the bark blog

A flashy celeb or athlete can add some panache to your brand, but at what cost? Between the talent fee, travel expenses, scheduling issues, and the potential for a crisis in…

It doesn’t get much bigger than billboards. Whether it’s the side of a building or the side of the road, billboards can be an effective tactic depending on how they are…

The sizzle of fajitas or the soundtrack of Jaws evoke distinct and strategic emotions. Will your mouth water or will you hide your eyes? Both are effective, and challenger brands can…

For some, the best ideas come to them in the shower. Other times, the ideas require more work, like mining for gold. When you need a flurry of new thinking, brainstorming…

With all that goes into opening a new restaurant or retail location, the grand opening is the cherry on the sundae. It’s a great time to make a splash in the…

Recently, some of our clients have been contacted by law firms asserting their websites are not accessible according to forthcoming rules under Title III of the Americans with Disabilities Act (ADA). …

I’m convinced one of the telltale signs of fresh, brilliant work is seeing it, slapping yourself on the forehead and saying, “Of course! That’s genius! Why hasn’t anyone else done that?”…

  Unless you’re Meg Whitman, Howard Schultz, Larry Page, Marissa Mayer or another Captain of industry you, my friend, are a challenger brand. And, if you want to build your personal…

I laughed out loud the first time I saw a Miller “Man Law” TV commercial. You know the ones featuring Burt Reynolds and the “Men of the Square Table” debating and then…

Whether it’s win or lose, baseball or football, one thing restaurants can count on is hungry fans—millions of hungry fans. Fans are often so loyal to their favorite team that it…

Laughter is contagious. That’s the only predictable part of Chewbacca Mom’s viral video hit with 154 million views and counting—more than the Super Bowl’s 111 million viewers. Because here’s the thing:…

Once a status symbol, smartphones have now become the status quo. Pew Research reports that 64 percent of Americans own a smartphone, and many rely on their smartphone for accessing the…

Your banner ad is one in a billion; 5.3 billion last year to be exact, according to ComScore. The same study also reports that the typical internet user is served 1,707…

YouTube may be the second biggest search engine, but keep in mind that it’s really social media. Just like your website and other components of your digital marketing, the goal is…

The traditional, take-orders, shuffle-papers form of account service is dead. I wasn’t around to see it happen or watch the smoke clear after the Mad Men era, but I’ve heard plenty…

My favorite Thai restaurant is located a couple miles from my home tucked into one of those strip centers that disappears after you’ve driven by it a half-dozen times. It’s a…

  Advertising has always been somewhat of a game of cat and mouse, and it continues to be so in the digital age. Advertisers find new ways to reach consumers, consumers…

  Like many others, I consider Steve Jobs to be among the best—if not the very best—marketing visionary to come along in the last half century (at least). My favorite TV…

All the big-dog brands do it—Coca Cola, Apple, Nike—you’ve seen their products on TV or in the movies. Savvy consumers can spot product placements right away, but that doesn’t mean the…

  The digital realm provides all the intelligence you need to connect your product with consumers, but if you’re not reviewing all of your data, key insights could be hidden in…

  What do you give your customers in exchange for their loyalty? If you’re not rewarding them for repeat business, you may be missing out. Forty-six percent of shoppers are compelled…

  Word of mouth and social sharing by your staff can influence customers, supplement your brand message, propel content, and if you’re lucky, make them better employees. When you consider that…

  In part 1, I discussed the basics of differentiation. If another brand differentiates better, your customers won’t have any reason to value you for it, unless you happen to be…

  A better question, perhaps, is ARE you differentiated at all? In reality, most companies are not. In large part, this is because most business owners don’t really understand the concept…

Get ready for a “wearvolution”! Wearables are emerging as the next big thing in tech. Beyond FitBit and the Apple Watch, wearables have popped up in diverse industries, and the evolution…

  Mobile has officially trumped desktop. Google confirmed the tipping point in May 2015 by reporting that more Google searches take place on mobile devices than desktops. The same was true…

  It’s been said that the most important ingredients in building a lasting and successful brand are authenticity and continuity. You must tell the same story day in and day out,…

  A nice day, good friends, and a cold drink in your hand, and you’ve got the makings for a picturesque restaurant experience and an atmosphere that’s considered by most to…

Reality check. I’d be willing to bet if you asked just about any creative how they feel about using “real people” in their ads, nearly all of them would shudder. We’ve…

It’s okay if you don’t read this entire blog post. I don’t expect you to, and I’ll make you a deal. If you don’t get the main idea without reading the…

