Dropcam's Massive Marketing Effort

Author: John Honovich, Published on Jun 30, 2014

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.

*** ****** *** ** *******'* ******* *** **** *** ********** marketing.

***** **** ******* ******, *** ********* *** ***** *** **** on *** **********. ***** **** *** *****, ** *** *** revolutionary *** **** ************* ****** **** **** ********* ***** ************ manufacturers **** ****.

*******, *** ********* **** **** ******** ****** **** *** ************ side *** **** *****.

** **** ****, ** ***** **** *** *** ******** ** their *********.

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

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

*** ****** **** ** ******* *** **** *** *** *************** geeky ********:

******, *** ******* *** ***** *** * **** ********** *******, just ******* ** *********** **** ***** *** ******.

*******, **** ***** *** **** **** ******* ******* ***** ** a ***** *** *********** ************ ********* ************, *** *********** *******************, ***** ***** ***************, ********** *** ********* ** ***********, *** a ******* ** ********* *** **** ** ******* *** *********. Dropcam *** **** **** * ***** ***** ************ ********* ****** on ***** ****.

******* *** ******** ****** $** ******* ** ******* *** ** estimate **** **** ** ******** ** **** **** ** *********.

Professional ** ********

******* *** **** ******** ********* ** *** ***'* *** ** mainstream ************, **** ***** *** **** ** *****.

**** ***** ***** ****** ****** **** **** *** *** ** the ***, **** ********* ** *****. ******* ***, ** * client ** *** *********-*************** ********** * ***'* *** ** **** *********. *** ********* of **** ******** ** **** **** **** *** **** ****** to * **** ****** ** *** ***** ******* **** ******* companies **** ****** **** ** **** ********.

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

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

******* *** **** *** ** *** **** ********** ****** *********** we **** **** ****, ********** ***** *********** (** *** ***'***** ***********, **** ****).******* ********* **** ************ ****.

*** ****** ** *** ******* ********* *** ****** *** ************. For ********, ** ********* **** ******** **+ *********** *** **** from *******. ** **** ***** ******* *********** **** ***** ******** people.

***** *********** ** *** ** *** ***** **** ***** ** online *********, ***** ** ** *** **** *** ****** *** breadth ******* *** ***** ***** * *** - ******** ** thousands *** **** ******, ***** **** **** * ******* *******.

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

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

******* *** ******* ******** ** *********** *** ********* **** ***************** *** *** *** ********** ** ******** ***** *********** *** convincing *** ****** **** ***'* ******* ** *** ********** *** of *** ********.

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

** *** ***** ****, ******* *** ***** ********* ** ******** integrators / *********** ********** *** **** ****, **** ****** **** **** ** ******* ** ********* ** partner **** *** ********.

**** *** * ~$***,*** ******* **********, ******* ******* **** ******* was **** *** ******* ** ***** ** ******** ***** *****.

Sponsoring ********

*** ** *** *******, *** ******** ********* ********* ********* ******* did *** ********** ******** **** ** ***** ** ******** ***** and ******, **** **:

*********, ******* **** **** ***** *** ******* ** ***** ****** **** **** **** **** ** ***** sites ** *** ***** ********** ** ****.

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

**** ** *** '*******' ** *** **** ** ********* ******** that **** **** ****** **** *** ** *******. **** *** we ***** ********** **** ** **** ************ **********:

"**** **** ******* ** *** ** *******. *** ******** *** 100% ****."

***** *** *** ****** ** ***-********* **** *****, ***** ****** are ****** ** *** ******** ****, **** ********* ****** ******* caught (*** ***** ********** * ******* *********).

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

******* *** **** **** ****** '***** ***********' *** ******* ******, such ****** *** ** *******:

The *** ******

********, ***** ******* ******** ** ***** * **** *********** ***** in * ***** ****** ** ****.

** ****** ** * ****** ** ************ ******** ******, ********** when ******* ** *** ******** *****, **** * ******* ****** multi-million ********* ********** *** ********* ******* ** *********** *******.

Comments (2)

*** **** ****** *** ************ ** *** **** ******* ** the ******* ******* ****** *** ****** ** ****+ **** *** play *******. *** ****** ********** *** ****** **** ********* ***** your **** * **** * *** ****. ******* ***** ******* areas ******** ** ******* ******* *** **** *** **** **** is **** ** **** ***** ** *******, ******* ** ** younger **** *** **** ***** * ***** ** ******* *** is ** ********* ** *.** ** ** * *** ****.

****'* ******* ** ****** **** ******* ** *****:

**'* **** * ******* ****** '****'. *** ** **** ** ** *** ** ********* ****, very ********* *** *********.

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