Category Archives: Advertising

Nielsen’s Consumer 360: 3 Quotes and What They Mean for Today’s Marketers

Written by: Clare Dussman
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If there was an overall theme to all of my learnings at Consumer 360, it was digital maturity. It’s no longer about your next pilot or stats to prove the validity of the space; it’s about being smart and digitally savvy across all of your business units. If not, you may be vulnerable to someone who is.

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“Data is the new oil.” – Daniel Zhang, CEO of Alibaba

Although not a new phrase, it’s worth taking note that one of the most powerful men in the Chinese technology world is openly stating that data will join the ranks as one of the most prominent trade goods. As a commodity, data needs to be judged for more than just its size, but also for quality and scarcity, whether that means the immensity of data in developed markets or the scarcity of data in developing economies.

“Leaders are all about purpose, never about me.” – Retired General Colin Powell, former U.S. Secretary of State

This quote is powerful, especially as you think of how companies lead. As consumers expect more and more corporate transparency, companies without a clear purpose will struggle to become passion brands. Some companies already do a great job of conveying their purpose, like Ritz Carlton’s “We are ladies and gentlemen serving ladies and gentlemen.” Or maybe like Google you require a Ten Commandments-esque format that includes Google’s well-known phrase “You can make money without doing evil,” and company rally calls like “Great just isn’t good enough.” Powell claimed when a group is lead by a purpose and not by a single charismatic leader, everyone is empowered to make decisions and drive success.

“Millennials don’t need to feel the fruit.” – Conference Attendee

As we discussed the tension between mobile commerce and brick and mortar, we agreed that the differences in shopping behavior between the generations raised with digital and the generations raised without digital require a revision of conventional shopping experiences. Especially as we looked at rapid changes in grocery, we acknowledged that quick delivery and low tolerance for waiting has driven many millennials to digital alternatives of the grocery experience.

Pinterest and Instagram Add New Features, Look to Drive Business Outcomes for CPG Brands

Written by: Jake Schneider
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June proved to be a huge month for Pinterest and Instagram, as both platforms introduced the phrase “action oriented” into our lexicon. Over the past year, both platforms have been making strides to enter the digital media space with Pinterest’s “Promoted Pins” and Instagram’s “Sponsored Posts” as introductory offerings; however, both are falling short beyond brand awareness in aligning to business outcomes for marketers.

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Pinterest has long been a passionate community, and particularly for DIY. According to a PriceGrabber survey, more than 70 percent of Pinterest users claim that cooking inspiration and recipes are their number one interest on the platform.

Pinterest added a search functionality to make it easier to be discovered, but the introduction of the “Buy It” button is a huge step for CPG brands in closing the loop that started with “Promoted Pins.” Now with Pinterest you can holistically inspire, promote discovery, and purchase direct from the platform within a few clicks, giving CPG brands another potential storefront and point of entry for commerce. 

Screen Shot 2015-06-17 at 8.26.27 PMPinterest is only making the “Buy It” button available through mobile for now and has limited it to a few of their partners. There is a waiting list, however, and we suggest you get on it. 

Coincidentally, Instagram introduced us to their new suite of offerings for their platform the same week. Instagram initially entered digital media via sponsored posts with a few exclusive partners a year ago as they built out their media narrative and offerings. This recent unveiling takes Instagram from peripheral, brand-awareness centric content to something much, much more. 

For Instagram, the emphasis is on quality of content and narrative with CPG brands playing on the same level with users and the best content surfacing to the top. With “Carousel,“ Instagram takes the user out of the single moment snapshot and throws them into an immersive experience with multiple pieces of content to provide inspiration or to better tell a story. 

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Carousel is still a continuation of brand, something Instagram has long been known for, and something that has taken them out of consideration when focusing energy and effort on driving to business outcomes.  

Instagram elevated themselves from peripheral to near primary with their action-oriented buttons. Brands can now direct their audience to add “Shop Now,” “Install Now,” “Sign Up,” or “Learn More,” directly through the app, making it a true channel for actionable outcomes. 

