How Startups Can Connect with Brands

Insert Logo Here (align left side with first word in Title) you can delete this box on slide masterHow Startups Can Connect with BrandsDavid BerkowitzVP Emerging Media360i@dberkowitz / @360idavid.berkowitz@360i.comblog.360i.com / MarketersStudio.com

Presented to Carmel Ventures in Israel, May 2012 www.360i.com Proprietary & Confidential 2

Where I work www.360i.com Proprietary & Confidential 3

Where I work www.360i.com Proprietary & Confidential 4

Where I work We’re always hiring enthusiastic and ripe talent www.360i.com Proprietary & Confidential 5

Where I work 360iU is 360i’s educational center exploring the intersection of culture, design & technology www.360i.com Proprietary & Confidential 6

Where I work Yes, there’s a talking QR code in the men’s room, and yes, I put it there… www.360i.com Proprietary & Confidential 7

Who we report to www.360i.com Proprietary & Confidential 8

I worked for a startup once Not all startups are great ideas. Consider Pop-Up Shop, “end to end ecommerce in a pop-up window” www.360i.com Proprietary & Confidential 9

This is really an example of the Pop-Up Shop.Given the date below, this was a mockup before a short-lived pilot ran in mid-2000. www.360i.com Proprietary & Confidential 10

Difference between then and now The GIFs here are shamelessly repurposed from This Advertising Life: http://thisadvertisinglife.tumblr.com/ (in the downloadable version, they’re animated – yay) www.360i.com Proprietary & Confidential 11

What now looks like www.360i.com Proprietary & Confidential 12

When brands try to jump on the startup bandwagon www.360i.com Proprietary & Confidential 15

When brands try to chase after startups www.360i.com Proprietary & Confidential 16

When brands try to… well, you get the idea www.360i.com Proprietary & Confidential 17

Meet 360i’s startup www.startupoutlook.com www.360i.com Proprietary & Confidential 18

The two words that matter most www.360i.com Proprietary & Confidential 19

The most important criteria for brandswhen evaluating new technologies 20

Value VALUE I flew to Chicago from New York just to eat dinner here. Crazy? Sure. Worth it? Absolutely. www.360i.com Proprietary & Confidential 21

Applicability APPLICABILITY A brilliant pairing at Kutsher’s Tribeca in NYC: black & white cookies and ice cream www.360i.com Proprietary & Confidential 22

Prominence PROMINENCE Fun fact: This is the tomb Nicolas Cage bought for himself in New Orleans. He may also hide here when the reviews of National Treasure 3 come out. www.360i.com Proprietary & Confidential 23

Ingenuity INGENUITY In Plano, TX, you’ll find one of the more original museums on the planet. www.360i.com Proprietary & Confidential 24

The 4 criteria in review www.360i.com Proprietary & Confidential 25

X-factors Beyond the core criteria, there are several other factors that can determine whether a brand-startup partnership will happen and all and then work out. 26

Value COST This coconut milk cost less than $1. Cost isn’t everything though; I’d have paid at least five times that on that hot day in Costa Rica. www.360i.com Proprietary & Confidential 27

Service SERVICE Aside: She was my sever at a Hong Kong dim sum restaurant. Her name tag read “Steven.” She was kind, manic, and territorial of her tables, and she may be the best server I ever had. www.360i.com Proprietary & Confidential 28

Scale SCALE Sad Keanu Sightings on Pinterest: http://pinterest.com/dberkowitz/sad-keanu-sightings/ www.360i.com Proprietary & Confidential 29

MANAGEMENT - A great track record helps but isn’t the main determinant of successful brand partnerships. (Here: Pete Hawley of Red Robot Labs) www.360i.com Proprietary & Confidential 30

What success looks like 31

Remember when Twitter was a startup?Our brands were running pilots back in 2008 www.360i.com Proprietary & Confidential 32

Coke gets sticky with GetGlue and Tumblr Read more: blog.360i.com / Coca-Cola on Tumblr / Coca-Cola on GetGlue www.360i.com Proprietary & Confidential 33

Watch what happens when Bravo teams up with TaskRabbitRead more:http://blog.360i.com/events-conferences/bravo-taskrabbit-sxsw-interactive-partnership www.360i.com Proprietary & Confidential 34

Kraft Draws and Cooks http://www.theydrawandcook.com/kraft-contest www.360i.com Proprietary & Confidential 35

Partnerships can extend agency-wide Read more: http://blog.360i.com/360i-news/360i-expion-facebook www.360i.com Proprietary & Confidential 36

How to win agency friends andinfluence brands 37

1) Know your audience Media CreativeContent Account Strategy www.360i.com Proprietary & Confidential 38

2) Be responsive www.360i.com Proprietary & Confidential 39

3) Be honest &avoid surprises www.360i.com Proprietary & Confidential 40

4) Send case studies & live exampleswww.360i.com Proprietary & Confidential 41

5) Be likeablewww.360i.com Proprietary & Confidential 42

6) Show, don’t sellwww.360i.com Proprietary & Confidential 43

7) Illustrate the value exchangewww.360i.com Proprietary & Confidential 44

In review…1. Know your audience2. Be responsive3. Be honest & avoid surprises4. Send case studies and live examples5. Be likeable6. Show, don’t sell7. Illustrate the value exchange www.360i.com Proprietary & Confidential 45

A pleasure starting up the dialogue…keep it goingDavid BerkowitzVP Emerging Media, 360idavid.berkowitz@360i.comblog.360i.com / @360iMarketersStudio.com / @dberkowitzwww.about.me/dberkowitz www.360i.com Proprietary & Confidential 46

http://www.marketersstudio.com	1865
http://davidberkowitz.typepad.com	21
http://feeds.feedburner.com	18
http://davidberkowitz.tumblr.com	9
http://www.linkedin.com	8
http://www.seowerkt.com	5
http://translate.googleusercontent.com	4
http://www.xseo.com.au	2
http://feeds2.feedburner.com	2
http://webcache.googleusercontent.com	1
http://anaren.local	1
http://anaren.gorges.us	1
http://techno-sphere.blogspot.com	1

How Startups Can Connect with Brands

by David Berkowitz on May 27, 2012

Accessibility

Categories

Upload Details

Usage Rights

13 Embeds 1,938

Statistics

How Startups Can Connect with Brands Presentation Transcript