60 Seconds to Impress a Brand

Imagine you’ve been given the opportunity to pitch your startup to a diverse group of internationally known brands at a one of the major technological events in the city. You take the stage and begin your pitch only to find the brand representatives all have their backs to you and you have exactly one minute to impress them enough to turn their chairs around and ask to hear more. Do you have what it takes to impress in your one-minute pitch? You begin your pitch. Now imagine one or more of these brands turning their chairs around and selecting your startup to coach and guide to the next level of business success. Sounds like an exciting opportunity, right! Well, that’s exactly the opportunity twenty-five lucky startups were given at this year’s TechWeek in Chicago.  See photos of the startups pitching and the brands coaching in our Facebook album here (you will need to like us first to view).

The Brands+StartUps™ Marketing Challenge, a four-round challenge, brought together startups and well-known marketers from Blue Cross and Blue Shield of Illinois, Best Buy and recent Shark Tank winner, Packback. As each round narrows down the field, eventually only three startups will remain. Those three startups will win a contract to do work with their brand coach followed eventually by the chance to win the grand prize of $25,000 determined by popular text vote.

Round 2, the “Battle Round,” is July 24th at 1871.  Learn more and register to see the 12 startups left compete here.

What do startups think of the Brands+Startups challenge?

SirenGPS’s Paul Raune:

“I like the brands and startup model because we’re entering a space where there isn’t any branding; it’s mostly white label products. It’s exciting to work with brands and startups to see how we might introduce ourselves in this space.”

NextStep.io’s John Schnipkoweit:

“We’re excited to be here! The format is a little interesting, but it’s exciting to try something different. We love sharing what we are doing with the judges and the crowd to get everyone’s input and look for more opportunities to partner.”

Simple Relevance’s Eric Severinghaus:

“We’re unbelievably excited about the process! For startups in our space that have traction, big customers and have shown an ability to consistently generate results, the big thing that we need is the opportunity to engage with brands and continued help and mentorship around how to continue to evolve.”

viaForensics’ Kevin Swartz:

“I love it because you get very, very balanced feedback and it helps us to refine our elevator pitch for our product. And, we get to see what they are doing and get feedback from individuals who are well-versed in the marketplace with established brands.”

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Rick Ton at Walgreens Talks about Using Mobile to Create Healthy Behaviors

July 8, 2014
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by Hugh Park Jedwill, Chairman, Heartland Mobile Foundation
Every time I pass by a Walgreens, I get a message from their app.  Last week, Techweek sent push messages about speaker sessions.  With push notifications, brands now have the ability to send us messages when and where they want.  But the beauty of mobile is that the [...]

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5 Lessons on Mobile Marketing, Courtesy of Chicago Parking App

July 3, 2014
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By Blair Triplett. Maritza Lie and Christopher Kammer also contributed to this article.
A classic interview question for a management consulting job asks for an estimate of the number of parking meters in the United States. The answer to this question is easier to determine than its history and politics, especially in Chicago.  Here, parking meters [...]

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The Seven Best/Worst Startup Pitch Stories from Walgreens, Orbitz, PepsiCo & BCBS of Illinois

June 10, 2014

If you haven’t noticed, the face of innovation has changed. It’s no longer two guys in a garage in California. It’s a guy and a girl at a state university. It’s the new mom down the street. It’s the bohemian dressed woman you see at Starbucks, behind the counter. This [...]

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PepsiCo & Mobile Commerce: Beacon Makes Everything Better

April 30, 2014

April 30, 2014
By Hugh Park Jedwill and Brandy Gonsoulin. Blair Triplett also contributed.
Photography by R. Paul Skeehan

Chicago PepsiCo office.  It’s no secret that every major retail brand has invested in mobile.  It’s a great medium to gain visibility for a new product or sale.  McDonald’s has used mobile ads to promote many of their seasonal [...]

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Mobile Trivia: Ten Things You Didn’t Know

April 23, 2014

Smartphone users worldwide are estimated to top 1.75 billion in 2014, or approximately 14% of the global population and more than half of the US adult population has a smartphone. While these statistics may not be shocking, some from the below roundup just might:

Think your mobile phone and plan is expensive? In 1983, the first [...]

