- June 16, 2015
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How WEMO Stood Out At CES 2015
One short year ago, Belkin’s WEMO line of smart home automation products was largely unknown – a newcomer in an emerging category often referred to as the ‘Internet of Things.’
In January, WEMO made a big splash at the 2015 International CES (Consumer Electronics Show), the four-day Las Vegas-based event that drew more than 160,000 guests and garnered more than 900,000 social network mentions during the proceedings. At the show, the research firm, Onalytica, recognized WEMO for its influence as number seven out of the Top 100 Brands–a remarkable achievement considering its newcomer status.
So, how did WEMO stand out at such a noisy and competitive event?
It took an integrated effort across a number of channels. Here are some of the tactics that WEMO used (and you can, too) to get its message out in a crowded tradeshow setting.
Brand Storytelling
Instead of dwelling on product specs and features, the WEMO brand focuses on telling a story about the benefits that come from using WEMO to be more “in the moment.” The name is also being used as a verb, encouraging consumers to make devices smarter when they “WEMO THAT.”
Launched earlier in the year, the company’s debut video, “The Big Anniversary Rig,” produced by agency Crispin Porter Bogusky, paints an emotional story about a husband who treats his wife to an inventive, over-the-top WEMO surprise at home, because he had to be out of town for his first wedding anniversary.
Belkin International CMO, Kieran Hannon, told Forbes his New Year’s resolution for Belkin brands, including WEMO: “Bringing back storytelling where the consumer is treated smartly across all touch points. Don’t preach to the lowest common denominator but elevate with aspirational, insightful dialog, letting consumers take it bite-sized when needed, or in a more meaningful manner, when best suited.”
Integrated PR Push
WEMO picked up positive press during the show from influential tech publications such as TechCrunch, CNET, and others that portrayed the company as a leader in the growing category of home automation.
Social Strength
Not surprisingly, Belkin exec Hannon is an active participant in social media, and was recently recognized by Forbes as the 16th most influential CMO on the list of the Top 50 by social activity. WEMO integrated a Twitter sweepstakes campaign as part of its coordinated CES effort. Social networks also served as a conduit to magnify and distribute press coverage.
Promotional Punch
WEMO held enticing giveaways throughout the show to generate excitement among fans in attendance or following the coverage on social networks. Hourly product giveaways were promoted on Twitter, which offered a low barrier of entry to encourage maximum participation and sharing.
Who wants to win a WEMO prize? Tweet us until 6pm PST how you would #WEMOthat #CES2015 tech and you could win! pic.twitter.com/rbNY1h6klA
— WEMO (@WEMO) January 8, 2015
The early result of these combined efforts?
The #WEMO that hashtag ended up trending in the Top 5 by Day 4 of the show, and WEMO ultimately ranked number 7 out of the Top 100 Brands at 2015 CES.
The small business takeaway? Have a story, tell it well and creatively integrate it into your company’s marketing programs. Our archive of social media tips and promotional product strategies might help you do all of it more effectively.
