How Ring Went From a Video Doorbell to A Community of Loyal Users

Sometimes the best marketing campaign is the one you never expected. In an age when every shareable moment matters, and getting consumers to engage with your product can feel tiresome, Ring has built an empire of smart-home devices off those shareable moments.

“Our marketing teams are very performance-driven in terms of where we're spending our dollars and certainly paying attention to things. [We pay a lot of attention to] shared voice and earned media engagement and we have teams that are really aware of what's happening and how those videos are really powerful in terms of delivering context behind our products and what they're doing.”

Founded in 2014, Ring has grown from its humble origins as a video doorbell into a full-fledged line of products and services that includes security cameras, smart lights and security systems. 

On this episode of Marketing Trends, Mimi Swain, the Chief Revenue Officer at Ring, offers up examples of how Ring uses the shareable moments to build a community of loyal users and also expands on how Ring expanded its product line from a modest doorbell to a robust offering and the importance of showing up where your customers are.

Main Takeaways

• Showing Up Matters: In order to drive product growth, it’s important to think about the areas your product is showing up — whether that’s on an ecommerce website or at stores such as Home Depot and Best Buy, your product needs to be visible in the channels that consumers expect them to be in and also wherever your target consumers typically shop.
• Customer Feedback is More Important than Customer Data: Data is important to create a clear view of your customers, but data alone will not paint a full picture of what your customer likes and dislikes about the product. The feedback you receive from your customers is far more valuable in building a memorable and seamless customer experience. Make sure you are consistently engaging with your customers to understand the areas of the product they love, but also their pain points so that you can continue to innovate.
• Teachable Moments Lead to Product Innovation: When product teams have the freedom to openly innovate and try new things, those moments of experimentation can lead to real opportunities to drive deeper engagement with the products because they are able to freely learn about the products and understand where they fit best.

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