afraid to market sideways
Good old fashioned word-of-mouth has gotten a spiffy digital and social upgrade to ‘Brand Advocacy,’ and in today’s fragmented marketing landscape it’s never been more valuable. But is your brand positioned to utilize it?
In an effort to move from the ineffectiveness of disruption marketing, where brands aim to divert attention, to permission marketing, where they aim to earn attention, we are seeing brands begin to publish more and more original content. And not just entertaining advertising, but content designed to prove their core values.
Are you compelled to tell people about your favorite brand? Then you might be a brand advocate.
The big takeaway from SuperZoo 2014? The trend of humanizing our pets is moving to a whole new level. What were once niche concepts now command a large and growing share of the industry. Pet brands that adapt to this trend will grow with it.