(The project I created itself is below the text. I have included a few brief notes on my work preceding the project.)
- Create A ‘Use Case’ (Case Study) Using Disruptive Technologies’ Brand Guidelines,
- Create A Marketing Plan For Promotion Of The Case Study,
- And Design A Webinar With A Client To Discuss The Case Study
Timeframe:
Two days.
Results:
Overall
I reverse engineered the web page that I needed to for this project with fidelity, created a marketing plan using strategies that I’ve seen make my clients money in other contexts, and scheduled a webinar agenda designed to upset existing clients using my years of sales experience and hosting virtual galas.
Use Case
Given the time frame, I had to concentrate on some aspects of the project, while other aspects were not prioritized. Specifically, this project is not mobile friendly (so please view it on a wide screen). Nor is it optimized for SEO. On any real world build, you would have more than two days to ensure that these aspects of the project were completed. Within the timeframe for this task, that was impossible.
All of that being said, there are a number of strengths that I demonstrated for this challenge that I am proud of. The first being my ability to essentially reverse engineer a website made on HubSpot using WordPress with extreme fidelity, while also sticking to the brand guidelines of Disruptive Technologies exactly as well. With more than two days, I could have made this page mobile friendly, but reverse engineering a case study across platforms over two days is impressive as it stands and I am happy with my work.
One aspect of the digital marketing challenge that was quite challenging was the mandatory inclusion of two visual assets for steps two and three on the solution deployment because they were provided at very low resolution. However I think made the best possible lemonade with the lemons I was given and the images are incorporated in a manner that highlights their utility.
Something I added that is not included in the use cases on the Disruptive Technologies website is a paragraph at the beginning contextualizing the project to the mission statement of the company. I believe that the mission statement of a company should inform the marketing holistically. Without including a mission statement, the words ring hollow and are not really the “mission” of the company if they don’t actually apply to what the company is doing with their products in practice. So I believe including these words as part of a case study is important for ensuring the mission statement permeates the actual use of the products.
Webinar
The webinar was designed to not only prime the clients to the fact that they were being sold a use of the product before the event, but also include a specific call to action. Often in sales it can be easy to be afraid to make the final “ask,” but it is a necessary part of the process and should not be shied away from. The webinar agenda takes great pains to incorporate that ask in an organic fashion.
Social Media Promotion Plan
Promoting on social media can be tricky. It is easy to end up with a lot of “likes,” but not a lot of sales. Going to where your customers are by using geolocation based advertisements is one important way advertisers can reach their target consumers efficiently in ways that increase the ROI of an ad spend. The plan below uses that methodology to target a technology event in Oslo for the purpose of promoting the case study’s use of Disruptive Technologies’ sensors in a novel manner.
SENSORS FOR A SMART WASHROOM
Small and powerful, our sensors eliminate cleaning guesswork and increase washroom safety.
DT sensors communicate to users how crowded a washroom is and when it is safe to enter. This prevents a build up of employees by sinks, which can quickly become crowded and result in diseases spreading. Additionally, the data provided by DT’s sensors can improve the efficiency of washroom usage by alerting cleaning staff to precise washroom usage levels.
Customer Testimonial
Solution Deployment
Smart washroom sensor
Our easy to use sensors create a radically simple and secure solution that delivers actionable insights into the data surrounding your company’s washroom usage. Utilizing this data will allow you to optimize your workflow with more sustainable, hygienic, and efficient operations.
Improving outcomes re: safety, cleanliness, and cost
With DT sensors relaying real time data to a tablet mounted outside your smart washroom, users will avoid entering the facility until they are prompted. This will avoid crowds forming by the sink and prevent the spread of diseases in enclosed areas. An additional benefit of this real time data is that it can be used by cleaning teams to alert them to clean after a certain number of uses. This is a vast improvement over previous systems without data that could result in cleaning a washroom redundantly after it had not been used. And finally, DT systems are affordable as part of a low cost way to make washrooms smarter as part of a broader solution.
Benefits across several channels
When your users feel safer about using the physical space of the washroom, they can get back to work faster. When washrooms are not overcrowded, diseases are spread less frequently, resulting in reduction in the necessity of sick leave.
The sensors also give the benefit of linking cleaning to actual usage in real time, reducing operating costs by avoiding having staff permanently stationed outside toilets.
Implementation
Implementing your smart washroom is simple. You begin by attaching a smart sensor inside each cubicle lock. Then you mount a tablet to the washroom door or wall, and finally you use the Cloud connector plug in, as required. All of this is coordinated through our program, DT Studio, which has an intuitive, easy to use API to coordinate your system to bring you your data quickly and efficiently.
Why Disruptive Technologies Sensors
First generation sensors were bulky, complex and often inaccurate. We’ve completely rethought sensor design to enable data collection anywhere and everywhere.
There’s no need to “rip and replace” legacy systems to turn them into “smart” equipment.
- Mini-sensors are the size of a postage stamp
- Low power consumption means long battery life (up to 15 years)
- Robust construction
- Cost efficient
- Robust construction
- Direct connections provide maximum accuracy
- Industrial-grade connectivity and built-in redundancy
- End-to-end security built into the design
- Extensible platform to integrate into your systems
Sensors anywhere. Insights everywhere.
