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How Startups Can Connect with Brands
David Berkowitz
VP Emerging Media
360i
@dberkowitz / @360i
david.berkowitz@360i.com
blog.360i.com / MarketersStudio.com

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Presented to Carmel Ventures in Israel, May 2012
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Where I work
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Where I work
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Where I work
We’re always hiring
enthusiastic and ripe talent
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Where I work
360iU is 360i’s educational center
exploring the intersection of
culture, design & technology
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Where I work
Yes, there’s a talking QR code
in the men’s room, and yes,
I put it there…
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Who we report to
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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”
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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.
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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)
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What now looks like
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What now looks like
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What now looks like
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When brands try to jump on the startup bandwagon
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When brands try to chase after startups
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When brands try to… well, you get the idea
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Meet 360i’s startup
www.startupoutlook.com
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The two words that matter most
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The most important criteria for brands
when evaluating new technologies
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Value
VALUE
I flew to Chicago from New York
just to eat dinner here.
Crazy? Sure. Worth it? Absolutely.
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Applicability
APPLICABILITY
A brilliant pairing at Kutsher’s Tribeca in NYC:
black & white cookies and ice cream
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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.
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Ingenuity
INGENUITY
In Plano, TX, you’ll find one of the
more original museums on the planet.
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The 4 criteria in review
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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.
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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.
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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.
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Scale
SCALE
Sad Keanu Sightings on Pinterest:
http://pinterest.com/dberkowitz/sad-keanu-sightings/
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MANAGEMENT
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A great track record helps but isn’t the main
determinant of successful brand partnerships.
(Here: Pete Hawley of Red Robot Labs)
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What success looks like
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Remember when Twitter was a startup?
Our brands were running pilots back in 2008
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Coke gets sticky with GetGlue and Tumblr
Read more: blog.360i.com / Coca-Cola on Tumblr / Coca-Cola on GetGlue
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Watch what happens when Bravo teams up with
TaskRabbit
Read more:
http://blog.360i.com/events-conferences/bravo-taskrabbit-sxsw-interactive-partnership
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Kraft Draws and Cooks
http://www.theydrawandcook.com/kraft-contest
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Partnerships can extend agency-wide
Read more:
http://blog.360i.com/360i-news/360i-expion-facebook
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How to win agency friends and
influence brands
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1) Know your
audience Media Creative
Content
Account
Strategy
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2) Be responsive
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3) Be honest &
avoid surprises
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4) Send case studies
& live examples
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5) Be likeable
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6) Show, don’t sell
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7) Illustrate the
value exchange
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In review…
1. Know your audience
2. Be responsive
3. Be honest & avoid surprises
4. Send case studies and live examples
5. Be likeable
6. Show, don’t sell
7. Illustrate the value exchange
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A pleasure starting up the dialogue…
keep it going
David Berkowitz
VP Emerging Media, 360i
david.berkowitz@360i.com
blog.360i.com / @360i
MarketersStudio.com / @dberkowitz
www.about.me/dberkowitz
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