Cambridge startup, Blendology Ltd, has developed a branded give-away gadget that allows brand managers and event organisers to engage and interact with their customers during and after events.The company, which has secured seed funding, is actively seeking additional investment to ramp up production and expand business development activities. Launched in March 2011, Blendology is a privately held company with multiple patents filed for its ‘tap’ technology and business model.
Blendology’s branded gadgets incorporate the company’s patented ‘tap’ technology which allow users to connect with each other at events just by ‘tapping’ their devices together. After the event, the user can simply plug the device into their computer to see all the connections they made and when, and add those connections to their online social networks such as Facebook, LinkedIn and Twitter.
The Brand Manager Platform enables brand managers and event organisers to view information such as a timeline of the connection activity and interaction with media hubs, and enables them to monitor and analyse user behaviour and schedule post event promotions.
Blendology’s event solutions include ProJoGroup, designed specifically for the professional conference and exhibition market, and SoJoLife which is targeted at large scale social gatherings such as live performances, sporting and hospitality events.
Bill Munday, CEO of Blendology said: “1.1 billion people worldwide attend events each year with two thirds attending social events like concerts, festivals and sporting events and the other third attending professional events like conferences and exhibitions. And in 2011 alone, over $7 billion was spent on promotional give-aways by large companies and Brands with no measurable return on their marketing investment.
“Both our funding activities and our product development plans are on target. Positive discussions are already in progress with new Angel investors and VC’s and our sales activity is significantly ahead of plan.”
Clair Mackenzie, Chief Marketing Officer of Blendology added, “Businesses and Brands are adopting new technologies and tapping the potential of social media in order to keep pace with customer behaviours, build customer relationships and increase profitability.
“Blendology’s unique branded give-ways are cool, memorable, easy to use and enable brand and event managers to engage with consumers on multiple levels from a single promotional spend. The post event online activity information provides them with greater insight into their customer behaviour, identify brand advocates, measure success and better plan future campaigns.”
Blendology will be showcasing SoJoLife Interactive Event Solutions at SXSW Interactive in Austin, Texas, 12th – 15th March, 2012. The company will be among 15 finalists that will present at HATCH, a pitch competition for start-ups with revolutionary ideas. The HATCH Pitch event, takes place on Sunday 11th March 2012, and is a part of SXSW 2012 Startup Village.
• PHOTOGRAPH SHOWS: Bill Munday