Why Emotive Campaigns are the Key to Smart Home Success
The ‘Christmas advert’ has become something of a modern tradition, and every year, the country waits with bated breath to see festive offerings the retail giants have in stores. Cue conversations in offices and homes up and down the country as to which was the best, and how they compare to previous years.
This year however, was a little bit different. The advert that has dominated the conversation was made back in 2014, and cost all of £50 to make.
Phil Beastall’s Love is a Gift made me absolutely sob, and it struck such a chord with me, I simply had to write about it.
I must start by saying that this won’t be a cynical ‘how to use heartbreaking stories to emotionally manipulate our customers’ type post, in fact, it’s far from it. What this film does so well is to remind us what is most important in our lives. Every time we communicate what we do to the wider world, we must think about how we’re improving the lives of those we’re working with.
We all get so excited about our product or service that we’ve worked so hard to create, that it can lead us to focussing on the features of the solution, rather than what it can do for the customer.
“Happy ever after doesn’t mean forever. It just means time.”
One of my favourite quotes. And yes, it’s from Doctor Who.
Time is the most precious thing for everyone, it’s the one thing we can’t buy or be gifted. All we can do is make the most of it, enjoy it, and spend it with the people who are most important to us. Not too long ago, time was money, these days, time is freedom.
Maybe then, time is what we need to be thinking about when it comes to smart home solutions.
How can you help people with time? Instead of making vague promises about ‘making life easier’ or showing off how ‘cool’ a product is, we need to be more specific. We need to provide genuine and relatable scenarios that speak to the customer and engage the market with that scenario. Moving the emphasis from ‘okay, but how does this help me’, to, ‘oh, I see how this helps me!’.
For example, at my own home, my home gives me back the time to talk to my partner as get ready for bed, rather than having to walk round the house switching off lamps and setting the heating. It might only save 5 minutes, but for busy professionals, those 5 minutes can mean a lot. All we have to do is say ‘goodnight’ to our home, and it does the job for us.
How do we craft time into the story?
Firstly, we live and breath the brand. By using the products, we get to know how they work best. We also get to know the values behind its creation and how those values engage with the target market.
Secondly, we mustn’t be afraid to be specific with our use cases – it’s okay to take the mass market one group at a time! The truth is, that the mass market isn’t one big homogenized group. It’s made up of wonderful individuals who, in the age of identity politics, are determinably part of a group, or culture.
So, when it comes to marketing your product or service, who are your biggest group? Start with them.
And also remember that each person isn’t the same all the time, that person can be a fitness enthusiast, couch potato, family member, and businessperson all within the space of 24 hours.
Most importantly, show customers themselves. As targeted ads form a bigger and bigger part of the ecosystem, anything that doesn’t resonate with customers will be instantly dismissed. For example, I’ve yet to see a smart home product video that shows a small apartment or rented property. Plug-and-play products are a renter’s dream, I can personalise my house without infuriating my landlord!
“In the end, we’re all stories, so make it a good one!”
Sorry, more Doctor Who! But it’s a quote that really helps illustrate the point and brings us back nicely to the video above. It’s a powerful story but set in the normal surroundings that I can relate to, featuring a relationship most of us recognise: the one we have with our mum.
Ultimately, that’s the brilliant point the video makes: love is the ultimate gift, one that survives past Christmas, and decades of Christmases. We can’t give people love with our offerings, however, we can give them the time to be with those they love, and the time to do things they love doing. Time is priceless.
A Marketing Agency for the Smart Home
At Beacon, we’re passionate about helping you craft compelling and relatable stories around your business, engaging your customers, both old and new.
We’re not about ‘us and them’ marketing, we work alongside your team, getting to know the ins and outs of your brand, and delivering marketing that works for your business, because we know your business.
Plus, your business isn’t 9-5, so neither are we. Contactable over Facebook Messenger or Whatsapp, email, or even a phone call, we’re here to help you with whatever you need, whenever you need it. Why not get in touch with us to find out more?