Author Archive
What Online Advertisers Can Learn From Ellis Island
The Grand Hall at Ellis Island
Herman Melville once said of the American experience: Our blood is as the flood of the Amazon; a thousand noble currents all pouring into one. The truth of the statement is visible to me every day as I walk the streets of New York City. But what really brings it home, so to speak, is a visit to Ellis Island.
A trip to Ellis Island is a must for anyone looking to develop a deeper understanding of American history. For millions of immigrants, this was their first introduction to a new country, a new life, indeed a new way of being. It was a point in time that represented complete and irreversible change.
In such a chaotic environment, how reassuring it would have been for them to hear their name spoken with the correct inflection, or a simple “Can I help you with that?” in their native tongue. Faces would light up, even as the anxiety lifted. At the moment they heard their name, people saw a glimpse of the familiar and sensed that America was a country where they could realize their ambitions and goals.
Many of us experience that same unfamiliar feeling (albeit to a lesser degree) on the Internet today. We are swept up in a deluge of information, newsletters, banner ads, search ads, Facebook fan pages, Twitter groups, email blasts, video rollovers, babel of advertising and advertising.
How then can an advertiser speak in a way that removes the anxiety associated with the online experience? How can an advertiser hope to be that familiar and comforting voice that helps build a deeper connection with people?
Here are some simple tips that can help an advertiser form a more meaningful connection with the end consumer:
- Say who you are upfront and communicate how you can be of help.
- Speak in a way that is relevant and personal to the person watching your ad. Don’t broadcast the same message to one and all. Instead, take the time to connect with people, and learn more about them in a way that is respectful of their privacy. This way you can communicate in a way that is meaningful to them.
- Give consumer information that is useful to them. Groupon gives consumers special deals in their zip code. Tommy Hilfiger gives consumers information on Fashion Week specials and new arrivals that they wouldn’t find elsewhere. Advertisers should make consumers feel part of an exclusive club – not very dissimilar from the feeling that many US Citizens experience at their moment of naturalization.
- There’s no need to introduce your message by singing the advertising equivalent of the Star Spangled Banner. Keep your text brief, to the point. Pithy. State simply how you can help the consumer, and why they should sign up to hear from you.
Ultimately, by following these guidelines, more people will respond to you. The advertiser builds a loyal community at a lower cost. The consumer gets a relevant and personal experience online. Because more consumers sign up for the ad, the publishers make more money. It’s a win-win-win situation.
Sounds like America to me.
Where to Startup: NYC
It’s fair to say that New York City has established itself as a dynamic home for startups. But as those of us who live and work here know, within NYC, you can choose from different neighborhoods – even different boroughs – to set up shop. (By the way, if you want to see a map of the number of financings in each NYC zip code and the total amount of venture money invested per zip code, check out this map on Business Insider).
I’ve worked in two startups that both began with just a couple of people, and have experienced firsthand the transition from very small to mid-sized from two distinctly different locations: the first in lower Manhattan, and the second, here at Pontiflex in DUMBO. While there are more celebrated NYC startup neighborhoods (Flatiron, SoHo, etc.), both lower Manhattan and DUMBO provide more space for the money, convenient transportation, and access to NYC talent.
Geographically, the neighborhoods are very close to each other – just one stop away on the A train. Both have lovely views of the East River and all of its pristine glory (or lack thereof), both have a rich and continued history of contributing to New York City’s growth, both have great cobble-stoned outdoor haunts for the brainstorming and venting sessions necessary to any start up’s health.
The two startups I’ve worked for, Innovation Ads and Pontiflex, had similar trajectories in terms of growth. When I started at each, total headcount was about 5. Both companies began with many ideas and honed in on their product-market fit rapidly. Both had aggressive revenue goals (3x year over year), and both accomplished their financial targets. So clearly, one can find success in either locale.
But the companies also have important differences. Innovation Ads was primarily a sales organization and the Wall Street boiler room vibe was one which it fed off of successfully. People were motivated by the high pressure, sales-driven environment. Pontiflex is primarily a tech company and fits in well in NYC’s Digital District. The atmosphere is certainly fast-paced, but the daily workings are more collaborative and technology focused. People ride their bikes to work, have flexible schedules, and are encouraged to take risks. Accordingly, Pontiflex has had no problem attracting tech talent to DUMBO while Innovation Ads had no problem courting sales professionals to the venerable Financial District.
Whichever you pick, the neighborhood will indeed influence your corporate culture. Think of it in these terms: Grimaldi’s and Jacques Torres vs. Delmonico’s and Harry’s. Strollers and Hipsters vs. Bankers and…Bankers.
Pick the place that embodies your culture and breeds the type of success you need to achieve.
Arun Krishnan
Jason Penta
zlasker
Roshan Bangera
Jordan Cohen
eadlman
Geoff Grauer
Jerrie Gullick
Jon Beardsley
Nick Herman
Stacy Huggins
Tiffany Sumner
Avantika Banerjee
Daniel Egan
Lisa Khan
pontiflexrob