Disruptive Technologies is a rapidly growing innovator in the IoT market and developer of the world’s smallest commercial-grade wireless sensors. Our sensing solution based on these mini-sensors simplifies data collection and delivers the data securely to our partners’ analytics programs in the cloud.
Leading-edge companies build radically different smart solutions on our platform for Industry 4.0, commercial real estate, retail, food service and safety, and connected living applications. Together we enable facility managers to maximize space and keep tenants happy, pharmacists to ensure drugs don’t spoil, and engineers to protect critical assets. From predictive maintenance to proper refrigeration, we’re connecting people and information to deliver Connected ChangeTM.
To learn more, visit www.disruptive-technologies.com
Disruptive Technologies Research AS
Strandveien 17, Lysaker, Oslo 1366, Norway
Oslo • Trondheim • London • München • Atlanta
+47 57 98 88 55 • [email protected]
Use Case Promotion Plan, Webinar & Social Media
Webinar
Lead Up To Webinar
Before the webinar begins, brief the attendees/partner on the schedule by sending out the agenda out in advance. Feature a call to action with price listings prominently displayed on the email so that the partner is primed that this is a presentation where there will be a discussion of purchasing at the end.
Webinar Agenda
Welcome
Welcome all attendees, engage in small talk, ensure everyone is accounted for and can hear the presentation.
Video On Implementation
Show a brief video where the implementation is visualized in a real space. Show the installation, including the set-up of the App and the hardware. Then display the technology working in real time, with people filtering in and out of the bathroom. Show the app alerting a cleaning staff that some threshold number had been reached, and now it was time to clean the bathroom. Alternatively show them observing no one had used the bathroom and clocking out early, saving the employer money.
The video should end with a customer testimonial about how setting everything up was easy and the benefits of not having to pay a cleaning staff to clean a bathroom that hasn’t been used all day.
Q/A
Open the floor to any questions. This is the time to field any pre-emptive objectives, or address any concerns. Have some FAQs on deck in case no one wants to begin.
Call To Action
Show the partner a specifically tailored product solution strategy and price points displayed for different implementation levels. At this point, stop talking and allow partner to respond with a purchase request, rejection, or follow up question.
Social Media Promotion Plan
Bird's Eye View
Facebook advertising at relevant live events is the perfect way to leverage a use case into a short, medium, and long-term promotion strategy for Disruptive Technologies in front of an audience of B2B decision makers in relevant fields. It will also help promote that use of the product to potential buyers.
An example of this strategy in action would be directing Facebook Advertising at a technology exhibition, such as the Eliaden Exhibition on 12-14 January 2020.
I would be aiming to generate three types of ROI from using this strategy at this event. The first would be generating emails for Disruptive Technologies’ newsletter. The second would be generating Facebook messages from the attendees of the event. And lastly, I would be aiming for direct traffic to the use case on the DT website.
Ultimately, this is a wholistic promotion strategy, aimed at leveraging the use case to a relevant audience in the short term, while accepting information from that audience to continue to market to them in the medium and long term.
Implementation
Facebook advertising is broken up into three categories: campaign, ad set, and ads. The marketing objective is set at the campaign level. The marketing objectives I would use to achieve these goals are: Lead Generation, Messages, and Traffic.
With lead generation we can integrate the DT’s HubSpot CRM with Facebook’s API to track the leads generated, sign those leads up for our newsletter, and email them the use case automatically.
Messages from that marketing objective can provide us with the ability to shape the conversation with the person responding to our ad in real time, through use three, individual 170-character prompts. Ex: “I am a company owner looking to optimize my office cleaning services with data. Can you show me how?”
Finally, the marketing objective traffic can bring people to our use case directly from a click, putting our call to action at the tip of their fingertips within seconds of them seeing our ad in their newsfeed.
Advertising Copy
Ad Set
The objectives change in the campaign, but the similarities in the ad set remain:
– Run ad within 1 mile of the address of the conference
– Run ad targeted at people who have recently been there (within 1 week)
– Schedule ad to run 1 day before through 3 days after the last day of the event. You keep the ad running for 3 days after the event because Facebook targets the ads to people who have been in the location range of the ad for up to a week after the ad has run.
– Run the ad in English (choose ‘all dialects’ option), Norwegian, and German.
Ad
Lead Gen.
Copy on the ad – “Fill out our brief survey to learn how to generate and use data to reduce employee sick time and optimize your washroom cleaning schedule.”
Multiple Choice Question – Would you like a way to know that the washroom you were going to enter was not crowded BEFORE you entered? A) Yes, B) No, C) Not Sure
Download Option: Link to the washroom use case on the DT website.
Messages
Message Prompts:
- I am a company owner looking to optimize my office cleaning services with data. Can you show me how?
- I am interested in learning how real time data from my office can reduce employee sick leave.
- I would like to ensure my washrooms are cleaned according to usage
Traffic
Primary Text (above image): “Small and powerful, our sensors eliminate cleaning guesswork and increase washroom safety.”
Headline (optional): Tap to see our free case study
Description (optional): (Skip to reduce clutter. Most will see the ads on cell phones.)
Website URL: Use case url
Images (click for full size)
