Categories
Digital Events

Tutor @ The Alchemy Diploma of Digital Marketing – April 2015

Proud again to announce something cool that I am going to do this year in London. I’m going to put my Digital Marketing, MBA and Entrepreneurship skills & experience to good use mixed with the seasoned methodologies of the Digital Marketing Institute to create the space for Londoners to take the first steps in the digital world. Here’s the blog post I wrote for the class earlier in the week. Please feel free to share 🙂 And use the EARLY BIRD code when registering.

Update 6/3/2015: Supersaver code expired, please use Saver 🙂

Update: 24/3/2015: The Saver code is gone now!

alchemyclass

We believe in giving before taking, so here are our 10 key digital marketing tips that will help you build amazing campaigns using the best digital mix.

1. Be helpful, honest and open – the rise of the internet & mobile connections have brought people closer together & closer to brands. It’s now more important than ever to stand out with a helpful message. Give before you ask.

2. Write for your customers, not for Google – too much we have focused on keywords and link-building for search engine optimization and forgot about the power of digital PR, organic mentions and fresh content.

3. The click is just the beginning of the journey – use today’s wide variety of pay per click networks, but don’t forget to track your customer all the way from the banner/link ad to your thank you page. You will learn a lot.

4. Email is king – if used correctly, email is still a very powerful tool, even with the rise of social media. Gets people clicking and gets people buying. What would you do without all those travel deals, Timeout offers or cool discounts that you get every day?

5. Display advertising enriches brands – pictures are worth 1000 words, especially in display advertising. Show what’s great about your product of service, make people smile, laugh or go “aha” with that design and copy. Clicking isn’t everything here.

6. Use that mobile connection wisely – our (smart)phone is the most intimate communication tool of them all. We carry it around with us every day and use it regularly. Do everyone a favour and don’t be intrusive. Connect with a purpose and add value.

7. Measure everything – the internet was a big leap forward from the TV or print ads because we now can track each and every marketing tactic. So we know what works and what doesn’t and focus just on the stuff that works. Analytics tools have to be part of every digital mix, no matter how small.

8. Social media is about being social – Don’t just start a social media channel to broadcast, use it to connect and engage with your customers, answer their questions, post useful content and entertain them. Oh, and use photos and videos a lot, it works.

9. Not all social networks are useful for your business – or for yourself for that matter. Learn how to choose from the wide range of networks and go where you can best provide added value and reach your customers at the same time. I know, a tricky one.

10. The strategy pulls it all together – the mix of tools is not a campaign unless we make strategic choices and establish a clear path, a tone of voice, narrative, approach, network mix and a set of indicators that will tell if we are successful or not. Never start a digital marketing effort without a strategy. You’ll never know if you are successful.

This is just a 5 minute taster of a 10 module Professional Diploma in Digital Marketing, an accredited course we are running this spring in London. Just to give you an idea of its scale, over 9,000 professionals from 36 countries have graduated and taken enhanced digital knowledge back to their businesses. So why not join them in April?

We have two types of classes, both full time and part time, run by two experienced tutors, Mike and myself.

Categories
More Startups

The Extra Dish on Wall-Street.ro: Delicious business in the UK: A Unicorn start-up for food lovers

Needless to say how happy I am that The Extra Dish has had such amazing feedback and is now featured on one of the biggest news & business websites in my home country. I’ve translated the article below and plan to make it the first of many. Thanks Wall-Street.ro & Alex Goaga for letting me put it up here, too!

Titus, 27, is at his fourth attempt in the world of startups. This time, along with two other partners, he chose a field full of flavor – a platform that connects people who cook at home dishes that are more more or less conventional and those who want to order home-cooked meals. The network is called TheExtraDish.com.

Meet the founders of The Extra Dish

The Extra Dish founders, Kate Wolfenden, Roberto Lucci and Titus Capilnean met in the Executive MBA program at the Hult International Business School where they worked together on several projects. After graduating, they kept a close relationship and the three are now working together for The Extra Dish.

