Our work with Sentient storm started with their desire to start an online community for marketing purposes. The success expanded the relationship to include an online marketing and branding relationship. The objective was to help in a consulting and Internet Marketing capacity to create brand awareness for their products, and online elements for their marketing campaigns.

OBJECTIVES

The campaign required a complete market analysis. There are character trademark issues, intellectual property, and graphic/media art issues that must be addressed. This requires collaboration with movie companies, and individual directors/producers.

When Sentient Storm embarked on their online campaign, they already had a clear understanding of the aspects needed to gain attention online. Image is everything in the entertainment and media industry. Axiom9 needed to retain the graphic capabilities of the print and movie industry, and customize them to work online without losing their impact.

The key element of this project is to target an audience who understands the importance of online media marketing, but still prefer relationship selling, and show very little indication of using search strategies. This requires a totally different strategy. Marketing to the Marketers required finesse, honesty, and a 3 second sales window.

SOLUTION

Axiom9 stepped back and watched the market for several weeks. They watched every player from the large movie companies, to the smaller independent studios. The company’s links with major players at Disney, and online publishers put Axiom9 in a strong position to develop an effective, long-term marketing plan.

We worked with several players, and even embarked on a viral video production project with the company to develop a feel for the communication styles, relationships, and expectations within this industry.

Our strategy included completely redesign the website, market their videos, and promote their web portfolio through industry associations. We built a marketing platform based on their collaboration with Mindsplinter films, and the owner of Disney’s Ernest and the Denton Rose franchise.

EVOLUTION

Promote the company through their work. Instead of creating a portfolio, we are going to create a web of video and product which will attract industry and publisher attention. In 2000, companies developed characters and products through television commercials. Our goal is to adapt the same strategy to work in viral marketing channels.

Promote Media through Social Media. We plan to use our network of social media platforms. The intention of branding them with our readers will increase the social networking aspect. This gives marketing power to the product, and is something that media companies recognize when considering animation and editing services.

We will use interactive content to gain a fan base for characters, video, and marketing tool. Marketing Media to the Media community poses its own problems. Primarily, we are trying to develop two way relationships in an environment where everyone expects a single direction platforms to work.

This will require a media rich website designed to attract directors, producers, and firms in the mid level of their career and development.

METHODOLOGY

The methodology starts in the viral community and follows down a pipeline into the main website. We are not designing the new website to be a portfolio. Instead, we are designing it to be an entertainment site. Selling, without appearing to sell is a solid marketing technique that requires pragmatic focus and creative ingenuity.

RESULTS

This reversed marketing worked almost immediately. Sentient Storm was able to bring a client to the table, gaining respect from their peers. This ignited an interest in selling online products, with Sentient Storm now in a stronger position. Axiom9 has had a long reputation for staying in the background and supporting their client’s success. Our company mission is based on creating symbiotic relationships that benefit both companies.

THE FUTURE

Sentient Storm is expanding from the media industry into the Business-To-Business arena. They plan to use their relationship with Axiom9 to help them gain an edge as a respected viral marketing company which provides media rich elements for Business websites.