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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Are Your Social Media Goals Aligned With Your Business Objectives

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

The Fine Art of the Soft Sell and Social Media

I'm a huge fan of the Corporate Curmudgeon, a syndicated columnist who appears locally in our Arizona Daily Star doling out wry advice to the green, unsophisticated or just plain clueless employee. Yesterday's column touches on an art form that, to me, is highly underrated:The fine art of the "soft sell." Why, might you ask, should a marketer/copywriter/pr practitioner/social media guru/flack/hack/car salesmen care to know what a "soft sell" is? Well, my dears, because we as a society are burned out. And when audiences burn out, they shut their ears.

September 29, 2009

Socialnomics And How It Affects Your Bottom Line

A shout-out to our friend Abbie Fink in Phoenix who shared this entertaining video at the Public Relations Society of America - Tucson Chapter luncheon on Tuesday. This fun video is both enlightening and eye-opening - especially for those businesses who aren't in the game.

August 27, 2009

Are Twitter, Facebook and YouTube Really Free Marketing Tools?

A popular argument in the business world against social media is that employers would have to pay employees to blog, tweet or post video and photos to YouTube and Facebook. The "man/woman-hours" is the expense.

August 4, 2009

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.

July 2, 2009

Dell makes $3 million from Twitter

For those businesses that don't think there's money to make via social media, think again! Check out this Wall Street Journal blog about how Dell has surpassed the $3 million mark using Twitter to promote product sales and discounts. Dell seems to have broken through the glass ceiling of social media, successfully turning it into a business tool that directly drove profit for the computer maker.

June 24, 2009

Social Media Workshop a Success

More than a hundred attended our Smart Marketing Workshop on Social Media yesterday morning! “Using Social Media to Build Your Brand and Business” offered a introduction to social media while representatives from Metropolitan Tucson Convention and Visitors Bureau, the Arizona Daily Star, KOLD News 13 and Buffalo Exchange discussed how they’ve used social media to improve their businesses. Some of the takeaways I Twittered during the workshop, in case you missed either: If your demographic isn't using social media, don't wait another six months, get there before your customers do. Best Western has been using a travel blog to allow visitors to share tips and great experiences. Result: Best Western's site has grown 50 percent since creation. Customers who want to identify with a cause can identify with Kenneth Cole and interact with the clothing brand and its fans on its Awearness blog. Result: The clothing brand is reaching a niche customer demographic interested in identifying itself as socially conscious (Gen X anyone?). Hewlett Packard created a scavenger hunt using Twitter, offering free products and building brand awareness for HP. Result: they increased traffic to their Web site around the holiday season - great timing! Domino's Pizza used social media (YouTube) to successfully manage a crisis situation involving former employees and food safety. Result: Social Media proved an important PR tool as they reassured their customer base that their food is safe. Nature Conservancy used Digg to raise awareness by posting articles like, "14 easy ways to be an environmentalist." Result: they substantially increased the number of visitors to their Web site.

June 18, 2009

YouTube Ad Targets Arizona Education Cuts

Regardless of your political affiliation or philosophy, here's a great example of getting a message across using social media, in this case a YouTube ad. What makes it so great? Instead of asking your coworker at the watercooler, "Hey, did you see that Dodgeball ad last night," you can forward the link to her. Businesses or organizations which come up with an original and engaging message strategy can rely on their audience to spread the message, as opposed to hoping enough people were sitting in front of their television between 7:05 and 7:06 p.m. Thursday. Why does this ad message engage you? How do you feel watching it? Enraged? Angry? Disgusted? My guess is that's exactly what the Arizona Economic Council was going for. The Call to Action is the last screen - the Council's Web site, where you'll find a petition to sign on the right side of the homepage. I'd love to hear if this ad strategy is working. According to YouTube, the video has been viewed more than 2,000 times. How many viewers have visited the Council's Web site? How many of those have signed the petition?

June 5, 2009