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What Event Marketers Can Learn From The Maker Movement: #EventTechLive

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They may be amateur DIY enthusiasts with a high-tech skill set, but the Maker Movement is influencing the way brands market themselves. Learn how to apply the basics of maker-culture inspired thinking and experimentation into the creative process and, what works and what doesn’t when connecting digital, social and mobile with physical, mechanical and real-world devices and experiences. In this session, you’ll learn about some of the newest technologies being used by brands in activations around the world. (Think smile-activated and object-recognition-enabled vending machines, and transparent LCD displays.)

Mark Stewart, President & Chief Innovation Officer, wonderMakr
Mark Harrison, President & CEO, T1

Published in: Marketing
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What Event Marketers Can Learn From The Maker Movement: #EventTechLive

  1. 1. WHAT EVENT MARKETERS CAN LEARN
 FROM THE MAKER MOVEMENT Mark Stewart | wondermakr Mark Harrison | T1 @mechastewart | @wonderMakr @markharrison3 | @theT1agency
  2. 2. #IFCADC | #INNOVATION ABOUT ME @MECHASTEWART
  3. 3. #IFCADC | #INNOVATION ABOUT ME @MECHASTEWART
  4. 4. #IFCADC | #INNOVATION ABOUT ME @MARKHARRISON3
  5. 5. #IFCADC | #INNOVATION ABOUT ME @MARKHARRISON3
  6. 6. TRIED AND TRUE: THERE’S NOTHING WRONG WITH THAT. #EVENTTECHLIVE | #MAKETING
  7. 7. #EVENTTECHLIVE | #MAKETING
  8. 8. #IFCADC | #INNOVATION The MAKER APPROACH. AKA: “MAKETING".
  9. 9. #IFCADC | #INNOVATION QUESTIONING1 OBSERVING2 NETWORKING3 THE MAKETING APPROACH: EXPERIMENTING4 ASSOCIATING5
  10. 10. #IFCADC | #INNOVATION MAKING MAKES US HUMAN THE MAKER 
 MOVEMENT MANIFESTO DO IT TOGETHER PLAY, PARTICIPATE, SUPPORT SHARE YOUR SUCCESS, 
 GIVE BACK 1 2 3 4 #EVENTTECHLIVE | #MAKETING
  11. 11. #IFCADC | #INNOVATION WHY MAKERS MATTER
 TO MARKETERS INNOVATION New products. No limits. PARTNERSHIPS Remember: DIT! THESE GUYS Been there. Done that. PASSION Niche communities
  12. 12. #IFCADC | #INNOVATION
  13. 13. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER• INTERNET OF THINGS • MICROCONTROLLERS/ARDUINO • SOCIAL VENDING • 3D PRINTING • RFID/NFC/BLE • ROBOTICS • SMART INSTALLATIONS • INTELLIGENT RECOGNITION • INTERACTIVE GAMES • CUSTOM APPLICATIONS
  14. 14. #IFCADC | #INNOVATION CREATE SOMETHING NEW. SURPRISE AND DELIGHT. #EVENTTECHLIVE | #MAKETING
  15. 15. #IFCADC | #INNOVATION INVOLVE YOUR FANS. OWN YOUR OWNED MEDIA. #EVENTTECHLIVE | #MAKETING
  16. 16. #IFCADC | #INNOVATION MAKE IT CONNECTED. EXTEND THE EXPERIENCE. #EVENTTECHLIVE | #MAKETING
  17. 17. #IFCADC | #INNOVATION BUILD A BETTER
 PEOPLE-TRAP #EVENTTECHLIVE | #MAKETING
  18. 18. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION
  19. 19. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION
  20. 20. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION
  21. 21. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION
  22. 22. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION SOMETHING TO SMILE ABOUT : AIR MILES
  23. 23. #IFCADC | #INNOVATION THE AIR MILES BUSINESS PROBLEM/ASK - 
 We developed solution, which became a property.
 
 Own your own media. 
 
