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Atmel Silicon Valley Brand Forum

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On April 23, 2015, Atmel Corp hosted Silicon Valley Brand Forum's event on how Brand management is the rocket fuel for content.

The Silicon Valley Brand Forum was founded in 2000 to enable senior brand professionals to share challenges, trends, opportunities in brand management, and build strong networks of fellow practitioners.

Published in: Marketing
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Atmel Silicon Valley Brand Forum

  1. 1. 1 © 2015 Atmel Corporation
  2. 2. © 2015 Atmel Corporation2 &
  3. 3. 3 © 2015 Atmel Corporation • Sander Arts • VP Marketing @ Atmel • Global citizen • Always curious • Try not to take myself too seriously… • Twitter: @sander1arts Who is this guy with the weird accent?
  4. 4. 4 © 2015 Atmel Corporation I am from Holland… 4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017
  5. 5. 5 © 2015 Atmel Corporation •Atmel Corporation (NASDAQ: ATML) is a worldwide leader in the design and manufacture of microcontrollers, capacitive touch solutions, advanced logic, mixed-signal, nonvolatile memory and radio frequency (RF) components. Leveraging one of the industry's broadest intellectual property (IP) technology portfolios, Atmel is able to provide the electronics industry with complete system solutions focused on industrial, automotive, consumer, communications and computing markets. This is our company description
  6. 6. 6 © 2015 Atmel Corporation This is what we sell…
  7. 7. 7 © 2015 Atmel Corporation We sell to…
  8. 8. 8 © 2015 Atmel Corporation This is the situation I walked into 2,5 years ago…
  9. 9. 9 © 2015 Atmel Corporation The Key Marketing Premise We Started With “If you set up a content marketing process that works, you become a money machine. Your CFO will give you an unlimited budget. Your CEO will shower you with a big bonus. Your cat will come when you call”
  10. 10. 10 © 2015 Atmel Corporation What the heck? Semiconductors? 4/25/2015 WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...
  11. 11. 11 © 2015 Atmel Corporation Wait: Let me try this. Here is the GoPro3 4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017
  12. 12. 12 © 2015 Atmel Corporation Wait! Hang on a second! Is that Atmel on the Arduino Board !?
  13. 13. 13 © 2015 Atmel Corporation Which is at the heart of the ‘Maker Community’ https://www.youtube.com/watch?v=Wlw4qRJ5YZo
  14. 14. 14 © 2015 Atmel Corporation Arduino democratizes technology…to a ‘child’ level
  15. 15. 15 © 2015 Atmel Corporation 4/25/2015 Maker, AVR, Arduino Positioning Atmel as thought leader and at the heart of the Maker movement
  16. 16. 16 © 2015 Atmel Corporation 3D-Printing Projects Powered by Atmel
  17. 17. 17 © 2015 Atmel Corporation More… PancakeBot Dancing Water Fountain 3D printing and micro- manufacturing with Robox Open Garden Hardware MakeSmith CNC Crowd sourced gaming; balloon pop
  18. 18. 18 © 2015 Atmel Corporation Result that comes back when searching for ‘Arduino’ on Kickstarter
  19. 19. 19 © 2015 Atmel Corporation “There were over 160 AVR based [read: Atmel] Projects on Kickstarter of which 103 successful, collecting 7M USD in funding” Did you know that? Quote from CEO of Kickstarter That's a potential of 103 companies founded on Atmel
  20. 20. 20 © 2015 Atmel Corporation 4/25/2015 We drive ongoing, global marketing campaigns With various marketing goals… Position Atmel as a thought leader and at the heart of the maker movement Target PIC users transitioning from 8- to 32-bit designs; pitch Atmel to startups and new customers Position Atmel as a player in wearables market Respond to ST’s low power claims on STM32; Position Atmel as lowest power MCU supplier
  21. 21. 21 © 2015 Atmel Corporation Design contests globally, in language AVR contest was a finalist for the most creative marketing campaign at The Markies Deep reach, emotional engagement, free marketing, free content
  22. 22. 22 © 2015 Atmel Corporation Expanding our social reach YouTube 1.8M+ Total Views 127K Quarterly Views 261K Quarterly Mins. Watched Facebook 249K+ Likes 865K+ Monthly Reach 2.1M+ Monthly Impressions 42.2K+ Followers 22% Quarterly Growth 2.3M+ Monthly Impressions Twitter LinkedIn 30.4K+ Followers 13% QoQ Growth 560K Reach 19% QoQ Reach Growth Google+ 6M+ Views 17% QoQ Growth • Ranked #1 social semiconductor company (September 2014) • #1 most-viewed partner in ARM’s Connected Community (2014, 2015) • Social influence score now among the highest in the industry Blog Notable Accolades Growing Network of Partners 1.4M+ Views 25% Quarterly Growth 120K+ Monthly Views Growing Network of Major Brands Growing Network of Media Growing Network of Startups Growing Network of Influencers
  23. 23. 23 © 2015 Atmel Corporation BeON Home Blogs Memes Tweets
  24. 24. 24 © 2015 Atmel Corporation “Atmel did a superb job of supporting our Kickstarter campaign. We loved their blogs, posts and comical, yet relevant memes in support of our product. In addition to our funding, one of the primary purposes of the campaign was to get feedback on our brand identity. Atmel helped us do this by posting our value proposition in their own words which helped us further refine our tone and positioning.” BeON
  25. 25. 25 © 2015 Atmel Corporation “Ever since Atmel started to pay attention to us through their channels, we've seen a 65.7% growth in readership which has been huge for our readership and blog. We've also seen a 10% growth in our Twitter followers. Lastly, Atmel has made up for 15% of our total referral traffic.” PubNub
  26. 26. 26 © 2015 Atmel Corporation
  27. 27. 27 © 2015 Atmel Corporation What the truck!? “I like big trucks and I am not gonna lie”
  28. 28. 28 © 2015 Atmel Corporation
  29. 29. 29 © 2015 Atmel Corporation Will I Am and ‘the science guy’
  30. 30. 30 © 2015 Atmel Corporation Sir Mix A Lot is a Maker and much more… © 2014 Market Edge
  31. 31. 31 © 2015 Atmel Corporation 4/25/2015

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