Post on 22-Jan-2017
WHAT EVENT MARKETERS CAN LEARNFROM THE MAKER MOVEMENT
Mark Stewart | wondermakr Mark Harrison | T1@mechastewart | @wonderMakr @markharrison3 | @theT1agency
#IFCADC | #INNOVATION
ABOUT ME @MECHASTEWART
#IFCADC | #INNOVATION
ABOUT ME @MECHASTEWART
#IFCADC | #INNOVATION
ABOUT ME @MARKHARRISON3
#IFCADC | #INNOVATION
ABOUT ME @MARKHARRISON3
TRIED AND TRUE: THERE’S NOTHING WRONG WITH THAT.
#EVENTTECHLIVE | #MAKETING
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
The MAKER APPROACH. AKA: “MAKETING".
#IFCADC | #INNOVATION
QUESTIONING1
OBSERVING2
NETWORKING3THE MAKETING APPROACH:
EXPERIMENTING4
ASSOCIATING5
#IFCADC | #INNOVATION
MAKING MAKES US HUMAN
THE MAKER MOVEMENT MANIFESTO
DO IT TOGETHER
PLAY, PARTICIPATE, SUPPORT
SHARE YOUR SUCCESS, GIVE BACK
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#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
WHY MAKERS MATTERTO MARKETERS
INNOVATIONNew products. No limits.
PARTNERSHIPSRemember: DIT!
THESE GUYSBeen there. Done that.
PASSIONNiche communities
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER• INTERNET OF THINGS
• MICROCONTROLLERS/ARDUINO
• SOCIAL VENDING
• 3D PRINTING
• RFID/NFC/BLE
• ROBOTICS
• SMART INSTALLATIONS
• INTELLIGENT RECOGNITION
• INTERACTIVE GAMES
• CUSTOM APPLICATIONS
#IFCADC | #INNOVATION
CREATE SOMETHING NEW. SURPRISE AND DELIGHT.
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
INVOLVE YOUR FANS. OWN YOUR OWNED MEDIA.
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
MAKE IT CONNECTED. EXTEND THE EXPERIENCE.
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
BUILD A BETTERPEOPLE-TRAP
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
SOMETHING TO SMILE ABOUT : AIR MILES
#IFCADC | #INNOVATION
THE AIR MILES BUSINESS PROBLEM/ASK -
We developed solution, which became a property.Own your own media. Create an on-going marketing asset.
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHERAIR MILES: HOW WE GOT HERE
#IFCADC | #INNOVATION
THE SMILE BOOTH is customized for customer channels – provides insights and learning on how people interact with brand
#IFCADC | #INNOVATION
AIR MILES SMILE BOOTH is an owned asset.IT’S NOT brief = TV ad – it’s different than that.
Reinvent how you think about your programs – used at town halls, NBA events, LiveNation Festivals,
retail partners and industry summits.
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
“WHEN I NEED A RIGGED-OUT MACK TRUCK OR I BUY MEDIA,
I GET THREE QUOTES….”
“…WHEN I NEED SOMETHING ORIGINAL,
I PARTNER WITH MAKERS.”
#IFCADC | #INNOVATION
We usually start with a brief … but it’s not what we need
to do with makers.
#IFCADC | #INNOVATION
Makers vs suppliers: can’t treat them like one – do not tell them what to do – explain to a maker what I am dreaming of
#IFCADC | #INNOVATION
If I need something original – makers kick start the innovation process.
Their thinking led to a $100,000 upsell for transparent screens – INNOVATION BROUGHT THAT FORWARD. !
CLIENTS DRIVE 2 hours out of town to review their ideas.
#IFCADC | #INNOVATION
3 suppliers – 3 quotes – nicest tent wins – does not work with makers,
you need to be willing to get dirty
#IFCADC | #INNOVATION
You need translators – invest in a digital planners - have someone on staff that can be a solid go-between
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
A MAKER’S PERSPECTIVE: AIR MILES
#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
Question the unquestionable. Why? Why not? How? What if? What is? Avoid questions with yes/no answers.
QUESTIONING1
Customers, products, services and processes of your company, your competition and others.
OBSERVING2
Talk with people who don’t look, act or think like you already do. Diverse perspectives and experiences.
NETWORKING3THE MAKETING
APPROACH:Try new experiences. Take apart products, processes and ideas. Test with pilots and prototypes.
EXPERIMENTING4
Finding connections and inspiration in seemingly unrelated people, places or things.
ASSOCIATING5
#IFCADC | #INNOVATION
THE MAKETINGAPPROACH:
QUESTIONING
#IFCADC | #INNOVATION
START EVERYTHING WITH “WHY?”
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
QUESTION EVERYTHING.
#IFCADC | #INNOVATION
ASK THE QUESTIONS YOU DON’T KNOW YOU
DON’T KNOW.
#IFCADC | #INNOVATION
WAKE UP EVERYDAY WONDERING
WHAT YOU’RE DEADWRONG ABOUT.
#IFCADC | #INNOVATION
THE MAKETINGAPPROACH: OBSERVING
#IFCADC | #INNOVATION
ACTIVELY WATCH CUSTOMERS
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
THE MAKETINGAPPROACH:
NETWORKING
#IFCADC | #INNOVATION
IDEA NETWORKING
RESOURCE NETWORKING
#IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
THE MAKETINGAPPROACH:
EXPERIMENTING
#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION
THE MAKETINGAPPROACH:
ASSOCIATING
#IFCADC | #INNOVATION
#IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING
#IFCADC | #INNOVATION
3D PRINTED CONDUCTIVE PLASTIC AD INTERACTIVE MEDIA
#IFCADC | #INNOVATION
Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.
WORK WITH YOUR PARTNERS1
There’s a reason “I’ve never seen that before” can work. It because somebody tried to do it.
DON’T BE AFRAID TO TRY2
Even the most innovative ideashave goals to meet.
SET METRICS FOR EVERYTHING3
FINAL THOUGHTS AKA: HOW DO I APPLYANY OF THIS STUFFTO WHAT I DO?
Try it in your own life. Everyone is a maker.
MAKE STUFF4
#IFCADC | #INNOVATION
@markharrison3 | @thet1agency
THANK-YOU!
@mechastewart | @wondermakr