Identify the opportunity that will make the biggest difference for your brand.
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?
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 […]
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.
Four invaluable takeaways from the best creative minds in the advertising and marketing world.
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.
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.
Specialty brands are unique, and therefore they have the greatest opportunity to market themselves differently.
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.
Powerful forces are altering our world at an unprecedented rate. Some are positive and exciting, while others, quite frankly, are discouraging. Regardless of their positive or negative potential, all are absolutely going to shape how we as marketers will thrive or struggle over the next few years.
Does the incredible marketing that created an emotional connection to the brand end when your customers get to the store aisle?
Consumers have grown weary of mistargeted email marketing. Deletion and unsubscribe rates are increasing as a result.
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.
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!
Our most-read blogs of the year.
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?
Customer Relationship Management (CRM) has been around for a very long time, but it’s no longer Customer Relationship Management, it’s now Complete Relationship Management. Here’s why…
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.
Customers have high expectations on what you, as a retailer they’ve done business with, should know about them. Thanks to advanced segmentation strategies, they’re no longer surprised when they receive direct marketing materials suggesting products they might like based on purchase decisions they’ve made.
…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?
Think mobile devices have had a big impact on our lives? Get ready for that impact to move up the scale to enormous.