Did you know…
Alexa tells the best dad jokes.
With a smart camera, you can check in on your cat from your desk.
A smart energy meter means never having to argue about ‘putting an extra jumper on’ again.
Introducing the internet of ‘things I actually care about’
When it comes to smart home, some ideas have started to trickle into our hearts and homes. A new report from TechUK shows 77% of consumers are aware of connected technology. And device ownership is on the rise – with 80% of UK households now owning at least one smart home product1.
But it’s down to brands to find out what really motivates us and join the dots between that and the technology. Not to mention between the products themselves.
A crucial home truth
As salespeople, we know emotion is 24 x more persuasive than reason. It stimulates the mind 3,000 more than rational thought2.
And nowhere is as emotive as home – as a physical space and as a social idea. It’s the centre of our world (some of our favourite people even live there). A sanctuary, a playground and a door we get to close on any daily chaos we come across. Which might explain why 1 in 4 Brits admits to continually redecorating their place3. There’s nowhere quite so important.
Too much smart, not enough home?
With that in mind, you’d think a category called smart home, would sell itself. And yet…
One in three consumers remain on the fence about the smart home revolution. Even when it comes to the fun stuff like home entertainment or saving money on energy costs, where appeal sits above 40%. For most of us, operation smart home still feels a bit out of reach. And – unlike moving to Italy, or working a 3-day week – ‘going smart’ isn’t as aspirational as it might be.
So what do paint retailers understand that tech companies don’t?
First, let’s run through a few key, reasonable barriers standing in the way of Total Tech Utopia (TTU):
39% of Brits are concerned about the cost of smart home
Making your home smarter involves many products, none of them cheap. And even though the cost of devices is becoming more affordable, many consumers question the value of a big smart home spend.
22% are concerned about the privacy and security of smart devices
We’ve all seen the high profile hacks in the news. And we fear corporations knowing too much about us; using smart devices to bank data on our lives that we never offered up. A concern not based on Black Mirror-esque fantasy alone. A recent survey by Which? revealed 8 out of 15 tested smart home devices contained at least one security flaw4. Yikes.
16% of Brits are put off by devices that work across different systems
Until recently, brands have acted as islands. Treating their own tech products and operating systems as gospel. Which is great for corporate profit margins, bad for usability and consumer satisfaction. We want to mix and match what we buy and for it to all work together. Thankfully, voice controlled smart hubs (“Alexa, turn the lights on”) are helping to create connections room to room, device to device, person to person5.
Despite these barriers, the appeal of smart home devices is growing. Today, 39% of people agree connected home technology offers an attractive proposition. An increase of 10% from 2016.
It’s getting late, shall we get the bill?
Okay okay. We get the hint. Let’s wrap this up with a few practical tips.
Selling smart: recommendation #1
If you’re going to sell smart tech, you’re going to need to be human about it. Only 10% of Brits claim to ‘know a lot’ about smart home technology. And no one likes to feel stupid.
Brands need to demystify products in plain speak. Online, in advertising and in person. Lead with tangible benefits. Always put people, their homes and their personal concerns first. Gadgets and fancy features second. And only sell hard when you can show how tech will make real contributions to someone’s life, with very little effort and no routine upheaval at all.
What’s in it for them? Why do they need it? Will it make their life easier, more convenient, simpler?
…Then tell them precisely how.
Store staff are crucial in turning abstract concepts into handy everyday tools that make home life more fun, less faff. So be sure to put your people at the heart of everything smart you do.
Selling smart: recommendation #2
51% of people interested in connected devices say they are more likely to buy if they can demo them first. In-store demonstrations break down consumer barriers with personal service and real-time experiences.
A model example of this is the dedicated smart home space in John Lewis on Oxford Street. Visitors wander room to room, seeing connected home devices in situ. Using them as they would in their own kitchens and bedrooms. The technology becomes both aspirational and attainable all at once.
So consider giving your products a showroom. A changing room in which consumers transform from ambivalent into I-can’t-wait-to-get-this-thing-home.
Then let’s close this conversion gap together.