Not every challenger brand has the budget to hire the likes of Gisele, but with some innovative thinking, you might find your ideal spokesperson in an unlikely place. Here are some…

  The resounding answer is no. Trolls are those nasty, sad people who hide behind online anonymity to pick fights and sling hate. It is their reason for existing. Why anyone…

  Do you know what the second biggest search engine is? YouTube. With over a billion users (only 20 percent of whom are in the U.S.), YouTube engages more 18–49 year…

  If you found your restaurant in the middle of a PR disaster, what would you do? The way you react in the aftermath of a PR crisis can make all…

Feeling like your challenger brand is in a social media rut? Have no fear, these apps are here, offering you endless ways to show your brand personality and serve up a…

  Breakfast may be the most important meal of the day, and it’s quickly becoming a profitable daypart for quick-service restaurants. The Breakfast Wars Taco Bell rolled out a breakfast menu…

  With the high demand for video content, challenger brands are exploring the latest apps and tools to engage users. One of the most notable, Periscope, is the live video streaming…

  Digital media is one of the most effective ways to reach your target audience while measuring real impact. A key strength of digital media lies in the advertiser’s ability to…

  Consumers love brands that give back. There’s no question about it. That’s why theCause Marketing Forum predicts that cause sponsorship will reach $2 billion this year, a 3.7 percent increase…

  Pink may be the color that most comes to mind when you think about cause marketing, and there’s good reason for it. Connecting your brand with a non-profit sends a…

  In a world of Instagram food snaps, everyone is a food photographer—or so they think. But even the best digital filter can’t measure up to the excellence you can expect…

  Ad campaigns across the country employ a variety of tactics to make brands stand out with consumers in a very competitive advertising landscape. Recently, a Nielsen study showed that in…

We asked our team to share their thoughts on the best Super Bowl 50 ads. Wish your challenger brand was on the Super Bowl stage? See our previous post. My favorite is…

  Super Bowl 50 is already beginning to take over the airwaves, with coverage and excitement building for the big event Sunday, February 7 on CBS. But it’s the action off…

  Ever heard of cord cutters? These trend-setting consumers are tired of paying top dollar for their in-home entertainment via cable or satellite and electing instead for a myriad of pay-as-you-go…

  As the old saying goes, “Advertising is what you pay for; publicity is what you pray for.” News coverage is one place where underdogs and the big dogs are on…

  Former Agency Partners Reunite for Challenger Brands DALLAS – Jan. 19, 2015 – The nation’s leading ad agency for challenger brands,LOOMIS has acquired Dallas ad agency peer, Hadeler Krueger (HK).…

  While everyone wants to grab the Millennial generation’s attention, the smart Challenger Brand is marketing to Baby Boomers. Here are five reasons why targeting this “forgotten generation” is still a…

  More than just a meal accompaniment, crafted beverages are money makers for most restaurants, so knowing these 5 beverage trends for 2016 can help your bottom line. San Francisco-based hospitality…

  In our last post, we talked about how to decide whether or not Snapchat is right for challenger brands, and now, here are 6 Snapchat secrets to promote your brand.…

Wondering if Snapchat is right for your challenger brand? Wondering what the heck that chubby little Snapchat ghost is all about and why everyone is talking about this social media platform…

  Beacons just might be the next big thing in mobile marketing. As the name suggests, a beacon is a small device that uses Bluetooth to detect and communicate with smartphones…

  You only need to look at the 30-year success of the McRib to know limited time offers (LTOs) work, and here are five ways Challenger Brands can effectively use a…

  When Houston-based Joe’s Crab Shack recently became the first national full-service chain to test a no-tipping policy, it added fuel to the fiery debate over whether this is the service…

Challenger brands compete by outthinking, not outspending the competition. The same philosophy applies to your digital advertising strategy. You’ve got to find innovative ways of accomplishing your goals, and as a…

  NASA has a legitimate crisis on its hands; an astronaut is stranded on Mars. This PR nightmare is the premise of the best-selling book and new movie, The Martian. One…

  Every restaurant needs both a digital and traditional marketing plan to be successful and here are 5 reasons offline advertising still works and 10 ways to do it.  After all,…

  As a car guy and advertising professional it pains me to watch the great Volkswagen brand disintegrate right before my very eyes. The chairman of VW, the largest car company…

  Our culture is making a swing back to the tradition of dinner at home, with a modern twist – dinner is from a restaurant. Here are 5 ways to capitalize…

