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1 © 2015 Atmel Corporation
© 2015 Atmel Corporation2
&
3 © 2015 Atmel Corporation
• Sander Arts
• VP Marketing @ Atmel
• Global citizen
• Always curious
• Try not to take myself too seriously…
• Twitter: @sander1arts
Who is this guy with the weird accent?
4 © 2015 Atmel Corporation
I am from Holland…
4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017
5 © 2015 Atmel Corporation
• Atmel Corporation (NASDAQ: ATML) is a worldwide leader in the design and manufacture of microcontrollers, capacitive touch solutions, advanced logic, mixed-signal, nonvolatile memory and radio frequency (RF) components. Leveraging one of the industry's broadest intellectual property (IP) technology portfolios, Atmel is able to provide the electronics industry with complete system solutions focused on industrial, automotive, consumer, communications and computing markets.
This is our company description
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This is what we sell…
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We sell to…
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This is the situation I walked into 2,5 years ago…
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The Key Marketing Premise We Started With
“If you set up a content marketing process that works, you become a money machine. Your CFO will give you an unlimited budget. Your CEO will shower you with a big bonus. Your cat will come when you call”
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What the heck? Semiconductors?
4/25/2015
WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...
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Wait: Let me try this. Here is the GoPro3
4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017
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Wait! Hang on a second!
Is that Atmel on the Arduino Board !?
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Which is at the heart of the ‘Maker Community’
https://www.youtube.com/watch?v=Wlw4qRJ5YZo
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Arduino democratizes technology…to a ‘child’ level
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Maker, AVR, ArduinoPositioning Atmel as thought leader and at the heart of the Maker movement
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3D-Printing Projects Powered by Atmel
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More…
PancakeBot
Dancing Water Fountain
3D printing and micro-
manufacturing with Robox
Open Garden Hardware
MakeSmith CNC
Crowd sourced gaming;
balloon pop
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Result that comes back when searching for ‘Arduino’ on Kickstarter
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“There were over 160 AVR based [read: Atmel] Projects on Kickstarter of which 103 successful, collecting 7M USD in funding”
Did you know that?
Quote from CEO of Kickstarter
That's a potential of 103 companies founded on Atmel
20 © 2015 Atmel Corporation 4/25/2015
We drive ongoing, global marketing campaigns
With various marketing goals…
Position Atmel as a thought
leader and at the heart of the
maker movement
Target PIC users transitioning
from 8- to 32-bit designs; pitch
Atmel to startups and new
customers
Position Atmel as a player in
wearables market
Respond to ST’s low power claims
on STM32; Position Atmel as
lowest power MCU supplier
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Design contests globally, in language
AVR contest was a finalist for the most creative marketing campaign at The Markies
Deep reach, emotional engagement, free marketing, free content
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Expanding our social reach
YouTube
1.8M+ Total Views
127K Quarterly Views
261K Quarterly Mins.
Watched
249K+ Likes
865K+ Monthly Reach
2.1M+ Monthly Impressions
42.2K+ Followers
22% Quarterly Growth
2.3M+ Monthly Impressions
30.4K+ Followers
13% QoQ Growth
560K Reach
19% QoQ Reach Growth
Google+
6M+ Views
17% QoQ Growth
• Ranked #1 social semiconductor company (September 2014)
• #1 most-viewed partner in ARM’s Connected Community (2014, 2015)
• Social influence score now among the highest in the industry
Blog
Notable Accolades
Growing Network of Partners
1.4M+ Views
25% Quarterly Growth
120K+ Monthly Views
Growing Network of Major Brands
Growing Network of Media
Growing Network of Startups
Growing Network of Influencers
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BeON Home
Blogs
Memes
Tweets
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“Atmel did a superb job of supporting our Kickstarter campaign. We loved their blogs, posts and comical, yet relevant memes in support of our product. In addition to our funding, one of the primary purposes of the campaign was to get feedback on our brand identity. Atmel helped us do this by posting our value proposition in their own words which helped us further refine our tone and positioning.”
BeON
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“Ever since Atmel started to pay attention to us through their channels, we've seen a 65.7% growth in readership which has been huge for our readership and blog. We've also seen a 10% growth in our Twitter followers. Lastly, Atmel has made up for 15% of our total referral traffic.”
PubNub
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What the truck!?
“I like big trucks and I am not gonna lie”
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Will I Am and ‘the science guy’
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Sir Mix A Lot is a Maker and much more…
© 2014 Market Edge
31 © 2015 Atmel Corporation 4/25/2015