There was an interesting article written a few months ago by Joe King of CampaignUS that discusses how insights stemming from the bright lights of Hollywood can have a deep and surprising impact on the creative process of makers..
The Maker Movement is exciting for traditional companies for a multitude of reasons. But one of the most intriguing aspects of the maker community is their innovative use of social media as free advertising, and the almost complete and total rejection of traditional advertising. So how do you as a company find these makers to be able to reach them? Since they're not easily found in print or television ads, you're going to have to go to them. A great starting point is by having an online presence and actively finding makers across social media channels in a smart and effective way.
Topics: Marketing to Makers
The idea of a DIYer or "maker" has evolved over the years. There are crafters, artisans, DIYers and a slew of others. Each name has its own personal definition and each niche can be sorted into its own category if we get down to the nitty gritty. DIY traditionally refers to how-to content. But the term has evolved over the years to mean so much more. The term "maker" or "DIYer" is constantly changing. Currently, there is an overarching movement, or revolution if you will, that is all encompassing. That, my friends, is the Maker Movement. But what exactly is the "Maker Movement"? Let's take a look at Adweek's definition:
Clothing and accessory designers and crafters spin a lot of plates at once. They're marketing, sketching, pinning, sewing, hemming, and doing a whole slew of other tasks. But they're also sourcing their materials and researching for the next quality product to make their designs stand out. So how exactly do you appeal to these designers? Well, the key is to understand the process by which they source their materials.
The Maker Movement is doing more than just giving DIYers an outlet for their creativity, it's transforming the way we work, learn and even consume. Makers are literally changing the retail landscape.
The Movement is helping to drive the growth of online retail and handmade, quality goods through mom and pop-style shops. It also helps in local commerce movement, assisting in connecting people with local areas. And just like with most things, segments or stages of makers have evolved and become part of the process. Over the past few years, makers have naturally drifted into one or more segmented groups, first established by Dale Dougherty, president and CEO of Maker Media Inc. (a catalyst for the worldwide Maker Movement). These groups have been well defined by Dougherty but leave room for overlap.