WOWIntegratedMarketingBOOK

MARKET TRACTION / GROWTH HACKING
WEB AND APP DEVELOPMENT
BRAND AND DESIGN
STRATEGIC CONTENT DEVELOPMENT
MULTIMEDIA AND VIDEO
EVENTS and PUBLIC RELATIONS
Integrated Marketing
LAUNCHING NEW IDEAS
©2014 WildOutWest, LLC

©2014 WildOutWest, LLC INTEGRATED MARKETING
MULTIMEDIA
APPLICATIONS
Widgets
Web Applications
Mobile
COMMUNITIES
Episodic features
designed to develop
interaction and
interest
USER GEN.
CONTENT
Video / Shared
Pictures
Crowdsourced
Content
Social / Professional/ Related
News / Feedback Loops
Informational Services
Community of Customers
Facebook
mySpace
Twitter
Linkedin
Yelp
Hi5
bebo
Mobile
YouTube/Vimeo
Current TV
Last FM
and
Widgetized
Content
LiveCast
YouTube
Blipp
Rever
Portal News
Crowd Sourced Content
Blog Communities
Broadcast and Print
Digg
StumbleUpon
Yelp
Wikipedia
NEWS
Twitter / blogs
podcasts
RSS etc.
SMS /Voice
eBooks
SEARCH
SEO
Social Search
Wikis
PARTNERSHIPS
Referrals
Affiliate Marketing
VARS
Retail Channels
WebSite
WebPresence
Brand
Interact
Inform / Transact
BRAND AND
MESSAGING
Product
Services
Events
DIRECT
MARKETING
Catalogs
Direct Mail
Coupons
email
ADVERTISING
Broadcast
Paid Search
Web
Integrated Marketing

Relationship Marketing
In this information age, every unimaginative product or service is doomed
to struggle as a commodity. There are simply too many choices and
customers are no longer demonstrating unwavering loyalty because a logo
and a slogan has been pounded into their heads.
So how do you get your idea into the hearts and minds of your customers,
staff, suppliers and investors? We believe that people universally form
stronger relationships with the things they value. We begin by defining the
essential value proposition, then work to create communications that
connect this value with a strong sense of humanity and emotion. The
identity of the brand becomes a personality, that people can connect with.

7.0 Love / blind Faith
6.0 Evangelism
5.0 Preferred
4.0 Valued
3.0 Known
2.0 Skeptical
1.0 Noticed
0.0 Unknown
-1.0 Misunderstood
-2.0 Distrusted/Disliked
Inactive untapped potential
Watches and reads content
Will visit a site, request info, brochure
May share, depending on faith
Likely to share, depending on opportunity
Likely to share, depending on opportunity
Commentator: Shares and comments broadly
Commentator: Shares and complains broadly
Producers: Creates content on your behalf
Curators: Hosts of events, wikis, blogs etc.
PR/ ADVERTISING / DIRECT MARKETING
REPUTATION MANAGEMENT / PR
ADVERTISING/PROMOTION
PUBLICRELATIONS
SOCIALNETWORKS
DIRECTMARKETING
SALES/SERVICE
Membership
Value Proposition: IDEAS
GET NOTICED
Common Objections
Differentiation
Referral
Programs
Service
Select
Offerings
Value PVV roposition: IDEAS
Common Objections
Differentiation
6.0 EVANGELISTS
4-5 ACTIVE
CUSTOMERS7.0
1-4 COMMUNITY /
WEB FRANCHISE
Relationship
Marketing

Moving forward from the brand identity, communications are developed
from the perspective of an enduring relationship, with messages in context
based on the state of the relationship.
We have developed a framework for managing brand relationships. Just
as with inter-personal relationships, brand relationships proceed through
steps that can be defined, mapped, and supported. We have developed a
systematic approach to understanding the stages that people commonly
follow during their interaction with a brand.
This may seem obvious, but for decades now the top consultants in
branding have been telling everyone that the holy trinity of branding is
“consistent, clear and authentic”. Continue to buy into the last two points,
definitely, but in place of consistent, we would choose “valued”.
The difference is that it is necessary to speak in terms of what’s relevant to
the customer. Because nobody loves a robot.

