NYC Maker Faire: from maker space to market place

© 2014 Copyright Atmel Corporation1
From Makerspace to Marketplace
How our marketing can help you be successful
Maker Faire, NYC. Sept 2015
Sander Arts
VP, Marketing
Atmel Corporation

2 © 2014 Copyright Atmel Corporation
• Sander Arts
• VP Marketing @Atmel
• Global citizen
• Always curious
• Twitter: @sander1arts
Who is this guy with
the Dutch accent?

•Peter Minuit of the Dutch
West India Company, in
1626, decided to buy
Manhattan Island for goods
worth 60 Dutch guilders,
which later legend valued at
US$24. It has been rated
the best real estate deal in
history.
•On Sept 8, 1664 New
Amsterdam becomes New
York
Did you know ?
This was not only Atmel territory…

Here’s some insights into my philosophy…

•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

This is what we sell…lots of them!

What the heck? Semiconductors?
WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...

Wait. Let me try this again. Here is the GoPro
9/28/2015Atmel - Marketing Strategic Plan 2014 - 2017

Did you know? Atmel powers the Arduino!

12 © 2014 Copyright Atmel Corporation Corporate Marketing - EMT Feb 2015
Arduino was on TV with Jimmy Fallon!
Now, that is what I call “mainstream”…

13 © 2014 Copyright Atmel Corporation 28.09.2015
Why do we like makers and start ups so much?
We like to enable unlimited possibilities and grow together

Let’s pause for a little and read this….
“By 2018, 50% of the internet of things
solutions will be provided by startups
which are less than 3 years old. We can
estimate what the internet of things will
be like now, but we know that most of the
things that will exist in 2018 we can’t
even conceive of because they haven’t
been invented yet.” Source: Gartner

Crowdfunding Dollars Raised Q1 2015

We are a media
company that sells
semiconductors

• 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
Growing Network of Partners
Growing Network of Major Brands
Growing Network of Media
Growing Network of Startups
Growing Network of Influencers
ATMEL HAS ONE OF THE LARGEST SOCIAL FOOTPRINTS
IN SEMIS !

WTFDuino…
Featured on Atmel blog…stimulated the ‘owner’ to go do a
crowdfunding campaign after we wrote about it…
9/28/2015
‘traction’ in first
hour!

19 © 2014 Copyright Atmel Corporation 28.09.2015Multi-core, Multi-device development
Now, let me give you a few
more examples of projects
and companies powered by
Atmel

What do these companies have in common?
Powered by Atmel, and leveraged the community

Here is a Recent Kickstarter Campaign Atmel
helped boost
“Aside from just the development hurdles we were faced with,
Atmel also helped us promote UnaliWear which helped us achieve
our vital milestone on Kickstarter. This also provided market
validation and consumer acceptance to our product.”
Source - Jean Anne Booth, CEO of UnaliWear

Atmel Booth

From diaper to marketplace??
Our new hero; Omkar

26 © 2014 Copyright Atmel Corporation 9/28/2015Demand Generation Workshop
“As seen on….”

“As seen on….”
9/28/2015Select Insert > Header & Footer > Type Title in Footer field

A new generation of entrepreneurs is born
Remember 14-year-old Quin Etnyre from the inaugural White House
Maker Faire?

Going From Makerspace to Marketplace
Quin Etnyre
Begins
tinkering
Reaches out to
Atmel support
Completes
project
Begins
appearing in
event booths
Atmel blogs
and socializes
Taps into
Atmel
resources
Hosts a Tech
on Tour stop
Goes
mainstream
Atmel
endorsement
White House
Maker Faire
Launches
Kickstarter
Atmel promotes
Funded
Introduced to AVR Ready for Market

QUIN ETNYRE
14-YEAR OLD MAKER FROM CALIFORNIA, USA
QUIN@QTECHKNOW.COM

MAKER FAIRE BAY AREA 2011
WHERE I STARTED MAKING & MET MENTORS!

ORDER YOURS NOW: $30USD
QDUINO MINI: Successfully funded and
delivered on time!
http://qtechknow.com/
https://www.sparkfun.com/

Don’t forget me, Quin, when you are hiring…!!

If you can’t come to us, we will come to you!

With Atmel you’ll be
launched to market
faster!

In closing…we are the Maker
and Market enablers,
but the ultimate power is with
you…

NYC Maker Faire: from maker space to market place

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