In an era when large scale in-person trade events have all but disappeared, how can security industry manufacturers launch new products? While the challenge of distancing cannot be fully overcome, smart companies are applying the same level of ingenuity they used to develop their new product innovations to think differently about creating buzz for solutions that solve customer’s problems. There are three basic steps.
Step 1: Think Logistics, Not Statistics
Study the operational and communications pain points of your customers first. What’s changed with them since you last connected? How do they need to receive information from you? Are your key and target customers reliant on technology from home to navigate their workday? How has their ability to collaborate changed? Typical product launches focus on citing relevant features and benefits, but in today’s atypical work environment, the customer’s daily work experience can be a barrier. Data cited vs. experienced can get lost.
Reposition your marketing messages as learning opportunities to help customers stay informed about the industry and your products through livestream or recorded self-paced events.
- Preschedule a livestream reveal featuring company leaders, subject matter experts and partners. Host on YouTube or similar platform and promote via email marketing. Give customers a chance to interact “on set” through virtual engagement.
- Audit your showroom and production facilities. Can they be used for more personalized in-person brand experience visits when possible? How can they be used virtually to replicate an in-person experience with your products?
- Sponsor free, self-paced educational courses. While this takes some effort to ensure that content integrity and formatting meets or exceeds industry standards for continuing education units (CEUs), it’s well worth it. Develop courses on industry topics that enable professionals to gain knowledge and earn credits with a recognized platform.
Step 2: Offer Free, Staggered Problem Solving in a Live Environment
Create live or almost live events that allow customers, prospects and partners to engage with you directly. Enhance “screen time” with demos and action-oriented content that answers “How?” and “Why?” questions as well as simply stating “What’s” happening. Consider an approach focused on what customers need to know about how your new products help them improve their daily operations – even if they can’t make immediate purchase decisions – and what seeds can you plant for longer term planning. What information do you have that can solve some of their problems or get them to think of your products in a new way?
- Create a video or podcast series. Allow subject matter experts to present short, actionable videos that provide helpful tips to partners, customers, and prospects in an entertaining way. This provides snackable content for customers and showcases the expertise of your team.
- Host “open mic” days and tech talks. Schedule live webinar events discussing interesting access control industry topics with an opportunity to meet leaders in a virtual learning setting. For example, how can door hardware products – some of the most touched surfaces in any building – remain safe and clean? What are the advantages of antimicrobial finishes and touchless options to promote healthy environments? Allow time for questions from the audience and open discussion to make it a more personalized session. Promote via email and social media marketing.
Step 3: Adapt, Adapt, Adapt
Now is the time to experiment with new technology to create as close to an “in-person” experience as possible.
- Gamify your marketing. Gamification tools encourage engagement with products and services in a simple, mobile-friendly learning platform. Players can learn on-the-go, learn on-demand, and learn in seconds.
- Launch AR and VR technology. Virtual reality is very new and can be cost prohibitive, but it’s emerging as a desirable option to create close-to-in-person engagement. Identify which of your products require that type of experience and work to develop one that captures their attention and showcases your best-of-the-best innovations.
New security products are always in the pipeline for most security manufacturers because innovation doesn’t stand still. Ensure that your new products receive the attention they deserve. Reimagine product roll outs with creative technology integrations that offer close up experiences. You have a good story to tell – showcase it!
Jill Delaney is the AVP, Brand & Marketing Communications at dormakaba Americas. She can be reached at [email protected].
