Spayz - A social advertising and event tool

© Astronaut 2014 © Astronaut 2014

Bringing the social media world to advertising and events

© Astronaut 2014 © Astronaut 2014© Astronaut 2014

Corporate clients today are demanding more from advertising and marketing than traditional advertising agencies can solve. Technology companies on the other hand can solve many of these new demands, but do often not have enough in-house marketing knowledge.This is why Astronaut has positioned itself right in the middle between marketing and technology.

Furthermore, unlike other marketing companies, Astronaut has used it’s insights to developed it’s own product, called Spayz (pronounced ‘space’), which handles data from the marketing activities in real time and gives insights into user activities which no other platform can offer.

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© Astronaut 2014

Combining the best of both worlds

Astronaut is precisely positioned in the middle between an advertising

agency and a tech company.

Advertising company’sbenefits

Tech company’sbenefits

Brand communication knowledge

Creativesolutions

Marketing economics

Advertisers trust

Creating linked communication

Real time data

Audience data Creating communities

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The power of ‘branding intelligence’

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Astronaut’s concept of branding intelligence is a step forward for marketing areas like event marketing, ATL, BTL, CRM, POS marketing and so on, as marketing knowledge is boosted by tech advantages and data creation through a) actively linking users through a social bridge form the brand

to the brand’s community, and b) producing data driven insights based on advanced data visualisation.

The addressed issues

Astronaut’s mission

Link traditional marketing industries, like advertising, events, CRM, POS etc. deep to the digital world.

“How can traditional

advertising link deeply to social

media?”

“How to know who the important

members in the audience are?”

“How can campaigns stretch

to POS?”

“How to link and compare data from

Chinese and international campaigns?”

“How to link offline situations

seamlessly to online?”

“How to create marketing data

which is valuable and can be learned

from?”

“How to link CRM to the social media

world?”


How Spayz works, ...

As the Astronaut team saw that no digital solution was sufficient enough to solve the demands for it’s branding intelligence strategy, the company created it’s own platform Spayz. Spayz links users actively to any

brand’s communication activities via their social media accounts. Spayz consists of three parts: the front end, the console and the data centre.

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The front endLink to the real world‣ Links user to brands via social

media.

‣ By using their own social media log in, users integrate deeply to marketing efforts.

The consoleAll in one place‣ Registers users.

‣ Monitors social content.

‣ Connects to the users devices.

‣ Spreads brand information.

The data centreMeasure-learn data‣ Measures in real time customer

engagement.

‣ Adaptable set of data display structures to make data easy to digest.

Supported networks:

‣ The biggest Chinese networks, like Weibo and Weixin.

‣ The LinkedIn business network.

‣ Facebook is integrated and Twitter is on it’s way.

Comparing international data:

‣ Spayz is one of the few platforms which deeply integrates western and Chinese social media worlds and by that can measure and compare market trends and behaviours to gain advantages in international brand positioning.


... what skills it has, ...

The Spayz control panel (top picture, right) handles the users social interactions, shows who is connected to the brand and monitors the social conversations.

The Spayz’ influencer panel (top picture, left) allocates people who have the highest opinion leading power. This amazing feature gives companies a real time knowledge about the community members which matter most while an advertising campaign, an event or a CRM activity is on.

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Front end management Message board

Audience management

Top benefits

Seamless O2O‣ Brining the online world

into everyday life.

‣ Spayz is leading the development in the offline to online sector.

Identify influencers ‣ It is important to allocate

the people who can influence masses.

‣ Spayz’ influencer panel shows in real time who the most important people are.

Conversations matter‣ Connect the brand to the

it’s community.

‣ Measure the sentiment of conversations, to learn about the impact of branding activities.

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Deep customer integration‣ ‘Following’ or ‘liking’ a brand

is not enough anymore.

‣ Spayz forms real communities by people actively linking to the brand.


... and which outstanding tasks it performs

Spayz links users deeply to marketing activities, solving urgent brand communication needs like, how to bring offline brand communication online, how to create data which is valuable and easy to understand, or how can

marketing efforts lead to closer customer relations and POS integration.

Spayz is adaptable to all needs, creating tailor made solutions for brands and it’s marketing activities.

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New ways to connect the offline and the online world ‣ Advertising campaigns and packages

are linked purely by people pointing the phone at it.

‣ New and fresh concepts are created through product recognition and integrating wearables into ad campaigns.

Learning from data like never before‣ Big data needs to be understood.

‣ Spayz uses advanced data visualisation features which help clients to understand the data fast and learn from it for further business improvements.

