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Avid union and the agency : agency as tech startup

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.

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Avid union and the agency : agency as tech startup

  1. 1. Avid Union & the agency Agency as tech startup. 1
  2. 2. 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.   2
  3. 3. Amazon But  un<l  recently  they  were  just   another  online  bookstore  with  a   great  user  experience.   3
  4. 4. 4 Now  Amazon  is  crea/ng  content  by  publishing   their  own  books.  
  5. 5. 5 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      
  6. 6. 6 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.        
  7. 7. 7 Also  Amazon  has  created  their  own  e-­‐reader.  
  8. 8. 8 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/  
  9. 9. 9 Where  is  the  Agency  in  this  equa/on?  With  companies  like   Amazon,  kickstarter,  and  entrepreneurs  like  Charles  Orlando,   we  beHer  act  fast.    
  10. 10. 10 The  future…   hVp://www.fastcocreate.com/1679248/taking-­‐ownership-­‐in-­‐ideas-­‐how-­‐ad-­‐agencies-­‐can-­‐really-­‐act-­‐more-­‐like-­‐tech-­‐start-­‐ups  
  11. 11. 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    
  12. 12. 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
  13. 13. 13 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.
  14. 14. 14 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.
  15. 15. 15 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.
  16. 16. 16 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.
  17. 17. Thank you 17 For questions please contact steveyu8@gmail.com