Kate, 34, spent the past few years in the charitable sector and in the past had a business that combines pubs and street festivals in London. Kate is now working on WWF and will serve as a Non-executive Director for The Extra Dish.

Roberto Lucci, 46, is the one who came up with the idea in the first place. He helped build a tourism business focused on luxury villas, business that has achieved multi-million turnover and where he is now working to automate the processes using digital tools.

Titus, 27, has worked in the online industry in Romania from 2008 to 2014 on NGO campaigns, in agencies and in the corporate sector, when he decided to move to London. It’s the 4th attempt in the world of startups, having tried to build two agencies and a foursquare for websites on which he worked in various stages and in different positions.

The team is now expanding with Alex Nicolaica, who recently moved to London and will bring his expertise in marketing and digital built in the IT&C & FMCG sectors, and Aishlyn Angill, a Londoner who loves meeting new people and is excited by the big challenges behind such a business like The Extra Dish, where she can put her amazing sales skills to good use. Alex takes care of marketing strategy and Aishlyin of the operations and relationships with the home cooks.

Why The Extra Dish?

In Romania, such a platform would be a niche of a niche, as it would cover a still very small, only emerging market. However, only in the UK, convenience and take-out food markets exceeded 60 billion pounds in 2014. This includes all fast-food delivery, restaurant delivery services and convenience food sales in stores like Tesco, Marks & Spencer and Sainsbury’s.

“Roberto, a lover of good food tired of restaurants or traditional takeout, came up with the idea when he tried to order something from a local cook. He couldn’t find a solution to solve the problem and knowing that there are other people with the same needs, started working on the project with me and Kate, “says Titus.

The first iteration of the idea consisted of a Business Model Canvas, a few platform specifications & user journeys, a business plan and lots of enthusiasm. These were validated at Startcelerate London, Seedcamp Office Hours in Paris and LCIF London and also helped to attract about 50 people potential cooks who love doing this at home and to whom they will facilitate the connection with “foodies” in London.

The Extra Dish Startcelerate Pitch

“Looking ahead, our vision is that everyone who is a talented home cook should be able to use their talent through The Extra Dish. That translates into global infrastructure (directly or through partners) and a brand at least the size of Airbnb and Uber”, said Titus Capilnean.

What is the business model?

“The business model is simple and transparent – we create a link between people who cook at home and those who want to order home-cooked meals and we charge a percentage for brokering the deal (the order will have a set minimum value adding the delivery fees on top). We try to close the circle when it comes to take-out, as we have learned from all other food startups that we have studied while defining the concept of The Extra Dish. Our ambition is to create an ecosystem that will connect people passionate about cooking with those who want to order food cooked with love and care, and that means we need to cover all stages of the transaction – presentation, packaging, transportation, payment, so the only concern of the cooks is what to cook next and for those who order to benefit from an experience at least as good as ordering from a restaurant delivery service“ notes the young Romanian.

Currently, the team have been in touch with dozens of home cooks who have shown interest in being included in the platform and estimate that in the next 12 months, they will have about 500 active home cooks.

“From the marketing point of view, we are looking at a two sided approach, with the cooks group being our beachhead. The tactics and channels are somewhat different then for the foodies. For the home cooks we use recruitment events and cooking groups, cooking schools and generally we are targeting the information providers and learning platforms that they visit, like forums and cooking magazines. The initial focus will be on the cooking schools, as there we have the security of having a qualified audience of willing and skilled home cooks or future chefs.”

The other side of the market is that of users who want to order home-cooked food. Here we’re talking about standard channels: performance marketing, social networks, cooking blogs, but beyond acquisition campaigns, the entrepreneurs will work on retention and loyalty campaigns for users. They will also leverage platform usage data and personal preferences to generate the best recommendations.

Looking for investors

For the last few months months the three have been working at both the testing and modelling concept and presentations, pitches and individual meetings and are in discussions with a number of investors. “We want to enter in a partnership with one or more investors who understand the business and want to contribute actively to the its development, bringing on board their experience, network and ideas, not just the money. We’re a super strong team, enthusiastic and full of energy and will put all our “brain power” to good use to achieve fantastic results!“, says Titus.

