YouTility and Brandscaping can add value to your company and promote brand awareness.

1. Youtility and Brandscaping
Marketing
Impression-Marketing.com

2. What Is Youtility?
http://www.youti
litybook.com/

3. What Is Youtility?
 Marketing focusing less on being amazing
and more on being useful
 Informing vs. promoting
 Marketing that is so useful people would
pay for it
 Providing answers to nearly every question
a customer could ask – before they even
ask it

4. Why Youtility?
 Companies are in direct competition with your friends and
family (just look at your Facebook feed)
 Search engine use is declining – yes this is true
 In 2004, 83% of consumers used an engine to find websites
before a purchase. In 2012 it was 61%.
 Why did Apple buy Siri? If you are using Siri what aren’t you
doing?
 Consumers accessing more sources of information before
they convert
 A few short years ago consumers would visit 5 websites
before making a decision, today they view 10+
 Be seen as loyal and inherently useful and you will keep
your customers close

5. Examples
River City Pools
Pool business was down the drain in
2008!
Owner decided to just start posting
answers to any question he ever got about
pools from customers.
Business started picking up and they
became the go to company for pool advice
across the nation.
They provided so much information to consumers
their closing rate hit 80% and people read 105
pages on their website!

6. Examples
IKEA
Montreal is a city of renters. Each year
approximately 225,000 renters move on
July 1.
IKEA gave out boxes around the city, and
increased sales by 24.7% in one year.
Boxes had clever messages, such as
“This box is also a curtain”.
When Montreal residents need something for their apartment who is top of mind?
Ikea was being useful to consumers at the exact
moment they needed it.

7. Examples
Hilton
Hilton hotels started a program with employee volunteers in 25 cities. The idea: If you see
an opportunity to help, just help.
Monitoring Twitter, if @HilltonSuggests sees someone looking for a restaurant or travel
advice @HiltonSuggests provides recommendations.
 It doesn’t matter if the tweeter is a Hilton customer
 Hilton might not even mention or recommend their own hotel
The next time you are traveling to a city and need a trusted hotel who do you think of first?

8. Brandscaping
Andrew Davis
Youvebeendrewed.com
@andrewdavis

9. Brandscaping
Brandscaping Definition: “A process that brings like-minded brands
and their respective audiences together to create content that
increases demand and drives revenue.”
Themes:
• Leverage content as an asset (not an expense)
• Create relevant, frequently delivered compelling content that engages,
inspires & informs your audience
• Takes advantage of monumental shifts in media industry, social media,
publishing, advertising & PR
• Brand your content

10. Brandscaping
To Be Successful at Brandscaping you Need:
• Confidence to invest in the content of others and
the belief that their audience, big or small, is
valuable
• Humility to believe your customers care about
more than just your products & services
• Willingness to pool resources and share your
audience with other brands

11. Brandscaping
Example: Lauren Luke – Sephora Makeup
Story: Lauren was a taxi driver who started publishing tutorials on YouTube
showing how to create celebrity makeup looks. Her videos were getting
millions of views.
Anomoly ad agency took note and partnered with Lauren to help her launch
a makeup line - now sold at Sephora stores.
Results:
• Lauren’s products sit next to brands that spend millions on advertising,
Lauren and Anomaly spent $0 on traditional media
• Today her brand is worth more than $100 million dollars
Lauren + Anomaly + Sephora = Brandscape

12. Brandscaping
Example: IBM – Watson Computer
Story: IBM Wanted to be known as a
technology leader offering real business solutions.
IBM challenged Jeopardy Champs to two nights
of competition against the IBM Watson Computer.
Results:
• 14.5 million people watched the first night, Jeopardy ratings saw a
24% increase
• The second night Jeopardy outperformed every TV show in top 10
markets with more than 30 million viewers
• IBM saw 20% growth in analytics consulting during the next business
quarter
IBM + Watson + Jeopardy = Brandscape

13. Brandscaping
More Examples:
The Joe Show
• Advertising Specialty Institute represents promotional products
• Partnered with Joe Haley, an expert in the industry
• Joe reviews and showcases promotional products on YouTube – both the
products and ASI benefit
• It doesn’t matter if these videos aren’t viewed millions of times – Joe has
become a celebrity in his niche audience
Joe + ASI = Brandscape
Devin Graham
• Devin’s extreme sports and travel videos have garnered more than 46 million
views and 500,000+ followers on YouTube
• JetLev water jet packs wanted to tap into the extreme sports audience
• Partnered with Devin Graham to make a jet pack video watched more than 5.4
million times
Devin + JetLev = Brandscape

14. Brandscaping
How To Do It:
Build a Format
• Be consistent
• Audience builds a relationship with the format, not the content itself
Create a hook
• Unique concept designed to ensnare and trap your unsuspecting
audience into consuming and sharing your content
Make an appointment with your audience
• Find out what they want, what matters most to them and what type
of content they consume
Niche, Niche, Niche (fractal marketing)
• Don’t market to everyone. Find your specific audience and speak
to them.