A little festival
If you have a pulse, you’ve probably heard of a festival (see: conference of colossal size) in Austin, Texas called South By Southwest, and if you haven’t heard of it, you’ve probably seen a hashtag or an ad or some other media referring to something called SXSW.
SouthBy (as the privy affectionately call it) started in the 80s with a few hundred attendees and has grown in nuclear proportions to be a festival that registers over 50,000 of people and shuts a few miles of downtown Austin down for two weeks.
In particular, SXSW Interactive (SXSWi) boasts high attendance and typically accounts for almost 75% of the festival’s attendees.
This year everyone was diggin’ on the acronym chili
AR, VR, AI, and so forth filled the halls of the conference center plus a few of the hosting hotels. There was also an impressive number of breakout sessions regarding the marijuana industry – but I digress.
But what about next year?
We got some exclusive insight from Deb Gabor, CEO of Sol Marketing in Austin and Author of Branding is Sex.
In her own words below, Gabor describes what 2018 will most likely have in store:
Brands, brands, brands:
SXSWi 2017 was a showcase for brand activation, but not the technology and digital media brands you might expect at a conference traditionally attended by trendsetters and tastemakers.
This year’s conference featured 360-degree, immersive, interactive brand experiences targeted at everyday consumers, highlighting upcoming TV shows, movies, retailers, apps, gadgets, and consumer products.
The 2017 fest featured everything from a visually accurate, full-sized Los Pollos Hermanos fast food pop-up focused on creating excitement for the comeback of Gus Fring (the character played Giancarlo Esposito on AMC’s “Breaking Bad”) to its “Better Call Saul” prequel, to a provocative and highly immersive Gatorade sports performance experience, to Casper Mattress’ brilliant partnership with the OneNight app providing 45 minute nap respites to tired attendees at the ultra-hip and retro Austin Motel.
Each year, the activations become more pervasive and increasingly clever.
These savvy brands don’t benefit from their in-person activations alone; they grow legs with great media exposure, social sharing, and word of mouth.
I think we’ll continue to see SXSW as a platform for brand launches and unexpected activations.
However, based upon unofficial reports, the total number of events for which attendees could RSVP dropped by almost 100 from 2016 to 2017. It’s possible we’ll continue to see a decline in the number of events, with a corollary increase in more curated guest lists, as the quality of those events and activations increase in quality and excitement.
While brand activation was a big story for me this past year, I was surprised by the absence or dialing-back of some SXSW’s mainstay brands like Spotify and Samsung – brands that seem like a perfect fit for SXSW’s vibe.
SXSW has become a global stage for translating online and media brands into offline experiences.
However, many brands are finding it expensive and inefficient to garner awareness and bond with audiences offline.
At an event that hosts an estimated 70,000+ attendees, exhibitors, performers, and guests, it’s become increasingly difficult for brands to get their messages to the right people, at the right place, at the right frequency, at the right time.
Between Austin’s enhanced real estate restrictions that made getting space downtown for special events more difficult this year, and the sheer proliferation of brands and messages, Austin’s SXSW has become an increasingly difficult event at which to activate brands.
That is unless you have huge ideas, once-in-a-lifetime experiences and budgets that can cut through the noise.
Since downtown Austin isn’t getting any bigger, I think we’ll continue to see a changing brand landscape at future festivals.
Technology not for technology’s sake, but as a means to create a lifestyle:
This year’s SXSW featured an entire track dedicated to retail technology and fashion as well as lots of deep-dives on Virtual and Augmented Reality.
As technology continues to be a means for producers and purveyors of hard goods, soft goods, and experiences to deliver to their customers, SXSW stepped up its game to showcase technologies such as VR and AR and their roles in personalizing and customizing our shopping and media consumption experiences.
Since VR and AR technologies are in their infancy, this dialogue is sure to continue well into coming years.
SXSW gets political:
While SXSW 2017 featured many of the delightfully quirky and geeky attributes we’ve come to expect from the 31-year old conference, attendees saw politics – specifically the issue of inclusivity – step into center stage, on and off the show floor.
From Joseph Biden’s impassioned Cancer speech (Biden said that cancer is the “only bipartisan thing left in the United States.”), to SXSW organizers’ bathroom signage stating the conference’s pledge to being “inclusive, diverse and forward-thinking,” and opposing “discriminatory legislation,” SXSW 2017 took a very strong political tone.
This year’s show featured panels that addressed Silicon Valley’s diversity problems.
Tumblr’s CEO Tom Karp announced an initiative to support Planned Parenthood (#TechStandswithPP.) And the music part of the conference hosted showcases featuring bands affected by President Trump’s travel ban. As long as powerful people speak, exhibit at, and attend SXSW, we’ll see the event as a platform for advancing political sentiments.
While it’s been my personal experience that SXSW has been encouraging diversity, 2017’s actual Interactive conference attendees (those with paid badges I saw wandering around the convention center and other official badged locations) still looked like a bro-club to me.
While conference organizers claim that the entire festival attracts 70,000+ attendees and speakers of all ages, genders, ethnicities from upwards of 80 different countries, badged SXSW Interactive attendees still look like 30-40 something year old white dudes.
For all the forward thinking, futuristic nature that the conference supposedly embodies, a lot of what the naked eye sees is rooted in traditional industry structures.
Aside from panels about diversity in the technology industry, and investing in companies run by “diverse” founders, and a handful of sideshow events and meetups, the conference itself doesn’t exactly match the faces of the technology industry I know and love.
