2
TABLE OF CONTENTS
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🔑 Research and Insights
🔑 Campaign Idea
🔑 Marketing Tactics
🔑 Conclusion
RESEARCH
Section 1:
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Kwikset’s current marketing efforts for HALO smart locks are driven towards tech enthusiasts.
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🔑 Most interested in smart home technology
🔑 Most likely to try out new technology
Themes of Kwikset’s “A Smarter
Kind of Simple” Marketing
Smart Homes
Technology
Functionality
Kwikset’s Current Marketing Efforts:
🔑 Adam Savage in video ads
🔑 Marketing the “Kwikset home”
🔑 Focus on Kwikset as an innovative brand by highlighting trade show participation
Kwikset’s Usage of “Smart”:
Despite marketing to tech enthusiasts under “A Smarter Kind of Simple”, Kwikset is not perceived by consumers as leaders in smart lock technology.
That’s where we come in!
Consumers actually tend to view the descriptor “smart” with a negative connotation.
Smart is not
always simple.
Cultural Truth:
Smart home product owners and Smart Home owners are not the same
80%
40%
“I have Smart Home products”
“I have a Smart Home”
As of April 2021…
but only
“Smart products are not actually smart”
62%
47%
Do not consider their home to be smart
Consider their home to be smart
Change in perspective: Automated
Change in Perspective:
Respondents who consider their home to be a smart home are 3x more likely to say their home is stylish and clean
A little less than are 2x are more likely to say their home is luxurious and sustainable
“The word smart is so overused it has become meaningless”
“When people ask me about smart home products, they don’t use the word smart, they want to know what is going to make their life simple and easy”
Convenient, Useful, Helpful,
Simple, Easy
Convenient, Useful, Helpful,
Simple, Easy
FREEDOM
Introducing A New Target Audience:
Millennial New Homeowners
Why Millennial New Homeowners?
🔑 Comfortable with technology, likely own 1-2 smart products already
🔑 Need convenient solutions for their busy lives and Kwikset HALO smart locks can provide that
🔑 Frequently out of the home; remote access to locking their doors is appealing
🔑 Represent majority of current new homebuyers
🔑 48% of millennials currently own a home
🔑 In 2021, 37% of first-time homebuyers were millennials
How Big is the Segment?
For millennials, becoming a homeowner was a unique journey.
43% of millennial homeowners aged 34 and younger received financial help from family to purchase their home.
🔑 28 years old
🔑 Works full-time as a nurse
🔑 Just bought a new home with her fiancé
Behaviors
🔑 Has long work hours and inconsistent days
🔑 Wants to be able to have fun and reconnect with her friends
Thoughts
🔑 “I’m so exhausted. I miss having consistency in my routine.”
🔑 Comfortable with technology; owns an Alexa
🔑 Need convenient solutions for her
busy life so she can have freedom again
🔑 Frequently out of the home; remote
access to locking her door is appealing
Why Nurse Naomi?
🔑 34 years old
🔑 Ex-Navy Seal
🔑 Father of a young boy
Behaviors
🔑 Keeps his house very orderly
🔑 Very occupied trying to take care of his son
Thoughts
🔑 “I want to be present for my son, but I feel like I have to choose between connection and control.”
🔑 Likes feeling in control of home base
🔑 Wants everything to be in perfect
condition; seeks products with purpose
🔑 Has enough going on in his life with
his sons to keep him occupied
Why Dad Daniels?
Consumers purchase smart products because they offer convenient solutions, not because they are smart.
Millennial Homeowner Truth:
So how do we sell the word smart?
We don’t.
CAMPAIGN
Section 2:
School’s out, so it’s time for a different kind of smart. For many of us, summer means loss of routine, searching for child care options, and chaos added to our daily lives.
Whether smart is convenience, affordability, or even just being on time to pick up the kids - join us in celebrating different kinds of smart this summer.
Business Objectives
A Different Kind of Smart
🔑 Establish positive brand perception
🔑 Generate conversions through digital channels
🔑 Increase smart lock market share
By redefining smart, we can change perception of our products and overall brand.
