The challenge of marketing your product is part and parcel with starting a successful company. But amidst other obstacles of learning the language of financing and securing your seed, advertising efforts can often be pushed back on a startup's ever-growing To Do list.
This October, a handful of leading Boston advertising firms are joining forces to making one startup team's life a little easier. Digitas, Arnold Worldwide, Mullen, Hill Holiday and Allen & Gerritsen are teaming up to host Boston Future 4, a competition in which one startup in the city will receive a customized marketing campaign and creative–completely free of charge.
Each year, the 4A's Institute of Advanced Advertising Studies (IAAS) leads a program designed to give priceless real world experience to up-and-coming advertising tycoons, as nominated by their agencies. Within the 16-week long program, employees are broken up into teams and given a corporate client for which they create a personalized advertising campaign.
In the past, the young ad stars have launched ad campaigns for big brands like Life is good, Converse, Marriott and Airtran. But this time around, the 4As are partnering with FutureM to shake things up. "The board really wants to give something back to Boston and make it exciting and relevant for the employees in the program," Digitas Boston President Barbara Goose told BostInno. "Students would get access to learning all about a startup and what it takes to get it off the ground...They will be able to see the nimbleness that startup would have over a traditional company."
Startups within the local innovation economy will have until October 1st to enter their quick and simple submission form found on the company's website. When the deadline has passed, a team of judges will announce four companies that have made it into the last round. The lucky final four will then have the opportunity to pitch to a panel of judges at the FutureM's The Future of Marketing event on Thursday, October 17th.
The pitch, however, doesn't have to be your cookie-cutter investment standup. According to the release, the pitch "can be anything (video, slideshow, interpretive dance, etc.) that helps tell their story, showcase their product, and makes a compelling case as to why their company would flourish with the help of crafty and efficient marketing." Pitches will be judged on (a) compelling products or services with a clearly-defined value proposition; (b) viable business model; (c) entrepreneurs who have the ability to execute on their plans; and (d) the Finalist’s presentation.
In addition to the judges' input, attendees will also have a chance to cast their vote in real-time by submitting a text with their favorite finalist. Once the winner is declared, the agencies, FutureM, startups and guests will partake in some well-deserved bottle-popping in celebration at Lir on Boylston Street (the drinks are free, too!).
The winning company will then become the next client of the 2014 IAAS program, in which the local agencies' stellar talent will craft customized campaigns that will belong to startup once the 16 weeks come to a close.
It's encouraging to see companies–both big and small–working together so symbiotically with the betterment of Boston's business ecosystem at heart. The opportunity to receive free marketing plans and creative from Boston's best and brightest in the advertising space is a priceless one. I mean, really, are there any two things a startup loves more than free buzz and free booze?
Check out the Boston Future 4 if you're interested in submitting your startup into the competition and for more information.
