RSS

Posts

RSS Filtered by category: Research/Insights
Kent Stones

Three remarkable trends we’ll all experience

 |  by Kent Stones

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.

read more
Sarah Miller

Email marketing – Making it work even harder

 |  by Sarah Miller

Email marketing efforts do work. (66% of US online consumers said they’re more likely to respond to email than any other marketing effor)  But what can you do to ensure your email marketing dollars are working as hard for you as possible?

read more
Kent Stones

Weather the storm when competitors innovate

 |  by Kent Stones

One of the biggest challenges any marketer faces is knowing how swiftly or strongly to react when the competition introduces something new. This article will provide you with a simple framework for how to respond to innovation and the disruption it can cause for your business.

read more
Kent Stones

What specialty brands can learn from art

 |  by Kent Stones

I had the privilege recently of helping a local non-profit art center think about their brand and develop a strategy for increasing the support and use of their facility. They were facing a significant problem: despite their 35 years of service to the community, funding sources and participation were not...

read more
Kent Stones

Calling "BS" on social media

 |  by Kent Stones

No, "BS" isn't what you think. This isn't a rant on social media or a blog questioning its return on investment. It is a calling for us to remember "Basic Socialization" principles as we dive into the world of conversations with shoppers and to not get too caught up in applying the latest and greatest technology rolling off the Silicon Valley assembly line.

read more
Kent Stones

What specialty brands can learn from finance

 |  by Kent Stones

Each of us has a personal “balance sheet” and “income statement,” but they go far beyond our financial lives. Specialty brands can learn to influence a shopper’s personal “income statement” to improve the probability they will choose your brand over others.

read more
Kent Stones

Premature neuromarketing

 |  by Kent Stones

“We’ve got to think outside of the box!” This is a common exclamation, heard almost every time a marketing department faces the wrath of an executive not happy with the company’s performance. We’ve all been there before. You’ve held lots of focus groups, conducted more than enough surveys...

read more
Kent Stones

The name's Bond. James Bond.

 |  by Kent Stones

I love spy movies. There is just something about the thrill of watching a story about a secret agent that never grows old. The excitement of the chase, the intrigue, the constant misdirection just gets my heart pumping. But there is another type of “agent” we at Callahan Creek love to watch: the shopper agent.

read more
Kent Stones

The importance of knowing your stuff

 |  by Kent Stones

Recently, I experienced something that is fundamentally important to a specialty brand’s success: the importance of the person selling that brand being really smart about the product, competitive options and use of the product.

read more
Cindy Maude

Paralyzed by too many choices

 |  by Cindy Maude

The number of products on shelves, the number of options we have in our daily lives is beginning to paralyze us. Shoppers are walking out of stores or leaving websites – frustrated, unsatisfied and without buying anything. This has big implications for retailers and marketers.

read more
John Kuefler

We've all been trained by Google

 |  by John Kuefler

From behind the proverbial one-way mirror, I was recently observing a website usability study we conducted for one of our clients. Apart from the fascinating idiosyncratic details related to the sites being tested, one big-picture observation struck me.

read more
Kent Stones

Will marketers have a new reality too?

 |  by Kent Stones

I recently read an advice column by Carolyn Hax (yeah, I know) that contained a remarkable suggestion. The subject had cheated on his girlfriend, yet through hard work regained her trust to a point where she accepted his marriage proposal. His conundrum? He still had thoughts about...

read more
John Kuefler

Increase sales from people who are moving

 |  by John Kuefler

Each year about 15-20% of your customers – about 40 million people in the U.S. – will move (about 16 million of them move outside their previous counties). Those moves are a potential gold mine for retailers. Yet most businesses do not take full advantage of the possibilities to promote...

read more
Kent Stones

The importance of neighborhood culture

 |  by Kent Stones

"Think globally and act locally." It's a catchy and wise-sounding phrase one hears thrown about and seems to be a good thing for any company to do. Most businesspeople understand and desire the 'think globally' side of the equation, but just what does 'act locally' really mean?

read more
Kent Stones

If opportunity doesn't Knock, build a door

 |  by Kent Stones

Milton Berle may have been a comedian of the '50s and '60s, but his quote about opportunity knocking speaks to many of those facing retail challenges today.  Just how does a retailer look at change management and marketing performance of a store, when there are going out of business...

read more