On April 23, 2015, Atmel Corp hosted Silicon Valley Brand Forum's event on how Brand management is the rocket fuel for content. The Silicon Valley Brand Forum was founded in 2000 to enable senior brand professionals to share challenges, trends, opportunities in brand management, and build strong networks of fellow practitioners.

1. 1 © 2015 Atmel Corporation

2. © 2015 Atmel Corporation2
&

3. 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. 4 © 2015 Atmel Corporation
I am from Holland…
4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017

5. 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

6. 6 © 2015 Atmel Corporation
This is what we sell…

7. 7 © 2015 Atmel Corporation
We sell to…

8. 8 © 2015 Atmel Corporation
This is the situation I walked into 2,5 years ago…

9. 9 © 2015 Atmel Corporation
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”

10. 10 © 2015 Atmel Corporation
What the heck? Semiconductors?
4/25/2015
WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...

11. 11 © 2015 Atmel Corporation
Wait: Let me try this. Here is the GoPro3
4/25/2015Atmel - Marketing Strategic Plan 2014 - 2017

12. 12 © 2015 Atmel Corporation
Wait! Hang on a second!
Is that Atmel on the Arduino Board !?

13. 13 © 2015 Atmel Corporation
Which is at the heart of the ‘Maker Community’
https://www.youtube.com/watch?v=Wlw4qRJ5YZo

14. 14 © 2015 Atmel Corporation
Arduino democratizes technology…to a ‘child’ level

15. 15 © 2015 Atmel Corporation 4/25/2015
Maker, AVR, Arduino
Positioning Atmel as thought leader and at the heart of the Maker movement

16. 16 © 2015 Atmel Corporation
3D-Printing Projects Powered by Atmel

17. 17 © 2015 Atmel Corporation
More…
PancakeBot
Dancing Water Fountain
3D printing and micro-
manufacturing with Robox
Open Garden Hardware
MakeSmith CNC
Crowd sourced gaming;
balloon pop

18. 18 © 2015 Atmel Corporation
Result that comes back when searching for
‘Arduino’ on Kickstarter

19. 19 © 2015 Atmel Corporation
“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. 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

21. 21 © 2015 Atmel Corporation
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

22. 22 © 2015 Atmel Corporation
Expanding our social reach
YouTube
1.8M+ Total Views
127K Quarterly Views
261K Quarterly Mins.
Watched
Facebook
249K+ Likes
865K+ Monthly Reach
2.1M+ Monthly Impressions
42.2K+ Followers
22% Quarterly Growth
2.3M+ Monthly Impressions
Twitter
LinkedIn
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

23. 23 © 2015 Atmel Corporation
BeON Home
Blogs
Memes
Tweets

24. 24 © 2015 Atmel Corporation
“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

25. 25 © 2015 Atmel Corporation
“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

26. 26 © 2015 Atmel Corporation

27. 27 © 2015 Atmel Corporation
What the truck!?
“I like big trucks and I am not gonna lie”

28. 28 © 2015 Atmel Corporation

29. 29 © 2015 Atmel Corporation
Will I Am and ‘the science guy’

30. 30 © 2015 Atmel Corporation
Sir Mix A Lot is a Maker and much more…
© 2014 Market Edge

31. 31 © 2015 Atmel Corporation 4/25/2015