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Why Brands Love a “Safe Learning Environment”

March 27, 2014

by Hugh Park Jedwill, Executive Director, Heartland Mobile
What is the big deal about our “Safe Learning Environment?” Hear directly from brands and agencies like MasterCard, PepsiCo, Mead Johnson Nutritionals, Allstate, Ogilvy, Silverpop and GMR what it means to them. Then read why we religiously adhere to it despite the fact it means we [...]

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Louis Vuitton’s Mobile Commerce Strategy

March 17, 2014
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By Blair Triplett, HMC Marketing Team
Oh mon dieu! Iconic brand and French fashion house Louis Vuitton steered head on into the mobile commerce pathway, joining other retailers that have made buying their products even more accessible with mobile. Their digital strategy includes so much more, but the execution falls a bit short. With the [...]

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Three Mobile Commerce Research Papers You Must Read

March 4, 2014
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by Brandy Gonsoulin, Marketing Director – Mobile University, HMC
While 2013 was the beginning of what we thought was the year of mobile with smartphone adoption passing 50 percent and the word tweet added to the dictionary, the momentum is continuing with a vengeance into 2014. Key research has revealed clear indications of mobile’s upswing and [...]

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Brands+Startups™ 2014 Mobile Marketing Challenge

February 26, 2014
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6/26: join us for our Kick-off, the Blind Pitch Round, at Techweek-Chicago. REGISTER HERE

NEWS!
June 16, 2014: Best Buy becomes coach for Brands+Startups

Best Buy’s W. Don Wortley and Ryan Diehl are the latest brand coaches to join Brands+Startups. Don and Ryan are no strangers to mobile having reviewing hundreds of mobile startups each. What they know [...]

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Go USA! AT&T and Mobile at The 2014 Sochi Winter Olympics

February 19, 2014
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By Blair Triplett, HMC Marketing
Yell, Cry out, Screech, Holler, and Cheer for Team USA at The 2014 Sochi Olympic Winter Games with the, AT&T “#ItsOurTime,” campaign from wherever you are. At the HMC, we educate our marketing audiences to, “Go Mobile,” all of the time. One way we can help is to highlight big [...]

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“When Love Goes Mobile” — Valentine’s Day Mobile Shopping Trends and Insights

February 13, 2014
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by Brandy Gonsoulin, Director of Marketing – Mobile University

Valentine’s Day for a retail marketer is like a kid in a candy store — when the gift of love is at hand, it’s everyone’s game. For the estimated $20 billion predicted in spend this holiday season, the purchasing gains can be high for the marketer [...]

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Four Reasons Why Super Bowl was not Mobile

February 5, 2014
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by Hugh Park Jedwill, President & Executive Director, HMC
If you were one of the 111 million watching the Super Bowl XLVIII, then you probably paid more attention to the ads and props bets than the past several years.  With the advanced adoption of mobile in Corporate America, it was an ideal scenario for an ad [...]

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6 Things to Prepare You for a Mobile 2014

January 23, 2014
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by Hugh Park Jedwill
President & Executive Director, Heartland Mobile Council
January 23, 2014
“…2014 will make 2013’s roller coaster ride look like a tame, merry-go-round.”

As President of the Heartland Mobile Council, I have regular conversations with the brands we work with and many conversations with those who don’t speak at our events.  The exact nature [...]

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Mobile & Moms Become Even Closer – Q&A with BabyCenter

November 20, 2013

In June of 2012, we brought Kimberly-Clark, Whirlpool, SymphonyIRI and BabyCenter together to help educate brands on the Mobile Mom opportunity.  See our post-event interviews with Kimberly-Clark, Whirlpool, and BabyCenter, from this sold out event here.  We also learned from the Chicagonistas about a “Day in the Life of a Mobile Mom.”  Both helped Chicagoland [...]

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Recap of MobiU2013: Mobile Path to Purchase, 10/24, from the ExpHall Perspective

October 30, 2013

Event:  MobiU2013: Mobile Path to Purchase (click for full event info)
Location:  Best Buy HQ, Richfield, MN
Date: October 24, 2013
I learned about the Heartland Mobile Council (HMC) this summer from a member of the Council who thought my expertise in mobile payments could be of value. I have been most impressed with how the [...]

