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How to really make it. 
Four ways to get involved in the Internet of Things 
if you’re in marketing. 
Alexandra Deschamps-...
About me 
Director of designswarm a consultancy focusing 
on strategy, product design and building 
communities in the int...
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....
Case study: Mint Digital 
Benjamin Redford came up with Olly & Molly and 
put it on KS in Feb 2012. He then designed 
Proj...
That became Mint Ventures 
Now he has moved on and they have a Ventures 
are to the business that focuses in product 
deve...
Lessons 
- Invest in training your own staff 
- Also invest in building a talent pool around you, 
there are plenty of fre...
Labs 
Shape a team whose role it is to educate your 
staff and your clients at the same time. 
To do: Build the right comm...
Case study: Ogilvy Lab 
Nicole Yershon has been building a team at Ogilvy 
Digital for eight years. They’ve organised Lab ...
Lessons 
- Invest in a long term vision 
- Get all your management behind the idea and 
mission. 
- Make sure that’s commu...
Guerrila. 
Sell to your client the ability to build an internet-connected 
thingy for a campaign. 
To do: Build a network ...
Case study: Dare (2009) 
Building a grid that would inflate space hoppers 
when someone used a hashtag. This was 
streamed...
Lessons 
- Plan for fuckups 
- Trust your partners to know better, sometimes 
the laws of physics can’t be broken. 
- Plan...
Partners. 
Sometimes your digital talent can really help a 
hardware partner. 
To do: Approach hardware companies, they mi...
Case study: Hue 
They had the hardware ready for years but didn’t 
know how to build the app / digital service side. A 
UK...
Lessons 
- Think differently about your capabilities and 
your business. 
- The CMO is the next CIO 
- This means that mar...
Good luck! 
Questions? 
Alexandra Deschamps-Sonsino 
alex@designswarm.com 
@iotwatch 
@designswarm 
@GNLamp 
@iotangels 
@...
How to really make it: Marketing and the internet of things
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How to really make it: Marketing and the internet of things

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Talk given on December 10th at the Digiphy meetup hosted by Gianfranco Chicco at Somewhere HQ

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How to really make it: Marketing and the internet of things

  1. 1. How to really make it. Four ways to get involved in the Internet of Things if you’re in marketing. Alexandra Deschamps-Sonsino alex@designswarm.com @iotwatch
  2. 2. 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.
  3. 3. Four ways to “make” things. 1. Skunkworks 2. Labs 3. Guerrila 4. Partners
  4. 4. 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.
  5. 5. Case study: Mint Digital Benjamin Redford came up with Olly & Molly and put it on KS in Feb 2012. He then designed Projecteo.
  6. 6. That became Mint Ventures Now he has moved on and they have a Ventures are to the business that focuses in product development.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. Case study: Dare (2009) Building a grid that would inflate space hoppers when someone used a hashtag. This was streamed 24h for 3 weeks.
  13. 13. 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
  14. 14. 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.
  15. 15. 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.
  16. 16. 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.
  17. 17. Good luck! Questions? Alexandra Deschamps-Sonsino alex@designswarm.com @iotwatch @designswarm @GNLamp @iotangels @iotlondon @knowcards

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