Corded phone in hand, Joel Erb launched his career in gadgetry in middle school. Armed with a sales script and a trial version of the first Flash software, Erb aimed high, pitching web services to the top brass at Calvin Klein, Armani, and Hugo Boss.
"Spot Trot is positioned to artists/management as a fan acquisition and
engagement platform," explains Erb.
Web development, which was in its infancy at the time, had not crept into marketing plans, much less the thought of mobile apps.
Today Erb runs INM United, a local interactive media agency creating a buzz for its spin-off, Spot Trot, a mobile entertainment company with clients like Dave Matthews Band and Tim McGraw. By forming relationships with Apple, Red Light Management, and Live Nation-Erb was able to bring to life a new mobile app that combines his tech-savvy ways with his love for music.
His idea was simple: offer a customized mobile platform to artists that is built for today's digitally connected fan. The concept quickly grew into a mobile-based (currently iPhone) platform that is now connecting entertainers and their fans in an interactive, experience-driven environment. For artists and entertainers the app has become not only a way to connect with fans, but also a revenue stream through in-app merchandise purchasing and exclusive purchasable content.
"Spot Trot is positioned to artists/management as a fan acquisition and engagement platform," explains Erb. "Our apps bring value by connecting artists with their fans in a completely new way." From a monetization side, Spot Trot features the only in-app e-commerce platform which allows fans to purchase merchandise using a one-click "Wallet" concept. "Spot Trot is able to develop functionality for fans that is centered around connecting other fans and providing interaction opportunities with the artists and live events," says Erb.
Dave Matthews Band, among the first to put Spot Trot to use, pushed the app into the Top Music Apps chart on iTunes, where it broke quickly into the top 25 most downloaded music apps and has continued its upward climb. Ern's focus on working with select musicians, as well as sponsors that matter to the fans, has kept the cost of using the platform down for the users and profitable for the artists.
Spot Trot users currently enjoy the ability to view set lists, comment on the band's performances, communicate with other fans, buy tickets, and even get driving directions to venues. Erb recently enhanced the Friends section of his app in order to allow fans the ability to locate their friends in real-time, communicate with other fans through direct messages and choose to have breaking news about the band delivered directly to their phone.
"Personally, my entire childhood was centered around music," says Erb. "Growing up, my siblings and I were exposed to the entire gamut of artists...to say the least, music is in my blood-but nothing beats the live experience."
For Spot Trot, the next phase of this homegrown success story will include capitalizing on mobile commerce, integrating video in new ways within the iPhone device and launching a completely new framework for the iPad device.
