Partner Success Stories
Consumer Smart Lock Home Brand Expands Success to Access Solutions Market via Trades
Lockly’s Challenge
Lockly is a manufacturer of the most advanced smart locks in the world. From minimalist models that turn traditional deadbolts into biometric smart locks to industry-first devices that combine a video doorbell and smart lock into a single-installation solution.
With their consumer presence established, Lockly’s next growth strategy was launching a commercial arm of the business for large-scale orders. With the launch of LocklyPRO, the company aimed to penetrate numerous markets, including multifamily living, commercial buildings, and senior living homes. However, unlike the consumer market, Carve and LocklyPRO would need to build a reputation for not only being able to provide access solutions for large-scale implementation, but also best-in-class management software, customer service, and physical maintenance to these orders, to convince enterprise customers to switch from legacy companies.
Results Over a 2-Year Period Included
Media Placements:
11
Media Impressions:
125M+
Average CSS Score:
9/11
Webinars:
2
Bylines:
2
The Carve Solution
To ensure LocklyPRO reached its intended audience of IT managers, building managers, contractors, and more, the team extensively researched trade/industry publications. While Lockly’s consumer business is driven by key features of the company’s hardware, outreach around LocklyPRO needed to focus on very specific areas to reach a much smaller, yet targeted niche audience of decision-makers. Carve identified that along with traditional media outreach, awareness of LocklyPRO would need to grow through case studies, thought leadership, and truly communicating the key differentiators that matter to decision-makers, including reliability, vertical integration, and speed to market.
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LocklyPRO began attending key trade shows – such as Security Today, Security Management, Security Sales & Integration – to build relationships within the industry. Carve was instrumental in securing media appointments with reporters and editors at the booth.
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Carve helped launch the Lockly brand in September of 2018 and has since supported its growth through media relations and advocacy. For this next initiative, the company built out a seasoned team of knowledgeable industry veterans in traditional and smart access solutions. Carve utilized these experts’ experience to secure byline opportunities. This tactic showcased the industry expertise of the team, rather than highlighting LocklyPRO product offerings directly, further positioning the brand as an industry leader.
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Carve also secured webinars with stakeholders in the access solutions community such as the Security Hardware Distributors Association and leading trade publication, Security Today. Not only did the LocklyPRO team average a 4.5 review rating from webinar attendees, but they held their audience for an average of 44 minutes of a 47-minute presentation on the importance of vertical integration.