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

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

Keys to Successful Hashtag Usage

Flaming HashtagHashtags became a part of everyday lingo for active Twitter users, but now they are popping up in the strangest places.  You are likely to find them on your television screen while you are watching your favorite shows, on printed pieces arriving in your mailbox, splashed across other social networks (Facebook, Google+, Pinterest, and Instagram), and prominently displayed on event banners, billboards, websites, etc.  So what is a hashtag and how do you successfully implement this tactic for your brand? Continue reading

January 24, 2013 Posted by | 1, Branding, Digital, Interactive, Interactive Trends, Internet Marketing, Low-Cost Marketing, Marketing Trends | , , , , , , | 1 Comment

A ‘Gilded Age’ for Generation C – Mobile Marketing

With tGet Connectedhe continuous rise of technology and digital accessibility, the marketing industry has found itself in the heat of what could be called the ‘Gilded Age,’ for mobile marketing. What can be attributed to the massive increase in mobile ad spending and mobile device use? Accessibility, accessibility, accessibility! Marketers know their audience well. Generation C, those between the ages of 18-34, accounts for 23% of the population, and they thrive on connectivity 24/7. What better way to get your message in the hands of these connected consumers than through the medium that never leaves their hands in the first place? Continue reading

May 2, 2012 Posted by | Advertising, Digital, Interactive Trends, Marketing Trends, Mobile Marketing | , , , , | 1 Comment

Different Shades of Grey: The complex marketing dilemma of “Adult 65+”

Yield Sign- elderly peopleThe key to marketing success is identifying target audiences that will be motivated by tailored messages and calls to action. For this purpose, accurate audience demographic information is crucial. The value in this information, however, lies in detailed segmentation of a specific audience group.

Unfortunately audience demographics are unreliable for the “65+” segment, which represented approximately 40 million adults in 2010, according to the U.S. Census. To bundle everyone over 65-years-old in one “targetable” demographic is practically useless for marketing purposes. Continue reading

July 28, 2011 Posted by | Marketing Trends, Measurement, Metrics | , , , , , , | Leave a comment

Bing Uses MSNBC.com Links to Advertise

bingskylightScroll down this recessionista story on MSNBC.com and check out what happens when your cursor crosses one of several hyperlinks in the story.

The result is a search preview window that hovers over the article you’re trying to read and, of course, the Web search engine is none other than Microsoft’s new bing!

Formerly Windows Live Search and MSN search, it’s no surprise that news giant MSNBC is promoting the new search engine. Continue reading

July 10, 2009 Posted by | Internet Marketing | , , , , | Leave a comment