Executive Team
Sarika Batra, Director / Executive Producer
Founder, Executive Producer and on-Air talent for Andaaz TV. Sarika has
been instrumental in the development of multimedia and corporate content for
Intelius, MoonExpress and inome. She leads multimedia production.
David Shantz, Creative Director
David has been responsible for marketing leadership for over a dozen high
profile, funded/acquired start-ups as well as the creative lead on initiatives
for established companies. Naming, branding, UI/UX and all aspects of
integrated digital marketing. See Linked-In Profile for more
Paul Bohan, Producer, Tech Lead
Tech lead and app developer, project manager. Paul has an audio
production studio and is developing applications for IOS and Android
platforms. Developer of complex apps and web properties. Founder of
Bohan Group, mortgage analytics software.
Nicole Lundeen, App Developer / FatRedCouch
Nicole is the founder of FatRedCouch, a subsidiary partner company of
WildOutWest involved with the development and production of Apps., based
in the original Pixar/ ILM building in San Rafael. Over 20 application titles
launched in collaboration with WOW.

UI / site design
OUR WEBSITE GOES INTO MORE DEPTH ON RESOURCES FOR DEVELOPMENT

A great name is central to the success of any venture.
It is the foundation of the brand and makes a connection at
every touchpoint. Our firm is regularly engaged at the top
levels to navigate the complex balancing act that is required
to secure international trademarks.
‣ Trademark availability
‣ Path to the Top Level Domain
‣ Consensus with management team / partners
‣ Makes a connection with the market
‣ Phonetic transparency with suitability across a broad
range of languages and cultures
WOW has secured more than 40 international trademarks.
We have processes, procedures and resources in place to
develop world class brands.
For more background on our work in naming
visit our site: MORE ON NAMING
Name/Trademark Development
CREDIBILITY
MEMORABILITY
OWNERSHIP
POSITIONING
0-10
28%
credibility
positioning8 5 9
5
DOMAIN: .com / .net = WOWTrademark search notes: Open, no known concerns
AL
0-10
28% 0-10
28% 0-5
16%
27
TOT
Defenders of the Internet Economy
The word Kaiban translates into Japanese as "keeper of Castle".The heritage is one of protection.The word intimates ideas of
strength and security and intelligence also. A unique name with integrity as a brand.

Our team includes premier talent for video
production. We can take multimedia
projects from storyboards to web
optimization.
‣ 3D Animation
‣ Appisodic Content
‣ Multimedia
‣ Infographics
‣ Strategic Content Development
Multimedia / Production
CLICK ON VIDEOS TO VIEWSarika in studio

THE START OF A CONVERSATIONAL RELATIONSHIP
The marketer is hosting a party
Imagine the role of marketing as being less about crafting clever
mass communications and much more a role of social director,
who engages guests to participate, interact and share.
• Join people’s lives rather than intrude on them.
• Participate in open discourse.
• Make it fun, educational, informative.
• Contribute to the wealth of the whole first
• Respect and understanding is earned, not by pushing
messaging, but by standing for something real and being
consistent with integrity.

Social Animals
We are social animals. Organic and interdependent.
Communities revolve around understanding and self expression. They depend
on the contributions of members. Participation is the greater reward.
Marketing in this environment is not about peddling - there is a much greater
opportunity in terms of developing enduring relationships which will deliver
dividends over time.
FRAMEWORK FOR THE SOCIAL WEB
Emotional Connections vs. Data
Entertainment and Mutual gain vs. Messaging
Relationship vs. Transaction

So what’s your Big Idea?
One of the most important elements of
effectively driving conversations is to have a
theme - a position, a reason. This needs to be a
big, big idea. Your organizing principal. The thing
that makes you better or different.
The big idea needs to be sustainably
differentiated and needs a huge element of
human emotion attached to it.
It’s what everyone else ISN’T. It’s what the
competition NEVER DOES, its the opposite of
what everyone ALWAYS DOES. Your Big idea is
central. If you don’t have it, practically
everything is a waste of time...