They aim to fully launch platform in the coming months, with own resources and use the capital injection to ensure a consistent impact and strong growth. “In the coming weeks we are preparing to launch a crowdfunding campaign where we would love to see contributions from everyone who believes in our vision and ability to go global. Of course, if wall-street.ro readers (or my blog readers for that matter) are interested in our business, we are open to any investment proposal (just say hello (at) theextradish.com) “.

For the first 18 months, the focus is on the London market, given that the main goal is to become sustainable before the next step into new markets. Most of the team is already there, the market is very large and very dynamic. “We want to cover about 50% of the London until next year and then to replicate the model and learning onto other markets. We’re looking at the US, especially the west coast, but the list includes 2-3 cities in Europe, too “.

(…)

The initial investment

So far, the founders have invested some thousand pounds in project and expected that they will continue to fuel it’s setup, “but our time was the main resource to date and consisted of tens of hours per week invested in documents, meetings and presentations. So the 6 months of dedication would amount to a total of £60-70,000” according to their own estimations.

“But back to the discussion about investment, we need at least £50,000 to launch and then a total of £600,000 pounds during the first 12 months to be sure that we can scale the business at the desired pace” set out by the “blue sky” scenario. The recovery time of such an investment is about 3 years.”

“In the world of startups, we would call our company a Unicorn, which requires a bigger initial investment, as it’s profitable only at volume. Investments in this type of companies support the fixed costs and the expansion, but when the business becomes profitable, the results are usually extraordinary. The other type is the Pony, meaning that the company produces enough income from the beginning and the only cash it needs is that which it helps it to grow faster, but the growth & gain rate is not as staggering. The Pony is a more common type of tech startups, easier to launch, but usually they don’t scale as much as a Unicorn,” concluded Titus Capilnean.

Categories
Startups

An extra dish of lokshen kugel

e39f24718bd53bddf7383cbd5f7840b9I moved out of my home country this year and I had previously left home for college 7 years ago, so home cooking was something I used to get just on public holidays, when I would travel home and my mum would cook for me. But somehow, with all these years past, I still longed for a piece of lokshen kugel (sweet noodle pudding for those who don’t know what I’m talking about).

I couldn’t find it anywhere in Bucharest, where I had lived prior to coming to London, and even here you could only get it in certain Israeli restaurants, but never as good as my grandma used to make it. You know what I am talking about, we all have our lokshen kugel even if yours is called differently. It’s that dish that your elders used to cook for you with everything in the right place, perfectly cooked and with that extra sprinkle of home cooking to make it taste right. No restaurant or takeaway or convenience dish can match that. It’s just something you have to make in your own home.

The why

This September, myself and two great friends decided to work together towards something that we think could revolutionize the way we order take-out food. We call it The Extra Dish.Just a few months later and we are ready to tell the world about it; and this is where we need your help. We know you have a great community of passionate home cooks and we’re sure that some of them are based in London and would surely benefit from our project.

So what is The Extra Dish?

It’s a food sharing platform. But instead of connecting restaurants, professional chefs or takeaways, we connect hungry commuters with talented home cooks in their neighborhood. Imagine getting an amazing Brazilian stew from the woman that knows it best, or maybe that secret-recipe curry or proper Yorkshire roast dinner like you remember your mum making back home. That’s the food we will be sharing — The food restaurants just can’t do. Now, what if we had all of that and we promised that every meal bought on the platform also bought an emergency meal for someone, somewhere else in the world that needs it most?

Scouting for talented home-cooks

Right now we are on the scout for talented home cooks that would want to make a bit of extra income from home by doing what they love the most — cooking! All they would need to do is make the food and we would take care of the rest — even the delivery! Plus ordering, advertising and money transfer is all handled safely and securely online (soon enough, we’re still in pre-launch phase). So the cook earns the money and the food-lover gets fed a great home-cooked meal. This is why we would very much appreciate your thoughts on The Extra Dish and, if you really like it and want to empower talented home cooking, we’re recruiting in London, Zones 1 or 2 for our initial launch.

