Welcome, Homee, to an intense battle. Homee is a home services marketplace joining Porch, HomeAdvisor, and others in the race to sell yard and home repair services. We think marketplace platforms are great, but that they need human representation to close larger projects, long-term subscription services, and to handle customer support during the frustrating days of a home remodel.
The company disclosed recently that it raised $11 million in Series A funding, bringing its total capital raise to $15 million. According to the company, it will use the money to launch in new markets and grow its network of vendors throughout the country.
Source: On-demand property maintenance platform Homee raises $11 million to power growth | 2018-07-02 | HousingWire
AdWeek’s Sarah Priestman offers this assessment of experiential marketing:
The experience economy is booming, brands are seeking real-world impact, the creative industries are putting dollars behind new capabilities—really, what more do we need to do but let the good times roll?
Priestman goes on to emphasize the experimental and artistic qualities of experiential marketing, urging marketers not to think of this new style as a channel. “For lack of a better definition,” she writes, “experiential is the art of ‘expressing a brand’s purpose and proposition through a form of real-world consumer interaction.'”
Several trends are converging that raise the experiential challenge to the level of a revolution: Mass marketing is dying, turning to highly segmented experience that increases interaction and data gathering that produce better product design, improved inventory management, and a “pull” relationship with customers; On-demand business is driving experience down to Main Street and the consumer’s home; Communication technology is fragmenting as new channels open, each supporting a different experiential engagement.
Priestman rightly focuses on the roles of the brand strategist and producers in current experiential work, but this is a prelude to the delivery of experience in the home. Where experiential marketing today tends to happen at parties and events, such as a Bonnaroo or extreme sports event and brand events presented in urban cores, the future of marketing is personal and in-home. We need an interface at the local level to support this potential form of customer intimacy, and it is made of people.