Caliber Pulse

Trends, tips and data for your marketing, public relations and social media strategies written by the experts at The Caliber Group, a firm based in Tucson, Arizona that's specializing in building and maintaining successful brands, relationships and reputations

How Strong is Your Content Marketing Strategy?

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Is your lack of a content marketing strategy hindering your social media efforts?

Ten years ago, social media was an untrusted tactic that only the most cutting-edge marketers dared to explore. As the social media movement gained traction, successful case studies emerged and people began to see how it could help their organizations. Social media adoption spread and companies opened Facebook accounts simply because they didn’t want to be left behind by the movement or seen as behind the times. The problem is they jumped on board the social media train with little regard to how this tactic would impact their bottom line or what message they wanted to communicate to their customers.  This lack of planning made it nearly impossible to prove a return on investment and justify the resource cost of creating and maintaining a social media identity. Continue reading

July 11, 2013 Posted by | 1, Business Development, Case Studies, E-mail Marketing, Interactive, Internet Marketing, Low-Cost Marketing, Marketing Trends, Measurement, Metrics, Mobile Marketing, Return on Investment (ROI), Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Strategies | , , , , , , , | Leave a comment

Is It Time To Refresh Your Brand?

Refresh RebrandAs the nation slowly recovers from the recession marketing budgets are also recovering. Companies that survived the economic downturn likely implemented a conservative marketing spending plan, and have emerged with a renewed spirit and business strategy. Having survived the financial crisis, the landscape is now filled with strong competition. Brands are turning to their marketing partners for advice on determining how to best communicate their core messaging in this new market and how to distinguish themselves among their competition.

“A poor economy forces businesses and organizations to rethink their brand and look to the future,“ according to Lori McConville, executive vice president of Caliber Group. “We are helping our clients, across differing industries, to refresh their brands through research and strategic planning and creative guidance. Generally our client’s find that it’s not their product and service that needs fixing, but rather the perception”  Continue reading

February 28, 2013 Posted by | 1, Arizona, Branding, Case Studies, Marketing Trends, Strategies | , , , , | Leave a comment

When It’s Time to Rebrand

Vante brochuresDuring the life cycle of a company, it may be necessary to rebrand or reposition the company one or more times to thrive in a changing marketplace. The most common reasons to rebrand a company include:

-Changing market demand
-Need to differentiate from the competition
-New product/service offerings
-Company mergers, acquisitions or reorganizations
-Bad reputations (real or perceived)
-Unplanned, negative situations (e.g. bankruptcy, losses)
-Poor financial performance requiring a new business strategy (Bullets and margins below look weird and do not line up.)

The rebranding process allows companies to re-evaluate their core offerings, target audiences, message strategies and service delivery options. Examples of companies that have rebranded include Phillip Morris, which changed its name to Altria in 2003, to shed its negative image associated with tobacco products that could have affected other Philip Morris brands such as Kraft Foods. General Motors, after filing for bankruptcy in 2009, rebranded by selling off or discontinuing some of its brands, including Saab and Hummer, to focus on fewer, stronger brands. Continue reading

May 5, 2011 Posted by | Branding, Case Studies | , , | Leave a comment

Buffalo Exchange – A Social Media Case Study

Michelle Livingston, Marketing Director for Buffalo Exchange

Michelle Livingston, Marketing Director for Buffalo Exchange

On the never-ending hunt for successful and local social media case studies, I decided to ask friend and peer Michelle Livingston to participate in a little Q&A with CaliberPulse.

As Marketing Director since 1999, Michelle Livingston has been overseeing marketing, advertising, graphic design, public relations, promotions and the online presence for Buffalo Exchange, a national chain of hip resale clothing stores based in Tucson. Michelle has participated in the impressive growth of Buffalo Exchange to 36 stores and 2 franchises in 13 states, with $56.3 million a year in sales.


Currently Buffalo Exchange has 5,414 MySpace friends, 3,606 Facebook Page fans, 1,193 Twitter followers and 222 Flickr photo favorites posted by other members.

Continue reading

September 22, 2009 Posted by | Case Studies, Social Media | , , , , | Leave a comment