brand building and marketing in sl
how to do it withoug harming the community
building brands within sl
how do you build brand
trust factor huge
keeping the 1 to 1 factor going forward
shifting from artisan culture to the mass market culture
spin martin – doesnt sell clothes, does media (machinima, redesign)
only here a year
r and r
things that havent been done
living affects what you do
live shows, promoting musicians
spillover in the media space
f
fitting the vibe
where these brands came from
giff constable – esheep
2 thresholds – real world brands
challenges of resident businesses
small business person – helped build startups
product design and channels you face
environment is diff, but the challenges are similar
moof murray – makes vending machines, bubblegum, skates
crucial armitage
crucials creations
aug 29 2004 began
designs clothing, womens fashions, mens fashions
started via there.com – found it on techtv – 3d virt world – said he had to do that
second life – creative freedom released – no bounds
nothing but tried to make the best clothing with most passion he can muster
justin – diff b/w corp identity and mass produced consumer goods
crucial – trust and branding even more imp in SL
not sure of what you are getting before you buy it – trust is huge – dont know what you bought until you bought it – go into a store and buy something – you know that brand –
BRand is a key for someone to talk to you – its your reputation, your actions
brand defines the qual of your work, your cs and the way you price things – build brand thru your actions
crucial – things dont sell immediately – word of mouth imp – doesnt sell until people see it and buy it
justin – dont be afraid to tell your own story – struggle is what they are buying into – dont be afraid to give away and create evangelists
give a little get a little
brand is about differentiation – cant test it – concentrate on story – amy weber and pixel dolls – still strong still understand stories
catherine linder – how do you evangelize in sl?
spin – didnt talk about it – avoided it until he understood it
hard to be a brand that helps other brands
how many work at getting their products out there
make the tie in easier
easy to script snark
justin – how important is the web presence
spin – huge institution – search panel and events – not avail to those outside
machinima is huge for brands – number of people who watch the videos is huge – clever marketing
xmen 3 event – power of vlogging is huge – exciting and creative
crucial – sponsoring the event is about getting your name out there
50 hours a week or more logged in
moof – companies want in but dont know about it – good for dev systems
giff – websites with slurls to get them in
a lot less stuff transferabble – not as much given away
justin – no real idea of geo location, distribution – how do you get yoru stuff out there
music is good for us – branded content –
giff – slog – blog
ask the question – do you have a single store or a mall?
when you first get going use a lot of malls – leverage extra eyeballs
aloi
moof – bubblegum stories
resell vendors for skates and stuff
distribution model – in 1.5k places with the vendors
easiest and cheapest way to meet the new influx of people
catherine – what about collaboration with other business?
giff – tableau – some of the fav clithing makers joined forces (in demos for a while) have moved to tableay and their sim
only reason some products still sell isthat his stuff in others stores
moof – not a lot of crosselling going on
prefab makers – for ex – they tend to be empty – uninviting – make it inviting like a show home – give them the ability to buy the home and furniture in one go
crucial – one of the reasons he built the mall is to put his own shop in there – the biggest there – best spot – and make money renting the rest of the stores – all the other vendors attract and they see his shop – thinking about from his main location
cool to have a skin seller and clithing in one shop
spin – custom services is huge – and scripting – do the baseline and the custom – can you spread beyond your core products?
white label your products as well – many dont want to reinvent the wheel
the future and whats happening – surpised all the durannies were turning up – came into sl and came in and bought products – harness as they are coming in – brand as a biz and not a plot of land
giff – some brands dont go anywhere – some are a failure
malls that dont do much to bring the green dots into the store – how to market (Frog Marlowe) – didnt have games or events – critical to coming to your space
spin – siloing drives him bonkers
giant malls of advertising
frustrating to see things existing by themselves – all newbies at some point
how do you find talent in sl?
justin – need to create your own network and supply chain – its cool
green dots on the map are new people and tend to congregate in certain areas
crucial – 70% OF SALES come from green dots not the shop
uses classified and goes direct to the greeen dots
moof – gave up bringing the green dots to him – resale vendors are where the green dots are
very time consuming and difficult to do
giff – how to get partners? – carve out a niche where you start and spread from there – if there is a market that buys your stuff, try to get a read of the cust – find prods that would be oriented to the niche – warning – the most successful partnerships for friends beforehand
SL has business challenges – no legal sys – amazing relationships in sl, but feel we can accelerate those – be carefuls with how intense you make the partnerships
expect some will work out and some sep ways
plan how you will bring them into your land
plan for both
good and bad people everywhere – sl – trust factor – meet someone in world – no idea who they are –
use yor customer base as your focus group – market to them
crowd – within sl the pub industry is growing – as an avenue for advertising – how imp is that to building a brand to adv products
spin – so many diff places to put advertising in – exploding
justin – get into advertorial – provide content to it – not enough news – parcel knowledge out – tell story and get people halfway down the road
giff – how many businesses use classified or adv in snapzilla – how many buy from lookign at those ads
profiles are huge for marketing – in their pics
how many buy from forums?