Joe: Right. Go ahead Vaish.
Vaishal: When talking about… You made a distinction of bringing this year a lot more focused on brand. So in terms of your messaging, how would you make that distinction between going from a product to a brand focus?
Daan: Yeah. I’m very lucky that I hired some great people who are way better at that than I am, because that’s not my forte. But we’ve, yeah, so we have a head of marketing Amy Fisher who came over from tourism actually. And she’s done wonders there in helping us transition from ‘we are the smart thermostat for people with baseboard heaters’, which is very technical and not very inspiring, to now we have messaging such as ‘save money and the planet’, smart thermostats for electric heating. So it’s a lot more speaking more to the emotional side of things. But also focusing on our unique value proposition.
Joe: Yeah. That’s something we always try to uncover for clients is self-actualization. So there’s the products, there’s the features, there’s the strategic value in what they’re purchasing. But underneath that is the self-actualization. And I guess that’s what she uncovered there is save the planet. And if that’s the common denominator for a lot of your customers then you’re already getting into the deeper motivation between in terms of why they picked you.
Daan: Yeah, absolutely. And it’s interesting how we transitioned over the years. We started with extremely to-the-point direct almost marketing features. And then we went to functional benefits and then we went to what they could actually do for you. And now we’re getting to that more emotional level. And ultimately you need the whole mix, I would say, can’t have one without the other. Although if you could only pick one in the early days, I would go functional over emotional because emotional is easy to get wrong if you don’t understand your customers.
Joe: Yeah, agreed. And it also… You’re doing TV now, so that’s I would say your first probably really rich touchpoint where you can really convey an emotion. So it takes time to get to that point where you can take that risk to produce it and get it out there from a media perspective.
Daan: Yeah, absolutely. What I’m learning now through the team is TV even, you can’t just test with a little bit of budget and you have to go at a certain scale to even see the results and impacts of it. So, yeah, I think it’s coming at the right time for us. Yeah.
Joe: And then it’s also not just a media weight, but it’s a frequency and then duration, right? It’s not a 12-week campaign and that’s the test. It’s probably multiple, at least a year or multiple years to really gauge it.
Joe: I mean, that varies obviously per industry.