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.

***** **** ******* ******, *** ********* *** ***** *** **** ** the **********. ***** **** *** *****, ** *** *** ************* nor **** ************* ****** **** **** ********* ***** ************ ************* have ****.

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

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

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

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

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

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

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

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

Professional ** ********

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

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

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

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

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

*** ****** ** *** ******* ********* *** ****** *** ************. *** instance, ** ********* **** ******** **+ *********** *** **** **** Dropcam. ** **** ***** ******* *********** **** ***** ******** ******.

***** *********** ** *** ** *** ***** **** ***** ** online *********, ***** ** ** *** **** *** ****** *** breadth Dropcam *** ***** ***** * *** - ******** ** ********* per **** ******, ***** **** **** * ******* *******.

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

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

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

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

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

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

Sponsoring ********

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

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

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

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

"**** **** ******* ** *** ** *******. *** ******** *** ***% mine."

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

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

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

The *** ******

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

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

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.

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.

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Knightscope Winning Investors, Struggling With Growth on Oct 16, 2018
While Knightscope's new financials show the company only winning 11 new customers in the past 12 months, the company continues to win new...
Huawei Admits AI "Bubble" on Oct 16, 2018
A fascinating article from the Chinese government's Global Times: Huawei’s AI ambition to reshape industries. While the Global Times talks about...
ADI's Financials Revealed + W-Box Growth Priority on Oct 15, 2018
  ADI is one of the most powerful distributors in the security industry but how big are they? How much profit do they make? How much do they sell...
Amazon Touts Home Security Market Disruption on Oct 15, 2018
Amazon is coming for ADT and all of home security. Indeed, Amazon is advertising this as, in their own words, calling home security a: Inside...
ASIS GSX 2018 Mixed Manufacturer Reviews With Declining Overall Attendance on Oct 02, 2018
ASIS GSX 2018 show drew 9% fewer total registrants, however, it gained 15% more paid registrations, according to ASIS. In this note, we look...
The Robolliance is Dead on Oct 01, 2018
The Robolliance has died. Formed 2 years ago to fanfare, the robots-focused marketing machine is no more, having slipped quietly away sometime...
ASIS GSX 2018 Show Report on Sep 25, 2018
In the first major US show since the US government ban of Dahua and Hikvision was passed into law, the mega Chinese companies were in retreat and...
Amazon Ring Spotlight Cam Tested on Sep 17, 2018
Amazon's Ring has released their latest camera entry, the Spotlight Cam, which we bought and tested in our Consumer IP Camera Analytics...
VMS Export Shootout - Avigilon, Dahua, Exacq, Genetec, Hikvision, Milestone on Sep 13, 2018
When crimes, accidents or problems occur, exporting video from one's video surveillance system is critical to proving incidents. But who does it...
Ambarella on Computer Vision and US Hikua Ban on Sep 10, 2018
Ambarella, a widely-used video surveillance component supplier, is betting on the rise of computer vision and is already seeing a sales impact from...

Most Recent Industry Reports

Knightscope Winning Investors, Struggling With Growth on Oct 16, 2018
While Knightscope's new financials show the company only winning 11 new customers in the past 12 months, the company continues to win new...
Integrator Laptop Guide on Oct 16, 2018
This 18-page guide provides guidance and statistics about integrator laptop use. 150 integrators explained to IPVM in detail about their laptops,...
Huawei Admits AI "Bubble" on Oct 16, 2018
A fascinating article from the Chinese government's Global Times: Huawei’s AI ambition to reshape industries. While the Global Times talks about...
ADI's Financials Revealed + W-Box Growth Priority on Oct 15, 2018
  ADI is one of the most powerful distributors in the security industry but how big are they? How much profit do they make? How much do they sell...
Amazon Touts Home Security Market Disruption on Oct 15, 2018
Amazon is coming for ADT and all of home security. Indeed, Amazon is advertising this as, in their own words, calling home security a: Inside...
Higher Power PoE 802.3bt Ratified, Impact on Security Products Examined on Oct 12, 2018
Power over Ethernet has become one of the most popular features of many video, access, and other security products. See our PoE for IP Video...
"New Zealand Govt Uses Chinese Cameras Banned In US", Considers Security Audit on Oct 12, 2018
Newsroom NZ has issued a report: "NZ Govt uses Chinese cameras banned in US": This comes after the US federal government banned purchases of...
Mysterious Patent Troll 'Secure Cam' Targets Industry, Sues Hanwha, Hikvison, JCI, Panasonic, More on Oct 11, 2018
A company named "Secure Cam," who is actively hiding their ownership, has acquired a slew of video patents and is systematically suing video...
Unfixed Critical Vulnerability In Millions of XiongMai Devices Disclosed on Oct 10, 2018
XiongMai, one of the biggest OEMs alongside Dahua and Hikvision, has suffered a critical vulnerability impacting millions of their devices. This...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact