How Startups Can Connect with Brands

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David BerkowitzVP Emerging Media360i@dberkowitz / @360idavid.berkowitz@360i.comblog.360i.com / MarketersStudio.com

22www.360i.com Proprietary & Confidential

Presented to Carmel Ventures in Israel, May 2012

Where I work

We’re always hiringenthusiastic and ripe talent

Where I work

360iU is 360i’s educational center exploring the intersection of culture, design & technology

Where I work

Yes, there’s a talking QR codein the men’s room, and yes,

I put it there…

Who we report to

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”

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.

Difference between then and now

The GIFs here are shamelesslyrepurposed from This Advertising Life:

http://thisadvertisinglife.tumblr.com/(in the downloadable version,

they’re animated – yay)

What now looks like

When brands try to jump on the startup bandwagon

When brands try to chase after startups

When brands try to… well, you get the idea

Meet 360i’s startup

www.startupoutlook.com

The two words that matter most

The most important criteria for brands when evaluating new technologies

I flew to Chicago from New Yorkjust to eat dinner here.

Crazy? Sure. Worth it? Absolutely.

Applicability

APPLICABILITY

A brilliant pairing at Kutsher’s Tribeca in NYC:black & white cookies and ice cream

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.

Ingenuity

INGENUITY

In Plano, TX, you’ll find one of the more original museums on the planet.

The 4 criteria in review

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.

This coconut milk cost less than $1.Cost isn’t everything though;

I’d have paid at least five times thaton that hot day in Costa Rica.

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 hertables, and she may be the best server I ever had.

Sad Keanu Sightings on Pinterest:http://pinterest.com/dberkowitz/sad-keanu-sightings/

MANAGEMENT

A great track record helps but isn’t the maindeterminant of successful brand partnerships.

(Here: Pete Hawley of Red Robot Labs)

What success looks like

Remember when Twitter was a startup?Our brands were running pilots back in 2008

Coke gets sticky with GetGlue and Tumblr

Read more: blog.360i.com / Coca-Cola on Tumblr / Coca-Cola on GetGlue

Watch what happens when Bravo teams up with TaskRabbit

Read more:http://blog.360i.com/events-conferences/bravo-taskrabbit-sxsw-interactive-partnership

Kraft Draws and Cooks

http://www.theydrawandcook.com/kraft-contest

Partnerships can extend agency-wide

Read more:http://blog.360i.com/360i-news/360i-expion-facebook

How to win agency friends and influence brands

1) Know your audience

CreativeMedia

Content

Account

Strategy

2) Be responsive

3) Be honest &avoid surprises

4) Send case studies& live examples

5) Be likeable

6) Show, don’t sell

7) Illustrate thevalue exchange

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

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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