• by Erin Everhart , Staff Writer, 11 hours ago

Not everyone gets to market something people actually want to think about. Some of us are out here fighting for attention for products that exist in the background of people’s lives. Products that live in utility drawers next to takeout menus and spare keys. 

It’s not that they don’t care about these products. It’s that they don’t know they care until suddenly they do, like when they stop working, and when that happens, it’s a situation, and that product becomes the most important thing in their life.

We all know the products I’m talking about. Hot water heaters. WiFi. Batteries. Garage door openers.

Retail marketers love big sales moments, and one of those is happening next week. Yes, Prime Day starts Tuesday. What started as this cute little thing that Amazon did for 24 hours to celebrate their 20th anniversary is now a full-blown, four-day commercial event.

That’s a huge opportunity for any product, but especially for the products that live in the background of our lives. Prime Day creates the consideration moment, and Chamberlain Group is capitalizing on it.

If you have a garage, you know Chamberlain Group. They’re ubiquitous with garage door openers, and they’ve expanded to door locks, door bells and cameras for a complete, smart home security system, infusing technology into their hardware that’s already trusted in 36M households nationwide.

We sat down with CMO Elina Vives, to hear how they’re using Prime Day as the first real commercialization moment for a repositioned brand, a new product story, and a marketing organization that has completely rebuilt how it connects creative to conversion.

Listen here, and catch Elina present at our Retail Summit in Lake Tahoe in August.