Starting out as a reporter rather than an entrepreneur, Christy Ferer always wanted to create new ways to make media more than just news. She loved to video the fashion shows. And not being from New York, she used to make videos for her friends of all the things to do in the city. Both of these innovative ideas led her to become an entrepreneur and start her own company, Vidicom. Her videos of things to do in the city morphed into a product called Citybuzz, now in hotels, taxis and other out-of-home venues, which chronicles the latest happenings in several big cities. And her fashion show videos became opportunities for brands to connect with their customers. But Christy didn’t stop there. She pushed the envelope further by creating InteracTV, where brand experts and customers can spend quality time together! Using technologies like skype and social media like facebook, Vidicom connects brands to their communities, and gives them the opportunity to expand their customer base through events. These events then become content for the brand and allows the brands to reach out to other sites, bloggers and more potential customers. This “native advertising” where the brand becomes a part of the content, is the new hot trend in advertising. But Christy has been doing it all along!
Christy is a tend setter from the word go. I asked her for some advice for the rest of us and she replied, “fail upwards!”. Christy explained that you shouldn’t be afraid of failing because it is that failure that gives you the momentum to succeed, to move onward and upward. Christy has shown us the way, taking her ideas and making them a company, a company that is ahead of the competition with a diverse product line that connects brands to their customers in a new way, the way of the future. The annoying banner ads, buttons and preroll ads on videos we see and skip over will take a backseat to Christy's innovative approach.