Don’t Call Us Flyover Country:
Cincinnati’s Leadership
in Digital Brand Building
Dave Knox
CMO, Rockfish
Cincinnati, the boomtown.

Image: Special Collections Library, University of Michigan
“And this Song of the Vine,
This greeting of mine,
The winds and the birds shall deliver
To the Queen of the West,
In her ...
1837: Family-run candle
and soap company

Founded
on firsts

1887: Pioneering
profit-sharing system
1890: Research lab is
...
The
customer is
everything

“Be particular.
Never sell anything
you would not
want yourself.”

Thirty+stores.
One company....
Embracing
change

Thirty+ stores.
One company.
Cincinnati, the new frontier.

Image: Library of Congress
“What sets Cincinnati apart is
its unusually supportive
ecosystem for new companies.”
–Entrepreneur, July 2013
Image: Brandery.org
www.choremonster.com
www.roadtrippers.com
www.ahalogy.com
“We’re celebrating the moment,
we’re celebrating the rebirth,
we’re celebrating the resurgence
of Cincinnati beer and Cinc...
www.christianmoerlein.com
“We have a story that exists.
We just have to celebrate it.”
–Jerry Kathman, CEO, LPK

Image: Frank Pierson
Branding pioneer.
90% of homes have products from
at least one of the company’s
300 brands.

Image: P&G Annual Report 1999
Digital pioneer.
1999
Ad Age Interactive
Marketer of the
Year

2011
Ad Age
Digital A-List
Digital Hack Night

Image: Tom C...
Driving loyalty through digital.
Holistic omnichannel strategy
to meet customer demand.
Image: Flickr Creative Commons / The Goat Whisperer
Cincinnati,
the trailblazer.
One of Tech Cocktail’s

Top 15 Startup Accelerators
2011& 2012
Attracting entrepreneurs
from around the world
China
France
Vancouver
Chicago
San Francisco
Philadelphia
Cincinnati
Columb...
“We saw a real opportunity to
leverage our regional strengths
as a financial hub.”
–Jim McKelvey, Founding Partner, SixThi...
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
Don't Call Us Flyover Country:  Cincinnati's Leadership in Digital Brand Building
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Don't Call Us Flyover Country: Cincinnati's Leadership in Digital Brand Building

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With its history of brand building and innovation, Cincinnati has long been a global leader in consumer marketing. While few can rival the Queen City’s concentration of CPG marketing expertise, it has also become a hotbed for startups, creating a modern day entrepreneurial boomtown. In this presentation, Dave Knox, co-founder of top national startup accelerator The Brandery and CMO of digital agency Rockfish and its internal startup incubator Rockfish Labs, shows you how Cincinnati’s culture of creative disruption and collaboration is influencing the way we do business in every industry. You’ll see how Cincinnati and other cities can build for the future by:
• Learning how agencies, startups and brands collaborate to drive digital innovation
• Finding inspiration in Cincinnati’s heritage brands – from pottery to breweries – undergoing a renaissance
• Looking at how the startup stratum in Cincinnati parallels what’s happening on the national scene

This presentation was originally given on September 11, 2013 at the inaugural D2 Cincinnati Conference (http://d2cincinnati.com/)

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  • River & Canal connecting to portsMeatpacking center means fat and oilConfluence of resources sparked innovation among entrepreneurs
  • Story of growth in early 1800s here.
  • .    Began as Shillito’s, founded 1830 Cincinnati – first department store in Cincinnati; was purchased by Lazarus in 19282.    Fred Lazarus suggested to President Roosevelt that Thanksgiving be linked to the 4th Thursday of November rather than the last to increase Christmas shopping days3.    1929 Federated department stores founded in Columbus, OH as a holding company; in 1945 it becomes operating company with HQ in Cincinnati4.    1994 Federated acquires Macy’s; 2007 Federated changes name to Macy’s to build on Macy’s brandhttp://queencitysurvey.blogspot.com/2007/12/best-places-to-experience-architect.html
  • The spirit of innovation that led to the founding of Cincinnati - and our “frontier spirit” – still exists today, though in different ways. This is intro slide into history of startups.
  • Aha!ogy is a marketing service specializing in providing brands with top Pinterest content, ever-evolving algorithms to ensure maximum reach and branded engagement to drive engagement and conversion.
  • Old Cincinnati brands coming back and bringing about a cultural/commercial renaissance – this is our transition slide into innovation via heritage brands
  • Rookwood Potteryo   Began in 1880 as a hobby pottery shop by Maria Longworth Nichols. First female manufacturing company in the USo   1889 awarded First Prize Gold Medal at the Paris Exposition Universelleo   Ohio clay and unique glazes meant the look couldn’t be replicatedo   Examples in Union Terminal, Carew Tower (Cincinnati), Grand Central Station, Vanderbilt Hotel (New York)o   Filed for bankruptcy in 1941, production moved to Starkville, MS in 1959o   Purchased by Dr. Arthur Townley to prevent an overseas sale, moved back to Cincinnati in 2004o   Currently operates out of OTR and produces commemorative tiles and the Center Court Rookwood Cup for the Western & Southern Open
  • Moerleino   Founded in OTR in 1853 by Christian Moerlein, a blacksmith from Bavariao   Brewed German beer that became popular among German immigrants who made up roughly 30% of Cincinnati’s population at the timeo   Prohibition caused the closing of the brewery. Reintroduced to Cincinnati in 1981 by Hudepohl brewing companyo   Cincinnati resident Greg Hardman purchased Moerlein and 60 other Cincinnati beer brands in 2004 bringing back local ownershipo   Moerlein Lager House restaurant opened in 2012 with a microbrewery that makes all the beer for the restaurant. In 2013 a production brewery opened in OTRCrossover with RookwoodRookwood made steins for the re-opening of Moerlein Lager HouseVideo: http://www.youtube.com/watch?v=VAA9nSsE7Ek#at=55
  • Moerlein is just one of a growing group of local brewers who are innovating in the craft beer industry in Cincy. Others include:§  Mad Tree§  Rhinegeist§  Mt. Carmel§  50 West§  Listermann’s Triple Digit§  Blank Slate§  Cellar Dweller§  Double Barrel
  • This is transition slide into “innovation via big brands”
  •   Named #24 on Forbes list of Most Innovative Companies·      $2 billion in R&D (50% more than nearest competitor)·      In the 18 years the Pacesetters list has been published P&G has had 148 products make the top 25 Pacesetters list in non-Food categories –more than its six largest competitors combined·      Connect & Develop – connects outside innovators with P&G team to share product ideas
  • New customer loyalty appPartnership with dunnhumby
  • Omnichannel strategy allows Macy’s to surround the customer and use inventory from every store to fill orders
  • 20 of the best known agencies in town. (This includes top 13 from Biz courier list and some others)Big brands engage agencies and create a thriving creative culture that keeps talent here; at the same time, agencies are innovating from within and working with startups
  • Transition slide into Cincinnati innovation inspires other cities:
  • Cincinnati is getting national attention for its entrepreneurial activity. (CNN Money Cities where Startups are thriving article as recent example)·      We are among a handful of cities making a comeback via entrepreneurialism; we aren't New York, Silicon Valley, Boston etc. - and we don't want to be (Other examples: Boulder, Omaha, Des Moines)Articles references:http://tech.co/cintrifuse-a-cincinnati-based-organization-with-a-new-model-for-building-a-startup-community-2013-08http://finance.fortune.cnn.com/2013/08/09/silicon-valley-vc-midwest/
  • Old Cincinnati brands coming back and bringing about a cultural/commercial renaissance – this is our transition slide into innovation via heritage brands
  •   Brandery is part of a national network of accelerators – and also inspires other accelerators to start up. One example: SixThirty an accelerator for financial services startups in St. Louis.(A group of entrepreneurs and business leaders launched an accelerator program, SixThirty, this week to help grow one of St. Louis’ largest industries — financial services.)http://www.stltoday.com/business/local/accelerator-formed-to-back-financial-tech-startups/article_4d18ad8d-9756-564d-84e0-2a0484a71c8e.html
  • Don't Call Us Flyover Country: Cincinnati's Leadership in Digital Brand Building

    1. 1. Don’t Call Us Flyover Country: Cincinnati’s Leadership in Digital Brand Building Dave Knox CMO, Rockfish
    2. 2. Cincinnati, the boomtown. Image: Special Collections Library, University of Michigan
    3. 3. “And this Song of the Vine, This greeting of mine, The winds and the birds shall deliver To the Queen of the West, In her garlands dressed, On the banks of the Beautiful River.” –Henry Wadsworth Longfellow, “Catawba Wine”
    4. 4. 1837: Family-run candle and soap company Founded on firsts 1887: Pioneering profit-sharing system 1890: Research lab is one of first in US 1924: First market research department
    5. 5. The customer is everything “Be particular. Never sell anything you would not want yourself.” Thirty+stores. One company. –Barney Kroger, Founder, Kroger
    6. 6. Embracing change Thirty+ stores. One company.
    7. 7. Cincinnati, the new frontier. Image: Library of Congress
    8. 8. “What sets Cincinnati apart is its unusually supportive ecosystem for new companies.” –Entrepreneur, July 2013
    9. 9. Image: Brandery.org
    10. 10. www.choremonster.com
    11. 11. www.roadtrippers.com
    12. 12. www.ahalogy.com
    13. 13. “We’re celebrating the moment, we’re celebrating the rebirth, we’re celebrating the resurgence of Cincinnati beer and Cincinnati pottery once again.” –Greg Hardman President/CEO, Christian Moerlein
    14. 14. www.christianmoerlein.com
    15. 15. “We have a story that exists. We just have to celebrate it.” –Jerry Kathman, CEO, LPK Image: Frank Pierson
    16. 16. Branding pioneer. 90% of homes have products from at least one of the company’s 300 brands. Image: P&G Annual Report 1999
    17. 17. Digital pioneer. 1999 Ad Age Interactive Marketer of the Year 2011 Ad Age Digital A-List Digital Hack Night Image: Tom Cunniff
    18. 18. Driving loyalty through digital.
    19. 19. Holistic omnichannel strategy to meet customer demand. Image: Flickr Creative Commons / The Goat Whisperer
    20. 20. Cincinnati, the trailblazer.
    21. 21. One of Tech Cocktail’s Top 15 Startup Accelerators 2011& 2012
    22. 22. Attracting entrepreneurs from around the world China France Vancouver Chicago San Francisco Philadelphia Cincinnati Columbus
    23. 23. “We saw a real opportunity to leverage our regional strengths as a financial hub.” –Jim McKelvey, Founding Partner, SixThirty; Co-founder, Square; General Partner, Cultivation Capital

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