northside innovation 2015 takeaways

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Northside Innovation 2015 Takeaways & Learnings Created by Reb Carlson @MyNameIsReb

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Northside Innovation2015

Takeaways & Learnings

Created by Reb Carlson

@MyNameIsReb

Innovation In Branded Content

Presented by Medium, Mic, and Gawker

• Brands seek out collaborative partnerships with these publications in order to engage with their audience.

• It’s less about driving click-throughs and impressions but more so about engagement.

• Time spent and shares are more accurate metrics of whether this content is engaging. 

• Examples: • Mic and General Electric • Medium and Marriott

Takeaway: While regularly adding content to the any company blog aids SEO efforts, a company’s blog is also a platform to engage with the creative community. Another way to engage with the larger creative community is to invite influential guest writers to contribute to the blog.

Democratizing Access and Discovery: Creating Physical Experiences That Matter

Presented by Rachel Shechtman, founder of Story

• Story is a retail store located in Chelsea that has the point of view of a magazine, changes like a gallery, and sells things like a store.

• The store uses retail and merchandising to create a story.  All the merchandise is refreshed every 3 - 8 weeks and is curated under a theme.

• Partnerships allow brands to develop an engaging experience for customers that would not be possible in a regular retail location.

• Example: • P&G’s Gillette partnered with Story for

their “How Does He Shave?” Campaign• Partnership included a shave station,

Perch-integrated* sample table and collaboration with Details Magazine and Birchbox Man.

Takeaway: A consumer’s physical experience with a brand can make or break their final purchasing decision.

*Perch offers analytics and tracking of in-store activity. Story also leverages Prism, which is also an in-store technology that leverages heat maps to track shopper activity

Democratizing Access and Discovery: Creating Physical Experiences That Matter

@MyNameIsReb

Serial Entrepreneur: At It Again

Presented by Bradford Shellhammer of Bezar, formerly of Fab

• Bezar is the Etsy for design, thought there is a big difference between handicraft and design. 

• Brand identity deliberately does not have a palette. The colors change every day with the merchandise that is being showcased – this allows the brand to be a chameleon that can support any designer. 

• Shellhammer imagines that Bezar curates people, not objects, and focuses on creating relationships with the designers. 

• “To be successful in retail, pull on the emotional strings of human beings.” 

Takeaway: Could online (and offline) marketplaces that curate design-focused objects be an opportunity for design-focused products?

@MyNameIsReb

Selling Influence

Presented by Casey Neistat, Yuli Ziv of Style Coalition, Natalie Zfat of The Social Co., and Rachel Martino of Origins and RachelMartino.com

• There are influencers you pay to get the media impressions (it’s a straight up media buy), and some you collaborate with and pay for their time to dedicate to the project. That is a true partnership and is looked at in order to generate engagement with the influencer’s community. 

• Even Casey Neistat says that advertising and numbers are important. His infamous Nike video (where instead of making a video took the money to travel the world) ended up driving sales and generated a ton of reach. Everything needs to be mapped back to whether it helped generate more sales. 

Takeaway: Leverage influencers as part of creative collaborations to engage with their communities, not with the objective to gain followers or generate impressions.

@MyNameIsReb

Create The Company Of The Future – Forget Storytelling And Start Storydoing

Presented by co:collective founder Ty Montague

• Brands need to be storydoers, not storytellers

• An energy drink is one small part of Red Bull’s entire narrative

• For Warby Parker, their business is their story.

• How to discover your business’ story:1. Do you have a story?2. Does the story define an ambition

beyond commercial aspiration?3. Does your story define a clear enemy?4. Is the story being use to drive innovation

throughout the company?5. Have you defined a few iconic,

transformative innovations to focus on?6. Are people outside the company

engaging and participating in the story?

M&D Takeaway: Ask yourself about the brand: “What is our main story? Are we making effort to communicate this story through our actions?” @MyNameIsReb

Anticipatory Design: The Shift Towards Invisible Technology

Presented by Sophie Kleber of Huge

• Process of how to decide if a new offering is right for your consumer.

• “In the future, everyone has to be data literate.”

@MyNameIsReb

Anticipatory Design: The Shift Towards Invisible Technology

Presented by Sophie Kleber of Huge

• Process of how to decide if a new offering is right for your consumer.

• “In the future, everyone has to be data literate.”

@MyNameIsReb

Anticipatory Design: The Shift Towards Invisible Technology

Presented by Sophie Kleber of Huge

• Process of how to decide if a new offering is right for your consumer.

• “In the future, everyone has to be data literate.”

@MyNameIsReb

Anticipatory Design: The Shift Towards Invisible Technology

Presented by Sophie Kleber of Huge

• Process of how to decide if a new offering is right for your consumer.

• “In the future, everyone has to be data literate.”

Takeaway: What is the problem that your brand is solving for? As we are marketing our products, are we allowing the consumer the ability to discover us on their own? How will technology shape the future of the brand, in both product, commerce, and marketing?

@MyNameIsReb

@MyNameIsReb

MyNameIsReb.com