Hubitat / Hubitat Elevation™
Chief MARKETING officer 2017-2018
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.
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!
Theresa took the Hubitat startup team through a messaging exercise to communicate the wisdom of their 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:
- Created all new web site for Hubitat from scratch.
Key components of the site include:
- Hubitat Elevation Datasheet
- Stellar Corporate Video
- Quick Start Guide
- Packaging, including a collector’s card for the first 250 people to buy Hubitat Elevation
We started shipping product in late January 2018 to a 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.
We built awareness through PR, social media, content marketing and paid social ads on Facebook, Instagram and LinkedIn, and most recently, Google AdWords. Our target audience was made aware, as evidenced by great engagement numbers on every platform.
Solid product reviews will be required in order to lead people through the sales funnel and ramp up sales volumes …
Net net: Theresa served as Hubitat’s interim CMO and 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!