Reason to Believe:
SUMMERTIME
Messaging:
🔑 “Summertime is when you’re in and out of your home more than ever. You need a different kind of smart. Kwikset gives you the freedom you need to go wherever your summer takes you”
SCHOOL’S OUT
RENOVATION
HOME RENOVATION SEARCH TRENDS
90%
of those who have plans to renovate parts of their home are smart home device owners
NOSTALGIA
BY REDEFINING SMART,
WE CAN TAKE YOUR SUMMER FROM…
SECURITY
CHANGE
RELIABILITY
LIMITATIONS
FREEDOM
CHAOS
TACTICS
Section 3:
IT’S TIME TO MAKE VOICES HEARD!
Authentic UGC will be shared through
Programmatic DOOH
2.4x
Consumers are 2.4x more likely to say UGC is most authentic compared to branded content
79%
of people say UGC highly impacts their purchasing decisions
62%
of DOOH viewers engaged in actions such as visiting a website, using a hashtag, or making a purchase after interacting with the ad
USE KEY VOICES TO MAKE AN IMPACT
Influencers are perceived as experts in their niches and consumers regard their recommendations highly
72%
of users make purchase decisions based off on Instagram content
82%
of people trust opinions shared on social networks to guide purchasing decisions
49%
of consumers depend on influencer recommendations
Current Smart Product Influencers:
🔑 Work in tech spaces (tech columnists, IoT experts)
🔑 Share knowledge about smart product innovation
🔑 Explain functional benefits that smart products bring to your home
... is this what new millennial homeowners are looking for?
ENGAGE IN THE CONVERSATION AUTOMATICALLY
Conversational ads can be used to build a direct connection with consumers and guide them toward our products
53%
of people are more likely to shop with businesses they can message directly
41%
of consumers use conversational marketing tools for purchases
67%
of global consumers had an interaction with a chatbot over the last 12 months
CONNECT TO PEOPLE IN THEIR OWN HOME
Advertisements on connected TV platforms can be targeted toward specific consumer segments
2.9
average viewers per Hulu account
168M
potential people to reach
58M
of accounts on Hulu have the ad-supported plan
2x
more effective at creating top of mind awareness than traditional TV advertising
94%
of viewers watch pre-roll ads all the way through
86%
of millennials use CTV
PROVIDE KWIK INFORMATION ON THE GO
People use podcasts to find out more about their interests, giving us the opportunity to step in and communicate key information
48%
of Millennials are weekly podcast listeners
26%
of male podcast listeners could recall ads they had heard within podcasts from previous 7 days
76%
of listeners say they’ve taken action after hearing
a podcast ad
KWIKSET IS FOR YOUR LIFE, NOT JUST YOUR LOCKS
Throughout the summer, we plan on updating the blog with relevant content for millennial homeowners
55%
more website viewers than companies that do not blog
70%
of consumers would rather learn about a company through a blog than an advertisement
67%
more leads than companies that do not blog
TARGET AUDIENCES WHERE THEY ALREADY ARE
Paid media is another opportunity for us to reach people in the places they frequent
83%
of consumers claim that they use Instagram to discover new products or services
87%
of people follow a brand, visit the brand’s website, or make an online purchase once seeing an ad on Instagram
130M
users tap on sponsored posts to directly learn more about products each month
4 out of 5
of millennial women are on Pinterest
2 out of 5
of millennial men are
on Pinterest
90%
of users on Pinterest plan purchases and find inspiration for what fits in their homes and offices
3x
more likely to click through to learn about a product or service than other social media platforms
85%
of users have made a purchase based on seeing a branded pin
Key Performance Indicators
A Different Kind of Smart
Social Media Engagement
Digital Sales
Market Share
🔑 Increases in post engagement, followers
🔑 Social media listening to analyze perception, awareness
🔑 Conversions from ads to online retailers
🔑 Measure over time and post-campaign
CONCLUSION
Section 3:
Conclusion
A Different Kind of Smart
🔑 Through changing consumers’ negative perception of smart, we will establish positive brand perception for Kwikset ✔️
🔑 Innovative tactics such as conversational display ads and digital out of home will assist in generating conversions ✔️
🔑 With a campaign that steers away from tech enthusiasts and talks about “smart” in a unique way, we can gain market share ✔️
QUESTIONS?
