# Ep. 45 - Advertising

- Show: [Open Hardware Manufacturing Podcast](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast)
- Published: 2025-10-02
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising
- Listen: https://opulo.io

## Summary

Stephen Oz and Lucy from Opulo discuss their advertising experiments for the Lumen pick and place machine, highlighting the mismatch between social media ads and long sales cycles. They explain how they shifted focus from direct purchases to awareness and search ads, using exit surveys to track attribution. The hosts detail specific failures with Facebook, LinkedIn, and platform ads on Hackaday, while noting the effectiveness of search ads and event sponsorships in building brand credibility.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=0) Introduction: Advertising Philosophy and Seth Godin
- [4:32](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=272) The Problem with Social Media Ads and Long Sales Cycles
- [13:03](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=783) Tracking Issues and Conversion Metrics
- [18:31](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=1111) Geographic Targeting and LinkedIn Failures
- [22:41](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=1361) Search Ads and Exit Surveys
- [26:50](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=1610) Platform Ads on Hackaday and Tindie
- [30:28](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=1828) Print Ads and Magazine Marketing
- [34:20](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=2060) Customer Interviews and Finding the Audience
- [37:21](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising#t=2241) Event Sponsorships and YouTube Sponsorships

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Opulo (company)
- Lumen (product)
- Hackaday (other)
- Tindie (other)
- Facebook (other)
- LinkedIn (other)
- Google (other)

## Related episodes from other shows

- [181: Digital Advertising for Selling New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products) (Product Startup)
- [136: Selling a New Physical Product with Google Ads](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads) (Product Startup)
- [191: How to Grow Your Crowdfunding Sales](https://hardwarepodcasts.com/podcast/product-startup/2023-09-01-191-how-to-grow-your-crowdfunding-sales) (Product Startup)
- [#148 - Meta Ads: AdCrunch, Victor Vo and Andrew DiLullo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-25-148-meta-ads-adcrunch-victor-vo-and-andrew-dilullo) (The Startup CPG Podcast)
- [035: A 90-Day Advertising Strategy on a Budget with Paul Potratz of The Growth Mindset](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi) (Product Startup)

## Citing this page

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