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5 Handy Tools for Minimum Viable Product Development

5 Handy Tools for Minimum Viable Product Development

Zappos.com produces in excess of $2 billion in revenues annually (and is now a wholly owned subsidiary of Amazon). It’s well known for its diverse shoes and clothing collection and customer-first culture, but many people don’t realize that in the very early days, employees bought shoes at local stores to fulfill customers’ orders.

And I bet you’re wondering: What does this story have to do with LISNR?

Everything, in fact.

Like Zappos, LISNR uses the concept of a minimum viable product to continually create products and solutions that customers adore. LISNR technology is also designed to be as straightforward and flexible as possible, enabling others to use LISNR for MVP development of their own.

Popularized by Eric Ries, MVP is based on the concept of developing the most basic version of a product and getting it into a small group of users’ hands fast. Then, companies use customer feedback to build products based on how they’re actually using the product instead of making assumptions.

At LISNR, this way of thinking is a way of life. We’re constantly improving on our work and collaborating with our clients to come up with and implement fresh ways to apply our technology.

Looking to step up your own collaboration game? Here are my five favorite tools for gathering customer insight in MVP development.

Customer Interviews

Customer interviews can be a goldmine of information. LISNR frequently uses unscripted interviews to gather information from users about how they’re using our technology or what other features they need. Sometimes we’ll create a list of potential features and ask customers what they think about them. Or, we ask how they would rank different feature sets.

As we listen to multiple customers, certain trends rise to the top. We then use that information to guide future builds. This means that LISNR is always in touch with market trends, and can anticipate client needs that they might not even be aware of themselves.

A/B Testing

A/B testing (also called split testing) is when a portion of customers see product version A, while the rest see product version B. The goal is to compare responses and get feedback about which idea customers preferred.

A/B testing is especially helpful to gauge users’ reactions to design changes. This kind of testing eliminates any guesswork when it comes to product improvements. LISNR’s portal makes it easy to generate different Smart Tones that trigger different device reactions. Spacing those different reactions across a crowd or event gives LISNR’s customers the ability to track user engagement for each approach.

Demo Video

As Dropbox was initially launching, they believed most people didn’t know they had a problem synchronizing files. But they realized that once someone experienced their solution, they’d never be able to imagine how they lived without it.

But getting files to seamlessly sync across a variety of platforms comes with deep technical integration that would be hard to prototype. Rather than going through a long, drawn-out development process, the CEO created a humorous and informative demo video to seed the idea.

The video became Dropbox’s MVP. Overnight, Dropbox’s waiting list went from 5,000 to 75,000 people!

Landing Pages

Landing pages are a great opportunity to explain your product’s features and have visitors sign up for a trial or more information. But they’re also a great MVP tool to gauge interest in features.

For example, we’ve used several landing pages for our different use cases. We review each page’s analytics to determine exactly what visitors clicked on, or where they spent the most time.  That information is then used to prioritize future improvements and plan development cycles.

Crowdfunding

Popularized by sites like Kickstarter and Indiegogo, crowdfunding is the newest platform for running MVP tests. Companies release an initial version on a crowdfunding site. Early investors or adopters provide feedback, which is incorporated into the next phase of product development. Although LISNR has never directly leveraged crowdfunding, we recognize its power for straight-to-consumer products.

Besides providing valuable potential feedback, this strategy also provides fundraising opportunities. Pebble is one of the most well-known (and record-breaking) MVP crowdfunding examples.

Stay in touch with the LISNR team by following us @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Podcast: LISNR’s Rodney Williams Talks with “From Founder to CEO”

Podcast: LISNR’s Rodney Williams Talks with “From Founder to CEO”

Todd Uterstaedt, host of the From Founder to CEO podcasts, recently welcomed LISNR’s CEO and founder, Rodney Williams, to his studio.

Rodney shared how LISNR’s technology was changing how we communicate, as well as his “secret sauce” as a leader and what other CEOs can learn from his journey so far.

Check out these highlights from the interview.

