How Startups Can Connect with Brands

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How Startups Can Connect with Brands

David BerkowitzVP Emerging Media360i@dberkowitz / @[email protected] / MarketersStudio.com

22www.360i.com Proprietary & Confidential

Presented to Carmel Ventures in Israel, May 2012


Where I work


Where I work


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


What now looks like


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

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The most important criteria for brands when evaluating new technologies


Value

VALUE

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

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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.


Value

COST

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.


Scale

SCALE

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)

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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

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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

[email protected]

blog.360i.com / @360i

MarketersStudio.com / @dberkowitz

www.about.me/dberkowitz

Technology

How Startups Can Connect with Brands