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Q&A with Select Comfort on Mobile’s Impact on the Purchase Funnel for High Consideration Products

October 22, 2013
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Mobile’s significant role in the path to purchase is undeniable.  People are looking at their phones to find more product information, check prices, review customer ratings/comments and check competitor’s products. But what happens when the product is a “considered purchase” – one that happens once every 10-20 years?  Cars, appliances and mattresses are a few [...]

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Q&A with Forrester on how Mobile Impacts the Path to Purchase

October 14, 2013
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Over 100 years ago, in 1898, E. St. Elmo Lewis, an American sales and advertising pioneer, developed a practical sales tool using the latest Scientific Management insights. He created his AIDA funnel model based on customer studies in the US life insurance market and it soon became the predominant marketing model. “AIDA” [...]

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Q&A with Best Buy: The New Mobile Path to Purchase

October 12, 2013
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Less than five years ago the “Path to Purchase” and “Purchase Funnel” were fairly simple.  Awareness, Consideration, Preference, Purchase and Loyalty.  There are variations based on industry but nothing that changed it dramatically.  Then Web2.0 came along and social media changed the purchase funnel by extending each stage and adding “Advocacy” at the end after [...]

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Presentations from the #MobiU2013 Summit: Mobile➜Reality

October 8, 2013

Those who attended our #MobiU2013 Summit, 9/26/13, saw 10 brands on the leading edge of mobile talk about how they’re bringing mobile potential to physical reality. If you couldn’t attend this year, you can still learn from the presentations. Also, see our pictorial recap on Facebook to see our speakers in action and to [...]

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Q&A Video: Blue Cross & Blue Shield of Illinois on Building Mobile Capabilities

September 19, 2013
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We sat down with Patrick Feeney and Corey Bieber of Blue Cross Blue Shield of in their courtyard behind their building. Transformers4 was being filmed just the week before.  No evidence of Optimus Prime was left but the high tech vibe was still in the air. As one of the council’s key partners, [...]

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Q&A with PepsiCo Marketers on Mobile, Driving Store Traffic and Millennials

September 19, 2013
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PepsiCo is a house of brands.  Pepsi, Gatorade, Fritos, Doritos, Cheetos, Quaker, Tropicana, Mountain Dew, Propel and many more.  But unlike other consumer product holding companies like Procter & Gamble, Kraft and Unilever, they have a sales culture mixed into their marketing.  That makes sense given most of their products are impulse purchases.
In addition, they [...]

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Q&A with Whirlpool: Giving Moms Control Through Mobile

September 17, 2013
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When was the last time you bought a washing machine?  Probably about the same time you bought a car.  Similar to the auto industry, washers/dryers have a 7-8 year consideration cycle.  That’s a lot of time for you to forget about them.  In fact, you probably don’t know what brand you currently have – do [...]

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Mobile Delivers the Promise of Marketing, by Larry Light, Opening Keynote for #MobiU2013 Summit, 9/26

September 15, 2013
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Think about the top marketing minds in the world. Not academics creating marketing theory. Not the people who leverage academic marketing principles to manage the day-to-day of a brand. Think about the ones who take the potential of marketing and turn it into reality. For instance, they take a fast food business [...]

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Q&A with MasterCard: Mobile Payments & Your Reality

September 11, 2013
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Today when you leave home you check for keys, wallet and phone (check out our Mobile 101 rap if you forgot).  But the phone is well on it’s way to replacing the other two items – particularly the wallet.  Two years ago, at the #MobiU2011 Summit, we were the first marketing conference in Chicago to [...]

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Q&A with Nielsen on the State of the Mobile Industry

September 4, 2013
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The HMC was founded in April of 2009, just 4.5 years ago. Back then it there was just 10 of us: Phonevalley, Ansible, TWC and a few mobile companies like 4INFO. No brands were interested in the Heartland. Fast forward to today and the HMC is 40+ strong and every brand is [...]

