Blog

Marketing to Generation Z from a Gen Zer

Businesses’ marketing strategies for young adults are dramatically shifting, and that’s because today’s young adults are no longer Millennials, they’re Generation Z. What is Generation Z? Although the start date for Gen Z is up for debate, demographers and researchers consider anyone born from 1997 onward to be part of Gen Z due to key…

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There’s A Podcast For Everything

The ever-changing media landscape has marketing and public relations professionals looking for the next big thing – and how can we get our clients involved. Over the past decade, podcasts have become a game changer in the industry, are increasingly more popular and provide great media relations opportunities for all types of people and businesses….

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What Are Marketing Goggles? (And what it means for marketers and consumers)

Imagine diving underwater without a good pair of goggles to see what lives below the surface – let alone prevent salt water in your eyes. Though it is safe to open your eyes in the ocean and many people become accustomed to salt water, having eye protection for visibility is a game changer! Now you’re…

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Five Essential Elements for Marketing SMBs

We once worked with a client, the CEO of a small business (with a relatively visible brand) who was overflowing with ideas: experiential marketing, shoot-for-the-moon event concepts, complex CSR programs that addressed intractable societal issues. Creativity is the lifeblood of marketing. It’s how we engage customers and build brands. All of these things were potentially…

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Events: The Missing Link in the Paid/Earned/Social/Owned Marketing Model

The ever-evolving marketing industry has defined the PESO (Paid/Earned/Social/Owned) model as a way to categorize marketing activities in the context of our digital world. It makes sense and is an important lens through which to consider our work. One critical element, however, always seems to be missing from the PESO model: events. As our team…

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Guest Blog: The Scoop on Amplifying your Brand through Branded Experiences

The #amplifycastle 20th anniversary campaign is fitting for the culture and caliber of work that distinguishes the agency, and it brought to mind a very relevant and underleveraged brand building tool that has gotten more attention over the past couple of years – branded experiences.

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Opportunities and Challenges Abound for Small Businesses

While big businesses grab most of the headlines, small businesses are the cornerstone of the American economy, comprising 99.7 percent of U.S. employers, according to the SBA. Two events I’ve had the pleasure of participating in recently have brought home the power of small businesses. A group of us from Castle attended the Greater Boston…

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What is ‘Meerkat’ and why should I care?

If you have been reading the news lately, you might have glanced over the word Meerkat. By the photo, I thought this was just the latest story on Snapchat, and by the name, I thought the news was covering The Animal Planet hit show, “Meerkat Manor.” It turns out that all the hype stems from…

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Is Snapchat the New Marketing Trend Of 2014?

Only a few years old, Snapchat is a relatively new social media platform. Although young, this app is drawing the biggest buzz from the general public, specifically those between the ages of 13 and 23. According to Business Insider, the platform has roughly 30 million active monthly users. Of those 30 million, 16.5 million use…

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D-I-WHY

At a recent Boston Business Journal CFO panel discussion, one panelist commented that his company used to spend $35,000 per month on outsourced PR, but now with social media, companies can do it themselves. There are two things that are arguably issues in that statement. First, and most obviously, if they were spending that sort of budget, were they reaching their objectives and measuring results? If not, then I would agree that was not a good allocation of resources.

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