Natasha Adams, Chief Marketing Officer at Kodakit, described her company’s journey to build a new platform to match creatives with clients.
At the outset of her keynote presentation at the 2018 Leadership in Digital Marketing Forum held on June 6 in San Francisco, Adams stated, “When we look at communities as business people and marketing people, there are two sides. The first is the human factor. If you squeeze the human element and just look at the ROI component of that community, you’re going to lose the heartbeat. It’s hard to do that, because, as marketers and business people, we have to find a balance. Businesses need to manage CAC, profitable LTV, and the bottom line,” she said.
“As marketers, we’re looking at four pillars every single day: acquisition, engagement, retention, and attrition. Within these, we have tons of metrics that we follow to make sure that, as we scale—not only on the supply side but as we bring more demand into the funnel—we’re constantly managing those four areas tightly.”
Adams then presented a case study of how her company did this. Kodakit’s vision for the community was to help creatives thrive—not only economically but in other ways. “We started with photographers, because that’s our premise. We have the supply side—the creatives—and the demand—customers looking for the work of these creatives,” said Adams. She outlined the primary challenges of creating the Kodakit platform:
The company needed a strategic approach to make this successful, so the first thing Adams’ team did was identify its target by focusing on:
Kodakit started small by focusing on creating the right foundation, managing supply against demand, and giving the community the immediate support it needed—work, people, training, and feedback. “Operational efficiency was critical in all the steps of the journey,” stated Adams. To that end, these are areas the company continues to address:
The company also realized that offline, in-person experiences such as the following are important:
Another important aspect is curation. “When you start to identify cool people or good performers in your community, others want to be like them. Photographers want to help other photographers. There’s a lot of cooperation. We wanted to take advantage of this, so we have an ambassador program in a number of countries around the world. We also do social takeovers or features where we interview photographers or allow photographers to take our Instagram channels within the community and bump up our followers. That’s been very successful. Lastly, we’ve had good success working with our partners and highlighting our photographers.”
In 2018, Kodakit has 10,000 creatives in more than 1500 cities in over 90 countries. Expertise includes not only still photography but video, VR, and 360. “We chose to keep the community small so we can always guarantee work for our community. The average age of the creatives is 28, and almost 80% are male. We were surprised to find we have a pure Millennial community.”