CPG brands can now promote discovery, inspire, and inform this passionate and massive audience while directing them to take deeper action, whether that is downloading a brand app, e-commerce, or other promotions. 

Like Pinterest, Instagram is only allowing a few of their partners to leverage their offerings before making them open through power editor to advertisers. 

Needless to say, these bold — and welcome — moves for each platform both ushered in offerings for brands without diminishing the user experience.  

Three Great Ways for Brands to Use the New Twitter Audience Insights Dashboard

Written by: Rita Mogilanski
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Last week, Twitter launched a new, free dashboard that shows demographic information about your Twitter followers. You can see your followers’ interests, household incomes, net worth, occupations, their buying habits, education levels, and even what credit cards they have.

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Having access to these insights is a great way to inform your content strategy. There are three great tricks that can guide creative and messaging, and even inform other areas of your brand’s marketing strategy.

1. Compare your follower demographics to the general Twitter population.

Add a comparison audience, and analyze “All Twitter Users” versus “Your Followers.” You’re able to see what the general Twitter population’s habits or interests are versus your brand’s, which will show you what resonates specifically with your audience. In the image below, this brand’s audience is much more interested in fast food than the average Twitter user, showing the brand that fast food is an area they can own on Twitter.

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2. Look at the followers you are reaching, as well as the followers who are actually engaging with your content.

This is a great way to see the user behavior of an engaged user versus a follower that was not impacted by your brand’s content. For example, one of our brands saw that among engaged users, 90 percent were using iOs, and among the users the brand was reaching, only 32 percent were using iOs. This information shows that the brand should be targeting mobile users, or keeping them in mind when looking for engagement and participation from followers.

3. Use relevant purchase habits to inform business decisions.

The insights dashboard shows followers’ Consumer Buying Styles and Consumer Goods Purchases, which is extremely helpful for targeting both on social and in-store. For example, if your fans over-index in healthy living, it can inform the keywords you use to target them on Twitter, as well as what other brands to partner with and advertise through, or even how to set up an in-store display.

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Overall, the new dashboard is very insightful and can serve different purposes for different brands. Take the time to click around and see if you can learn something helpful about your audience to inform social content strategy, creative, messaging, and targeting.

Art + Science = Facebook’s Anthology Program

Written by: Tom Edwards
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I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the unveiling of the new Anthology initiative.

Openbook

Anthology is a creative brief based program that combines the insights and scale of Facebook with the reach and relevance of large publisher partners.

Anthology

Facebook is providing access to insights rooted in detailed analyses of target audiences to inform publisher creative. Their goal is to combine art and science to inform the creation of highly relevant and shareable content that drives business.

Facebook Anthology Purpose

There are seven initial partners in the program:

1. Vox Media – Millennial-focused media entity targeting sports (SB Nation), tech (The Verge), gaming (Polygon), real estate (Curbed), food (Eater), and retail/shopping (Racked)

Vox Media

2. Vice Media – Millennial-focused media entity that creates over 6,000 pieces of content daily across 10 primary channels covering news, music, tech, food, sports, and fashion, all by young people and for young people

Vice

3. Oh My Disney – Brings the ability to leverage assets and properties of Disney in short-form content that is designed to be shared

Oh My Disney

4. The Onion – Satirical news content creator

The Onion

5. TasteMade – Mobile-centric video network that reaches 25 million people monthly

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6. Funny or Die – Original and UGC comedy and pop culture content creator

Funny Or Die

7. Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture), and Nuevon (Hispanic)

Electus Digital

In the unveiling, each publisher partner had created a mock “anthology” based on Facebook insights and a hypothetical brand/agency creative brief. Each anthology program had its own unique creative slant based on the insights provided by Facebook and the unique perspective of the publisher.

