CaliberPulse

We are experiencing a significant pivot in the way business works. No doubt about it, we are living in unusual times. The impact of the coronavirus pandemic is significant and transformative. It has radically transformed our social and economic fabric. And in the coming years, it will be viewed as a significant pivot point in […]

May 8, 2020

We’ve conducted our fair share of social media bootcamp sessions with clients from a variety of industries and two basic questions seem to always arise, “which social media platforms should I be using and how do you expect me to find time to do all of this?”

February 14, 2013

Hashtags 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?

January 24, 2013

Facebook, the world’s largest social network, achieved 1 billion users in September 2012. Why then, would anyone opt out of advertising with a company that has captured the attention of such a large percentage of the world’s population?

January 3, 2013

Surveying existing and potential customers is an excellent way to learn their needs and priorities. The information received can then be used in the development of your business and marketing plan. The questions you ask, and the way you ask them, are very important in capturing information that is actionable and can then be used to increase sales and profits. In order to get the best actionable results from a survey, thorough planning is required. Before a survey is conducted, consider the following questions:

June 23, 2011

Effective marketing professionals are constantly monitoring and questioning how they are spending their marketing budget, if their messaging is reaching the right audience, and how to develop ways to track the effectiveness of their tactics. With the availability of web statistics – Google Analytics for websites, Hootsuite Analytics for Twitter, and Insights for Facebook – a business is able to see who is viewing their online marketing content, how often they visit the site, and even how long they stayed on the site. Measuring the effectiveness of offline marketing can be more difficult. To gauge the effectiveness of offline advertising (print ads, brochures, postcards, etc.) marketers can create ways to track their reach, similar to what is being done with internet marketing.

April 5, 2011

In 2010, social media played more of a key role in the marketing, advertising, and public relations industry than ever before. More companies, large and small, used social media to increase interaction with their consumers, promote company news, events, and sales, and much more. As the use of these platforms increases, it is important to take note and understand the constant changes occurring in the world of social media in order to plan for using it most effectively.

January 13, 2011

When buying online advertising the approach is very different from that of purchasing traditional media. The language, the method of determining ROI, and the overall strategy have all changed. A BOLO workshop I attended introduced several web tools to help sort through the mystery and unknowns of online ad purchases. Remember, the internet is very transparent, researching the “audience” of an online advertising outlet is easier and cheaper than any other media. You don’t have to pay the high fees charged by the various TV, radio and newspaper quantitative research companies to find out who is visiting a specific website or how long they are staying there. The information you search for can be found through several free or low cost web services. Here are some recommended online research tools to help you determine the potential audience reach of a particular website;

December 17, 2010

Face-to-face encounters with other human beings are easily avoided with all the new technology we have at our fingertips. Given how easy it is these days to keep up with business acquaintances and colleagues by e-mail and social media, the traditional methods of engaging with professionals in your industry have taken a back seat. However, tradeshows, once the most direct way that companies engaged with and targeted new customers, are still an important part of any marketing strategy and should not be overlooked. A new study by Oxford Economics USA shows how a dollar invested in business travel, returned a $12.50 increase in revenue and $3.80 in new profits. With that reinforcement in mind, plan your next industry show with a strategy. Check out these “11 Trade Show Strategies to Boost ROI” to get the most out of your time and investment.

November 17, 2010

If you’re not online, your business is sooo last decade. Entire generations have now grown up without having to open a phone book. They know they can get the same information – plus a summary of the business, perhaps some photos, customer reviews and ratings – quicker and more conveniently online. Nearly one out of every three Pima County residents is between the ages of 10 and 34. You can’t afford to ignore that many would-be customers. Here are some simple steps you can take to capitalize on the Web. Introduce your business online. If your business doesn’t have a Web site, build one. A Web site advertises your business 24 hours a day, seven days a week. It costs on average between $25 and $300 a year for a registrar to host your domain name. Where else can you get that kind of exposure for that price? Capture an online audience. Interactive marketing has become a specialization that commands high prices. But there are things you can do to maximize visits to your site without paying an expert to help direct Web traffic to your company. Focus on your company’s mailing lists, providing customers with your Web address via signs, business cards, promotional fliers, holiday cards, promotional gifts, etc.

January 14, 2009