Agency

Startup Marketing Mistakes | Ignoring Brand

So I’ve worked at my fair share of startups.

I’ve worked at a lot of people’s fair share of startups.

That’s why we created a web series called The Startup.

One of the more recent ones that I worked at was an app startup that was really ahead of its game about 5 years ago, but not so much anymore.

To be fair, this Startup was run by a young engineer fresh out of school.  I should have known there would be stormy waters ahead when he spewed off nuggets like ” Marketing is not Brand” or “Marketing should not control the website”.

No real thought had been put into the brand as evidenced by the name of the company or its products.  All creative had to come from the design team whose time was tightly managed by the CEO, who was the SME on marketing.  Sometimes getting a piece of creative would take weeks, maybe even months.

Fun times.

So when I recently saw this interesting Infographic on ‘Types of Marketing’ by a company named SideQik it reminded me of that startup experience.  Most startups and businesses think of marketing in these terms…but at the same time they miss the one key ingredient that glues it all together…

This ingredient is what Media 11:11 is all about… Crystalizing a company’s brand promise & value proposition.

A well thought out brand, cascaded down to comm strategy, product development, pricing & customer care becomes relevant and creates emotion in the desired target audience.  Companies need to make sure that all 4 P’s are tightly aligned with the brand promise & positioning.  Otherwise, what the heck are you going to say in the vehicles listed in the infographic below?

Infographic | SideQik | 1 of 4Infographic | SideQik 2 of 4Infographic | SideQik 3 of 4Infographic | Sideqik 4 of 4

This is a problem with many of The Startups we’ve come across recently.  By solely focusing on ROI, CPI and CPA and not giving proper thought and resource on what you want to say, how you say it, what customer problem your brand solves or even how use of your product or service will improve the customer’s life, you’re never going to hit optimum numbers for those KPI’s.

A very wise man once told me that the role of marketing is to sell hope.

If you don’t have your brand message nailed down before you go to market, you are going to fail when the going gets tough.  People need to understand what you’re about, what end-benefits your brand delivers from the very beginning.

Good examples in market today…

  • T-Mobile positions itself as the “Un-Carrier”… every product, service, communication they launch supports this notion.
  • Verizon is the network.
  • Facebook connects you to what matters.
  • Apple is at the intersection of Technology  & Arts to unlock their customers’ creativity.

Focusing on brand at the beginning will keep you in the game when the novelty of what you do wears out and the competition catches up.

 

 

Media 11:11 has a new self-publishing website

Hi everyone,

Getting one step closer to our final goal, we’ve launched a new corporate website for Media 11:11.  Check it out for details on our publishing and pricing options.  We’ve even introduced a new option  for artists to showcase their work through the digital portfolio plan.

We’re continually expanding the site and will be offering access to our publishing platform from it shortly!

We’ve also moved our self-publishing blog to the site as well (don’t worry, still powered by WordPress).  Check it out at http://blog.media1111.com

The best is yet to come.

New_Media1111_Website

Giveaway to Celebrate DogEaters next to Major Comic Titles on iBookstore!

It always makes me smile when one of our titles launches and is sitting side by side with the big boys.  This time, it’s Malcolm Wong’s DogEaters Manga sitting next to the  likes of  The Walking Dead, Superman & Wonder Woman on the iBookstore.  Now we just want to make it #1!  Try downloading it today– http://bit.ly/O6FfR5

DogEaters on Manga Page

Look it’s even up high on the Manga section of the iBookstore!

The first five people to download DogEaters #1  from the iBookstore and send us a screen capture of it on your iOS device will win promo codes to download the rest of the series for free.

Here is the 2nd video in the series that Media 11:11 produced for Jennifer Lopez, Viva Movil & Verizon!

Media 11:11 produced & directed a live performance of El Dasa (Universal Music Recording Artist) for the #AnythingCanHappen video series done for Jennifer Lopez, Viva Movil and Verizon November of 2013. The #AnythingCanHappen video series was launched to create buzz around Jennifer’s line of Viva Movil wireless stores and showcase up & coming Latino artists along the way. Anything can happen at Viva Movil.

Based on wanting to build excitement around the Viva Movil brand (A collaboration between Jennifer Lopez & Verizon), & aligning to the brand direction that Jennifer’s management wanted to take the Jennifer Lopez’s brand, we produced two videos in October of 2013 that were posted to YouTube.   The two of them have near 1M views and are still moving.  Have a look…we made some people’s day 🙂

 

Here’s a teaser of a big project we just put together for Viva Movil, Jennifer Lopez & Verizon. Check it out.

We gave an LA area startup a fresh new brand identity, redesigned their website and created some breakthrough creative, on a very reasonable budget. We love to work our magic on brands, big & small. The results are very tangible, on a very affordable budget.