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)

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

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

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

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

Hikvision Hires Crisis Communication Writer on Mar 21, 2017
Hikvision has hired a crisis communication writer as the company ramps up its efforts to deal with the 'crisis' it feels it is facing. 'Crisis...
SimpliSafe Camera Tested on Mar 07, 2017
SimpliSafe ia one of the most controversial companies in the industry, as they have become the symbol of the DIY threat to traditional alarm...
Avigilon Favorability Results on Feb 27, 2017
One of the fastest growing companies has turned into one of the rockiest, as cooling growth, management turnover and a roller coaster stock price...
Hikvision Ezviz Mini 360 Plus - $80 Autotracking Camera Tested on Feb 21, 2017
Autotracking, integrated IR, local storage, full HD, cloud access: $80. That is the claim of Hikvision EZVIZ's new Mini 360 Plus. But for this...
Hitachi Taking On Security Industry on Feb 09, 2017
Hitachi, bigger than Sony and Panasonic overall, with $89 billion USD 2016 total revenue, is expanding into the security industry. They are...
IPVM For PR / Marketing People on Jan 25, 2017
This post helps PR and Marketing people understand and productively work with IPVM (as much as possible given our independent, often critical,...
Sony Misleading Marketing Hides Cracked Backdoor on Jan 25, 2017
Sony is attempting to deemphasize the severity of the backdoor uncovered in Ipela cameras. Meanwhile, IPVM has verified that the root password for...
PR Firm Pleads Don't Scrap PR Spending on Jan 20, 2017
PR is not dying, warns pleads PR firm. Take 40+ year old industry PR firm LRG, who recently lamented the 'misconceptions' that: Traditional PR...
Dahua UnFavorability Results on Jan 19, 2017
Dahua, the mega-Chinese surveillance manufacturer not primarily owned by the Chinese government has been trying to break out of the shadow of...
ADI Battles Manufacturer Partners on Jan 11, 2017
ADI is battling their manufacturer partners, building up their own competitive house brand W-Box, while manufacturers still fund ADI's business...

Most Recent Industry Reports

Broken Browser Support for Video Surveillance on Mar 22, 2017
Modern web browsers have left the security industry behind. Current Chrome, Firefox, and Microsoft Edge browsers do not support NPAPI plugins,...
ADI Favorability Results on Mar 22, 2017
150 North American integrators provided feedback on 6 distributors, and why they do (or do not do) business with ADI. ADI is clearly a big name in...
1 Million Dahua Devices Exposed To Backdoor on Mar 22, 2017
Statistics show that 1 million Dahua devices are publicly exposed and vulnerable to the Dahua backdoor. Despite this, Dahua has downplayed the...
Hikvision Hires Crisis Communication Writer on Mar 21, 2017
Hikvision has hired a crisis communication writer as the company ramps up its efforts to deal with the 'crisis' it feels it is facing. 'Crisis...
Glass Break Sensor Tutorial on Mar 21, 2017
Burglars often break glass windows to get into a house. Using glass break detectors in conjunction with alarm contacts is a good way to protect the...
Unikey Smart Phone Access Control Platform on Mar 21, 2017
More and more people carry smart phones. Many think this could replace the conventional key or card for access control. However, using a phone...
VMS Update Automation Compared on Mar 20, 2017
Updating VMS software can be a tedious and time consuming processing, which historically has required users to access each machine, download update...
Anvil Traveler Threat Management Offering on Mar 20, 2017
A common component of enterprise security systems is traveler threat management, complementing the various physical security systems in place. One...
Simplisafe Warns Customers About Alarm Fines on Mar 17, 2017
Simplisafe markets themselves as a 'better way' than traditional professional alarm companies. However, in one key way, Simplisafe hides the...

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