Caliber Group has launched to help businesses stay abreast of the latest consumer behaviors, opinions and marketing trends to survive and thrive. Our agency excels at building brands and relationships. We’re well versed in the use of both traditional and social media to educate, influence or persuade audiences. To deliver an effective message, we know you have to understand your clients/customers: what they want and what they need.

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Avenue Coffee Leaves Tucson Twittering and Caffeinated

As Twitter becomes more of a business tool every day, there is an emerging trend of smaller businesses using the social media platform as a way to engage customers. Korean BBQ trucks in L.A., snowball shops in New Orleans and sushi restaurants in San Francisco have all found ways to market with a limited advertising budget, achieving outstanding results. Avenue Coffee, Tucson's newest place to get your java fix, was extremely successful in using Twitter to drive first-day sales to their store on a day that had many clamoring for their free pastries from a much larger competitor.

Humanize Your Listings with Social Media

Some REALTORS® have found an excellent opportunity to reach homebuyers through social media, and Kelley Koehler is on the cutting edge. An associate broker with Long Realty and known to many as “the housechick,” she uses Internet applications like Twitter and her personal blog to reach potential customers, setting herself up as one of the top REALTORS® in Southern Arizona. More than 2,875 people follow her Twitter posts on real-estate trends. Her blog averages 3,429 unique visitors each month, hosting pictures of her scuba diving and relaxing with her dogs as well as her current listings. She also provides area statistics and trend articles about topics important to her readers, like how placing solar panels on your house can conflict with homeowner agreements.

Social Media: Customer Engagement Pays Off

When potential clients ask about using social media as a marketing tool, one of their major concerns is if their efforts will help the phone ring or boost their bottom line. Many companies have jumped in and done so effectively, while others are waiting on the sidelines. The latter may be hindering customer relationships, according to a recent study titled ENGAGEMENTdb. Online community company Wetpaint and digital strategy consulting firm The Altimeter Group released findings showing companies that engage customers through social media have stronger revenues than those that are still skeptical about the medium. In all fairness, the companies that performed best are well-built brands such as Starbucks, eBay and Nike. But the connection to online community management and profits is growing stronger.

Twitter: Follower Count Now a Job Requirement

When the developers of Twitter launched the platform in 2006, I bet they never thought the number of someone's followers would help or hurt their chances of landing a job. Thanks to a recent Best Buy job posting, now your network's reach matters even more. Best Buy recently posted a job opening for a senior manager of emerging media marketing. This person would be the lead for all mobile, social and video marketing and media efforts. The applicant needed a bachelor's degree and some social media marketing experience. Oh, and he or she must be an active blogger and have more than 250 followers on Twitter.

Marketing Mommies via Social Media?

Mothers are actively using social media, according to a 2008 research report by eMarketer. Company advertising campaigns have gained popularity or have been grounded down through this vocal and influential community. Some have even adopted the term "Mommy Blogger" to brand themselves (though some have done so reluctantly or avoided the term completely) , using blogging or other social media outlets as an income source. Reaching this demographic is not a new objective for savvy marketers, many of whom has relied on TV viewing patterns and women-preferred publications as the advertising vehicles of choice in the past. Today social media is providing an outlet to mothers tied down to baby strollers, feeding schedules and nap times. Savvy moms are building online dedicated group of readers and followers who can become evangelists for a recommended product or service. However, just like planning when to air a 30-second TV spot, it's helpful to know when this demographic is actively blogging or Twittering so your message isn't missed.

Crawling Sunset Strip via Twitter

I've heard of a Club Crawl, a Pub Crawl and even a Santa Claus Crawl, but the businesses on Sunset Strip have done something really innovative by combining real-time updates through Twitter with the traditional bar-hop. This Saturday, businesses like The Viper Room (@theVIPERroom), The Comedy Store (@TheComedyStore) and The Roxy (@TheRoxy) are hosting the first Tweet Crawl. Those participating get a collector-edition button and access to drink, cover and prize specials only available through following the participating businesses' Twitter accounts.

Bing Uses Links to Advertise

Scroll down this recessionista story on 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.

Nice Chalkbot!

Cool post at! According to the blog, Cyclist Lance Armstrong has returned to the 2009 Tour de France to raise awareness of his Livestrong Campaign. And to cheer him on, Livestrong and Nike teamed up with DeepLocal and StandardRobot to create this robot that paints messages on the Tour de France path. The best part? You can send your own message of encouragement!

“Made in America” Finds Place in Consumers’ Hearts

The “Made in America” slogan is starting to make its way back into marketing campaigns and hopefully into consumer hearts. Manufacturing for U.S. companies continues to be driven overseas, taking with it our jobs. With unemployment on the rise and consumer confidence shaken, a shift in consumer awareness of and preference for American-made goods is on the rise. And with that shift there are predictions among marketing professionals and advertising watchers alike that we will see more campaigns featuring “Made in America."

Google: No More “You Already Wrote a Story on That?”

Google has recently added the ability to search news by a journalist's byline, which could help the savvy PR practitioner improve on his/her message strategy and media relations. It can be embarrassing to call a reporter about your client's great new service and find out they covered a similar story in the past week. Not to mention the eye roll you can feel coming over the phone connection as the reporter tells you, "been there, done that." Rather than getting caught for not having done your research, you now can search a month's worth of any journalist's articles. Doing so enables a savvy PR executive to craft a story pitch to his/her target reporter - the way it's supposed to be done.

Searching Social Media for Your Message

As social media continues to dominate marketing, media and PR conversations, I keep getting the same question. It's a fun tool, but what's it really have to do with business? In a nutshell: There are conversations taking place about your company/business. Whether those conversations take place in the men's room, at the watercooler, at the customer service counter or online, shouldn't you know what people are saying about you?

Bare Essential Message Strategy

Happy Thursday and here's your latest Caliber Pulse kudos to a company that clearly understands how to get our attention. (You bunch of cheeky monkeys!) Apparently Air New Zealand was a bit concerned that passengers weren't paying attention to the safety demonstrations at the beginning of each domestic flight. So they hit on a novel way to grab, and maintain, passengers' attention.