While the industry has made some important strides towards inclusivity (and had many setbacks too – recent news of Uber’s President resigning amidst a bevvy of sexual harassment claims at the company doesn’t bode well for the industry’s future), I think we’ll see SXSW assuming more of a lead role in populating an event with faces that more closely match those of the industries it celebrates.
Chasing Clubhouse success? How the audio chat room trend affects products
(BUSINESS NEWS) It is inevitable that when a new successful trend comes along, other companies will try to make lightning strike twice. Will the audio chat room catch on?
Businesses are always about the hot new thing. People are the always looking for the easiest dollar with the least amount of effort these days. It tends to lead to products that are shoddy and horribly maintained with the least amount of flexibility in pleasing their customers. However, you also have to look at the customer base for this as well. You follow where the money is because that’s where its being spent. It’s like a merry-go-round, constantly chasing the next thing. And the latest of these is the audio chat room.
During the pandemic the entire world saw an eruption of social audio investments. Silicon Valley has gone crazy with this new endeavor. On the 18th of April this year, Clubhouse said it closed on some new funding, which was valued at $4 billion for a live audio app. This thing is still in beta without a single penny of revenue!
The list of other companies who have pursued new audio suites (either through purchase or creation) include:
This whole new audio fad is still in its infancy. These social media and tech giants are all jumping headlong into it with who knows how much forethought. A number of them have their own issues to deal with, but they’ve put things aside to try and grab these audio chat room coattails that are running by. It’s a mix of feelings about the situation honestly. They are trying to survive and keep their customers.
If a competitor creates this new capability and they stay stagnant then they lose customers. If they do this however without dealing with their current issues then they could also lose people. It’s an interesting catch 22 for people out there. Which group do you fall in? Are you antsy for a new toy or are you waiting for one of these lovely sites to fix a problem? It’s another day in capitalism.
This web platform for cannabis is blowing up online distribution
(BUSINESS NEWS) Dutchie, a website platform for cannabis companies, just octupled in value. Here’s what that means for the online growth of cannabis distribution.
The cannabis industry has, for the most part, blossomed in the past few years, managing to hit only a few major snags along the way. One of those snags is the issue of payment processing, an issue compounded by predominantly cash-only transactions. Dutchie, a Bend, Oregon company, has helped mitigate that issue—and it just raised a ton of money.
Technically, Dutchie is a jack-of-all-trades service that creates and hosts websites for dispensaries, tracks product, processes orders, keeps stock of revenue, and so much more. While it was valued at around $200 million as recently as summer of 2020, a round of series C funding currently puts the company at around $1.7 billion—approximately 8 times its worth a mere 8 months ago.
There are a few reasons behind Dutchie’s newfound momentum. For starters, the pandemic made cannabis products a lot more accessible—and desirable—in states in which the sale of cannabis is legal. The ensuing surge of customers and demand certainly didn’t hurt the platform, especially given that Dutchie is largely responsible for keeping things on track during some of the more chaotic months for dispensaries.
Several states in which the sale of cannabis was illegal also voted to legalize recreational use, giving Dutchie even more stomping ground than they had prior to the lockdown.
Dutchie also recently took on 2 separate companies and their associated employees, effectively doubling their current staff. The companies are Greenbits—a resource planning group—and Leaflogix, which is a point-of-sale platform. With these two additions to their compendium, Dutchie can operate as even more of an all-in-one suite, which absolutely contributes to its value as a company.
Ross Lipson, who is Dutchie’s co-founder and current CEO, is fairly dismissive of investment opportunities for the public at the moment, saying he instead prefers to stay “focused with what’s on our plate” for the time being. However, he also appears open to the possibility of going public via an acquisition company.
“We look at how this decision brings value to the dispensary and the customer,” says Lipson. “If it brings value, we’d embark on that decision.”
For now, Dutchie remains the ipso facto king of cannabis distribution and sales—and they don’t show any plans to slow down any time soon.
Ford adopts flexible working from home schedule for over 30k employees
(BUSINESS NEWS) Ford Motor Co. is allowing employees to continue working from home even after the pandemic winds down. Is this the beginning of a trend for auto companies?
The pandemic has greatly transformed our lives. For the most part, learning is being conducted online. At one point, interacting with others was pretty much non-existent. Working in the office shifted significantly to working remotely, and it seems like working from home might not go away anytime soon.
As things slowly get back to a new “normal”, will things change again? Well, one thing is sure. Working from home will be a permanent thing for some people as more companies opt to continue letting people work remotely.
And, the most recent company on the list to do this is Ford Motor Co. Even after the pandemic winds down, Ford will allow more than 30,000 employees already working from home to continue doing so.
Last week, the automaker giant announced its “flexible hybrid model” schedule to its staff. The new schedule is set to start in the summer, and employees can choose to work remotely and come into the office for tasks that require face-to-face collaborations, such as meetings and group projects.
How much time an employee spends in the office will depend on their responsibilities, and flexible remote hours will need to be approved by an employee’s manager.
“The nature of work drives whether or not you can adopt this model. There are certain jobs that are place-dependent — you need to be in the physical space to do the job,” David Dubensky, chairman and chief executive of Ford Land, told the Washington Post. “Having the flexibility to choose how you work is pretty powerful. … It’s up to the employee to have dialogue and discussion with their people leader to determine what works best.”
Ford’s decision to implement a remote-office work model has to do in part with an employee survey conducted in June 2020. Results from the survey showed that 95% of employees wanted a hybrid schedule. Some employees even reported feeling more productive when working from home.
Ford is the first auto company to allow employees to work from home indefinitely, but it might not be the only one. According to the Post, Toyota and General Motors are looking at flexible options of their own.
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