ATA Blog

How Do Makers Network (And How Your Brand Can Get Involved)

Posted by Ivy Decker on November 22, 2017 at 10:00 AM

We write a lot on this blog about the "Maker Movement": the idea that access to information, tools, and resources "puts power in the hands of the people to fund, design, prototype, produce, manufacture, distribute, market, and sell their own goods." To truly be called a movement, it takes a community working towards the same goal - and we've definitely seen that this is the case with makers. Almost every single maker we've gotten to know says that they need a network of like-minded people who understand what they're going through to support them. Makers, in our experience, are much more successful when they have connections to bounce ideas off of and to ask for help.

But how do makers network in order to create these valuable connections? Of course, there are thousands of circumstances under which people can meet and exchange ideas, but we're going to discuss the three most common ways makers meet and share information. Additionally, we'll share our best advice for how your brand can become part of those conversations makers are having with their network. Keep reading to find out how.

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Topics: Marketing to Makers, The Maker Movement

Modern Makers: The Importance of the Maker Movement

Posted by Alicia Lewis on August 23, 2017 at 4:46 PM

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:

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Topics: Marketing to Makers, The Maker Movement

Modern Makers Buy Products With Perceived Quality

Posted by Ivy Decker on August 23, 2017 at 4:45 PM
Of course you believe your product is the best - otherwise, you wouldn't be selling it. But is it really? Well, that depends on how you define "best."

When you're crafting stories about your brand, it's always in your best interest to be as truthful and objective as possible. However, the words you use to describe your products can mean different things to different people, which makes objectivity a lofty goal to reach for. When it comes to modern makers, words like "best" and "quality" are generally up for interpretation.

Quality could pertain to materials for some makers, to reliability for others, and dozens of other standards for the rest. So how do you know which interpretation of "quality" to promote? If you're looking to compete in your market, your best bet is probably to encapsulate multiple meanings of quality that matter within the cricitcal Maker Movement (read more about the impact of the movement here).

To learn about different perceptions of quality and how they influence buyers, keep reading.

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Topics: Marketing to Makers, The Maker Movement

The Segmentation of Modern Makers

Posted by Alicia Lewis on August 23, 2017 at 4:44 PM

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. 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 the local commerce movement, assisting in connecting people with local areas. And  just like with most things, segments or stages of makers have sprung up and evolved to 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. A maker can start out in one segment and shift to another, or all, at some point in time. On the other hand, some makers may choose to stay in one segment based on anything from time availability to financial commitment to just personal preference. Now let's go through the various segments in the maker community...

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Topics: Marketing to Makers, The Maker Movement

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