Thank you for your time.
APPENDIX
KWIKSET’S MARKETING
Appendix
Kwikset has lower brand perception compared to the competition when it comes to electronic consumers (i.e. tech enthusiasts).
Spectrum Brands’ Brand Equity Report (Nov. 2021)
Kwikset’s usage of the word “smart”:
Kwikset’s Social Channels
Kwikset’s usage of the word “smart”:
Kwikset’s Website
MILLENNIAL HOMEOWNERS
Appendix
Most new homeowners are millennials (37%).
National Association of Realtors’ Home Buyer and Seller Generational Trends (2021)
The percentage of millennials that own homes is steadily increasing.
US Census Bureau: Current Population Surveys
BACKING UP
OUR TACTICS
Appendix
Digital OOH makes a direct impact on consumer awareness of advertised products. UGC will be utilized to push the message.
Influencer recommendations have a major impact on consumer buying decisions.
Figure 2: Digital Marketing Institute
Figure 1: The Retail Touchpoints Network
Blogs drastically increase consumers’ engagement with products.
Consumers pay attention to connected TV spots and act upon the information presented in them.
ScrapeHero Data
Place digital out of home in areas with strong Lowe’s and Home Depot presence.
ScrapeHero Data
Place digital out of home in areas with strong Lowe’s and Home Depot presence.
People took the following actions after seeing a product ad on Instagram.
Over a fourth of men ages 18-44 recall a podcast ad from the past seven days, making it an extremely effective tactic.
Mintel - Smart Homes - US - May 2021
SimpliSafe Case Study: SimpliSafe, a company in a similar industry as Kwikset, spends more money on true crime podcast ads alone than their competitors’ entire podcast ad spend.
Mintel - Smart Homes - US - May 2021
Millennials are the largest generational group to listen to podcasts.
Millennials have at least one smart home product.
Millennials are the largest generational group to listen to podcasts.
Podcast marketing is an extremely effective way to target smart product consumers.
Nielsen - Podcasting Today - Feb 2021
18-34 year olds listen to comedy, news, society & culture, and true crime podcasts the most.
Nielsen - Podcasting Today - Feb 2021
Men prefer sports podcasts, and women prefer kids & family podcasts.
Nielsen - Podcasting Today - Feb 2021
SURVEY
PRIMARY DATA
Appendix
Association of varying words with the term “smart” as it pertains to smart technology (with “strongly agree” dropdown list):
Primary Research Conducted by Major Key Alert
Association of varying words with the term “smart” as it pertains to smart technology (with “somewhat agree” dropdown list):
Primary Research Conducted by Major Key Alert
Association of varying words with the term “smart” as it pertains to smart technology:
Primary Research Conducted by Major Key Alert
The majority of our millennial survey respondents do not identify as tech enthusiasts.
Primary Research Conducted by Major Key Alert
SUMMER TRENDS
Appendix
People search for home improvement most in the spring and summer.
Google Trends
Google Search Trends Related to Home Improvement.
SMART HOME & SMART PRODUCTS
Appendix
Smart home device ownership is increasing.
Mintel - Smart Homes - US - May 2021
People own smart products, but not all of those people consider their home to be a “smart home”.
Mintel - Smart Homes - US - May 2021
People that do NOT consider their home to be a smart home overwhelmingly perceive smart homes as automated.
Mintel - Smart Homes - US - May 2021
Smart home consumers can be broken into smart home beginners, smart home power users, trusting users, and non-users.
Mintel - Smart Homes - US - May 2021
Interested in owning based on smart home user type.
Mintel - Smart Homes - US - May 2021
The vast majority of people who own smart home devices are planning to renovate part of their home soon.
Mintel - Smart Homes - US - May 2021
“Smart Home Power Users” and “Trusting Users” are most likely to renovate their homes.
Mintel - Smart Homes - US - May 2021
Why do people buy smart products?
MarketingCharts Survey
Why do people buy smart products?
MarketingCharts Survey