 Create an on-going marketing asset.
  24. 24. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHERAIR MILES: HOW WE GOT HERE
  25. 25. #IFCADC | #INNOVATION THE SMILE BOOTH 
 is customized for 
 customer channels – provides insights and learning on 
 how people interact 
 with brand
  26. 26. #IFCADC | #INNOVATION AIR MILES SMILE BOOTH is an owned asset.
 IT’S NOT brief = TV ad – it’s different than that. 
 Reinvent how you think about your programs – used at town halls, NBA events, LiveNation Festivals, 
 retail partners and industry summits.
  27. 27. #IFCADC | #INNOVATION
  28. 28. #IFCADC | #INNOVATION “WHEN I NEED A RIGGED-OUT 
 MACK TRUCK OR I BUY MEDIA, 
 I GET THREE QUOTES….” “…WHEN I NEED 
 SOMETHING ORIGINAL, 
 I PARTNER WITH MAKERS.”
  29. 29. #IFCADC | #INNOVATION We usually start with a 
 brief … but it’s not what we need 
 to do with makers.
  30. 30. #IFCADC | #INNOVATION Makers vs suppliers: can’t treat them like one – do not tell them what to do – explain to a maker what I am dreaming of
  31. 31. #IFCADC | #INNOVATION If I need something original – 
 makers kick start the innovation process.
 Their thinking led to a $100,000 
 upsell for transparent screens – 
 INNOVATION BROUGHT THAT FORWARD. ! CLIENTS DRIVE 2 hours out of town to review their ideas.
  32. 32. #IFCADC | #INNOVATION 3 suppliers – 3 quotes – nicest tent wins – does not work with makers, 
 you need to be willing to get dirty
  33. 33. #IFCADC | #INNOVATION You need translators – 
 invest in a digital planners - 
 have someone on staff that 
 can be a solid go-between
  34. 34. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER #IFCADC | #INNOVATION A MAKER’S PERSPECTIVE: AIR MILES #EVENTTECHLIVE | #MAKETING
  35. 35. #IFCADC | #INNOVATION Question the unquestionable. Why? Why not? 
 How? What if? What is? Avoid questions with 
 yes/no answers. QUESTIONING 1 Customers, products, services and processes 
 of your company, your competition and others. OBSERVING 2 Talk with people who don’t look, act or think 
 like you already do. Diverse perspectives 
 and experiences. NETWORKING 3 THE MAKETING APPROACH: Try new experiences. Take apart products, processes and ideas. Test with pilots and prototypes. EXPERIMENTING 4 Finding connections and inspiration in 
 seemingly unrelated people, places or things. ASSOCIATING 5
  36. 36. #IFCADC | #INNOVATION THE MAKETING
 APPROACH: QUESTIONING
  37. 37. #IFCADC | #INNOVATION START EVERYTHING WITH “WHY?”
  38. 38. #IFCADC | #INNOVATION
  39. 39. #IFCADC | #INNOVATION
  40. 40. #IFCADC | #INNOVATION QUESTION 
 EVERYTHING.
  41. 41. #IFCADC | #INNOVATION ASK THE QUESTIONS YOU DON’T KNOW YOU DON’T KNOW.
  42. 42. #IFCADC | #INNOVATION WAKE UP EVERY
 DAY WONDERING
 WHAT YOU’RE DEAD
 WRONG ABOUT.
  43. 43. #IFCADC | #INNOVATION THE MAKETING
 APPROACH: OBSERVING
  44. 44. #IFCADC | #INNOVATION ACTIVELY WATCH CUSTOMERS
  45. 45. #IFCADC | #INNOVATION
  46. 46. #IFCADC | #INNOVATION THE MAKETING
 APPROACH: NETWORKING
  47. 47. #IFCADC | #INNOVATION IDEA NETWORKING RESOURCE NETWORKING
  48. 48. #IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING
  49. 49. #IFCADC | #INNOVATION
  50. 50. #IFCADC | #INNOVATION THE MAKETING
 APPROACH: EXPERIMENTING
  51. 51. #IFCADC | #INNOVATION ReDD’S APPLE LAUNCHER
  52. 52. #IFCADC | #INNOVATION
  53. 53. #IFCADC | #INNOVATION THE MAKETING
 APPROACH: ASSOCIATING
  54. 54. #IFCADC | #INNOVATION
  55. 55. #IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING
  56. 56. #IFCADC | #INNOVATION 3D PRINTED CONDUCTIVE PLASTIC AD INTERACTIVE MEDIA
  57. 57. #IFCADC | #INNOVATION Suggest ideas, participate, ask what 
 can be done beyond the ordinary … 
 do it together. WORK WITH YOUR PARTNERS 1 There’s a reason “I’ve never seen 
 that before” can work. It because somebody tried to do it. DON’T BE AFRAID TO TRY 2 Even the most innovative ideas
 have goals to meet. SET METRICS FOR EVERYTHING 3 FINAL THOUGHTS AKA: HOW DO I APPLY
 ANY OF THIS STUFF
 TO WHAT I DO? Try it in your own life. 
 Everyone is a maker. MAKE STUFF 4
  58. 58. #IFCADC | #INNOVATION @markharrison3 | @thet1agency THANK-YOU! @mechastewart | @wondermakr

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