Will Millennials still rule or will there be new restaurant and food marketing trends to watch in 2016? We looked at what market intelligence gurus from the UK, North America, and,…

  If your marketing plan doesn’t include some level of digital media, you could be missing out on a powerful way of connecting with consumers. But before you get started, it’s…

  You already know the importance of building your customer base and increasing traffic, but implement our Top 6 holiday promotions and you’ll drive sales with new and repeat customers. One…

  Halloween offers ample opportunities for restaurants to kick off holiday promotions, but it’s also a great chance for Challenger Brands to carve out a niche during this unique holiday. Halloween…

  I like to think of Challenger Brands as perfectly imperfect – and that can work to their advantage. Unlike the established competitors that present themselves as polished and refined, Challengers…

  How fast can you hear? It’s an odd question, but neuroscientist Seth Horowitz, author of “The Universal Sense: How Hearing Shapes the Mind” has an answer. “You hear anywhere from…

  Here’s a sad stat. Each year, approximately 1.2 million dogs are euthanized and so are another 1.4 million cats, according to the American Society for the Prevention of Cruelty to…

If you want to beat the restaurant industry’s projected annual growth rate of just two percent over the next five years, spending more on advertising may not be the answer. I…

  Every restaurant owner has experienced it at least once – a bad online customer review. There it is on Yelp! – FoodieGuy4368 didn’t like your appetizers or your service and…

When you talk about history’s greatest upsets, most sports fans point to the Mount Rushmore of underdogs – The U.S. Men’s Hockey Team’s “Miracle on Ice” beating the Russians at the…

  I should probably begin this blog by acknowledging that the topic is not what you’d normally see on BARK! You won’t find any marketing advice or best advertising practices within…

  We eat with our eyes, so professional food photography can mean the difference between driving customers to your door or steering them to your competition. If you choose to shoot…

  The other day, my son and I drove by a recently updated neighborhood Wendy’s restaurant. The place didn’t look bad prior to the facelift, but given the number of new…

  Are you working to connect with Millennial restaurant customers? This up-and-coming group is about to overtake Baby Boomers in sheer size; they have spending power, and they have a social…

  The kids are heading back to school and here are 5 of the best promotions we know to drive restaurant sales and target a variety of your market segments. 1…

  The things that go viral are often surprising. Cat videos, anyone? Other times, it’s quite clear. In recent years, a number of shocking viral restaurant videos and photos have shown employees mishandling…

  Competing with category leaders isn’t easy.  There’s just no way around it, marketing your company using traditional media is expensive. Email marketing, on the other hand, is the great equalizer.…

  Running restaurants is not for the faint of heart. The price of entry includes an appealing menu, the right location, a compelling space, tight operations, strong staffing and effective marketing.…

You’ve heard it a hundred times before: In the 21st century, your website ought to be your best salesperson. This is a must today, as every competitive brand needs a sharp,…

Your LinkedIn page is one of the top tools in your arsenal for bringing new leads and clients to your challenger brand. LinkedIn has more than 360 million members from all…

  Most people have a story that would read like a novel, complete with twists and turns, triumphs and failures, embarrassments and learnings. I haven’t written a novel, but I have…

  When it comes to the way people read on the Internet, the stats can get pretty depressing. It’s been confirmed time and time again that many people unfortunately read only…

  We’re here! It’s the end of the road for our exciting Cialdini principles of persuasion series. While we enjoyed bringing you ideas about the best ways that brands can use…

  When a brand is liked, that can lead to more sales, success and popularity for said brand. It seems to be a pretty logical proposition, doesn’t it? The more a…

  Believe it or not, there was a period in the early 1990s when Ford Motor Company seriously considered killing the iconic Mustang. Ford sold 680,000 copies of the new Mustang…

  They say that people like to question authority, but in the ad world, it’s just the opposite that’s true. People will listen to authority and be greatly influenced by it,…

We continue our Cialdini series this week by introducing social proof, a most exciting principle of persuasion in today’s digital marketing world. From psychology’s standpoint, social proof can be thought of…

Our Cialdini series heats up this week as we take a closer look at commitment and consistency, the second persuasion principle that’s made up of two, closely related parts. As with…

Few books have had such a profound impact in the marketing world as Dr. Robert Cialdini’s stellar book, “Influence: The Psychology of Persuasion,” has. First written more than three decades ago,…

  Challenger brands can’t outspend the market leader in their industry, which is why they have to think outside the box to gain market share. Social media is a tool challenger…

