Christian Deuber of The Launch Farm
Meet Christian Deuber, Principal of the Launch Farm, a content marketing company that mixes branding, copywriting, journalism and public relations
What is the Launch Farm?
The word “launch” carries with it a unique power that signals something new and exciting. To “launch” something typically refers to “doing” or actually executing a new plan or introducing a new product or service. The farm analogy is one that I use to represent the day-to-day, “get your hands dirty” seeding and cultivation that typically refers to crops, but certainly applies to new digital marketing tools.
As brands become publishers in charge of their own media across an ever-growing list of new channels, Launch Farm helps them to create, cultivate, curate and execute on content marketing strategies. From branding to social media to public relations, Launch Farm’s mission is to make sure that brands are involved in an ongoing conversation with their customers and the public at large on a daily basis.
Why did you start your business?
The marketplace was clamoring for a more content-centric marketing approach and I was excited to leverage 15 years of marketing experience to create a new hybrid service offering. The goal was to blend best practices in digital marketing, social branding and public relations to better engage with today’s highly educated and involved consumer.
How did you come up with the idea?
Beyond typical design services, most companies are now looking for a partner to help them with their content marketing and launch plans regarding emerging technology. New digital tools continue to change the game regarding conversations and interactions between companies and consumers. Evolutions continue to bridge the gap between brands and individuals with advancements in social media marketing, influencer outreach, multimedia sharing, customer reviews, co-creation activities and more. It takes a nimble, specialized and personally involved approach to fully embrace authentic content marketing in the digital age. With a daily cadence of information exchange between brands and consumers, a firm like Launch Farm has the distinct advantage of being able to turn on a dime to actively engage a brand’s audience at any time across any channel.
What resources or organizations in Ohio did you take advantage of, and how did they help?
Through the years, organizations like AMA (American Marketing Association), PRSA (Public Relations Society of America) and CSCA (Columbus Society of Communicating Arts) have been valuable, offering networking and lively discussion. I’ve always appreciated and recognized the importance of professional internships and I’ve seen amazing results bringing in seasonal interns from The Ohio State University, Columbus College of Art and Design and The University of Cincinnati.
What was the biggest surprise in starting your business?
Launching my second startup, I was probably must surprised to realize that I was allowing my new clients and partners to help shape my new service offering rather than pushing for my own personal agenda.
Where did you find your first employee?
I’ve always believed in creating a company culture that entices the ideal candidate to come to us first. Recently a videographer posed as an official legal courier that needed me to sign for an important package. It turns out that the package was a beautiful resume kit delivered by the designer and I had to find a project to reward this individual for their tenacity and originality.
What are some of the advantages to doing business in Columbus?
With retail mavericks like The Limited, Victoria’s Secret, Bath and Body Works and Abercrombie and Fitch in town, it’s the perfect playground for young marketers to hone their crafts while learning from the old guard.
What inspires you?
I am continually inspired by music. I have a pretty unhealthy addiction to vintage guitars and the act of playing an instrument saturated with over 50 years of blood, sweat and tears from previous owners is a truly magical elixir. A little jam session before bed is usually the precursor to a killer brainstorm session the following day.
What companies or founders do you admire and why?
I hate to follow the masses on this one, but I recently finished the new Steve Jobs book by Walter Isaacson and I absolutely agree with Jobs’ aim for perfection in design and the merging of art and technology. Jobs also believed whole-heartedly in the power of great branding, marketing and publicity and I couldn’t agree more. Jobs has been ever-present throughout my entrepreneurial career and one of my favorite quotes of his was emblazoned on the walls of my first startup… “Why join the Navy when you can be a pirate.”
What’s next for you and your company?
I believe that part of the craft of creating a successful life is directly related to the new people you meet and the things you create with them. With that in mind, Launch Farm has put together an internal team of young industrial designers that will be introducing an actual Launch Farm product line in 2012. In the ultimate act of putting your money where your mouth is, this is the marketing and branding company launching their very own product for the public. We couldn’t be more excited.
Source: Christian Deuber
Writer: Feoshia Henderson