Dropcam's Massive Marketing Effort

By John Honovich, Published Jun 30, 2014, 12:00am EDT (Info+)

The hidden key to Dropcam's success has been its incredible marketing.

Being from Silicon Valley, the attention and focus has been on the technology. While that was solid, it was not revolutionary nor even significantly better than what incumbent video surveillance manufacturers have done.

However, the marketing blew away anything anyone from the surveillance side has even tried.

In this note, we break down the key elements of their marketing.

Founder **** ** ************ **********

*** ****** **** ** ******* *** been *** *** *************** ***** ********:

******, *** ******* *** ***** *** a **** ********** *******, **** ******* ** *********** **** ***** *** ******.

*******, **** ***** *** **** **** Dropcam ******* ***** ** * ***** and *********** ************ ********* ************, *** by ********* ********** ****** [**** ** longer *********] ***, ***** ***** ***************, previously *** ********* ** ***********, *** a ******* ** ********* *** **** to ******* *** *********. ******* *** more **** * ***** ***** ************ marketing ****** ** ***** ****.

******* *** ******** ****** $** ******* in ******* *** ** ******** **** tens ** ******** ** **** **** to *********. 

Professional ** ********

******* *** **** ******** ********* ** the ***'* *** ** ********** ************, tech ***** *** **** ** *****.

**** ***** ***** ****** ****** **** paid *** *** ** *** ***, most ********* ** *****. ******* ***, as * ****** ** *** *********-***** SparkPR [**** ** ****** *********] *** represents * ***'* *** ** **** companies. *** ********* ** **** ******** is **** **** **** *** **** access ** * **** ****** ** big ***** ******* **** ******* ********* **** little **** ** **** ********.

*** *** ** ***** *** *********, with * ******* ******* * **** being ******. *** **** *** *** mainstream ******** ******* ***, ** *** money **** *****.

Re-Targeting / ****** *********** ********

******* *** **** *** ** *** most ********** ****** *********** ** **** ever ****, ********** ***** *********** (** you ***'***** ***********, **** ****).******* ********* **** ************ ****.

*** ****** ** *** ******* ********* per ****** *** ************. *** ********, ** routinely **** ******** **+ *********** *** week **** *******. ** **** ***** similar *********** **** ***** ******** ******.

***** *********** ** *** ** *** lower **** ***** ** ****** *********, doing ** ** *** **** *** likely *** ******* ******* *** ***** ***** a *** - ******** ** ********* per **** ******, ***** **** **** a ******* *******.

National ** **********

******* *** * ******** ** ********** running, ******** *,*** ******** *******. **** ** **:

******* *** ******* ******** ** *********** are ********* **** ********* ******** *** *** *** ********** ** building ***** *********** *** ********** *** public **** ***'* ******* ** *** definitive *** ** *** ********.

ISC **** ***** ****

** *** ***** ****, ******* *** spent ********* ** ******** *********** / traditional ********** *** **** ****, **** ****** **** **** ** program ** ********* ** ******* **** the ********.

**** *** * ~$***,*** ******* **********, further ******* **** ******* *** **** and ******* ** ***** ** ******** their *****.

Sponsoring ********

*** ** *** *******, *** ******** effective ********* ********* ******* *** *** sponsoring ******** **** ** ***** ** consumer ***** *** ******, **** **:

*********, ******* **** **** ***** *** each*** ** ***** ****** **** **** paid **** ** ***** ***** ** run ***** ********** ** ****.

(Likely) **** *******

**** ** *** '*******' ** *** were ** ********* ******** **** **** were ****** **** *** ** *******. Only *** ** ***** ********** **** it **** *** ********* ********** [**** no ****** *********]:

"**** **** ******* ** *** ** *******. All ******** *** ***% ****."

***** *** *** ****** ** ***-********* paid *****, ***** ****** *** ****** on *** ******** ****, **** ********* rarely ******* ****** (*** ***** ******** ** * ******* *********).

Brand ***********

******* *** **** **** ****** '***** ambassadors' *** ******* ******, **** ** this *** ** ******* [**** ** longer *********]:

[**** ** ****** *********]

The *** ******

********, ***** ******* ******** ** ***** a **** *********** ***** ** * short ****** ** ****.

** ****** ** * ****** ** surveillance ******** ******, ********** **** ******* in *** ******** *****, **** * Silicon ****** *****-******* ********* ********** *** undermine ******* ** *********** *******.

Comments (2)

How long before the introduction of new laws because of the massive popular uptake and misuse of 720p+ plug and play cameras. The advert suggesting you record your teenagers while your away I find a bit sick. Another Video showing areas regarded as private turning off when you come home is fine if your phone is charged, However in my younger days the last thing I would be looking for is my recharger at 2.00 am on a hot date.

Agree
Disagree
Informative
Unhelpful
Funny

Here's another ad format that Dropcam is using:

It's from a service called 'ZINC'. The ad pops in as one is scrolling down, very prominent and expensive.

Agree
Disagree
Informative
Unhelpful
Funny
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