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Northside Innovation 2015 Takeaways

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This is an adapted presentation from one I created for work following the Northside Innovation Conference in 2015. The conference, created by Northside Media Group, covers topics ranging from tech, design, and entrepreneurship. I've been attending the annual conference for four years and always gained takeaways that apply to any entrepreneur, or anyone with an entrepreneurial spirit.

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Northside Innovation 2015 Takeaways

  1. 1. Northside Innovation 2015 Takeaways & Learnings Created by Reb Carlson @MyNameIsReb
  2. 2. Innovation In Branded Content Presented by Medium, Mic, and Gawker • Brands seek out collaborative partnerships with these publications in order to engage with their audience. • It’s less about driving click-throughs and impressions but more so about engagement. • Time spent and shares are more accurate metrics of whether this content is engaging. • Examples: • Mic and General Electric • Medium and Marriott Takeaway: While regularly adding content to the any company blog aids SEO efforts, a company’s blog is also a platform to engage with the creative community. Another way to engage with the larger creative community is to invite influential guest writers to contribute to the blog.
  3. 3. Democratizing Access and Discovery: Creating Physical Experiences That Matter Presented by Rachel Shechtman, founder of Story • Story is a retail store located in Chelsea that has the point of view of a magazine, changes like a gallery, and sells things like a store. • The store uses retail and merchandising to create a story. All the merchandise is refreshed every 3 - 8 weeks and is curated under a theme. • Partnerships allow brands to develop an engaging experience for customers that would not be possible in a regular retail location. • Example: • P&G’s Gillette partnered with Story for their “How Does He Shave?” Campaign • Partnership included a shave station, Perch-integrated* sample table and collaboration with Details Magazine and Birchbox Man. Takeaway: A consumer’s physical experience with a brand can make or break their final purchasing decision. *Perch offers analytics and tracking of in-store activity. Story also leverages Prism, which is also an in-store technology that leverages heat maps to track shopper activity
  4. 4. Democratizing Access and Discovery: Creating Physical Experiences That Matter @MyNameIsReb
  5. 5. Serial Entrepreneur: At It Again Presented by Bradford Shellhammer of Bezar, formerly of Fab • Bezar is the Etsy for design, thought there is a big difference between handicraft and design. • Brand identity deliberately does not have a palette. The colors change every day with the merchandise that is being showcased – this allows the brand to be a chameleon that can support any designer. • Shellhammer imagines that Bezar curates people, not objects, and focuses on creating relationships with the designers. • “To be successful in retail, pull on the emotional strings of human beings.” Takeaway: Could online (and offline) marketplaces that curate design-focused objects be an opportunity for design-focused products? @MyNameIsReb
  6. 6. Selling Influence Presented by Casey Neistat, Yuli Ziv of Style Coalition, Natalie Zfat of The Social Co., and Rachel Martino of Origins and RachelMartino.com • There are influencers you pay to get the media impressions (it’s a straight up media buy), and some you collaborate with and pay for their time to dedicate to the project. That is a true partnership and is looked at in order to generate engagement with the influencer’s community. • Even Casey Neistat says that advertising and numbers are important. His infamous Nike video (where instead of making a video took the money to travel the world) ended up driving sales and generated a ton of reach. Everything needs to be mapped back to whether it helped generate more sales. Takeaway: Leverage influencers as part of creative collaborations to engage with their communities, not with the objective to gain followers or generate impressions. @MyNameIsReb
  7. 7. Create The Company Of The Future – Forget Storytelling And Start Storydoing Presented by co:collective founder Ty Montague • Brands need to be storydoers, not storytellers • An energy drink is one small part of Red Bull’s entire narrative • For Warby Parker, their business is their story. • How to discover your business’ story: 1. Do you have a story? 2. Does the story define an ambition beyond commercial aspiration? 3. Does your story define a clear enemy? 4. Is the story being use to drive innovation throughout the company? 5. Have you defined a few iconic, transformative innovations to focus on? 6. Are people outside the company engaging and participating in the story? M&D Takeaway: Ask yourself about the brand: “What is our main story? Are we making effort to communicate this story through our actions?” @MyNameIsReb
  8. 8. Anticipatory Design: The Shift Towards Invisible Technology Presented by Sophie Kleber of Huge • Process of how to decide if a new offering is right for your consumer. • “In the future, everyone has to be data literate.” @MyNameIsReb
  9. 9. Anticipatory Design: The Shift Towards Invisible Technology Presented by Sophie Kleber of Huge • Process of how to decide if a new offering is right for your consumer. • “In the future, everyone has to be data literate.” @MyNameIsReb
  10. 10. Anticipatory Design: The Shift Towards Invisible Technology Presented by Sophie Kleber of Huge • Process of how to decide if a new offering is right for your consumer. • “In the future, everyone has to be data literate.” @MyNameIsReb
  11. 11. Anticipatory Design: The Shift Towards Invisible Technology Presented by Sophie Kleber of Huge • Process of how to decide if a new offering is right for your consumer. • “In the future, everyone has to be data literate.” Takeaway: What is the problem that your brand is solving for? As we are marketing our products, are we allowing the consumer the ability to discover us on their own? How will technology shape the future of the brand, in both product, commerce, and marketing? @MyNameIsReb
  12. 12. @MyNameIsReb MyNameIsReb.com

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