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Q&A with Allstate & BCBS of Illinois on Building a Mobile Team

August 27, 2013
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Eight years ago in 2005, I was an ABM (Assistant Brand Manager) for Procter & Gamble working on Gillette Venus. I was a year out of business school and learning the ropes of brand management. We had just gotten approval for a $3+ million Spring Break campaign – yeah, someone had to do it [...]

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Putting Brands First – the Mobile University Difference

August 26, 2013

A year ago we posted our manifesto for 2012, The Mobile University Difference.  It was a month-and-a-half before our summit last year and it was our heartfelt outreach to the marketing community to let them know there was a mobile organization with their best interests in mind.  What surprised us is that it has the [...]

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Q&A with University of Michigan Professor on Mobile Location Behaviors

August 13, 2013
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The University of Michigan is known for many things.  Great Medical, Engineering, Public Policy and Business schools.  Great college sports.  The Consumer Satisfaction Index.  A good protest or two.  Mobile Marketing is not on the list, though.  But it should be.
Quietly over the past seven years, Sy Banerjee, Asst Professor, Mobile Interactive Marketing, University of [...]

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Brands+Startups™ Finale at Techweek – Recap

July 8, 2013
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On June 27th, in front of a sold-out crowd, the HMC and Chicago AMA in partnership with 1871 and Techweek presented the final round of the Brands+Startups™ Marketing Pitch Competition on June 27th.  The exciting finale event was held as part of the 2013 Techweek Chicago on June 27th.  A [...]

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Recap of Mobile Hispanics Seminar, June 13, 2013

June 20, 2013
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If you missed our Mobile Hispanics Seminar, 6/13/13, you missed a great evening of education! As usually, there were insightful moments during the focus group of Hispanics, the Nielsen overview of Mobile Hispanics, the brand panel with Kimberly-Clark, BCBSIL, Domino’s Pizza, and the Experience Hall. But don’t worry, we have a full video, [...]

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Digital increases the Acculturation Rate for Hispanics

June 10, 2013

As an acculturated Hispanic marketing professional (I understand the difference between using the phrase Hispanic versus Latino, for the sake of consistency I will use Hispanic in this post), I am fascinated by the question of how the interaction of technology, personal values, education and culture in the mobile digital world will affect someone. Making [...]

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Researching Mobile Hispanics: Q&A with Nielsen

June 4, 2013
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52 million strong and representing the majority of population growth over the next five years, Latinos have become the focus of every multi-cultural marketing program.  And they over-index in mobile usage, often leapfrogging over the desktop internet and going directly to the web exclusively on their mobile devices.  If your brand is not already mobile, [...]

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Top 10 Hispanics & Mobile Facts – Infographic & Study

May 7, 2013
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Hispanics are less likely to own a home computer than the average American.  Instead they over-index on using mobile as their portal to the web.  According to the Zpryme 2012 survey, adult Hispanics will spend over a half-billion dollars ($0.5B) on mobile apps this year. And they’re receptive to advertising with 26% of Hispanics [...]

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Kimberly-Clark Mobilizes Hispanic Moms: Q&A with Kyle Mengwasser

April 29, 2013
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As the Hispanic market has grown, the opportunity has grown in both size and complexity.  Brands like Kimberly-Clark who have been reaching out to Hispanics for a while understand this.  As the mobile wave has grown, it’s only natural that the fastest growing ethnographic and the fastest growing mass medium come together.  Natural, but not [...]

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Advice to Mobile Startups from Walgreens

April 16, 2013
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Walgreens is no stranger to mobile marketing.  In fact, for those who follow the industry at all, you know that Walgreens is one of the best and earliest adopters of mobile marketing.  Where many brands are still dipping their toes in mobile ads and self-aggrandizing apps, Walgreens has invested early and heavily in this space.  [...]

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Advice to Startups from BCBSIL

April 16, 2013
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When you think innovation and mobile, Blue Cross and Blue Shield of Illinois is not who you think of first.  In fact, we try not to think about healthcare at all if we can help it.  National debate aside, studies show that Americans have a love/hate relationship with our healthcare providers.  We vilify them when [...]

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