Categories
Politics

Painful democracy

IMG_8545This weekend, just like two weeks before, I waited patiently for hours to vote, a right our parents fought for 25 years ago. In London tens of thousands of people, most of them calm, smiling, queued with us in the hope of a better future back home, where they still have family members, friends, businesses. I didn’t get the chance to do it though, unfortunately, after waiting for 10 hours.

When is the last time you queued for 10 hours to exercise your right?

This sad, sad moment reminded me of a story about communism that my parents and grandparents used to tell me. I was born in 87, when times were very hard. They told me that they used to go and queue to get food – eggs, milk, meat (which was a rare treat). Electricity and hot water were scarce and we used the stove to keep warm when heating was cut too. That was painful communism.

Today we don’t have to queue for food anymore, but for something else. We have to queue for the power to change a system that has driven us out of our hometowns, out of our country in search of a better future. Why would a democratic system cause its citizens so much pain, so many hours wasted for tens of thousands of people.

We switched the painful communism with painful democracy – a pain to vote, a pain to travel, to do business and to be happy. I hope this weekend is a step to put an end to this. And i hope the next MCV report will reflect the poor state of the nation and its institutions. Events like this, voting queues, should not be possible in 2014, European Union.

Along side the poor deployment from the organizers(Government), there is one more notable mention. I am ashamed that some people who call themselves patriots and Romanians disrupted the peace and quiet of Kensington and resorted to shouting, verbal violence and raised the tension in the peaceful queue. There were agitators, people that were there just to anger the others, not to vote or anything else. They are the representation on the uncivilised side of Romania and none of us should ever encourage them.

I distance myself from these agitators and disrupters and I ask you, the non-Romanian reader, to see beyond this uncivilized representation of nationalism and take a good look at us, the silent, numerous and mannered group that are part of your communities in the EU and all over the world. We are the victims of the painful democracy back home.

Categories
Mining

How can Rosia Montana help deliver on Mr. Schultz’s investment objectives for the EU

3-the-formerly-mined-cetate-pit-at-rosia-montanaEuropean Parliament President Martin Schultz, recently declared that Europe needs an investment package to overcome low growth and high unemployment. Of note, he said the following:

“We need targeted investment in areas where, in the short term, it will stimulate the economy and create jobs and, in the long term, safeguard our children’s future. We need to invest in areas and projects which will generate the greatest value added.” (Source: Europa.eu website)

The Roşia Montană mining project and other similar projects across Europe, which extract natural resources with sustainability and social responsibility as core principles, together with the highest regard for environmental standards, will create jobs and welfare for local and national communities, and could contribute to fulfilling the growth objectives put forward by Mr. Schultz.

The World Gold Council reported in October that, in 2013, fifteen of its members surveyed employed over 160,000 people and had a total expenditure of $47.3 billion, out of which 79% ($37.4 billion) was spent inside the country of operation. Of that $37 billion, 88% benefited suppliers, local people and communities and only 12% went to national budgets. Imagine a European Union that is self-sustainable and prosperous thanks to its rational use of currently available resources and a sound exploration strategy.

Read more on the Rosia Montana News website.

Categories
Social Networks

Ello invitations givaway

Most digitally connected people have heard of Ello by now. Ello is the social network that vows not to share your personal data for advertising gains. That’s their USP and that’s what’s drawing people in, leaving the novelty factor aside. They hope to make money from paid features and are accepting limited numbers of users due to server restrictions a.k.a. keep the network from crashing altogether (remember the fail whale?).

ElloEllo

I was fortunate enough to get an invite from my network and I’m returning the favor. I have 10 invites up for grabs for the first 10 comments posted here, on my blog, that say what they think brands could do on Ello. Please use real email addresses for the comments so I can send you the invite codes.

I’ll start: Brands could use Ello to tell stories that are somewhere between blogging and tweeting, to add image and video and provide an uninterrupted experience via the Ello timeline.