ForD Anthology

In the future, the publishers will produce the content and partner with Facebook to distribute the content through both Facebook’s media network and their own distribution properties.

anthology example

The Anthology program can be beneficial for brands and agencies alike. It is a quick way to collaborate with some of the most relevant millennial-focused publishers, as well as leverage proprietary user data and insights provided by Facebook.

Follow Tom Edwards @BlackFin360

Is Today Mobileggedon? 5 Things to Know About Today’s Google Update

Written by: Tom Edwards
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Today is the day Google is rolling out a major update to its mobile search algorithm. Some are proclaiming this “Mobileggedon,” others the “Mobilepocolypse.”

The reality is that this is a major update that will boost the ranking of mobile-friendly pages. There are five things to know about how this update may impact your brand.

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1) The update only impacts mobile search results. This is a mobile first update and will only impact results from mobile queries.

2) The update does impact all languages. This is a global roll-out. Those that manage pages across locations should take note.

3) The update applies to individual pages vs entire websites. This may not be apparent initially, but makes sense as a whole. Google indexes pages and queries map to intent which extends from the relevance of the content on the page.

4) This is one dimension for how Google will rank a mobile search query. –This update does raise the importance of a mobile-friendly experience, but this is not the only signal being considered.

5) Strong content can overcome… For now. User intent based on the query is still an important factor. If the content on a non-mobile friendly page is considered the most relevant for the query it will still rank high for now.

It is important to take the necessary steps to create an optimal experience not only from a search perspective but also from a user experience standpoint.

Follow Tom Edwards @BlackFin360

Amazon Launches ‘Home Services’ To Take the Guesswork Out of Booking Goat Grazing Services

Written by: Rita Mogilanski
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Amazon recently launched Home Services, a portal that allows users to find, schedule, and purchase professional services through Amazon. The services that are currently provided include appliance repair and installation, home cleaning, music lessons, iPhone repair, and so much more (including Goat Grazing).

Why Use Amazon?

Amazon handpicks the service providers to assure quality by performing background checks and verifying insurance and licenses. They remove most of the risk associated with choosing domestic help by suggesting only verified vendors and giving customers standardized, prepackaged prices. Amazon will match prices if customers find a lower price for the service provider elsewhere, and you are only charged after the service is completed.

4.1-1This service will prove helpful for users making purchases that need installation. When shopping for an air conditioner, I was served a link to book a professional to install the appliance. This seamless integration relieves much of the stress around installing major appliances. Consumers already trust Amazon and will be willing to go with the professional services the platform recommends to expedite the process.

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How is it Changing the Industry?

Other similar platforms like Angie’s List and Yelp provide users with trustworthy reviews. Unlike Angie’s List, there is no membership fee for Amazon, and unlike Yelp, you can book directly through the site. Competing platforms may choose to increase the services they provide to be more robust in order to compete with Amazon’s one-stop shop experience.

TaskRabbit, which is a platform that provides services very similar to Amazon Home Services, has partnered with Amazon in such a way that allows Amazon users to hire fully-vetted “Taskers,” or TaskRabbit’s service providers, through Amazon.

Small businesses that rely on the local community may feel the pressure of competition from businesses listed on Amazon. For professional services looking to get their business on the website, they can apply here. Businesses pay Amazon a portion of the profits, and Amazon handles payments and customer complaints and issues, taking some of the stress off the professionals as well as the customers.

If you’re looking to take the risk and guesswork out of booking professional help, Amazon Home Services is a great tool. They are currently making life easier for customers and small business owners in most major US cities. For similar platforms, however, the competition just got real.

Image: Amazon.com

Image: Amazon.com

 

2015 SXSW Interactive: 5 Things That Stood Out

Written by: Jake Schneider
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Thanksgiving, SXSW, Halloween.

Those are my favorite holidays, in that order. 2015 marks my 9th year attending the annual conference and as TMA’s resident Austinite, nothing excites me more than hearing the words “Film,” “Interactive,” and “Music” categorized under one event within walking distance of my downtown home.