1 Communication
Messaging within communities and networks has
driven virality for companies like Skype, Facebook,
MySpace, and even Fax machines. Since you can’t
communicate with others who have the tool until
you get it, communication works to drive virality
where the medium requires some sort of
membership.
2. Invitations
Make it easy for users to invite all their friends. Give
the membership reasons to send messages to
friends for something other than invitations to join.
Possibly even make it hard for them not to. Email,
IM, VM and community apps.
4. Platforms
Consider Ebay: perhaps the best example of a strong franchise where
use of a platform drives further adoption in a virtuous cycle. Get your
users to do something that involves others in a way that engages them to
use the platform. Then get them involved in building the community.
5. User Generated Content
When you give people an opportunity to contribute content, the result can be
high levels of traffic. This sort of traffic uniquely drives results in organic
search. YouTube, Wikipedia and Yelp are probably the best examples of this.
6.EmotionalConnections
Countless Facebook and OpenSocial applications have taken advantage of
surveys, comparisons and other fun games designed to drive virality. Big
growth can be realized from getting users to input some data and gave them
information about themselves (whether it be an IQ test, which sort of
Superhero you are, or contact info on old friends)
3. Widgets and Apps
Instagram and Snapchat plus a host of others
have done a great job here. Increased
penetration in an existing community makes it
more likely that a new user will see one of
your widgets and want to get something
similar. Increasing returns to scale means
that the big get bigger faster. The challenge
here is in effectively seeding distribution of
widgets amongst opinion leaders and early
adopters etc.
7. Paid
There have been several businesses that
successfully grew by paying both new and
inviting users. The economics can make this
more difficult for media models than commerce
models. However, it can drive a lot of new
adoption and did for AllAdvantage and Paypal.
7ways
to break into
new markets

Effective Search is the result of effective
integrated marketing NOT just SEO
Building strong online brands is all about search optimization
and owning the right keywords and search terms – these can be built into
every touch point.
Effective search optimization goes so far beyond Meta-tagging and back-
link. Adeeper strategic approach is required:
-Advantages of PPC /paid search to advance organic results
- Importance of integrated key words across all digital media
- Strategies that understand, anticipate and capitalize on competitive
positions.
- Planning and managing paid search
- Effective use of landing pages and sub-domains
- Local vs. Global
- Enhanced search with social networking and blogging

Actionable Metrics
MEASURE ONLY WHAT YOU CAN ACT ON
Metrics are actually vital to conversations. Systems, processes and technologies can
get as sophisticated as your requirements will allow. Its all changing constantly.
There are some common sense rules to guide you:
1. Measure what’s important and measure it in a
way that is usable:
2. Hypothesise customer life cycle
3. Test, measure iterate and improve
4. Target conversion metrics that are actionable
- Effective use of landing pages and sub-domains
- Local vs. Global
- Enhanced search with social networking and blogging
METRIC Conv. % Est.Value
Site Visits 100% $0.01
Not Abandon 70% $0.05
Successful 1st 30% $0.25
Viral Activity 5% $2.50
Refer 1+ users 3% $2.00
Refer 10+ 0.2% $15.00
Minimum 2% $5.00
Break Even 1% $30.00
Acquisitions
Retention
Referral
Revenue

Corporate Clients
VIEW FULL PROFILES
FastForward brand rollout
enabling payments via ClubCard
Atomic Tangerine venture-
consulting spin-off
Launched HP Domain
suite of products
Velosant, supply chain management
Encorus - mobile payments platform
Marketing for OCLI
global optronics division
launched Enrich for Brands
initiative/product line

New Ventures
We have developed resources and experience specific to launching
new ventures and products. Our approach is iterative and always
focussed on validation from the market. We are driven by actionable
metrics designed to inform the process of dialing in the lowest costs
of customer acquisition and time to market factors.
We are a combination of developers and marketers who get things
done...we live in the start-up ethos.

MoonExpress Rebranded and relaunched the company website, with a new
parallax scrolling site, video and multimedia content.
www.moonexpress.com Detailed Profile
GiveSurance We are incubating this new venture, which is replacing a tired
advertising model for insurance marketing with a bold new cause initiative that
supports charitable donations. www.givesurance.com Detailed Profile
FatRedCouch Launched new venture that has a unique model in Digital app
publishing. WOW is an equity partner in this venture.
www.fatredcouch.com Detailed Profile
RichRelevance Founded by David Selinger, who developed the relevance
engines of Amazon. We launched the EnRich-for-Brands product line with web,
app and video content www.richrelevance.com
CoAlign FDA approved medical device for lumbar spine procedures. We
launched this company from name/brand through to all aspects of marketing.
Website, anatomically correct product animations. Sales Support
www.CoAlign.com Click for Complete Profile
VIEW FULL PROFILES

EpicFusion Spin-off of EpicData, this company is the leading factory automation
technology in China, both enterprise and Opensource. All marketing
www.epicfusion.com This company has gone public since launch in 2013
myProtoge / 48 Factor Supporting parents in fundraising and management of
529 savings plans. CRM and platform for Social fundraising and brand
sponsorship. www.48factor.com This is in stealth - ask us for a demo.
Graphita Expressive Graphical effects for photographic images. We developed
this drag-and-drop web application. Raised funding and took to market.
www.graphita.com Detailed Profile
Etuda Interactive platform and marketplace for distance learning and tutoring.
Whiteboard/video/open text and interaction for a virtual classroom.
www.etuda.com This is in stealth - ask us for a demo.
BuyerFirst Real Estate Brokerage model dedicated to buyers only. Developed
name/brand and matching engine that performs much like a dating site for real
estate buyers. This is in stealth - ask us for a demo.
VIEW FULL PROFILES