Categories
Digital Events Startups

Startcelerate London – test your startup in a 2 day marathon

Last week I was talking to some of my Romanian friends in the UK and one of them introduced me to Startcelerate London, a pitch & match event that will take place at Level39 (great Canary Wharf co-working space) in the October 31 – November 1st weekend.

I said it before on my blog, Romania is one of the rising stars in tech thanks to high quality programmers, a still emerging market in terms of costs and very high Internet speeds. Thus, Romanians have decided to come to London and provide great programming and product development services to 20 eligible startups.

20 startups and up to 10 tech companies to pitch one another, get essential insights from renowned industry specialists and engage in a close matching process out of which investment partnerships can result. It’s not about money investments, but about direct investments of tech resources from strong established software companies into promising startups in exchange for equity.

How to participate as a STARTUP?
A technology partner can be the essential element in developing your startup, allowing you to build or scale your technology and team. Apply here be one of the 20 selected startups for pitching in front of 10 strong tech companies and get a resource investment from one of them. If your project is selected you will have to buy a ticket for the event in order to finally confirm your presence for the event. You will receive a link with the ticket information in the confirmation email.

Who are the sponsors (direct resource investment, remember?)

investors pitch

As this was not reason enough, the organizers have prepared a list of speakers to share their knowledge and inspire the participants into building the best products ever. They are:

John Spindler, Enterprise Capital
John Spindler is the CEO of Capital Enterprise and Founder of Capital List. John has several years of experience with early stage businesses both as a founder, investor and an advisor. The last few years he has focused on supporting startups in the investment process and has successfully helped startups raise finance through introductions to accelerators, angels and venture capital. John is an invaluable resource for startups looking for advice in the investment process.

Thilo Schneider, Pinset Masons
Thilo is a corporate lawyer with Pinsent Masons LLP, an international law firm specialising in the technology sector (www.pinsentmasons.com). Thilo is head of the firm’s Bootlaw (www.bootlaw.com) initiative which runs monthly events aimed at tech start-ups and his firm regularly advises emerging tech companies and their investors on corporate, IP and other legal issues.

Jaspar Roos, Future Ideas
Jaspar is a renowned authority in the field of innovation. Jaspar has been the Chief Inspiration Officer for ABN AMRO Bank for many years. Managing the innovation and venturing lab Dialogues Incubator, Jaspar has been one of the pioneers in themes as wearable technology and crowdfunding. Currently, he is entrepreneur, writer and inspirer. His main outlets are www.futureideas.eu, www.chiefhumorofficer.com, www.ventur.es and XL Family. He loves life.

Bill Morrow, Angel’s Den
Bill is CEO & Co-Founder of Angels Den, Europe and Asia’s largest angel network with an established equity crowdfunding platform. Since founding Angels Den in 2007, he has changed the rules on angel investing and led the way in making investment truly accessible to great businesses.Bill has run businesses in London, Hong Kong, Singapore, New York, Russia and Dubai. He is a popular keynote speaker who inspires his audiences with his open approach and determination to promote angel investing and crowdfunding and make business finance more accessible for all.

Josh Krysiak, Citinite
Founder of Citinite, a digital marketing startup for the nightlife sector. While completing a Law degree at UCL and the University of Hong Kong, Josh gained extensive experience in the entertainment industry, from managing stages at festivals to organising, promoting and playing at events on multiple continents. Building on this expertise, he spearheaded the development of the Citinite platform in order to fill the gap in the market for a comprehensive and targeted promotion solution.

Update #1:

Two Pitch & Match events were held already in Romania, Cluj and Bucharest, both validating the event structure, the internal team efficiency and the need for this kind of alternative founding of the market. Specific to Startcelerate’s investment process is a bespoke convertible security that simplifies the negotiation, prevents premature valuation, and covers specific risks.

Update #2:

They’ve added new sponsors and partners for the event and prolonged the application deadline until the 26th of October.

UCL Advances(the entrepreneurial wing of UCL), Level39 (the Tech Accelerator in Canary Wharf), London & Partners (representing the Mayor of London and TechCity), Pinset Masons, Thomas Eggar LLT, F6s (the biggest network of startups and investors in the world) or DotForge (a strong accelerator specialized in tech and social).

