Sensormatic tasked Hamilton to create a sales-enabled, innovation experience to be launched for their largest annual event—now virtual—NRF Big Show 2021. The intent was for Sales and Marketing to provide a single platform to target customers and prospects virtually, since they couldn’t meet in person. The goal of the experience was two-fold: 1. Generate MQLs and create opportunities for lead capture; 2. Promote the launch of their new platform, Sensormatic IQ, while showcasing their latest product innovations.
Vertical Market Segmentation
Hamilton created a self-guided experience where visitors could explore new products and information specific to their vertical market categories. The environment was completely customized to each retail segment, complete with product demonstrations depicted within physical store locations.
Site visitors were able to schedule meetings with the sales team within the site platform. This allowed Sensormatic to bridge the gap between Marketing and Sales—driving traffic to the site, capturing lead information, and hosting sales meetings within it.
Product Demo Videos
Hamilton created six brand new product demo videos—from concept design to animation and production. At the point of launch, the videos were available in three languages and Hamilton is currently working to add six more languages.
During its debut at NRF Big Show 2021, the Sensormatic Innovation Experience saw over 450 registrants, with a strong conversion rate of 22%. Session time was notable at over 3 minutes per session, outpacing expectations and average website dwell time. In addition, Sensormatic was able to capture valuable lead information via a Schedule Meeting form that allowed visitors to request a meeting with a rep, as well as a Contact Form for general information requests. Today, the experience is being leveraged internally at Sensormatic for Sales training and new hire onboarding. This pivot to digital has proven to be a valuable tool and will be used as a hybrid solution to extend the Innovation Experience to both in-person and virtual audiences as Sensormatic returns to face-to face events.
“Our virtual exhibit concept (created by Hamilton Exhibits) used cutting-edge graphics, user experience and analytics. Not only did the 'online experience' serve as a virtual trade show booth, we also used it for lead generation and as a digital selling tool. Hamilton designed a tool that integrated with our Pardot/Salesforce and website. The Sensormatic team that worked on it was nominated for Johnson Control's Innovation in Marketing Award as well. Best of all - we had great results with customers and prospects.”
“I want to praise your abilities to develop the concept for a beautiful site and recognize your talents to create content, animations, illustrations and more. We also value your sense of partnership and technical skill with integrating Pardot, Google Analytics and more. The result is truly an Innovation Experience.”
– Kim Melvin - Senior Director, Global Marketing, Retail
Platinum Hermes Award Winner
The Sensormatic Innovation Experience won the 2021 Platinum Hermes Creative Award in the Website Overall: Business to Business category. Read our blog post to learn more!
About Sensormatic Solutions
Sensormatic Solutions is the leading global retail solutions portfolio of Johnson Controls powering operational excellence at scale and enabling smart and connected shopper engagement. Our intelligent digital operating platform – Sensormatic IQ – combines the full Sensormatic Solutions portfolio, including unmatched insights into retail inventory, shopper behavior, and loss prevention and liability, and Retailer and third-party solutions with advanced technologies, like AI and Machine Learning. This enables retailers to act on prescriptive, data-driven outcomes and confidently move into the future. Our retail portfolio features the premier Sensormatic, ShopperTrak and TrueVUE brands.