Benson Assoc.
Small cap investment fund, grew to $1B in funds under management and was
acquired by Wells Fargo - no longer online. Brandmark features the olive branch
from the clutches of the eagle on the back of a dollar bill, with a small gold olive.
Velosant Launched this brand as a rollup strategy for FIRST DATA (fortune 100)
start-up. Supply Chain Management Taxware/ORACLE acquired by OpenHarbor
No longer online - see profile on our website.
Altamira Software Image editing software, pioneered transparency. Launched
the company with Eric Lyons and Alvy Ray Smith (Founder of PIXAR)
Acquired by Microsoft altamirasoftware ref
Morphic Large scale project management technology / software development
funded as a DOE project and scoped to include commercialization of the IP.
Company was acquired, www.morphic.com
Bohan Group Analytics software for mortgage industry. Grew to $120M and
was acquired by First American Title, was estimated to be used in 60% of REIT
transactions by 2007. - no longer online
VIEW FULL PROFILES

NAVIO Was a pivot from Aplaud Technologies, Founded by Stefan Roever
(Encorus/Brokat founder) Funded for $26M institutional venture funds.
Name/Brand/Web
Encorus Technologies Acquisition of German Company Brokat Technologies
and roll-up with other mobile payment technologies. Name/Brand/Web
Acquired by QPass See complete profile on our site: Encorus
Aplaud Technologies Digital Rights Management platform for mobile
transactions. Founded by Stefan Roever, was to become Navio as part of a pivot
to new business model.
Bambu Rum/ BullDog Gin WildOutWest incubated this company at its earliest
stages, developed brands, invested. Currently BullDog is #1 premium gin in
several markets. Recently secured an important distribution deal with Campari
www.bulldoggin.com
Atomic Tangerine Venture Consulting spin-off of SRI. launched in 2000, and
subsequent $150M in funding, offices in SF, NY, London, Munich, Tokyo.
VIEW FULL PROFILES
LONDON DRY GIN

ClearBlue Technologies A rollup of seven significant national data centers
combined with the launch of a new complete managed IT offering for midmarket
corporate business - Internet/Phone/data/mobile. Acquired by Navisite
HP Domain Complete launch for Hewlett Packard’s Enterprise Group suite of
internet support solutions. Platform, QOS, personalization. Launch was a $750k
event at the SF Stock Exchange and then SkyDeck. Multimedia/Video/Event
Nimbula Rename of private/public cloud management solution. Enabled users
to build/manage/deploy EC2 like cloud computing. Chris Pinkham, Sequoia /
Accel Funded, Acquired by Oracle in 2013
Varitan Capital Peer-to-peer private mortgage marketplace. We developed a
working model that was funded, staffed and making deals. Company suffered
from regulatory and management issues.
CoRelation Real-time relational preferences engine that was a precursor to
Amazon’s relevance engine. Founded by MIT grads, acquired by DigiMine
VIEW FULL PROFILES

ACTONA Network data storage management technology originally developed in
Israel, funded by Sequoia. Acquired by Cisco
MPower / 401K Forum From kitchen table of the founder, Drake Mosier, to the
world standard in 401k plan participant advice and $150M+ funding.
Acquired by Morningstar
Fuselabs (primarily naming) Launched brand for Microsoft. FuseLabs inspires
partnerships around new social, real-time, and media-rich experiences for home
and work. FuseLabs
BMW We developed a corporate identity system for BMWs international
dealership network and evolved this to include MINI also.
The model is still in use today.
VIEW FULL PROFILES
™

Events

WildOutWest Project Profiles
WildOutWest Site
visit the
webite

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‣ Names, Trademarks, Domains
‣ Brand / Design
‣ Websites and Application Development for Web and Mobile
‣ Multimedia: Video, Infographics
‣ Marketing: Advertising, Promotion and Customer Acquisition
‣ Social Media and a broad range of Digital Marketing
‣ Conferences and Event Marketing
‣ Presentations Pitches, Product Demos and Keynotes
‣ Growth Hacking
Scope of Expertise

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