avid union and the agency : agency as tech startup
DESCRIPTION
Like all marketers, we are always finding interesting ideas from which we draw inspirations from. In this presentation that I created, points to a series of observations I made in the creative market space. In fact I believe in this presentation so much I am currently following my own advice and headed in this direction of using crowdfunding, social marketing to drive design innovation in the products I create and bring to market.TRANSCRIPT
Avid Union & the agency Agency as tech startup.
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Amazon
From the beginning of their existence, Amazon has given their customers the best shopping experience, a pla9orm to express their views and generate reviews, and relevant recommenda<ons. This created a huge database of their shoppers’ preferences that they use to advise shoppers’ of products they might purchase.
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Amazon
But un<l recently they were just another online bookstore with a great user experience.
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Now Amazon is crea/ng content by publishing their own books.
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Which empowered Rela/onship Guru Charles Orlando to get a great book deal. Why would he do this? BookSurge was partnered with Amazon.com, and once I was published, my book was automa<cally included on Amazon.com (this was 2007/2008, before there was a real e-‐book publishing effort). It was print-‐on-‐demand with really good quality, so I didn't need to hold an inventory and I didn't need to be part of the backend stuff: shipping, fulfillment, returns, chargebacks, etc. Plus, I would get all the benefit of being grouped with best-‐selling authors, receive reviews, and more. They had mul<ple levels of service-‐-‐edi<ng, marke<ng, public rela<ons, custom covers, and much more-‐-‐but I elected to go with a flexible offering (allowing me a custom interior, custom cover, and no more than 10 interior illustra<ons). hVp://www.fastcompany.com/1814169/charles-‐orlando-‐self-‐publishing-‐ebook?partner=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company+Headlines%29
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How? By keeping personal, relevant, and frequent. I started a blog: three posts a week. Simultaneously, I spun up my Facebook and TwiVer efforts and started publishing my blog posts to my Facebook Page. But I could see that readers had to leave Facebook or TwiVer to interact with what I had wriVen. As a test, I just wrote on Facebook, using the Notes applica<on on my Page. And... voila... increased engagement and interac<vity; more comments, more sharing on individuals' Walls. I took down my blog at the end of 2009 and in an effort to meet my audience where they "lived" I transi<oned all my efforts to Facebook (and some on TwiVer). My Facebook Fan Page was now a few hundred strong.
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Also Amazon has created their own e-‐reader.
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Are they also partnering with tech startups and entrepreneurs? hVp://www.kickstarter.com/discover hVp://www.wired.com/business/2012/06/in-‐the-‐kickstarter-‐future-‐hardware-‐is-‐the-‐new-‐sohware/
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Where is the Agency in this equa/on? With companies like Amazon, kickstarter, and entrepreneurs like Charles Orlando, we beHer act fast.
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The future…
hVp://www.fastcocreate.com/1679248/taking-‐ownership-‐in-‐ideas-‐how-‐ad-‐agencies-‐can-‐really-‐act-‐more-‐like-‐tech-‐start-‐ups
Why?
Evolving Shopping Behavior!
The concept of shopping has shiKed from owning stuff to buying into new ideas! Purchasing something isn't really about the thing itself anymore. Today, a product or service is powerful because of how it connects people to something— or someone else. hVp://www.fastcompany.com/1842581/why-‐millennials-‐dont-‐want-‐to-‐buy-‐stuff?partner=rss
With agencies’ global crea/ve pool, there is no reason why we can’t create our own products and community to leverage our clients’ wants and needs.
Through Kickstarter : Avid Union has raised over $139,000.00 organically less than 1 year.
How? By enabling our own creative community
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Through Kickstarter : crowdfunded with great reviews
FOR OUR FIRST PROJECT FOR KICKSTARTER we chose a product that was more niche to test the market place. We managed to organically raise $8000 from 4000 video views in one week using only Kickstarter’s self created traffic.
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Through Kickstarter : crowdfunded with great reviews
FUNDED FULLY WITHIN 12 HOURS OF LAUNCH With almost all organic growth from within Kickstarter we have achieved a great connection from within our Kickstarter community.
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Through Kickstarter : crowdfunded with great reviews
INVENTING AND BRINGING A NEW PRODUCT TO LIFE on Kickstarter is a compelling way to introduce a never before seen product to the market.
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Through Kickstarter : mass media coverage
FUNDED FULLY WITHIN DAYS OF LAUNCH Our products were able to get global coverage with some of the biggest news pubs in the world.