Favorite Leadership Quote That’s Guiding Your Mindset (2:44)

“My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.”

–Maya Angelou

What’s LISNR’s Powerful Promise of Value? (4:24)

“Today, when you’re transmitting data from one device to another, you have limited resources. But they all require a Bluetooth chip or a WiFi enabler—and these can be expensive components. Imagine if you can transmit data between one device to another by just using sound. That’s where we’re headed. Our goal is be right next to the Bluetooth button. We want to make LISNR technology a standard to connect devices.”

How Did You Come Up with the Idea of Using the Audio Spectrum to Connect Devices? (6:29)

“I started taking on the challenge of how we were going to market to consumers in 5 years. Everything was going to be customized, tailored to the consumer. And maybe one day the world would react to consumer versus the consumer reacting to the world. … To make that possible, you have to start with creating connectors that live everywhere where there is a piece of advertising. I kept getting stuck on sound. Sound has the potential to be in every commercial, every TV show, every retailer. Everywhere we need the world to respond, a piece of sound is present.”

What’s Your Secret Sauce as a Leader? (11:04)

“I know the vision. I know where we’re going. I know the ultimate goal. … It’s very hard to hire someone to lead a vision. It happens, but it’s very hard to do so. I try to focus being great at the things I’m good at, and then I try to inspire and hire other leaders to be exceptional at the things I’m bad at.”

What’s Your Favorite CEO Question that Gets Powerful Results from Your Growing Team? (23:15)

“Do you want to be a start-up, or do you want to be the world’s most innovative company?”

What’s Exciting You Right Now in 2016? (25:20)

“I’m starting to see if I was building a puzzle, prior to this I always had a lot of missing pieces, and couldn’t always see the vision. The vision was just in my head. But the puzzle is starting to look more like what’s in my head, and I’m really liking the ability to look at the puzzle.”

Listen to Rocking the Techcomm World with Profitable Sounds You Can’t Hear in its entirety or download the podcast.

Stay in touch with the LISNR team by following us @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Mobile World Congress Liveblog

Intel Booth

Welcome to LISNR’s liveblog for MWC 2016!

Mobile World Congress runs Feb 22 through Feb 25, and we’ll be talking about the coolest announcements, tech, and presentations here every day.  Updates will come from Dori Gurwitz, LISNR’s VP of Business of Development, who is at the show in person.  Check back here starting on Feb 22 to get the inside scoop!

LISNR will be at the conference in Intel’s booth with a world exclusive hands-on experience.  This will be the first time developers have complete access to LISNR’s portal at a trade show, and there are no limits to what they’ll be able to create right there on the show floor!

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

LISNR Chosen as Finalist for SXSW Music & Audio Innovation Award

We have big news! Last week, SXSW named LISNR as a finalist for the SXSW Music & Audio Innovation Award.

The award honors innovation that changes and improves the way people enjoy music. LISNR was nominated specifically for our work with the Budweiser Made in America Music Festival. (Read more about the project or watch our short video below.)

The Made in America Festival app, powered by LISNR, provided real-time information, proximity-based marketing messages and context-driven promotional offers to fans despite the limited connectivity that is common at large festivals.

LISNR was launched at SXSW, and the music industry has always been part of our lifeblood. We’re thrilled to be a finalist for the award, and we have high hopes of taking it home come March.

The idea for LISNR was forged on StartupBus 2012, a pitch competition where entrepreneurs develop a business idea on the drive to SXSW and pitch it upon arrival. Since then, LISNR has grown exponentially, winning a Cannes Lion for Mobile Innovation, being named to the CNBC Disruptor 50, and raising $10 million in Series B funding led by Intel Capital. We’re proud to work with clients like AEG, Visa, and Budweiser.

LISNR is the world’s first and only data-over-audio solution. It creates high frequency, inaudible Smart Tones that can be played by any speaker and picked up by any microphone. This effectively turns any speaker — be it a stadium PA system or the TV in your living room — into a beacon that can trigger second-screen experiences on any device. Unlike Bluetooth, iBeacons, or NFC, LISNR is not dependent on hardware or connectivity, meaning that wherever sound can be played, connections can be made.

