SXSW: How To Make Sure You Win Every Pitch

SXSW: How To Make Sure You Win Every Pitch

As tinkerers and DIY freaks have moved into the 21st Century, advertising agencies and makers have become unlikely bedfellows, the audience of A Crash Course in Maker Movement Marketing at the 2015 SXSW Interactive Festival has been told.

“My best piece of advice that I can give you is to go into pitches with a prototype,” said TBWA Toronto’s head of digital Lucia Mancuso. “I can say from experience that when we go into pitches with prototypes we definitely sell…pretty much every time, and I know from talking to other agencies they pretty much sell every pitch they’ve done a prototype for too.”

Jonathan Moneta, the founder of MakeLab, Toronto’s largest hands-on 3D printing playground and studio, described the adoption of the maker movement by advertising agencies as “this weird sort of thing”.

“No-one on our team has had any advertising experience, but advertising agencies represent pretty much our entire client base,” he said.

“We were surprised that agencies would spend so much time and effort on pitching, in preparation and rehearsals, but it was a foreign concept, particularly for pitches that were on creative or interactive installations, to build a prototype of the concept. Even if it was ugly or only worked in a small way, putting it in front of the client had a really amazing effect.”

He said that the difference in complexity between the end product and the prototype can be light years apart, but it seems to make no difference in getting the client on board.

“Makers tend to be jaded, by the lack of capability of their tools, but marketers are just beside themselves with what they see,” he said.

So what exactly is the maker movement? Here’s Adweek’s definition:

“The maker movement, as we know, is the umbrella term for independent inventors, designers and tinkerers. A convergence of computer hackers and traditional artisans, the niche is established enough to have its own magazine, Make, as well as hands-on Maker Faires that are catnip for DIYers who used to toil in solitude. Makers tap into an American admiration for self-reliance and combine that with open-source learning, contemporary design and powerful personal technology like 3D printers. The creations, born in cluttered local workshops and bedroom offices, stir the imaginations of consumers numbed by generic, mass-produced, made-in–China merchandise.”

Moneta said that the key difference between the DIY movement and the maker movement was that because maker products were produced with computers, it wasn’t about making a version of something, such as a deck or a garage, but about making exactly the same thing with the aid of 3D printers and so forth.

The maker movement is philosophical in background, deeply geeky and highly values driven. So partnering up with uber cool advertising executives willing to sell their mother for a piece of business would definitely seem to jar.

However, money it appears, has its advantages.

For example, Moneta said that makers, who made art, were generally not able to access grants or funding for their work. To overcome this, Absolut Vodka made high-end art shows to exhibit makers work and get them some nice brand alignment at the same time.

Image via

Here’s some work that Suntori whiskey did a little while ago straight out of a maker lab.

And, the maker movement isn’t all just about 3D printing, it’s about simple single board computers as well. For example, using one such single board computer known as a Makey Makey, it’s straight forward enough to make a banana piano. “Marketers tend to totally lose their shit when you show them a banana piano,” said Moneta.

Warning! The below is possibly the worst YouTube video of all time from a quality perspective, but also potentially the funniest from the typical maker profile the guy who stars in it exhibits. Or is he actually Kermit the Frog?

Please login with linkedin to comment

Advertising Standards Bureau Casella Brands crownbet Spring/Summer Campaign

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine