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, […]
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.
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 […]
(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 […]
Use this handy checklist of big-picture ideas to make sure your 2016 marketing is on point.
Make sure you stand out during the most important sales season.
Kent Stones digs into the 10 most compelling consumer insights in a new study from CEB Iconoculture.
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.
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.
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.
Does the incredible marketing that created an emotional connection to the brand end when your customers get to the store aisle?
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.
Remember when the internet was never going to be a big deal? Or when social media was just something for kids? Don’t make the same mistake about the collaborative economy. Join us for the Resilient Summit to find out what you need to know!
When you turn your creative attention to a shopper marketing solution, the results (both creative and bottom-line) can be astounding.
The best articles for specialty marketing from the dog days of summer.
Being an exclusive brand is not bad. But positioning your brand as exclusive without being aspirational turns it into something else: a divisive brand.
There are a lot of reasons why the Ron Johnson-led JC Penney’s makeover failed. But it wasn’t because he didn’t do enough research.
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…
For a specialty brand, collecting information about your customers should seem like a no-brainer and all part of a robust CRM system. But what’s the best way to go about it?
We are excited to bring you the SmartWool story. Garett Mariano, Global Marketing Creative Manager at SmartWool answers questions posed by Chris Marshall on their recent success developing an iPad app for their brand.
…it didn’t take long for me to realize the importance my customers placed on a quality product and a quality customer experience. I used to think these two were equally important variables motivating consumer purchase decisions.
Near Field Communications (NFC) is getting set to change the way we pay for goods and services at retail, but it can do so much more. Will you be ready to take advantage of it?
Half the battle in strategy is diagnosing the real problem.
Isn’t getting customers to take time out of their day to talk about a brand supposed to be a cumbersome task? Store associates are busy and just want to do their jobs without being bothered for research, right?
Poor user experience design can actually be fatal to your brand. A good user experience builds brand equity with every interaction, while a poor one erodes brand equity. Consumers are expecting more speed and better experiences all the time. Learn how to design for success.
Think mobile devices have had a big impact on our lives? Get ready for that impact to move up the scale to enormous.
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.
Simple in-store display and POP tactics still work. Stick to the basics, and even the most elementary solution can be outstanding.
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.
We’ve been in the specialty brand business for nearly 30 years, and in that time we’ve seen an explosion in the number of choices available in the way these products are marketed to shoppers. This article will discuss the way it was (delicious cardboard displays), the way it is (kind of a hodgepodge of everything) and the way it will be (digital, digital, digital).
Why do people love to shop specialty retail stores?
Category enthusiasts are critical to specialty brands, and we have been studying them and why they’re so important for quite a while. Years in fact. This article will first explain what the category enthusiast is and then let you know why they are so important to specialty brands and specialty retailers.
With our focus on craft beer here at CC, check out our Boulevard and Free State work if you please, we always have our eyeball on interesting stuff happening in the world of delicious beer. Here is something certainly interesting from the Beer Store in Toronto.
While just a small slice of the overall target, Category Enthusiasts are the key people who discover what your specialty brand is all about. They figure out what about you is charming or interesting or amazing and, best of all, they tell everybody else
I think all specialty brands can agree that grabbing a consumer’s attention in-store is not always easy. But a little imagination goes a long way. Sometimes the most impactful displays may not cost anything – in fact, they may not require much investment other than a little work by store associates.
While all retailers aim to provide a consistent shopping experience, maintaining consistency between old stores and new stores can be a challenge and can have an impact on shopper marketing programs. On our most recent visits, we toured two stores from the same chain that were relatively close in proximity, but the differences in their shopping
experiences couldn’t have been greater.
I’m a Baby Boomer, a person born between 1946 and 1964. I won’t say where I fall in that spectrum, but suffice it to say I’m an aging consumer and shopper. Ouch, that was hard to write.
As a fan of specialty brands, I generally focus on buying products at retail locations that specialize in the category in which I am interested. I love that employees at specialty stores know more about what I’m interested in and can provide invaluable help in figuring out what to buy because they have experience with the product.
Here at Callahan Creek, we’re always learning. One of the most enjoyable parts of my job as a strategic/account planner are the days when we take a few hours and debate, discuss and challenge each other on the issues our clients are facing. No pressure, no expectations – just a good old-fashioned intellectual exchange. I want to share a recent talk given by fellow Creeker Jennifer Blandi…