Last but not least, some useful links about Startcelerate:

Video of Startcelerate concept
Video with highlights of Bucharest event

The Pitch&Match London Event Overview presentation
The Startcelerate Concept presentation
The Executive Summary & Sponsorship packs presentation

Categories
Digital Events Startups

How to use moral psychology to grow a community around your startup

A few weeks ago, Gus Ferguson sent out an email with a call for workshops for the Digital Growth Day (18th of September) at Google Campus London. On any other occasion, I would have gone forward with a regular topic like: “How to leverage social media to attract customers”, “Increase your digital footprint and generate awareness, responses and sales”, “Turn your likes, shares, tweets into real paying customers” and so on.

But no.

This time I had just finished reading The Righteous Mind, a book by Jonathan Haidt, where he uses moral psychology to show how politicians can become more appealing to their constituents, but at the same time lays the ground for an interesting paradigm that can be used in consumer marketing (both for corporations and startups). That’s how I ended up emailing the topic of:

How moral psychology and digital marketing can accelerate your customer acquisition – a talk about messaging and leveraging the inner moral structures to strengthen and grow the community around a start-up

Digital-Growth-Day-Agenda-banner

I’m not going to spoil the workshop itself by revealing it on my blog, but I can tell you this. If you subscribe here (it’s FREE) and be selected as one of the 12 participants, you’ll get to see me:

  • talk about myself for a bit 🙂
  •  giving you a test on the moral foundations
  • talking about ideology and creating groups around your startups and products
  • focusing more on community and on the outside than on the founder(s) and team(s)
  • showcasing some of the more successful messages and decode their moral substance

All that and a bag of M&Ms for the most relevant contribution of them all. So join me next Thursday, looking forward to it.

Update:

And here’s the presentation that I used to make my point:

Moral psychology and digital marketing – Twinberry Mix at Digital Growth Day from OMN
Categories
Digital Events

Digital Innovation Meetup Summary @ Google Campus

10387893_671776802916594_1790564367_nI like to publish a summary of my observations and learning after the digital events I attend, even if the event ended a week ago, but it’s vacation season (still!), so bear with me. This one will make no exception, but in addition to my own notes, I used James Ashcroft‘s ones since I was late for the first presentation, getting there just when the Q&A started. Anyway, we had a 3 speaker event with hugely different styles and topics that we could learn from.

The first presentation, the one from Lief Bode Nielsen, Senior eCommerce Specialist at LEGO, is the one that I missed. But here are James’s notes.

· Innovation is critical to the sustained success of LEGO – 60% of toys we sell each year did not exist the year before – and digital innovation is one of the four pillars on which our continued success is built.
· The success of the LEGO movie and the company’s video games past and present is well known but we are also integrating digital into the physical. An excellent recent example is Lego Fusion. We’ve done away with instruction books, you begin by downloading an app and, in the Town Master version for example, you are the mayor charged with building a town. The premise isn’t so different from, say, Sim City, but here you design and build each building using physical bricks. You then take a picture of the building and your creation gets digitised into the game!
· LEGO is also leveraging Augmented Reality in flagship stores. Children bring a box of LEGO up to a screen and it animates the bricks to show the kids what the product will look like once put together.
· LEGO has been using Optimal Sort (http://www.optimalworkshop.com/optimalsort.htm?gclid=CLvKm_rQocACFfMZtAodvnUA3A) to get consumers to help them better organise content online in a bid to realise next generation e-commerce.
· Since 2008 LEGO has been engaging consumers to crowdsource new ideas for its products.

And here are my thoughts from the Q&A: It’s always good to hear that a retail giant acknowledges that the industry has changed and they are adapting and moving forward with branded games (something that I had been an ambassador of since 2010) and e-commerce. It’s a mixture between brick and mortar and online, but the experience of getting into a toy store is still un-match-able. Just wait for more augmented reality innovations and practical use of currently available technologies. But back to Lego. Their site is viewed as the flagship store and they keep rejuvenating their products with Evergreens and in and outs to keep the lines fresh – some years they have pirates, others not, on one hand, while on the other, there are some product lines that stay there for years.