The awards ceremony will be held March 15. Other finalists for the award include DELQA, Pulse Solo, Trackd, and the Here Active Listening System. We’re excited to join them in Austin next month.

Stay in touch with the LISNR team by following us @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

2015 Review and 2016 Momentum

2015 was a remarkable year for LISNR. This year was about focus, growth and establishing our place as the leader in data over audio and the internet of sound.  We’ve captured our incredible strides–from raising Series B funding to winning a Cannes Gold Lion–in the below video, and are proud to share it with you.

With an amazing 2015 behind us, we’re diving into 2016 with incredible momentum, and it all starts at CES.  If you’ll be there, we invite you to do any and all of the following!

After CES you’ll find us leading the thinking at SXSW and other major conferences, but what we’re MOST excited about in 2016 is the incredible pipeline of work that will start to go live in the market.  Some of it is already live, but most of it is yet to be unveiled to the public.  Keep your eye on this blog, as you can be sure we’ll be telling you more as soon as we can!

Thank you for all your support.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Team Spotlight: The Penguins Use 2nd Screen To Enhance The Fan Experience

unsplash_523b1f5aafc42_1

There’s a dirty secret in sports: the number of empty seats is steadily increasing.  Rather than go to live sporting events, fans are compensating (cough) with giant entertainment systems in the comfort of their own home.  In fact—for the first time ever—PwC is projecting that media rights will surpass gate revenue as the industry’s largest segment.  Now more than ever, sporting venues need to go above and beyond to justify the additional cost and hassle of attending an event in person.

In light of these challenges, the Pittsburgh Penguins are upping their game with an unlikely tool: proximity-based beacons within the stadium.

Proximity-based marketing at sports venues is nothing new, but to date it’s functioned largely as a glorified coupon dispenser.  The most common uses have been offering seat upgrades to fans in the nosebleeds, or discounts on those 5000 calorie pretzels calling your name as you walk past concessions.  Those are both perfectly legitimate uses of proximity marketing, and should absolutely continue, but the real power that Pittsburgh is starting to unlock lies in these beacons’ ability to enhance the fan experience.

It all starts when fans enter the stadium and are given a custom welcome message; the first signal that they are about to be a part of something special.  The beacons turn phones into a digital companion for the physical event: helping fans find their seat, providing updated rosters and stats as they happen, and (of course) offering discounts on concessions and merchandise.    There’s even an exclusive interactive experience that launches when fans approach the Mario Lemieux statue.  These enhanced experiences aren’t available anywhere else, and make fans feel like they’re getting an extra something special for attending in person.  

Imagine the possibilities if every stadium took an experience-first approach to proximity marketing.  Replays from alternate angles could be given to fans based on where they are in the stadium, long restroom lines could be avoided and seat upgrades (to VIP areas) could be instantly delivered.  

The fan experience is just one of the reasons LISNR SmartTones work so well when paired with physical beacons in stadiums and arenas.  We work with a number of professional sports teams that are using LISNR technology to deliver fan experiences in “moments that matter” – like when a goal is scored or a team wins the game.  This is an area where physical beacons can’t deliver.  Additionally, because LISNR SmartTones are audio-based – fans do not have to be connected to wifi – or have an app open on their phone to participate in the experience.  

We’re excited to see teams like the Penguins using proximity solutions to enhance the fan experience.  Undoubtedly, more teams are not far behind.  

LISNR is the creator of SmartTones, a new technology that sends data over audio. LISNR uses an inaudible digital sound file to turn any device into a beacon. LISNR gives brands and content creators a platform that delivers second-screen experiences and proximity-based messaging. Clients include Budweiser, Roc Nation, Shakira and Sony. For more information, visit www.lisnr.com.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

 

LISNR Making Waves in Cisco’s Entrepreneurs in Residence Program

Cisco EIR

Cisco Entrepreneurs in Residence (Cisco EIR) is a unique 6-month startup program that supports entrepreneurs working on the next big ideas in the Internet of Everything (IoE), Smart Cities, Big Data/analytics and other transformational opportunities strategic to Cisco.

I’m pumped to share LISNR has been selected into this elite program – joining the ranks of more than two dozen companies hand-picked by Cisco to develop ground-breaking innovations.

LISNR had to undergo a rigorous multi-phase selection process, which included evaluating the viability of our business plan, the merits and competitive differentiation of our technology, the strength of our teams and overall alignment with Cisco’s strategic focus. The process culminated with LISNR CEO Rodney Williams presenting to a panel of Cisco executives and technology experts.

Disruptive Technology

Cisco EIR was founded to “build relationships with early-stage innovators who are about to reshape our industry’s future through truly disruptive technologies.”

With the ability to send data over audio, LISNR’s SmartTones are redefining “right place, right time” messaging.

Unlike other wireless data communications, LISNR’s SmartTones deliver data over inaudible sound waves to mobile apps. Because these audio tones are delivered through existing speaker infrastructure, no new hardware or other costly implementations are needed to turn any audio speaker into a beacon capable of sending video, data and messages.

This means all infrastructures outfitted with speaker or microphone equipment – stadiums, indoor or outdoor venues, and even TVs – can transmit SmartTones, creating opportunities for live events, sports venues and broadcasters to create new engagement opportunities with fans.

Next Steps for LISNR

Over the next six months, LISNR will participate in multiple Cisco EIR  events and have the opportunity to work with Cisco product and engineer teams. Additionally, LISNR will be paired with a Cisco executive who will serve as a mentor/advocate, helping drive market validation and assisting LISNR in getting traction for this new technology.

“LISNR has gained momentum in the entertainment space through working with professional sports teams, brands and retailers and major music festivals,” says LISNR CEO Rodney Williams. “Now we’re looking at wider opportunities. Our collaboration with Cisco helps us continue on the path toward having a dominant presence across industries. LISNR will be the world’s leading communication protocol, connecting devices and overcoming communication challenges between devices everywhere.”

Cisco EIR has incubated 17 companies to date. We are thrilled to join this group. The program represents everything we believe is possible with a strong entrepreneurial spirit and ground-breaking innovation.

To keep up with other news and other data over sound applications, follow @LISNR.

LISNR is the creator of SmartTones, a new technology that sends data over audio. LISNR uses an inaudible digital sound file to turn any device into a beacon. LISNR gives brands and content creators a platform that delivers second-screen experiences and proximity-based messaging. Clients include Budweiser, Roc Nation, Shakira and Sony. For more information, visit www.lisnr.com.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Cisco Entrepreneurs in Residence: Spotlight on Simularity

Cisco-simularity

Recently, we learned LISNR was selected to the Cisco Entrepreneurs in Residence (Cisco EIR) program. This is a unique 6-month startup initiative supporting entrepreneurs working on the next big ideas in the Internet of Everything (IoE) and other transformational opportunities strategic to Cisco.

5 companies joined this latest round, selected specifically by Cisco to develop ground-breaking innovations.

LISNR was selected because our disruptive approach in sending data over inaudible sound waves redefines “right place, right time” messaging. Unlike other wireless data communications, LISNR’s SmartTones are delivered through existing speaker infrastructure. No new hardware or other costly implementations are needed to turn any audio speaker into a beacon capable of sending video, data and messages.

Through the Cisco program, I met the team behind Simularity, an artificial intelligence startup. I sat down with Peter Koning, vice president of sales, to learn how they’re using artificial intelligence that learns over time to become a cost-effective predictive analytics solution.

How did the idea for Simularity originate?

Peter Koning: Simularity’s co-founders, CEO Liz Derr and CTO Ray Richardson, have deep experience as technology executives and programmers. After building a recommendation engine for Alibris, a leading ecommerce site, they realized the more relevant information you have, the better predictions you can make. These analytics and intelligence became the heart of Simularity.

