TurnHere Becomes Local Photo/Video Marketplace SmartShoot | Street Fight

The Local Network

TurnHere Becomes Local Photo/Video Marketplace SmartShoot

2 Comments 11 October 2012 by

Since the Yellow Pages first appeared in 1883, consumers have been conditioned  to search for local service providers they need. Today’s online review tools and directories like YP.comAngieslist and Yelp have made finding highly rated providers easier, but the businesses still need to be contacted one by one. Meanwhile, new consumer demand apps like Zaarly and Taskrabbit are changing the fulfillment process by having consumers post tasks so providers do the work by customizing quotes.

SmartShoot launched last week as a consumer demand service for sourcing local photographers and videographers. SmartShoot is a pivot from TurnHere, a videography service targeting SMBs with the tagline: “A 60-second custom video about your business shot at your location by a professional filmmaker in less than 90 minutes.” I spoke with Justin McCarthy, CEO of Smartshoot who recently completed a management buyout of Turnhere to launch SmartShoot.

TurnHere, founded in 2005, leveraged the video marketing wave by working with resale partners like Yelp and Citysearch to help SMBs create one-minute video sales pieces. According to McCarthy, TurnHere could boast a compelling match rate, over 80% of inquiries for this short SMB video would result in a vendor solicitation. So with high engagement rates embedded in the business model, why pivot?

“We intuitively knew there was more videography and photography business out there than the one minute SMB video,” said McCarthy. “We tested the ‘Post a Project’ button on TurnHere and discovered that 85% of the 300 projects posted were requesting everything else — weddings, recital footage — except this one minute video. Giving the consumer the option to ask gave us a look at the long tail of consumer video needs; we could see how to expand our brand without getting pigeon-holed into just one offering.”

The pivot to the consumer demand model makes sense for existing companies that have established a credible product offering. Service providers will actively participate when they know the customer is ready to close by virtue of posting their project. But it works both ways. Consumers want to make sure that service providers are bona fide before they post their projects. Posting for a videographer on a horizontal collaborative consumption service like Taskrabbit may yield responses from unemployed hobbyists to professionals, and customers still need to go through vetting process. SmartShoot leverages its vertical expertise working with 16,000 rated video professionals to filter out the flakes.

The bottom line is SmartShoot’s pivot expands its transaction base, and expedites a better buyer and seller match. It’s not a big leap to see Angieslist and other companies with SMB portfolios, including daily deals and media companies, making the same pivot to develop new marketplaces for a variety of verticals.

Patrick Kitano is founding Principal of Brand into Media, a strategy group for social brand management solutions, and administrator of the Breaking News Network, a national hyperlocal network devoted to community service. He is reachable via Twitter @pkitano and email pkitano@gmail.com.

Street Fight Summit 2012 is coming in less than THREE weeks. Join top hyperlocal industry executives in New York on October 30th and 31st. Buy your ticket today!

  • turn where?

    Pat, what exactly is a ”management buyout”? Is Brad Inman out of the picture in this transaction?

    • http://brandintomedia.com/ pkitano

      Turnhere’s management team led by Justin McCarthy purchased a controlling stake in Turnhere from Brad Inman as far as I know. There seems to be no press release in google search.

Nov. 4th in NYC: Local in the City!
Click here to register.

Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!

When the ‘Pop-Up’ Store Sticks Around

Retailers have started to rethink their sprawling storefronts. Instead, companies are turning to smaller, more specialized locations that that can adapt to declining store revenues while addressing some new opportunities in selling to a connected consumer.

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly