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.
Director of designswarm a consultancy focusing
on strategy, product design and building
communities in the internet of things.
Designing and manufacturing the Good Night
Former founder & CEO of Tinker London the first
UK distributor of the Arduino.
Four ways to “make” things.
That 20% project that your developer is quietly
working on. That might be a thing you want to
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
That became Mint Ventures
Now he has moved on and they have a Ventures
are to the business that focuses in product
- 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
- 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.
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
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.
- Invest in a long term vision
- Get all your management behind the idea and
- 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.
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
Case study: Dare (2009)
Building a grid that would inflate space hoppers
when someone used a hashtag. This was
streamed 24h for 3 weeks.
- 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
Sometimes your digital talent can really help a
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.
- Think differently about your capabilities and
- The CMO is the next CIO
- This means that marketing & product will get
closer, so agencies will engage differently.