Social CRM‣ Brand communication efforts should not

stop with offline or online marketing activities, but link customers to the brand.

‣ Through Spayz customers link deeply to the brand and stay in touch via a social CRM system, linking social media and POS communication in one place.

Join


Astronaut’s product strategy

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To know more about Astronaut’s product strategy please contact [email protected]


The story of Astronaut ...

Spayz was developed in 2012 and was used for the first time at the opening event for the Galaxy Soho in Beijing, handling the marketing activity on site for over 20.000 people.

Since then Astronaut has used it’s branding intelligence techniques for many world leading brands in China. The 25

people strong company is based in the Jian Wai Soho office complex in central Beijing, consisting of project management, design, digital marketing and IT teams. Currently new projects for leading e-commerce websites, car brands and airlines are on the table, making Astronaut one of the leading companies in the ad-tech field.

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‣ Top left: Spayz was used for the Galaxy Soho opening.

‣ Bottom left: Spayz at an event in action.

‣ Four phones bottom right: Front end solution for the Porsche Panamera launch in China linked to Spayz.

‣ Brands which use Spayz:


... and it’s founder

Michael Kaltenhauser arrived in Beijing 5 years ago to set up Astronaut. He had an 20 years long advertising career in central Europe and London, UK where he worked for global advertising agencies such as McCann Erickson, BBDO, Wunderman and Young & Rubicam.

In Michael's portfolio are such brands like Coca Cola, Swatch, Mercedes, Cannon, Orange, just to name a few, for which he created TV, print and outdoor advertising campaigns, as well as event marketing strategies. His work has been published in several adverting books and magazines, and he’s work has been given awards like the Effie and the Art Directors Club Award.

After setting up the London brand and design consultancy Captive, which was ranked by Creative Review amongst the top British companies in it’s field, he saw the changes in the branding and advertising industry and so in 2009 he set up Astronaut, first in London, before moving it to Beijing.

The influential American media and tech website Business Insider placed Michael amongst the world's most 30 creative people in social media marketing.

9 © Astronaut 2014 © Astronaut 2014


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What is happening next

Astronaut has laid the fundament for a strong market position through building a marketing service around an IT product, which has proven it’s capabilities, not just to get interest, but also to deliver satisfactory results for international clients. The next tasks are to widen the development gap to copy products and a building a client

base of international clients. This is why a two step company development is planned: 1. Build a strong base in China to dominate the national market (planned mid 2014) and 2. open offices in Europe and America to roll out the services internationally (planned for 2015).

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Step 2 Development in the west ‣ Opening offices first in

Europe, then in the US to launch branding intelligence products in the west.

Sales/client management team‣ Creating sales contacts and

brand exposure for Spayz.

‣ Three different teams for every client group.

Creative team‣ Increasing the creative

team to further establish strong concepts with Spayz and drive market leadership in the advertising tech field.

IT team‣ Extending the production

team to run parallel developments in all three client groups and in servicing ongoing jobs.

Step 1Development in China ‣ Creating a bigger sized

company to run more jobs parallel and develop Spayz further to fundament leadership.

To know more about Astronaut’s development plans please contact [email protected]


$37,500,000

$75,000,000

$112,500,000

$150,000,000

Income forecast

The income is initially generated by servicing international clients, running their social integration of ATL and BTL campaigns, as well as building influencer networks. The client group B takes longer to generate a bigger income share as single budgets are smaller, but after roughly 2 - 3

years it will account for approximately a third of the turnover. Client group C creates initially mostly value for group A and B, but as time goes on big volume selling of cheap services is creating a significant part of the overall income.

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Income ratio shift ‣ As more diverse products

are developed - also for client group C - the income ratio will shift.

Three years period

Group A Group B Group CChina Europe America

2015 ‣ In China the team has

been established and works on new clients.

‣ Europe has been set up.

2016 ‣ China continues to grow.

‣ Europe is established.

‣ America is set up to start.

2017 ‣ In China Astronaut is one of

the countries leading tech advertising agencies.

‣ Europe continues to grow.

‣ America is established.

76%

23%2%

52%

31%

17%

To know more about Astronaut’s income forecast please contact [email protected]


谢谢太空⼈人 Astronaut Room3106，Tower11，West District，jianwai SOHO，Chaoyang District Beijing 100020China

北京市朝阳区建外SOHO⻄西区11号楼3106室

Tel +86 (0) 10 5869 [email protected]

Thank you

www.astronautchina.com

Spayz - A social advertising and event tool

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