Marketing to makers starts like marketing to any other audience: you have to understand who they are, what they need, and how to connect with them in ways that matter. When we're talking about modern makers specifically, the key word is "authentic." But how does that factor in when we're trying to introduce your brand online? Are brands even welcome in the online communities created by and for makers and DIYers?
It's incredibly exciting to see so many talented makers succeed with their small businesses and side hustles. Before the Maker Movement, that volume of success would have been much harder to come by. But for every small business in the movement, there are even more people who make purely as a hobby—and they should be just as important (if not more so) to maker brands as the pros and semi-pros.
Every group and culture has its own way of expressing and sharing ideas that develops over time. Now, during the rise of the Maker Movement, participants and supporters of this new maker culture are developing their own rhetoric, one that focuses on the creative spirit and the collective shift away from commercialism that inspires people to work with their hands to make something completely new.
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.
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: