Callahan Creek’s Director of Social and Emerging Media, Ben Smith, will be one of the speakers at the upcoming Global Pet Expo in Orlando, Florida, March 22-24. Here, he offers a preview of the sessions he will present, and invites you to join him at the Global Pet Expo Academy. The speed at which technology […]
My Facebook feed was flooded with excitement from other Royals fans, then a sponsored post from Huggies appeared from left field.
In an age when every consumer holds a PhD in spotting sales messages, marketers are more focused than ever on creating valuable content that doesn’t get instantly labeled as advertising. But how many are hitting the mark?
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?
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.
Kent Stones digs into the 10 most compelling consumer insights in a new study from CEB Iconoculture.
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.
The most interesting, most read, and most thought-provoking blogs published by Callahan Creek in 2014.
The best articles for brand marketing from the past month.
The best articles for brand marketing from the past month.
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.
If you find your brand’s fans (you have them) and give them the power to create a community with you, they will become advocates.
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.
Specialty brands are unique, and therefore they have the greatest opportunity to market themselves differently.
Wearable tech is about to go mainstream, driven by a fusion of early-adopters, enthusiasts, and sports aficionados.
If you aren’t doing something to shake up the expectations that consumers have for your category, you’ll find it much harder to create brand advocates for your product.
The social media free ride isn’t over – it was never free to begin with.
In order to get to deeper insights about consumer behavior, Callahan Creek is going beyond the standard research tools.
Stop trying to be liked by everyone, focus instead on being loved by someone.
Lowe’s ‘Build and Grow’ program is something of a marketing industry double entendre. To the public, it is about introducing kids to DIY culture. But for Lowe’s, it might as well be referring to how they create brand advocates.
Our most-read blogs of the year.
For someone to advocate for your brand, they must be willing to put their own reputation on the line. When customers become brand ambassadors and promote your brand for you, there’s nothing better. But a knowledgeable enthusiast consumer will never take that step without confidence that the brand is for real.
Lessons from Chobani Greek Yogurt about the Era of Immediacy.
Creating an online community where enthusiasts can gather and share.
The best articles for specialty marketing from the dog days of summer.
Go into your fall marketing campaign planning armed with the best specialty brand marketing ideas of the past month.
Products or services that have a successful track record and a positive reputation convey a sense of trust. And that’s one of the most powerful things a brand can inspire in a user‚ and that a user can share with someone else. Trust nurtures enthusiasm, and enthusiasm is contagious.
We’ve compiled a list of the best specialty brand marketing articles of the past month. Just the good stuff!
In a cyclical market that is pressing us to generate content faster, launch product updates quicker and ship sooner, consumers are returning
to the desire for craft.
Turning category enthusiasts into advocates for your brand requires more than just monitoring social media and being responsive. You need to encourage behavior that leads to a positive experience with your brand.
Samuel Adams seems to be ashamed of their success. They shouldn’t be.
Most specialty brands have a natural advantage over mass-market brands in social media. But it can be easily squandered.
If you’ve ever found yourself excitedly telling a friend or co-worker about a product you use and love, then you know a little something about the power a Brand Advocate can wield for a specialty brand.
The same principles that give word-of-mouth recommendations their power are amplified by category enthusiasts and social media.
Addressable TV advertising, a concept that has been talked about for years but has seen very little application – until now…
Specialty brands – those that appeal to niche audiences – have the opportunity to use search engine marketing to their advantage much more effectively than do mass brands.
The evolution of web design is starting to happen, right on cue. For specialty brands, staying ahead of mass brands in the eyes of your most important consumers (category enthusiasts) is a big part of what will differentiate you in your niche.
At Callahan Creek, we tend to spend a lot of time with craft beer drinkers. Part of it is because we work with Free State Brewery here in Lawrence, Kansas. But mostly it’s just because we love craft beer. Even when on vacations, many of us like to frequent brewpubs in different cities and share our discoveries with our friends and colleagues back at the office.