In years past, I’ve seen the transformative launch of Twitter, watched Kanye perform at the Power Plant – now home to Under Armour Connected Fitness – and taken in many great films and parties.

Last year, while there were still significant highlights like Edward Snowden’s session that I found fascinating, the 2014 version felt bloated and unmanageable.

2015, however, felt like a shift or transition probably aided by the fact that there wasn’t one super strong theme that overpowered everything. This led me to be open to the serendipity that is part of the very soul of SXSW.

With that, here are five things that stood out for me at this year’s conference:

1. Meerkat: If there was a clear winner for 2015 SXSWi, it would be Meerkat. Every single human being at badge pick-up was talking about and using the app that allows you to live stream video directly into Twitter.

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Meerkat was everywhere around Austin. It felt like SXSW activities and experiences were being streamed all over the place.

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Then somehow (perhaps through the Force), Twitter felt the surge of usage and, in realizing they recently purchased a competitive app called Periscope, put Meerkat in a chokehold by cutting its access to their social graph.

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The significance of Meerkat’s emergence this past week is that streaming content is here and it is embraced. This type of channel opens up doors to publishing experiences and helping users and brands become their own networks.

2. Verizon’s #ATXunite: For those Austinites who attend SXSW, the experience is amazing. For those who don’t, it can be downright frustrating, or so I’ve heard. There are three things we love to complain about in Austin: traffic, crowds, and traffic. Verizon took a different route this year with #ATXunite, a social campaign focusing on aiding Austin locals with survival kits featuring everything from Yeti coolers, Bose ear buds, and Philips Hue light bulbs to exclusive lunch experiences at Franklin BBQ just by following and tweeting Verizon and #ATXunite.

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Verizon nailed it with this activation by bringing the serendipitous experience of SXSW to those locals who can’t or don’t attend. Or, in this case, by bringing it to me and my coworker, Zane.

3. Virtual Reality: We are so close. You remember that part in Jamiroquai’s video for Virtual Insanity where Jay Kay, after spending so much time getting further away from the frame, comes as close as possible and stays there to finish the video? That is where I feel we are right now. So close, and from here it is all mainstream. SXSW definitely had its share of VR experiences and installations. From Interstellar’s setup for their Blu-ray release to Google’s Cardboard viewer, VR showed it is ready and the demand showed that we are ready for VR.

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I am, in fact, giddy at the possibilities that VR presents for brand experiences in the entertainment, automotive, fashion, and retail industries.

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There is demand – as you can already pick up Google Cardboard on Ebay.

4. Big Data and Social: Finally Big Data, you have arrived. There were tons of panels on utilizing and the importance of Big Data this year, and rightfully so. Big Data is no longer a nice-to-have, it is a need-to-have. Understanding your audience and gaining that competitive advantage has never been more important to brands. How to make it actionable, how it and Audience Intelligence can work together, how to use it to drive engagement – it was all on display during SXSWi. Audience Intelligence platform People Pattern even made a cool persona infographic on SXSW:3.23-7

5. Curiosity: There were plenty of speakers on hand this year, and the two that stood out most for me both focused on the value of curiosity. The first speaker was TV & Film Producer Brian Grazer, who created Imagine Entertainment with Ron Howard and has created exceptional films like “Backdraft” and “Apollo 13.” Grazer was discussing his book written about his life philosophy of having “curiosity conversations” with different and interesting people every two weeks. He uses these conversations to guide and inspire his work and build relationships.

The second was with Henry Rollins. I’ll be honest: Rollins is a personal inspiration of mine – I was initially just happy to be in the room. He was there attending and promoting his new film, “He Never Died.” Rollins covered his life travels and experiences; however, the gravy was poured when he talked about his life philosophy of how anger fuels his curiosity. The anger is what makes him curious, and the curiosity, in turn, fuels the anger. The result, he states, “makes me want to do stuff and live vigorously.”  I left both of those talks inspired.