It’s time to bring smart innovation home.
1Tech UK Report, 2017
5Mintel, The Connected Home 2017 – UK
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Today, in a bid to drive awareness of advanced cybercrime and the threat to small businesses, Hiscox insurance has launched an intelligent and hard hitting Digital Out of Home campaign. In a media first, the data-driven creative is powered by real-life hackers and displays real-time cybercrime in a tactical digital OOH execution which will run nationwide across key city and roadside locations from the 19th – 26th February.
The unique campaign works by pulling data from a purpose-built honeypot system typical of any standard small business server set-up. The honeypot monitors live hacks and the poster creative responds with a real-time pulsing “Cybercrime” headline and a ticker showing passers-by the cumulative amount of attacks to have hit the honeypot that day. As the breaches build, so too does the headline, with each poster evolving and reacting throughout the course of the day.
The campaign was created by AMV, with production and tech build by Grand Visual. Dynamic content is managed and delivered by QDOT, using the AdTech platform OpenLoop to analyse real-time data and distribute to multiple screen formats and networks across the UK. Media planning and buying is by Goodstuff and Talon and supports a broader campaign.
Dan Dawson, Chief Creative Technology Officer, Grand Visual commented:
“Clever use of data and technology means this digital OOH campaign delivers a hard-hitting message and a compelling call to action for Hiscox Small Business Insurance. The threat is real, the proof is here, and the figures speak for themselves.”
James Brunton, Client Director at Talon adds:
“This campaign showcases the real potential of digital OOH and how for the right client you can steer the message using real-time context and data to match a real issue to the Hiscox brand strategy.”
The post Hiscox Displays Real-Time Cyber Attacks in Digital OOH First appeared first on Grand Visual.
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We’re a month away from SXSW. Yep, that’s right—the week that fills our streets with music, people and even more booze and food than usual. Deep breaths. For those of us who embrace the madness with open arms, we caught up with both GSD&M’s SXSW vets and new mavens to get the best tips, tricks and tracks for SXSW 2018. Spoiler alert: playlist included.
Name: Bill Bayne
Years attending SXSW: 15
Pro tip: When there are a few bands I don’t know on a lineup, I’ll stay in that venue to experience their show versus running all over town with a schedule.
Must-see band: Quiet Slang. More commonly known as Beach Slang, they’re reimagining their Replacements-y gnashed catalog into a softer vibe played with piano and cello.
Name: Mason Endres
Years attending SXSW: 5
Pro tip: Never plan for things to go as planned. If you make a schedule, it’s not going to happen.
Must-see band: The Magic Gang, Sunflower Bean and Jared & The Mill.
Name: David Rockwood
Years attending SXSW: 25 whole years
Pro tip: Random is way better than planning.
Must-see band: BRONCHO
Name: Candi Clem
Years attending SXSW: 1
Pro tip: Stay hydrated. Take advantage of networking opportunities.
Must-see band: My favorite artists at SXSW are the ones I haven’t discovered yet.
Name: Jack Epsteen
Years attending SXSW: 8, I think?
Pro tip: Don’t overschedule, let the day and night guide you. And most of all, NO FOMO.
Must-see band: Ratboys!
Name: Rye Clifton
Years attending SXSW: 7, I think
Pro tip: Go alone. It is a lot easier to sneak in places when you aren’t part of a group.
Must-see band: The Fantastic Plastics
Name: Elizabeth Thompson
Years attending SXSW: At least 12?! How is that possible? Does 10 make me sound younger?
Pro tip: Forego fashion for function when it comes to shoes, and attend the events you love, even if your friends don’t.
Must-see band: The best I can do, so far, is local favorite David Ramirez, Will Varley, Peach Pit, The Yellow Traffic Light, a TBD beautiful crooner at St. David’s church during the Communion Showcase.
It seems as though there’s a general consensus that going with the flow of SXSW is the most fun and effective way to make it through the chaos—that, and comfortable shoes. Aside from the tips and tricks, there is a playlist with all of the above musical suggestions and then some.