Buystand Branding Presentation
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  • 1. The NEW BuystandPresented by Rachel Diamond and Steve Bercovici Yay Creative Group
  • 2. What is EDGE Pricing?“Consumers’ have a willingness-to-buy foreverything they want. Retailers’ and Brands’have a willingness-to-sell for everything thatthey sell.EDGE Pricing matches the two.”
  • 3. What is a Walrasian Auction?“A Walrasian auction, introduced by LéonWalras, is a type of simultaneous auctionwhere each agent calculates its demand forthe good at every possible price andsubmits this to an auctioneer… A Walrasianauction perfectly matches the supply andthe demand.”
  • 4. Soundfamiliar?
  • 5. Picture this…(think Geico: Gecko)
  • 6. Introducing
  • 7. Also seen as
  • 8. Benefits•  Ownable brand•  Creates mystique•  Egghead reference•  Available domain•  Lends itself to unlimited creative•  Can be made into a verb “Oh I want that ski jacket! I’ll just walras it.”
  • 9. Campaign Concept #1 BRAND KILLER•  4-page folded brochure with graphs and info for retailers•  Custom playing cards villainizing flash sale sites
  • 10. Campaign Concept #2 FIND A TRAIL•  Ads tailored to local audiences featuring specific info and relevant gear•  Point to www.walras.com/findatrail•  Landing page with interactive map program
  • 11. Campaign Concept #3 FRINGE SOCIETY•  Target nature lovers and psychedelic enthusiasts with ads that subtly refer to underground, “I am the walrus”•  Point to www.walras.com/jointhefringe•  Landing page with social network set-up and relevant content for “fringe society”•  Integrate with traffic generated by video satire
  • 12. Sample AdCampaign lendsitself well tomoving web ads aswell as impactfulprint pieces
  • 13. Campaign Concept #4GLAMPING•  Attract female audience and upscale niche markets less interested in rugged activewear•  Point to www.walras.com/goglamping•  Landing page with blog featuring Instagram campaign, interactive•  “I’d rather be glamping.” bumper stickers
  • 14. Sample AdCampaign reachesunder-servicedaudience withhighest spendingpotential, offersbrand relevance
  • 15. What do you think?