Innovations in the creative and cultural industry market can cause a chain reaction in the economy of Bosnia and Herzegovina (BiH). It is possible to innovate through existing innovations, and given the circumstances on the market, due to the dynamics and transformative power of this industry, there are many possibilities. At the global level, according to the United Nations Conference on Trade and Development (UNCTAD) data, the creative and cultural industry contributes significantly to the world economy. The cultural sector accounts for 3.1 percent of the global gross domestic product (GDP).
It is this market in BiH that is diverse and rich, if we look at it from the perspective of the cultural heritage of BiH, the enthusiasm and creativity of BiH artists, the quality of exhibitions in galleries, performances in theaters, and/or if we also include the list of intangible UNESCO cultural heritage, or one of the biggest film brands of Sarajevo – Sarajevo Film Festival (SFF), which, after its creation, after the war in 1995, by the idea of young enthusiasts, innovatively brought a new position and recognition to the city of Sarajevo on the world scene of film festivals.
A start-up company SO.. agency, which operates exclusively in the creative industry, has been working to convey the message and meaning of SFF in the digital world for two years, under the slogan “Where art meets purpose”.
If we look only at the etymological meaning of the English phrase, start up – from the beginning upwards, the creators of the start-up do not have many opportunities, from their current position they need to grow and develop as quickly as possible. What distinguishes a start-up from other companies is the speed of development. They are born from nothing, and enormous growth is expected in a very short time.
Startups are innovative companies founded to develop a unique product or service, market it, and make it irresistible and irreplaceable for customers. They are certainly accompanied by risk, like every small company in the making, and there is a special dimension of risk when that company is focused exclusively on the market of culture and art in BiH. “Opting for the culture and art sectors is a challenge in itself, primarily because it is an unprofitable sector. However, we have proven that it is possible to be successful with a creative multidisciplinary, and multisectoral approach. We have a wealth of different experiences and knowledge that we have focused on joint growth,” said Selma Obarcanin, co-founder of the SO.. agency.
Quantum marketing as a tool for the promotion of culture and art
This developing company decided to focus on social media through which they plan to more intensively promote culture and art in BiH. For their business, they chose an innovative approach known as quantum marketing, which represents a paradigm shift in the digital industry. And experts say – the future of marketing.
“Quantum marketing allows us to analyze data in a way that traditional methods cannot, which results in more precise adjustment of marketing campaigns and a better understanding of our online environment, which makes everything around us,” Obarcanin explained.
The world is changing at an unprecedented speed, to the extent that classic marketing theories, strategies, and practices are performing worse every day. What makes them special is their dedication to the integration of business development, strategic communication, and digital marketing. This combination not only shapes but transforms the market.
Business without advertising
They have been operating for two years, and thanks to the experience and acquaintances they have made in various fields, they did not need additional promotion of the company on the BiH market.
They cooperate in business with the team of SFF, Garden of Dreams, DJ Solomun, Fasada Festival, the regional festival of Chamber Theater RUTA, and many others. They also work on educating the audience that visits festivals, with the aim of preserving the environment, Forbes writes.
E.Dz.
