Hamilton (Smart Controls)
PRODUCT(s): Smart Lighting Control & Audio Solutions
AUDIENCE(s): Professional Electricians, Custom Installers and Wholesalers
HOW WE HELPED ELEVATE THE BRAND…
Smart Thinking: Brand reposition and engagement, market segmentation, product trial campaign: Hamilton Smart Lighting Control Challenge, media strategy & planning
Advertising: Trade media – print & online
Design: Press ads, brochures, case studies, advertorials
Digital: Website (design & build), e-newsletters, MPUs
Trade Events: ELEX Roadshows, LuxLive, SLEEP+EAT, Ind. Hotel Show
Content Marketing: Product releases, case studies, thought-leadership/feature articles, competitions, industry awards, social media: Twitter, Facebook, LinkedIn and Pinterest.
CHALLENGE: Smart control technology is opening huge opportunities for the professional installer, property developer, and especially system manufacturers like Hamilton.
The ‘smart control’ sector is made up of three broad installation categories: Professional Expert, Professional Easy, and Consumer Products. Many believe that the natural fit for smart lighting control is under Professional Expert, i.e. requires highly trained installers with specialist software knowledge and tools and the ability to configure networks for security access.
However, Hamilton is a ‘Professional Easy’ system. It must be installed by a qualified professional but this out-of-the-box, plug-and-play system is supplied pre-programmed so installation becomes a simple wiring job with no specialist knowledge required.
So how do you encourage a Professional Electrician, who is risk adverse, to add smart lighting control to the list of services?
SOLUTION: Education, education, education!
Cue, the Hamilton ‘Smart Lighting Control Challenge’ held at the ELEX Trade Roadshow, Alexander Palace. Simply wire up a single 4-channel lighting control pack in the shortest time over the two-day event to win £1000 worth of smart lighting control product.
Coax the installer onto the stand; persuade them to wire-up a system unit under supervision; encourage them to ask as many questions as possible and identify all concerns.
The Challenge was promoted prior to the event through eshots, online ads and in the trade press. The salesforce were encouraged to invite key customers along and visitors at the show were given leaflets as they entered the event. During the day, the ‘Challenge’ times were posted on social media to create some buzz.
Other campaign elements included: case studies, feature articles, press/online ads, system demonstration at selected wholesalers.
RESULTS: It all got highly competitive…
The winning time was 3 minutes and 41 seconds
Top six fastest times were all were under 6 minutes
Many first-time installers requested more product information
Some signed up for basic product training
Participating wholesalers requested in-branch POS materials
Trade Editors invited Hamilton to write a follow-up step-by-step installation article
Hamilton has been invited to participate on discussion panels at future Installer events
Hamilton is experiencing a steady increase in system sales