An inside info: they were poached of their VP Marketing, so not even a stellar company such as Lego is safe from such practices. Keep your best people happy.

Next up and with a totally different approach, we had the chance to listen to Michael Abrey-Bugg, Commercial Relationship Manager at Age UK. His presentation was PowerPoint-less, but his examples and experience were very interesting to take in. They (AGE UK) provide services for elder, it’s a charity. However, they raise money through selling products and services to 1.2 mil. shoppers via 440 shops, B2B and online. He talked about installing smart meters to elderly people. Now that was a challenge! They used direct marketing in partnership with EON, sending out messages to 500,000 customers, with a 30% response rate and ended up installing 4,000 meters (a free service offered by EON through AGE UK).

People took to the benefits of smart meters like removing the need for workers to visit their homes to take meter readings and the price certainty achieved by removing estimated bills. He said that smart meters would also facilitate remote switching, allowing customers to have gas/electricity supplied by EON in the morning and British Gas in the evening, for example, or whichever combination gets consumers the best rate.

Besides the transparency and convenience, their studies showed that 8/10 liked the smart energy displays, but even though the contracts said that customers own the data and that then gets transferred to energy companies, there were still major concerns about personal data privacy – some saying that it would be easy for a hacker to tap in and see if they are on vacation or not.

One of my main aha-moments: There is an opportunity for an electricity and gas real-time bidding and switching marketplace.

Last one to present was Max Kreijn, Digital Strategist at Open Activation. Open Activation is a digital innovation methodology that helps large enterprises to successfully embrace and disrupt digital like a technology start-up. It’s like the business model canvas, but for corporations. He’s giving away a whitepaper on his website, called 7 Key findings (check the spam folder). The findings themselves are not head turners, but the cases behind them are worth reading – Car2Go, SemCo, Aribnb vs. Hilton, Runkeeper, Instagram and Coca Cola. Max would welcome approaches from people interested in piloting Open Activation, so he was trying out a sales pitch in front of us. Sorry to say that he still needs to work on that, as I was not really impressed. The whitepaper however is a good read.

That’s pretty much what I managed to take away from the event. The internet of things is being adopted by elderly people, too, retail is more and more synonymous with digital and e-commerce and corporations need to turn into start-ups to grow.

Categories
Advertising

Land Rover UK underperformed with its #CanAndWill campaign

A friend of mine sent me the I can and I will integrated campaign signed by Land Rover UK. Wonderful concept, great video and script execution, but I felt it could have done more on the media exposure side of things. I mean, just look at those videos (new tab, don’t worry), they have huge viral potential if people identify with them.

capture

(screencap from www.canandwill.co.uk)

But in order to do that, people need to see them – on Youtube, in special media projects, through ads and get traction.

Just look at these views numbers:

  1. Land Rover: Can and Will – 182,000 views
  2. Can and Will: Mike Goody – 174,000 views
  3. Carl Hester: A winning performer – 6,100 views
  4. Can and Will: Richard E. Grant – Relentless – 1,700 views
  5. Can and Will: Ellie Simmonds’ spirit of defiance – 1,800 views
  6. Can and Will: Beth Moses – 1,200 views
  7. Can and Will: Gwyn Haslock – 11,700 views
  8. Bude Pool: The resilience of community – 1,100 views
  9. Bear Grylls Can and Will reach the summit – 2,900 views

Total: 382, 500 views for a UK digital video campaign

It’s like they only invested in the first two ads and left the rest up to the internet to decide. I wonder how much they invested in the production of the latter and how much they actually put up for media buying. If you invest in high quality inspirational videos, you might as well promote them to reach at least 1-2 million views, otherwise you have little or no digital impact with them.

Sure, they’re great TV ads, but they could be so much more. All it takes is a bit more strategy. In the mean time, let’s keep an eye out for the Invictus Games, 10-14 September, where Land Rover will be an official sponsor.