What are some of the most interesting applications?

PK: Simularity works by looking at large volumes of data and learning what’s normal. The more data it observes, the smarter it gets.It also learns to detect what isn’t normal, and it can predict when something might happen – like a system failure.

Especially in the IoT space, the applications are limitless. Let’s say you’re an industrial company with many facilities filled with expensive equipment. With sensors placed on every piece of equipment, our software analyzes thousands of data readings per minute in real-time to learn what’s normal.

That data can then be used to identify maintenance for the equipment before it’s needed. So instead of scheduling maintenance every two months, the data recognizes the pattern of a pump before it actually fails. The data tells you to make repairs before it’s necessary – helping avoid post-failure clean-up, which usually costs significantly more time, money and resources.

Why is this concept so disruptive for “big data”?

PK: Usually, data scientists apply statistical modeling to make sense of big data. But that entire process is time consuming and expensive, and data scientists are in short supply. Simularity shortcuts the whole process so organizations can quickly deploy a more cost-effective solution – which by the way, also learns over time.

Plus, our software is more dynamic and flexible. So if you want to add in other data, you can. In the current model, you’d have to start from scratch – an expensive and time-consuming process.

What’s does being selected to Cisco EIR mean for Simularity?

PK: Joining the Cisco EIR program provides validation that what we created can bring value to the world. For example, we just won first place at the Meeting of the Minds. We proposed a mobile sensor and analysis system that attaches to vehicles to help cities get a better handle on air quality.

We’re also raising a seed round of investments. And collaborating with Cisco EIR in the IoT space will allow us to engage with new partners and customers.

Stay up-to-date with developments in the IoT space by following @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

LISNR Named Finalist in Fast Company’s 2015 Innovation by Design Awards

Innovation By Design

For the last four years, Fast Company’s Innovation by Design Awards has honored designers and businesses working together to solve the problems of today and tomorrow. This year’s competition was the biggest yet, with more than 1,500 projects entered from around the world. Categories included Smart Homes, Social Good, 3-D Printing, Fashion and more.

A panel of established designers and design-minded executives judged the entries on functionality, originality, beauty, sustainability, depth of user insight, cultural impact, and business impact. As Fast Company points out, winners and finalists each “represent what’s best about design today: ‘Big ideas, meticulously thought out details, and a clear viewpoint about how we live now—and how it could be better’.”

I’m so excited to announce LISNR was named a Mobile Apps finalist — one of only 14 companies recognized in this category. And competition was extremely tough; other finalists include industry giants like Google and Instagram.

A Novel Technology

Fast Company called LISNR “a novel technology that can push anything – a song, a video, a shopping link, or an ad – to any smartphone, using soundwaves undetectable to the human ear.”

Unlike other wireless data communications, LISNR’s SmartTones deliver data over inaudible sound waves to mobile apps. Because these audio tones are delivered through existing speaker infrastructure, no new hardware or other costly implementations are needed in order for retailers, sports teams or live event venues to engage with consumers.

And with more speakers on the planet than people, this means any audio speaker can be turned into a beacon capable of sending video, data and messages – creating a whole new network capable of creating mobile engagement with audiences.

Right Place, Right Time Messaging

Today, the average person now spends more time on their phone and laptop than sleeping. Finding new ways to communicate and interact through mobile devices presents the next frontier in engagement.

In keeping with the Innovation by Design Awards vision, LISNR’s technology exemplifies how great design creates great experiences. As Fast Company notes, “Instead of having to ask users to download another app, apps that use LISNR technology can automatically download content associated with a specific place, such as a sports stadium or even a TV show.”

With sound’s ability to go where other technologies can’t – through walls and even across entire fields or stadiums – branded apps powered by LISNR technology deliver right time, right place messaging through mobile devices. For example:

Getting recognized with this prestigious award is a tremendous honor and gives the entire LISNR team something to cheer about. But more importantly, we’re most passionate about continuing to design mobile technology that creates meaningful – and delightful – engagement opportunities.

