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Maker Culture
Marketing and competing in the
face of empowered consumers
Mike Senese
Executive Editor, Make Magazine
Richard Goldsmith
Director, Digital & Social Media, Mark Anthony Brands
#DIYMKT

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Maker noun
A person who makes something

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The new industrial revolution.
Today’s entrepreneurs, using open source
design and 3-D printing, bring
manufacturing to the desktop.
A generation of “Makers” using the Web’s
innovation model will help drive the next
big wave in the global economy, as the
new technologies of digital design and
rapid prototyping gives everyone the
power to invent -- creating “the long tail of
things.”

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Maker Culture

6. 6Proprietary & Confidential. © 2012 R/GA All rights reserved. /

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Launched in 2005
MakerFaire SFO 2006: 20k
attendees
MakerFaire SFO 2013: 120k
attendees
Global 2013 MakerFaire
attendance: 530k

8. SERT SEXY MAKERFAIRE VIDEO HER

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02
What’s Driving the Shift?

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Millennials put a premium on authenticity, creativity, scarcity and
distinctiveness
They have a natural interest in customization and individuality
They want to make individual contributions and be connected and woven
into a larger discussion

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Won’t Someone think of the Children?

12. 12Proprietary & Confidential. © 2012 R/GA All rights reserved. /

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Code isn’t magic

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Connectivity = Inspiration

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Cheap Sensors

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Microcontrollers for All

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Crowdfunding
On Kickstarter in 2013
3,000,000 people
Pledged a total of
$480,000,000
And successfully funded
19,911 projects

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3D Printing

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Rapid & Lean Prototyping

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So what are people
doing with this stuff?

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Chris Anderson
• Founder – 3D
Robotics
• Open source
drone platform

22. 22Proprietary & Confidential. © 2012 R/GA All rights reserved. /

23. 23Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Joey Hudy
• MakerFaire
champion
• Intel’s youngest
employee

24. 24Proprietary & Confidential. © 2012 R/GA All rights reserved. /

25. 25Proprietary & Confidential. © 2012 R/GA All rights reserved. /

26. 26Proprietary & Confidential. © 2012 R/GA All rights reserved. /
All Your Brand Are Belong To Us

27. 27Proprietary & Confidential. © 2012 R/GA All rights reserved.
Put on your
listening hats

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Data is just the beginning

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Amazon Originals: Content consumers demand

32. 32Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Netflix: Doing as consumers do, not as they say

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Brands Embrace Start-Ups to Spur Innovation

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Consumers know best

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Co-creation is fun!

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Open source products

37. But, you ask, how can I learn more about these Makers of
which you speak?
1) Check out Make Magazine and other
Maker resources
2) Find Maker communities and
hackerspaces where you live
3) Figure out what you’re passionate
about and make it

38. Questions?