• 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.

    read more…

    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

  • Development of Hamilton's Smart Lighting Control Challenge that ran at selected ELEX trade shows.

  • New website: designed to ‘inspire’ specifiers and ‘inform’ installers.

  • Specifiers want to see editorial 'meat' that is focused upon delivering solutions...

  • ... supported with plenty of case study evidence.

  • There's 'The Market' and 'Your Market': developing vertical campaigns to position Hamilton as a sector specialist - Boutique Hotels.

  • There's 'The Market' and 'Your Market': developing vertical campaigns to position Hamilton as a sector specialist - Boutique Hotels.

  • Promoting Hamilton's Smart Multi-room Audio solutions to meet the needs of Professional Installers and Prosumers.

  • Every client project is an opportunity to tell a story.

  • Every client project is an opportunity to tell a story.