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How Startups Can Connect with Brands

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How startups can work with brands - as presented to Carmel Ventures in Israel May 2012

Published in: Technology, Business

How Startups Can Connect with Brands

  1. 1. 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
  2. 2. Presented to Carmel Ventures in Israel, May 2012 www.360i.com Proprietary & Confidential 2
  3. 3. Where I work www.360i.com Proprietary & Confidential 3
  4. 4. Where I work www.360i.com Proprietary & Confidential 4
  5. 5. Where I work We’re always hiring enthusiastic and ripe talent www.360i.com Proprietary & Confidential 5
  6. 6. Where I work 360iU is 360i’s educational center exploring the intersection of culture, design & technology www.360i.com Proprietary & Confidential 6
  7. 7. 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
  8. 8. Who we report to www.360i.com Proprietary & Confidential 8
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. What now looks like www.360i.com Proprietary & Confidential 12
  13. 13. What now looks like www.360i.com Proprietary & Confidential 13
  14. 14. What now looks like www.360i.com Proprietary & Confidential 14
  15. 15. When brands try to jump on the startup bandwagon www.360i.com Proprietary & Confidential 15
  16. 16. When brands try to chase after startups www.360i.com Proprietary & Confidential 16
  17. 17. When brands try to… well, you get the idea www.360i.com Proprietary & Confidential 17
  18. 18. Meet 360i’s startup www.startupoutlook.com www.360i.com Proprietary & Confidential 18
  19. 19. The two words that matter most www.360i.com Proprietary & Confidential 19
  20. 20. The most important criteria for brandswhen evaluating new technologies 20
  21. 21. 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
  22. 22. Applicability APPLICABILITY A brilliant pairing at Kutsher’s Tribeca in NYC: black & white cookies and ice cream www.360i.com Proprietary & Confidential 22
  23. 23. 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
  24. 24. Ingenuity INGENUITY In Plano, TX, you’ll find one of the more original museums on the planet. www.360i.com Proprietary & Confidential 24
  25. 25. The 4 criteria in review www.360i.com Proprietary & Confidential 25
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Scale SCALE Sad Keanu Sightings on Pinterest: http://pinterest.com/dberkowitz/sad-keanu-sightings/ www.360i.com Proprietary & Confidential 29
  30. 30. 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
  31. 31. What success looks like 31
  32. 32. Remember when Twitter was a startup?Our brands were running pilots back in 2008 www.360i.com Proprietary & Confidential 32
  33. 33. 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
  34. 34. 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
  35. 35. Kraft Draws and Cooks http://www.theydrawandcook.com/kraft-contest www.360i.com Proprietary & Confidential 35
  36. 36. Partnerships can extend agency-wide Read more: http://blog.360i.com/360i-news/360i-expion-facebook www.360i.com Proprietary & Confidential 36
  37. 37. How to win agency friends andinfluence brands 37
  38. 38. 1) Know your audience Media CreativeContent Account Strategy www.360i.com Proprietary & Confidential 38
  39. 39. 2) Be responsive www.360i.com Proprietary & Confidential 39
  40. 40. 3) Be honest &avoid surprises www.360i.com Proprietary & Confidential 40
  41. 41. 4) Send case studies & live exampleswww.360i.com Proprietary & Confidential 41
  42. 42. 5) Be likeablewww.360i.com Proprietary & Confidential 42
  43. 43. 6) Show, don’t sellwww.360i.com Proprietary & Confidential 43
  44. 44. 7) Illustrate the value exchangewww.360i.com Proprietary & Confidential 44
  45. 45. 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
  46. 46. 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

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