To discover one of New York City's most innovative and creative new media companies, go to an obscure side street on the Upper West Side. Find the Stand Up NY Comedy Club and head upstairs, there in an inconspicuous suite, you will find Skitish Media.
The club's co- founder and owner, Dani Zoldan had partnered up with Jonathan Fatigate five years ago and launched the successful comedy podcast network, Stand Up NY Labs.
Zoldan and Fatigate wanted to figure out how to best utilize the unique talent and brilliant content of comedians in a way that was not merely innovative but groundbreaking. Enter Judah Meiteles, whose marketing and advertising experience were a perfect fit. He became the third partner, and Skitish Media was born.
In just a short time, Skitish Media has distinguished itself in a crowded and rapidly growing industry. Here are some of the ways they made it happen:
1. They worked on developing their competitive edge:
With 15 stand up shows, five open mics and a dozen comedy podcasts being recorded in their space every week, it's easy for Skitish to find and develop new talent. It doesn't hurt that seasoned comics such as Jerry Seinfeld, Amy Schumer and Kevin Hart also drop in when they want to hone their craft.
2. They found their intersections.
Where most advertising and media agencies work with the same creative team for every project, Skitish Media sources creatives from their massive pool of talent. This allows them to bring together people whose backgrounds and world views are most relevant to their client, making the concepts and the campaigns more effective. For example, when Skitish worked with a product designed for gamers, they brought in six talented writers, actors and comedians--who were all also gamers. Unsurprisingly, the team was able to craft a concept that perfectly fit current trends in the gaming community. When an industry is struggling to think of the next big thing, Skitish Media is thinking out of the box with the most relevant and qualified thinkers on the planet.
3. They created data based strategic systems.
In a world overloaded with content, brands are tasked with figuring out how to produce content that stands out. Every business wants their content to go viral, but no one seems to know how to make it happen. At Skitish, they believe there is a science behind constructing content that grabs people's attention. But their attention goes beyond the creative concepts of the videos themselves--other elements like content packaging, copywriting, and ad formatting are also important factors.
4. They facilitated the right partnerships.
Having a powerful service is not enough to develop a successful agency. Partnerships are key. Skitish began by bringing on entrepreneur, investor and author James Altucher as a partner and advisor. Next, they applied and were accepted into Young & Rubicam's incubator program, Sparkplug, where they would have access to their team and work on client campaigns. Now that they had the product and the team, they had to understand one final thing: the market.
5. They tracked their metrics for success.
At Skitish Media, their first piece of content was a video that generated more than 2.1 million views organically. While it was a major feat for them, it also confirmed they were on the right track. The right results and the metrics told them they were onto something that would be successful. They remained focused on outcomes as well as success strategies.
6. They exceed the sum of all their parts.
The partners at Skitish realized that serving their clients effectively meant overseeing every aspect of their their brand, including social media. Unlike many creative agencies, they are driven by outcomes. They have the tools and techniques to create viral video sensations, but their goal is developing content that is measurable and revenue producing. Success is important--not only their own but also their clients'.
In short, no one else is doing it like Skitish. They have the kind of content that people want to watch and the skills that bring clients back for more. So if you're looking for a media company that is way ahead of the curve, climb the stairs beside the comedy club and see what they can do to with your organization, your ideas and your media.