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I clearly had better seats for Grazer than Rollins.

SXSW has been a great success for me. For anyone that is considering a future trip, I would highly encourage it. There is something for everyone. You’ll leave here more knowledgeable and inspired.

Follow Jake Schneider @jakeschneider

YouTube Rolling Out “Cards” to Replace Annotations

Written by: Hannah Redmond
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This week, YouTube announced the release of a new product called “Cards,” which will eventually replace annotations on videos. Keeping with the trend of mobile optimization across its products, cards will work across screens, including mobile. Currently, in the annotations category only InVideo Programming annotations work on mobile devices.

Source: YouTube Creators Blog

YouTube says this is a response to feedback from YouTube creators for the need of more flexibility with annotations and the need for them to work on mobile. They said in the YouTube Creators Blog:

You can think of cards like an evolution of annotations. They can inform your viewers about other videos, merch, playlists, websites and more. They look as beautiful as your videos, are available anytime during the video.”

There are 6 types of cards: Merchandise, Fundraising, Video, Playlist, Associated Website, and Fan Funding. You’ll now be able to find the “Cards” tab in your Video Editor to create and edit them at any time.

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As mobile media consumption continues to increase year over year (note the graph below on mobile data traffic), it makes sense for YouTube to extend the benefits and functionality of annotations to mobile devices for content creators.

Similarly, as brands continue to increase the amount of content for the digital space, the consumer’s mobile experience needs to be kept in mind. Marketers need to ask: “How will these cards help my consumer while they are on their mobile device?” There is a difference between “standing out” to a consumer and “disrupting” a consumer’s experience. The trick with these cards will be using them in a unique way to stand out that still adds value to the consumer.

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Source: We Are Social

Visit the Cards Help Center to see more detailed descriptions about, and examples of cards.

Google Algorithm Update will Prioritize Mobile Websites in Search

Written by: Hannah Redmond
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Google recently announced that they will be using mobile-friendliness as a ranking signal in driving search results to users, beginning this April.

In the announcement, Google’s Webmaster Central Blog stated:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

That means mobile-friendly and mobile-responsive sites will earn better positioning in Google’s mobile search engine results, and sites that are not optimized for mobile will see less mobile, organic traffic.

This all makes sense. More and more people access the web on mobile devices, and it’s Google’s job to return to you what is user-friendly and relevant, or you won’t come back. The problem is, this will impact small local business owners the most, as many don’t have marketing departments or budgets to create responsive web sites, yet many of their customers rely on Google search to find local services. Google does aim to provide many robust resources to help developers prepare and optimize websites. You can even test if a site is mobile ready according to Google.

Google has been recommending responsive web design for years now, but this is the first time they have officially announced that it will have an impact on search as a result.

 

SMWNYC: Day 1 Recap

Written by: Sarah Shapleigh
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Last week I had the privilege of attending the Social Media Week conference in New York City. It was overwhelming and enlightening at the same time, and I walked away so energized and excited about the career path that I have chosen.

“Measuring Attention and Intention, with The New York Times.”

In my first session, Michael Zimbalist, SVP Ad Products and R&D at The New York Times, discussed the evolution of digital advertising. Previously, advertising promised intention – a user action (usually a click) is a proxy for intent to purchase. Google developed AdWords, which allows you to target users based on their intentions.

Now, with the rise of video advertising and social media, digital advertising has shifted. Essentially, it has become a method to capture people’s attention. This migration from the bottom of the purchase funnel to the top has completely changed the game for digital advertising. Marketers now need to shift their focus to storytelling, leverage social marketing, and use different measures of success. Overall, Zimbalist argued that attention is a deliverable in its own right and that marketers who use content to win consumer’s attention will have a distinct advantage when the time comes for those consumers to take action.

