What Other Things Should I Do to Ensure That I Can Really Make $10,000 Through Internet Marketing?
How to really make it: Marketing and the internet of things
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Transcript of How to really make it: Marketing and the internet of things
How to really make it. Four ways to get involved in the Internet of Things if you’re in marketing. Alexandra Deschamps-Sonsino [email protected] @iotwatch
About me Director of designswarm a consultancy focusing on strategy, product design and building communities in the internet of things. Designing and manufacturing the Good Night Lamp. Former founder & CEO of Tinker London the first UK distributor of the Arduino.
Four ways to “make” things. 1. Skunkworks 2. Labs 3. Guerrila 4. Partners
Skunkworks. That 20% project that your developer is quietly working on. That might be a thing you want to show clients. To do: Fostering an environment where playing with hardware is encouraged, training available, demo days planned in. Careful now: This won’t be billable to a client yet.
Case study: Mint Digital Benjamin Redford came up with Olly & Molly and put it on KS in Feb 2012. He then designed Projecteo.
That became Mint Ventures Now he has moved on and they have a Ventures are to the business that focuses in product development.
Lessons - Invest in training your own staff - Also invest in building a talent pool around you,
there are plenty of freelancers around. - Beware that the timelines are different,
components can take weeks and months to arrive.
- Success is measured differently and handling the distribution is hard.
- Crowdfunding is only part of the equation, leverage your clients brands to push an idea to the next level especially if it’s for someone other than a 30 year old Californian.
Labs Shape a team whose role it is to educate your staff and your clients at the same time. To do: Build the right communication tools for that team to do their work successfully. Live with a different ROI. Careful again: This won’t be billable to a client yet. Better ideas and collaboration is a qualitative result.
Case study: Ogilvy Lab Nicole Yershon has been building a team at Ogilvy Digital for eight years. They’ve organised Lab Days, one every quarter for their staff and clients.
Lessons - Invest in a long term vision - Get all your management behind the idea and
mission. - Make sure that’s communicated to new
management when there’s a change. - Make sure people see results little and often. - If there’s no internal support, it’ll limp along.
Guerrila. Sell to your client the ability to build an internet-connected thingy for a campaign. To do: Build a network of makers, designers and developers who can walk in and out of a project. Careful now: One offs are always more expensive than 20 of but usually cheaper than making an ad. The client may not be willing to pay top dollar for this.
Case study: Dare (2009) Building a grid that would inflate space hoppers when someone used a hashtag. This was streamed 24h for 3 weeks.
Lessons - Plan for fuckups - Trust your partners to know better, sometimes
the laws of physics can’t be broken. - Plan for disassembly, storage & disposal - Make sure the novelty doesn’t wear off
Partners. Sometimes your digital talent can really help a hardware partner. To do: Approach hardware companies, they might really be scared of getting involved in digital services for their products. Careful now: This means a very different level of SLA and obligations towards a client.
Case study: Hue They had the hardware ready for years but didn’t know how to build the app / digital service side. A UK agency helped them get there.
Lessons - Think differently about your capabilities and
your business. - The CMO is the next CIO - This means that marketing & product will get
closer, so agencies will engage differently.
Good luck! Questions?
Alexandra Deschamps-Sonsino
@iotwatch @designswarm
@GNLamp
@iotangels @iotlondon @knowcards