  OK, so this isn’t really an expose per se, but it’s news worth sharing so keep reading. LOOMIS recently acquired one of the most successful design firms in Dallas. We…

Monster Energy is the best performing NASDAQ stock in the last 15 years. It seems Monster is living up to its reputation for high-octane performance on its balance sheet, too.  This…

Brian Williams, Robert McDonald and now Bill O’Reilly. Nobody likes it when people play fast and loose with the truth, especially those who are specifically charged with telling it to us…

There are very few things I can recall from my college days for a variety of reasons that need not be chronicled here. But there is one thing that has stuck…

Nobody needs to remind restaurant marketers about the dark days of 2009. Selling discretionary products and services is challenging in the best of times, but when the economy slows dining out…

  Pride, envy, gluttony, lust, anger, greed, and sloth. The seven deadly sins. Let’s face it, we’re mere mortals and stuff happens. For the religious among us, absolution awaits in the…

At LOOMIS, we specialize in helping challenger brand companies take on market leaders and win. We’re the Voice of the Underdog. And while the vast majority of our work is what…

  It pains me greatly to think how fast it has gone, but 2015 will mark my 25th year in advertising. Young Carl Thompson, fresh faced and sporting a sweet off…

  It’s 1964. Shoeshine Boy, a humble and loveable dog, transforms into the masked superhero UNDERDOG when trouble threatens his beloved, Sweet Polly Purebread. “Not bird, nor plane, or even frog,…

At last count, Subway had 43,417 restaurants in 110 countries, which makes it the second largest fast food chain in the world behind McDonald’s. Subway is the biggest dog in the…

  If you’ve ever had anything to do with making a :30 commercial, you know what a miracle it is that two hour feature films get made at all. I don’t…

  Call it what you want: David vs. Goliath, Pint vs. Keg, Local vs. Global. But there’s simply no denying the fact that all across America, upstart craft breweries are thriving…

  If you are a sports fan, you remember the famous hockey game played during the Lake Placid Olympics. It’s the game they call “The Miracle on Ice.” Now 35 years…

Here’s a news flash: We like people who are like us. More to the point, we favor people who look like we do, act like we do, and think like we…

Ask a young creative what advertising is all about and they’re bound to tell you it’s all about coming up with the big idea. Thinking outside the box. The light bulb…

When a LOOMIS agency team member hands you a business card, the first thing you’ll notice is the big, bold photo of a dog on the front of it. Each of…

  You’ve heard “imitation is the sincerest form of flattery.” While that may be true, it’s also a lousy long-term strategy for taking on market leaders if your ultimate goal is…

  It’s hard to think of a client whose media spend tops $886 million as an underdog. But that’s exactly where Allstate finds itself, looking across a more than $200 million…

  It’s January 6 and odds are, you’ve made a number of New Year’s resolutions you hope to make good on sometime in 2015. But that’s personal. What about your professional…

  “Citizen Kane,” or “The Godfather?” “Animal House,” or “Old School?” “Heaven’s Gate,” or “Ishtar?” Whether we’re debating the best, the funniest, or the worst movie of all time, there is…

  When Shakespeare wrote, “the eyes are the window to your soul,” I can only assume he had a black lab sitting next to him. Up until last year for about…

  Tis the season for reflecting on the year that’s past and for looking forward to a bigger, better, happier new year. In that spirit, here are 10 signs you had…

  One of the great truths of a bracketed championship format like the NCAA Basketball Tournament, and now the College Football Playoffs, is that no matter how many teams you choose…

  Ever heard the expression “Meetings for Meetings?”  I think we’re all in agreement that’s not a good habit to get into. But how about this one – “Buzzwords for Buzzwords?”…

  Quick. Your network is in fourth place. You’re programming a Thursday night during the holiday season and you’re up against CBS, FOX, ABC, cable, the NFL, the NBA and the…

  Three months from now, don’t look for the country’s biggest sales growth to come from Wall Street or Madison Avenue, or from any major American retailer. Look instead for little…

  Well, we’re inside of a week until Black Friday and shoppers across America are no doubt carb-loading, stretching and mapping out their strategies to be first in line by late…

  What’s holding you back from doing the caliber of work you know you’re capable of and want to do? No doubt there‘s a stout list of justifiable obstacles that range…

  With all due respect to the NFL, Heavyweight Boxing, and MMA, America’s favorite blood sport is politics. In the past year, candidates in the midterm elections spent  more than $3.7…

  On Wednesday, we blogged about eight of the 16 books that have influenced and helped transform LOOMIS over the years. Today, we look at the second set of eight in…