what event marketers can learn from the maker movement: #eventtechlive

WHAT EVENT MARKETERS CAN LEARNFROM THE MAKER MOVEMENT

Mark Stewart | wondermakr Mark Harrison | T1@mechastewart | @wonderMakr @markharrison3 | @theT1agency

#IFCADC | #INNOVATION

ABOUT ME @MECHASTEWART


ABOUT ME @MARKHARRISON3

TRIED AND TRUE: THERE’S NOTHING WRONG WITH THAT.

#EVENTTECHLIVE | #MAKETING


The MAKER APPROACH. AKA: “MAKETING".


QUESTIONING1

OBSERVING2

NETWORKING3THE MAKETING APPROACH:

EXPERIMENTING4

ASSOCIATING5


MAKING MAKES US HUMAN

THE MAKER MOVEMENT MANIFESTO

DO IT TOGETHER

PLAY, PARTICIPATE, SUPPORT

SHARE YOUR SUCCESS, GIVE BACK

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2

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WHY MAKERS MATTERTO MARKETERS

INNOVATIONNew products. No limits.

PARTNERSHIPSRemember: DIT!

THESE GUYSBeen there. Done that.

PASSIONNiche communities


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


CREATE SOMETHING NEW. SURPRISE AND DELIGHT.



INVOLVE YOUR FANS. OWN YOUR OWNED MEDIA.



MAKE IT CONNECTED. EXTEND THE EXPERIENCE.



BUILD A BETTERPEOPLE-TRAP



ReDD’S APPLE LAUNCHER





SOMETHING TO SMILE ABOUT : AIR MILES


THE AIR MILES BUSINESS PROBLEM/ASK -

We developed solution, which became a property.Own your own media. Create an on-going marketing asset.


ReDD’S APPLE LAUNCHERAIR MILES: HOW WE GOT HERE


THE SMILE BOOTH is customized for customer channels – provides insights and learning on how people interact with brand


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.


“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.”


We usually start with a brief … but it’s not what we need

to do with makers.


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


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.


3 suppliers – 3 quotes – nicest tent wins – does not work with makers,

you need to be willing to get dirty


You need translators – invest in a digital planners - have someone on staff that can be a solid go-between




A MAKER’S PERSPECTIVE: AIR MILES



Question the unquestionable. Why? Why not? How? What if? What is? Avoid questions with yes/no answers.

QUESTIONING1

Customers, products, services and processes of your company, your competition and others.

OBSERVING2

Talk with people who don’t look, act or think like you already do. Diverse perspectives and experiences.

NETWORKING3THE MAKETING

APPROACH:Try new experiences. Take apart products, processes and ideas. Test with pilots and prototypes.

EXPERIMENTING4

Finding connections and inspiration in seemingly unrelated people, places or things.

ASSOCIATING5


THE MAKETINGAPPROACH:

QUESTIONING


START EVERYTHING WITH “WHY?”


QUESTION EVERYTHING.


ASK THE QUESTIONS YOU DON’T KNOW YOU

DON’T KNOW.


WAKE UP EVERYDAY WONDERING

WHAT YOU’RE DEADWRONG ABOUT.


THE MAKETINGAPPROACH: OBSERVING


ACTIVELY WATCH CUSTOMERS



NETWORKING


IDEA NETWORKING

RESOURCE NETWORKING

#IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING



EXPERIMENTING



ASSOCIATING

#IFCADC | #INNOVATION#EVENTTECHLIVE | #MAKETING


3D PRINTED CONDUCTIVE PLASTIC AD INTERACTIVE MEDIA


Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.

WORK WITH YOUR PARTNERS1

There’s a reason “I’ve never seen that before” can work. It because somebody tried to do it.

DON’T BE AFRAID TO TRY2

Even the most innovative ideashave goals to meet.

SET METRICS FOR EVERYTHING3

FINAL THOUGHTS AKA: HOW DO I APPLYANY OF THIS STUFFTO WHAT I DO?

Try it in your own life. Everyone is a maker.

MAKE STUFF4


@markharrison3 | @thet1agency

THANK-YOU!

@mechastewart | @wondermakr

what event marketers can learn from the maker movement: #eventtechlive

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