New Stuff and Inspiration
Bedazzled, Gold Leggings & Angel Wings
Cue the “thank you to our sponsors” part of the presentation.
Cue Bette Midler’s, “Wind Beneath My Wings.”
Cue men dressed in bedazzled, gold leggings with angels wings as back up dancers to the co-founder dressed as an angel doing a ballet number.
Welcome to MergeLane Demo Day – a truly, one-of-kind presentation.
So who’s MergeLane?
They’re a group of three women in Boulder who, in three short years, have built a community that’s focused on providing a platform of resources to advance innovators and startups where there’s at least one women in leadership. Their goal is to change the ratio and give more women-led companies a path to success. They went after it and they’re only getting started.
What’s Demo Day?
MergeLane runs a 12-week accelerator program for startups who have raised less than $5 million in capital. They provide a flexible curriculum with resources and tools that focus on helping companies advance their business or product and leadership. Demo Day, rather than a pitch contest, is a celebration of the startup’s success and traction thus far and where they’re going based on the identified market need. It’s a day to be inspired by creativity and new ideas and supportive of others and the community MergeLane has fostered.
Here are some noteworthy companies to keep an eye on.
Eat my bike shorts
We’re loving this partnership between The Simpsons and State Bicycle Company. The minimalist bike frame is especially cool. Check out more here: http://bit.ly/2pERdYM
Meet Ricky Lambert (again)
Once an intern here many years ago, Ricky Lambert has returned as our newest Senior Copywriter. This time with fewer puns floating around his brain, smelling less like ramen noodles, and sporting a wrinkle or two more on his face. Old and improved. Welcome back, Ricky.
How Brands Grow is must reading for every marketing professional. But we’ll give you the executive summary anyway.
Okay, maybe How Brands Grow doesn’t have the catchiest title. But considering the topic, it should have your undivided attention. Its findings certainly caught the interest of top marketing people at P&G and Mars.
These companies have embraced the results of the Ehrenberg-Bass Institute study featured in Professor Sharp’s book. Instead of conjecture and theory, it used decades worth of data and science to learn how brands really grow. And the results completely shatter marketing’s sacred belief in the 80/20 Rule that says 80 percent of your sales come from just 20 percent of your customers.
The Ehrenberg-Bass Institute found that concentrating most of your media dollars on your best customers only reinforces their behavior. And because there’s only so much of your product they can buy, there’s little room for growth. No, real growth comes from attracting buyers of all types, mostly those considered light customers who only buy your brand occasionally. At P&G, this meant a shift from the narrow targeting of Facebook ads to the greater reach of mass marketing.
Over at Mars, they made the conscious decision to use impactful creative to go after their often indifferent light buyers.
And for clients closer to home, it’s a note of caution to the dangers of over-segmenting. You should really read Professor Sharp’s book. Or invite Dan, our account planner, over for a few drinks and he’ll pretty much recite the thing.
We’re honored to have some of our work featured in Communication Arts. A nice way to end the year for sure. And congrats to our partners at Gates as well.
Um. In trying to show a little Christmas spirit, this woman unintentionally took part in some pretty amazing Star Trek cosplay. Well done ma’am. Well done indeed. And from all of us at Sukle, happy holidays.
The good news is we’re all gonna get paid tons of money for doing absolutely nothing at all. The bad news is the robot revolt can’t be too far off.
Go from just browsing to full on purchasing with Instagram’s newest feature.
So check this out. Now when you see something you want on select branded Instagram posts, you can click “view products” and it’ll bring up tags next to each item listing the item’s name and price. Another tap loads a product page inside of Instagram with more information. But that’s all for the time being. When it comes time to complete a purchase, Instagram will send people to the purchase page on a retailer’s mobile website or app.
For now, the feature is only available to a few retailers like Kate Spade, Abercrombie and Warby Parker. Will they open up the feature to all retailers in the near future? Will it increase lackluster mobile conversion rates? Stay tuned to find out.
Everyone has the Halloween spirit. Well, almost everyone.
It’s Halloween. And at Sukle, we’re all in the mood. Well most of us are anyway. You see, our senior producer Michon didn’t feel like dressing up this year. So instead, here she is looking like she always does – all green, in a witch’s hat and missing a tooth. Such a party pooper.