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“From Fans to Advocates: How to Build Community and Grow #BrandLove”

The second session I attended was presented by HootSuite. HootSuite’s Jeanette Gibson, VP Community & Customer Experience, and Dr. William Ward, Director of Education Strategy, shared best practices and real-world examples of how a strong community of fans and followers can be a powerful tool in activating others to get involved and fall in love with your brand.

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Gibson started her presentation by sharing some statistics, including:

  • It costs 80% less to retain a customer than to acquire a new one
  • 25% increased engagement on community sites can result in 25% increase in revenue
  • 92% of companies view customer service as one of their top priorities
  • 60% use customer service as a competitive differentiator
  • Yet, few companies deliver an outstanding experience

In order to grow brand love, brands must leverage stories, experiences, and momentum in order to inspire fans by curating experiences and stories that surprise and delight.

Gibson then went on to break down the steps necessary to seed brand love: Relationships, Add Value, Engage Employees, Advocacy, and Insights.

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Gibson and her colleague, Dr. Ward, discussed the HootSuite Ambassador Program and how it has been helping drive their business. The HootSuite Ambassadors have the opportunity to connect with other likeminded industry leaders as well as advocate HootSuite’s products/services, share HootSuite content to their networks, provide regional insight and feedback, and create a stronger regional presence for HootSuite both online and offline. Ambassadors also strengthen the support community by providing 1:1 support in online forums and chats.

HootSuite often gamifies the experience for their ambassadors. One way they did this was by initiating a 60-day race to see which ambassador could answer the most support questions in exchange for an incentive (the most requested was a LinkedIn recommendation).

The HootSuite ambassador program is one way that HootSuite is using their existing community to spread the word and grow brand love.

“The New DIY – Drones, Makers, and Bots: A Fireside Chat with Martha Stewart and CEO of The Barbarian Group, Sophie Kelly.”

I was extremely excited to attend my last session of Day 1 – and see Martha Stewart in person. I was also interested in learning about the evolution of the DIY industry. Pinterest and Etsy have made incredible technological advances that have impacted DIY and spurred what has become known as the Maker Movement. Referred to by Fast Company as “one of the most disruptive new trends in the entire economy,” the Maker Movement has created a collaborative world where makers can access technologies to prototype, create, and iterate faster than ever before.

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Martha Stewart talked about her love of technology and how it has impacted both herself personally and her business. She emphasized, “we have to evolve as quickly as technology is evolving around us.” Her passion for technology has never wavered, from buying her first IBM computer in 1982 (with a table attached to it) to playing with her personal drone collection on her farm with her grandchildren.

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Stewart shows image of her farm taken by one of her drones

Stewart talked passionately about her American Made initiative, which spotlights the next generation of great American makers, including entrepreneurs, artisans, and small business owners. As part of the American Made initiative, there is an annual contest that invites makers from around the country to submit a homemade item that falls into one of four categories: crafts, design, food, and style. The executive editorial team at Martha Stewart Living magazine serves as category judges and Martha Stewart serves as the head judge with final say. Stewart’s American Made program drives home her view that DIY can be a painter with a paintbrush or someone with metal in their garage or a photographer with their iPhone. Stewart was clearly passionate about this program and the community of makers around the country.

When asked one thing that people don’t know about her, Stewart replied that she was one of the first investors in Google. She also invested in a home grocer company that she described as a “total flop.” However, it looks like Martha Stewart ended up just fine.

Stewart looks forward to what’s next for the Maker Movement for her brand. Her immediate plans revolve around international expansion of the Martha Stewart brand. She recently visited China, because the middle class is “100 million and growing and they need stuff, and to be able to afford it.” Providing quality products at a price they can afford will take the Martha Stewart brand to the next level.

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MakerBot 3D printer and Martha Stewart products on display

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Martha Stewart products on display

The session ended with a drone jousting tournament between Stewart and Sophie Kelly, CEO of the Barbarian Group and moderator of the session. After a valiant effort by Kelly, Stewart came out on top. As Kelly put it, “Of course you won, you’re Martha Stewart!”

See video below: