PepsiCo is bringing innovation in-house through PepsiCo10, an incubator program that pairs tech start-ups with its global brands. Join Josh Karpf, PepsiCo’s director of digital media, and Digiday editor Giselle Abramovich via Webinar on Oct. 18 at 2 p.m. to discuss how the company harnesses start-ups’ talent to create groundbreaking campaigns while providing them with mentorship and visibility.
Until then, here are Karpf’s Do’s and Don’ts for start-ups looking to pitch brand partnerships.
Don’t pitch your napkin idea: You may be pitching an incubator, but you’ll have to show your company is primed to thrive. “We look at viability,” said Karpf. “Is there a business model around it or is it just an idea that would take resources to build?” PepsiCo10 whittles down its initial wave of submissions to 25 to 30 companies that pitch to executives. Those without a real business plan are the first to go.
Do be quick: PepsiCo10 and other incubator programs attract professional pitchers who know how to articulate who they are and what they can contribute in five minutes or less. “A number of them are serial entrepreneurs. This is the second or third company, so these guys know how to pitch… They’re very concise.”
Do your homework:Make sure you’ve studied the brand’s business inside and out, including all their product lines. If you’re pitching PepsiCo10, make sure you reference Lay’s potato chips, not Pringles. “I don’t think it’s a death sentence, but knowing the business is really key. Know all the products, not just the major ones. Research is key.”
Do stand out:There’s a fine line between memorable and gimmicky, but if your pitch is smart, a stand-out execution may make the difference. The 25 to 30 companies that pitch PepsiCo10 in a single day all work hard to get noticed. Lots of presenters go the young Harvard MBA route with matching suits and slick materials, but the pitch Karpf remembered best was very different.“We had one CEO that had a music start-up. They rapped their whole five-minute pitch. It was a hip hop music type of product. He was great.”
How EA plans to compete with Fortnite and Roblox in the metaverse
EA didn’t use the word “metaverse” a single time during its Q3 2023 earnings call — but the game developer has clearly taken note of the revenue-generating potential of virtual platforms powered by user-generated content, or UGC.
‘A shift in the marketplace’: Media agencies’ influence over programmatic is growing
The big media agencies are asking ad tech vendors to create tools they can use themselves to separate the wheat from the chaff in the open auction.
Tinuiti’s Q4 digital ads report shows soft pricing but promise for performance channels
Tinuiti's analysis of fourth-quarter activity shows most corners of the digital media landscape saw less than stellar financial results.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.