Hamilton Smart Controls
PRODUCT(s): Smart Wireless Audio Solutions
AUDIENCE(s): Professional Electricians, Wholesalers, and Property Developers.
HOW WE HELPED ELEVATE THE BRAND…
Smart Thinking: Brand reposition within wireless audio sector, product launch & brand advocacy program, media strategy & planning
Advertising: Trade media – print & online
Design: Press ads, Brochures, P.O.S.
Digital: e-Newsletters, MPUs and Banners
Trade Events: ELEX Roadshows
Content Marketing: Product releases, thought-leadership/feature articles, competitions, social media.
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 wireless audio is under Professional Expert, i.e. requires highly trained installers with specialist knowledge and tools.
However, Hamilton’s wireless audio speaker+amp system is a ‘Professional Easy’ system – it must be installed by a qualified professional, but it is an out-of-the-box, plug-and-play system.
So how do you encourage a Professional Electrician, who is reluctant to skill-up, to add Hamilton’s APPIO wireless audio system to the list of services?
SOLUTION: Don’t tell them – Show them how easy it is to install!
Cue, a trade show product launch at ELEX Sandown. Visitors were approached as they entered, and interested parties were invited to the Hamilton Stand for an up-close, interactive demonstration. To sweeten the pot, visitors were invited to enter a FREE Prize Draw to win APPIO Wireless Audio equipment.
To enter, visitors needed to simply drop their business card into the white Top Hat on the stand. After the demo, three winners were drawn from the hat at Noon, ‘APPIO HOUR’, each receiving a wireless audio prize.
Other campaign elements included: print & digital ads, editorial features within electrical, wholesaler and developer trade press, and targeted eshots through opt-in media channels.
RESULTS: The campaign generated a lot of noise!!
Considerable PR & social media buzz promoting three winners a day over a three-day event
Demo visitors were encouraged to get an up-close look at the system
Many potential first-time installers requested more product information
Others requested product training
Visiting wholesalers requested in-branch POS materials
Trade Editors invited Hamilton to write a follow-up step-by-step installation article
Hamilton has become a recognised supplier of wireless audio solutions, with new product developments soon to be launched 22-23.