Experiential hybrid of retail and media…
David Carson, Co-founder and CMO of The New Stand (a bodega with new products, new content, and new experiences for people on the go, packaged with a spirit of service, style, and modern convenience – (profile)) joins hosts Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.
Brick and mortar and ferries, improving the commute, and the value of membership
David Carson, Co-founder and CMO of The New Stand and Berger discuss how they met. Carson shares his view on The New Stand, it’s as if you took your favorite local bodega and favorite blog and merged the two. The key is convenient access; The New Stand’s brick and mortar locations are now complimented by locations in all of the brand new New York City ferries on the East River which Carson goes on to say have been more successful than anticipated. He explains that The New Stand concept was based on the idea that people have been commuting to commute, but the experience can be upgraded with a lovely shop for things you need (including beer and wine). Carson shared the genesis of the first store in the Union Square Station, and how The New Stand has helped improve commuters’ days. He dives into the corporate partnerships including one with Havianas, offering promotions like membership cards and concerts with discounted tickets for members. , Carson goes on to explain the challenging logistics of the three underground stores, and the demand for this type of model in airports. Berger brings gifts to the hosts and producers purchased at The New Stand in Union Square that morning.
The app, ecommerce and data, the genesis of The New Stand, memory retention from gum, and a partnership with GE
In addition to brick and mortar stores, what makes The New Stand unique is their membership app, meant to keep consumers tethered to the store throughout the day. The app is filled with contentincluding new artists, and new products, along with a twice-daily digest and daily playlists with new music. What’s next? Carson says the company will be launching a feature for the holidays so consumers can buy things through the app.The goal is to make each member’s day better/easier in some way. According to Carson, member feedback is critical to this model. The hosts discussdata, what can be done with the data, AI, and how overwhelming all of this information can be. Berger references a recent article in Bloomberg stating that “Data Science is the sexiest job of the 21st century. The hosts discuss career paths and wonder if today’s culture lionizes the wrong things. Carson says the model for The New Stand is using data to improve the customer experience by capturing what consumers really want. Instead of adding retail locations, you can keep updating the retail locations and have consumers connected to the store when they are not at the store. Carson shares how the four partners conceived of The New Stand when they come back to New York from a trip and realized the options were majorly lacking in comparison to their experiences abroad — deciding immediately look for a space in the subways.
Amazon, the newer generations, tactical marketing, and defining content
In some personal-based questions, Carson recalls the nineties in New York City, potential futures of (and an aha moment around) Amazon and its cloud services, new types of commerce, a trust factor of brand reputations and durability, and how changing your business midstream often fails. He remembers abusive bosses and orchestrating terrible Broadway shows in music school, how passionate people succeed, the danger of coddling, what he learned about himself from that abuse, the value of paying dues, how a lot of kids coming out of college think they are already awesome, and the missing value of starting at the bottom and growing to the top. Carson points out that much of marketing comes from tactical instead of and doing projects around stories that are already settled, and the importance of having a point of view. Strum points out that content is like the wrapping paper of what people are sharing or meaning. Carson says that the modalities of advertising are in free form and that it’s better to create a platform than create content for someone else’s platform, creating content is not the same as being a successful business. He goes into coming from a world of advertising, how companies like Steemit mean we are looking at a new system at how content creators can be paid in the future. And his final thought: “Content literally means noting. It is an empty vessel. I wish there was a different word. We’re all trying to figure out what this is exactly.”