To keep up with other news and other data over sound applications, follow @LISNR.

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.

Owning Moments that Matter

If you’re like me, there’s probably an iconic sports moment permanently etched in your brain. Maybe Michael Jordan’s switch-hand layup against the Lakers. Kerri Strug’s one-foot vault landing at the Olympics. Rulon Gardner’s underdog win over a 13-year undefeated wrestling champion.

My strongest sports memory was when I was 7. I watched Doug Flutie throw a “Hail Mary” touchdown pass as the clock ticked to zero to lift Boston College over the University of Miami in an amazing win. To this day, I still see in my mind and remember everything about that moment — how Doug scrambled in the pocket, how the announcers sounded calling the touchdown, and even how the entire team piled on each other to celebrate.

What exactly does this memory have to do with marketing and making meaningful connections with fans and customers?

Actually, a lot.

Making Brand Memories

Right now, my memory of Doug Flutie’s “Miracle in Miami” is tied just to him and the sport. But what if a brand capitalized on that moment in a meaningful way? Rather than just being a memory, that moment in time could become an incredible brand connection, too.

This is what gets me pumped. With mobile technology, marketers and brands have a huge (and right now, untapped) opportunity to own these moments that matter. By own, I mean create a hyper-targeted connection that benefits both fans and brands.

The Business Case for Owning Moments

Let’s stick with sports, although there are plenty of similar applications for live events, broadcast and retail. For this example, we’ll use the Cleveland Cavaliers from my home state of Ohio.

  • They host a max of 20,052 fans per home game.
  • They will play 41 home games in 2015-2016.
  • Let’s estimate 40 percent of fans have downloaded the Cav’s official mobile app.

Using these numbers, during home games, the Cavs have an opportunity to engage with almost 333,000 fans through their official mobile app.

Let’s go a step further and talk about specific moments that matter. In basketball, slam dunks are a perennial fan favorite. What if a brand were to take ownership each time Timofey Mozgov dunks? Thanks to data over sound technology, for example, an athletic shoe company could sponsor each instant replay broadcast to a fan’s mobile device through the Cav’s official app.

Let’s just see how much potential exists.

  • According to 82games.com, on average there are 6.56 dunks per game, so I’ll even go a little more conservative and use the number five.
  • Let’s estimate 75 percent of the Cav’s app users opt in to receive these special notifications.

Over 1 million premium in-stadium impressions could be generated for the shoe company (which doesn’t even take into account viewers watching from home). More than just a billboard or ad, using owned moments to connect and engage with fans all the way down to their seats has the potential to generate impressive ROI.

Keeping Owned Moments Meaningful

There are a couple caveats to owning moments that matter.

  • First, the connection between the owned moment and the brand story needs to be authentic for fans.
  • Second, to stay meaningful, not every single moment can be owned. It can quickly become overwhelming or irrelevant to fans if a brand takes ownership of a moment that happens too frequently, like three-point shots.
  • Third, look for ways to naturally extend owned moments. If a fan experiences a meaningful moment watching branded replays of slam dunks via their mobile device in-stadium, how does that connection continue for the fan at home during the next game?

Brands, fans and teams alike stand to benefit with meaningful connections in these moments that matter. So what’s going to be the next memorable moment? And who will own it?

Discover how to capitalize on moments that matter by following @LISNR.  

LISNR is a high frequency, inaudible technology; a new communication protocol that sends data over audio. As the leaders of the Internet of Sound, we use inaudible sound waves called SmartTones™, to transmit information.  LISNR essentially transmits customizable packets of data every second that enable proximity data transmission, second-screen functionality, authentication and low-fi device to deviceconnectivity on any LISNR enabled device.  We enable this functionality better and more efficiently than bluetooth (proximity), ACR (2nd Screen), and NFC/RFID (authentication). As an integrated software partner, LISNR can power devices to connect with world around better than ever before.