Hubitat / Hubitat Elevation™

Hubitat / Hubitat Elevation™

Chief MARKETING officer  2017-2018

Hubitat

Hubitat is advancing home automation with a unique solution:  Hubitat Elevation isn't cloud-dependent, so it’s fast, reliable and secure … which any home automation enthusiast will tell you s/he's been craving.

Challenge

Hubitat Elevation takes a fundamentally different approach to home automation compared to most solutions on the market today. The positioning had to clearly differentiate the Hubitat value in a crowded market of home automation hubs. The Company was planning its consumer product introduction and needed strong, clear messaging to explain their unique value and tell their powerful story in a meaningful way. Til now, no one knew that local home automation was an option!

Solution

Theresa took the Hubitat startup team through a messaging exercise to communicate the wisdom of Hubitat’s unique local approach. She positioned the company and crafted an impactful story, then wove the new value proposition into all things Hubitat -- the web site, corporate video, packaging and all their collateral. All tactics reflected the new positioning, reinforced the new messaging, and promoted Hubitat Elevation as a powerful home automation platform ( ... not ‘just another hub’!).

Achievements & Work Samples:

We started shipping product in late January 2018 to a small, self-selected group of experienced home automation enthusiasts so that we could expand user testing, get input on the product and get insight into their desired new feature priorities. Listening to our early customers over this 3-month period was extremely helpful in improving the product. We launched a ‘general availability’ product in May 2018 which is being sold through the Hubitat web site and on Amazon.com.  

Early press coverage included this impressive article by Kevin Tofel & Stacy Higgenbotham on https://staceyoniot.com/ --  helpful in promoting Hubitat Elevation and building the brand.

Marketing Funnel

We built awareness through PR, social media, content marketing ads on Facebook, Instagram and LinkedIn, and Google AdWords. Our target audience was made aware, as evidenced by great engagement numbers on every platform.  Solid product reviews will be required to ramp up sales volumes …

  Parting Recommendations:   Hubitat must invest more in more “mid funnel” marketing efforts and secure some solid product reviews and press coverage, which will add social proof and spur consumer demand.    1. Product Reviews.   We decided (as a team) to wait until the mobile app was complete before submitting Hubitat Elevation for hands-on technical reviews by the leading product reviewers. At this writing, we have four industry-leading technical product reviewers lined up to test and review Hubitat Elevation as soon as we’re ready. When the mobile app is done, the Company will provide product to those four reviewers. I have no doubt that sales traction will greatly increase with the resulting product reviews which, no doubt, will be very positive.    2. Corporate PR.   Getting broader industry coverage will require telling the corporate story. Customers need some background on the founders and why they started the company — what their vision was, the problem they wanted to solve, and their experience in home automation. Although the cost of the Hubitat Elevation hub isn't high, the decision to buy is significant because the chosen home automation hub represents many hours of time investment. People need more than just product info, they need the reassurance of the broader story.

Parting Recommendations:
Hubitat must invest more in more “mid funnel” marketing efforts and secure some solid product reviews and press coverage, which will add social proof and spur consumer demand.
1. Product Reviews. We decided (as a team) to wait until the mobile app was complete before submitting Hubitat Elevation for hands-on technical reviews by the leading product reviewers. At this writing, we have four industry-leading technical product reviewers lined up to test and review Hubitat Elevation as soon as we’re ready. When the mobile app is done, the Company will provide product to those four reviewers. I have no doubt that sales traction will greatly increase with the resulting product reviews which, no doubt, will be very positive.
2. Corporate PR. Getting broader industry coverage will require telling the corporate story. Customers need some background on the founders and why they started the company — what their vision was, the problem they wanted to solve, and their experience in home automation. Although the cost of the Hubitat Elevation hub isn't high, the decision to buy is significant because the chosen home automation hub represents many hours of time investment. People need more than just product info, they need the reassurance of the broader story.

Net net:  As Hubitat’s CMO, Theresa prepared the company and the product for an effective and well-received market launch:  she developed the competitive positioning and messaging, created all marketing materials, presented the company’s value proposition on the web site and through video, and created demand through a comprehensive mix of social media outreach and advertising, including SEO and Google ad words.  When the recommended marketing next steps are completed, the future of this needed product will be bright indeed!

Today we are a different and more impactful company because of her contribution.
— David Chipman, Senior VP of Public Safety Solutions, SST / ShotSpotter