Digital Marketing Platform Company Feathr Scores $2 Million in Venture Capital Funding
Feathr, the Event Marketing Cloud, received $2 million in venture capital funding to continue its growth and development as a 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.
Feathr has created the only digital marketing platform built specifically for the needs of event professionals and 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 and IDG, who use Feathr to analyze and leverage the digital audiences of huge events like New York Comic Con, E3, and the PGA Merchandise Show.
Feathr uses its proprietary analytics package to study 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 is able 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.
He added, “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.”
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.