Smart marketing, smarter home: Xfinity Home Case study

Case Study

Smart marketing, smarter home: Xfinity Home Case study

Building and marketing the App Store of Smart Home Devices and Platforms

By Jonathan Maxim,
Managing Director at K&J Growth Hackers

About Comcast / Xfinity

Comcast Corporation is an American telecommunications conglomerate headquartered in Philadelphia, Pennsylvania.It is the second-largest broadcasting and cable television company in the world by revenue and the largest pay-TV company, the largest cable TV company and largest home Internet service provider in the United States, and the nation’s third-largest home telephone service provider.

Comcast services U.S. residential and commercial customers in 40 states. As the owner of the international media company NBCUniversal since 2011, Comcast is a producer of feature films and television programs intended for theatrical exhibition and over-the-air and cable television broadcast, respectively.

About K&J Growth Hackers

Two seasoned growth marketers unite in 2017 to found one of the top growth agencies today. Bringing a colorful background of writing for top publications like Forbes & Inc., combined with nitty-gritty marketing experience at a Fortune 500 serving 25M+ customers, as well as expertise in social media virality, press coverage & deep personal networks.

Today, they’ve served over 150 customers, and some of the largest companies, government agencies, and universities as well as the leanest startups and tech firms – united all by the pursuit of amazing results.

K&J is headquartered in Los Angeles, CA and is comprised of 25 specialists, from sales copywriters tomarketers to graphic designers.

Introduction

Xfinity Home approached K&J from a consulting capacity to help them design and launch a go to market program for entering the smart home and automation space. Having immense success in the video and internet services, Xfinity wanted to leverage their digital infrastructure and increase share of wallet among customers in their footprint.

Starting as an array of freestanding smart home products like alarm systems, door and window sensors and home monitoring equipment – Xfinity knew they needed to build something more unified, that supported non-Xfinity products as well.

Actions Taken

K&J designed a product marketing planthat provided a smart home open-source development platform for developers to build upon, as well as spread the adoption of Xfinity Home to their base of 25M customers and footprint of 63M homes.

Prior to engaging with K&J, Xfinity Home struggled with adoption due to the fact that many smart home devices, like Nest – work independently of any given OS / platform. By unifying the ability to develop on and integrate with XH, their target addressable market increased dramatically.

Once the product strategy was hammered out, K&J designed a go to market plan including direct mailers, TV spots, digital/social, frontline sales reps upsells, out of home billboards, retail, customer engagement, experiential and employee engagement.

This multifaceted strategy leveraged countless owned, earned and bought media, that reached millions and drove.

Then automated the whole marketing program, so now to grow leads UD simply increases ad budget.

Results Delivered

After launching the Xfinity Home integrated marketing communications plan, XH shot up the ranks in home automation and security space, locking in position ___ among top review sites, next to competitors who had been in the industry for years.

X new customers reached
% new market share
% increase in brand consideration

Xfinity Home’s remarks

Working with Jonathan is exciting and empowering. He and his team managed to deliver plans and recommendations and can handle all the “heavy lifting”. We went on to use their hard-hitting strategies on a very large scale. Their ability to map out opportunity, quantify and design plans is amazing.

Scott Biondi,
Sr. Director of Marketing at Comcast / Xfinity

Statistics

Actual new net adds following the launch amounted to 265,000 of Internet / Home subscribers

For an enterprise, a lift in “consideration” stage of the funnel as small as 1% can affect a change as dramatic as 250,000 potential new customers and for XH, $5M in new annual revenue at $20 AOV

After deploying the new product and marketing strategies to Xfinity Home, they went on to deploy Kids Zone, Xfinity Voice Remote, Xfinity Games, Gigabit Internet and Xfinity Voice products with K&J.

Conclusion

If you’re acting in a crowded market, and need to dramatically differentiate your brand, the conventional cost of “marketing your way through” to adoption can be prohibitive. Designing a hack, like a crowd-sourced development platform can circumvent that cost altogether.

That’s why having a key team of growth marketers who use “design thinking” in business is so instrumental among larger companies today – something disruptive startups never miss.

If you need a fired-up team to growth hack your brand or