The Funding Allows For Further Development of Its Event Marketing Technology
Feathr, the Gainesville-based Event Marketing Cloud, has received $2 million in venture capital funding to continue its growth and development as it continues the push to be the go-to digital marketing platform for event professionals. This investment was led by Florida Gulfshore Capital, with participation from the Florida Opportunity Fund (co-managed by Arsenal Venture Partners), the John S. and James L. Knight Foundation, and several strategic partners. Previous investors Capital Factory also participated.
Aidan Augustin and Aleksander Levental founded Feathr, which began as a digital business card app company, in early 2012. The concept ultimately transitioned into a networking-centric conference app, a stepping stone to the current product, a digital marketing platform built specifically for the needs of event professionals. The technology currently powers the marketing of more than 300 exhibitions and conventions in the USA, UK, France, Germany, Australia, Mexico, and other countries.
Feathr’s rapid growth has been driven by increased demand from international event organizers with large global portfolios. Notable customers include Reed Exhibitions, the world’s leading event organizer, and IDG, the world’s leading media, data, and marketing services company, who use Feathr to analyze and leverage the digital audiences of huge events like New York Comic Con, E3, and the PGA Merchandise Show.
Through its proprietary analytics package, Feathr studies the behavior of an event’s digital audience and provides event organizers with a suite of tools to engage with that audience, including programmatic display campaigns, automated and optimized landing pages, look-alike audience modeling, and other product features. Using its analytics and marketing technology, Feathr works to increase event attendance, engagement, and profitability.
“Historically, organizers have had relatively transactional relationships with exhibitors and attendees, focused narrowly around the few days of their in-person event,” said Richard Molloy of Florida Gulfshore Capital. “Feathr gives event organizers the tools to extend those transactional engagements into ongoing, mutually beneficial relationships, boosting event effectiveness and profitability as a result. This transition is important and we’re excited to be helping Feathr make it happen.”
Feathr will use the new financing to meet continued demand for its product, as well as further expand its growing technology platform.
“More than anything, this funding is a reflection of our customer’s rapid adoption and expansion of Feathr over the last year,” said Aleksander Levental, Co-Founder and CEO of Feathr. “It speaks to the growing needs of live events to effectively leverage their online reach for both attendee engagement and sponsor/exhibitor promotion. We’re excited for how this funding will allow us to grow our team, accelerate our momentum, and expand our product – as well as bringing several strategic partners into our family that extend our industry expertise.”
“Live events are a growing way for news publishers to inform and engage their audiences,” said Ben Wirz, Knight Foundation director for venture investments. “Feathr helps publishers extend the value of these events; it allows them to better connect with audiences, increase turnout and enhance the overall experience.”
The New Office Space
Feathr’s new office is located at 102 Innovation Square in the center of Gainesville’s Innovation Square district, the progressive sector housing primarily local technology start-ups. Trimark Properties has refurbished a number of properties in the area, equipping them for the demands of the tech startup community.
The 1,940 square foot Feathr space was designed as an ultramodern workplace, encompassing fresh design trends.
Feathr wanted to ensure their office would be a collaborative space that would add to the synergy of their team, while still offering quiet spaces for discussing business with clients and brainstorming ideas. Three private offices and two smaller phone booth-style offices are delineated by new polished glass walls, allowing for solitude while working without secluding employees. Above the phone booth offices, an accent wall with Feathr’s custom logo, complete with its signature light blue, a feather symbol, and name, proudly overlooks the area. A white accent wall which acts as a room divider features three square cutouts, one with a glass panel with an imprinted image of a feather for a distinctive, avant-garde touch that is personalized especially for the tech company.
The striking, state-of-the-art interior is complemented on the exterior with creative, sustainable features such as an eco-friendly rain garden, waterfall aqueducts, built-in benches, and a paved outdoor deck.
An office reflective of the event marketing enterprise’s cutting-edge mechanics, Feathr’s new space at 102 Innovation Square has given the rapidly growing company a place where they can impress prospective employees and clients, build their brand, and work comfortably in a stunning and elegant environment. For more information about Feathr, visit feathr.co.