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Creative mix of urban style, design, and nature from around the globe.
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Act One
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Analog.
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Creating desiredconversations around
the brand.
Brand Storytelling
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Birth of Concept
Urban Gardens
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1998: Urban Gardens as Print Concept.
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Purpose Then and Now
To create, find, inspire,connect, and share
the things I love.
Act Two
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Digital.
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4/18/2009
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Original Goals
Driven by purpose.
1. Become go-to resource for designs,trends, and ideas for indoor/outdoor
2. Connector
3. Make money doing what I love…?
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Huh?
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Stayed @ #Free#Paris Apartmentvia Twitter
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July 20, 2012
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4/2010
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Product and Delivery
Evolves. Be like digital:nimble, agile, and adapt.
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Offline Presence
Designer Show HouseCreative Garden Retreat
Pop-Up ShopDYI Lab
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Creative Garden Retreat Press
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Before
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After
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Designer Evenings
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“Coolspotting”
Offline ScoutingProducts and Trends
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ConnectingMakers, Brands, Consumers.
Consumers 71% more likely to make purchase based on social media referrals.
(via Hubspot)
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36”“
Meet MakerGeoff Fisher,London
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Meet MakerMarc GrañènGirona, Spain
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What bloggerscan do for brands.
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Leads GeneratedMedia• 5 television interviews (Israel, Brazil…)• 4 major European magazine interviews• Citröen-sponsored van for film festival• Blogs from US, UK,Germany, France…
RFPs • 1 van: theater company in Scotland• 1 van: event company in Amsterdam•10 buses: engineering company in India
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Reach: 21, 707 Views. 224 Shares.
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Influence
People view more contentthrough social web
than through website/blog.
(Jonathan Perelman, VP Strategy, Buzzfeed)
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Ad Networks
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Write for others.
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Branded Content
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Affiliate MarketingGift Guides & Roundups
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Align Goals With Purpose.
Lead generation?Build platform?
Snag a book deal?SEO/traffic to your website?
Brand positioning?
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Be a Good Storyteller.Long or Short Form.
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Don’t be a Keyword Whore.
Think about SEO, butwrite for people, not robots.
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Headlinenot great for
search…
But generatedstrong reader
responseand sharing.
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Don’t get all hung upon the numbers.
Think quality engagementwith your targeted audience.
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Act Three
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Hybrid Analog and DigitalOffline pop-up brand storyexperiences: mashup of event/social web/social
commerce
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Cultivate your relationshipsas you would your plants.
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[email protected] @urbangardens
Facebook.com/urbangardensPinterest @urbangardens
urbangardensweb.com
