In a continuing drive to remind people to test their smoke alarms, the government agency, Fire Kills, is introducing a brand new style of advertising.
The previous ‘doom and gloom’ approach which focussed on fire related tragedies is being replaced by a more positive tone. The new adverts will feature ‘talking’ smoke alarms being friendly and helpful. Insight had shown that people tend to dislike their smoke alarms – “they only go off when I cook toast” or “the low battery warning goes off at 3am”.
Under the banner ‘Unsung Heroes’, the campaign is a very different approach for Fire Kills as it moves away from fear to imagery that focuses directly on the smoke alarms. It is hoped that presenting smoke alarms as characters that are capable of expressing emotion and creating personalities for them allows people to relate to them.
Fire Kills’ most recent strategy had been to link to the clock change, encouraging people to test their alarms while they move their clocks forward or back an hour – encouraging this behaviour by demonstrating the dreadful consequences that not having working smoke alarms can bring. However, changing clocks is less of a hook as timepieces increasingly change automatically and it was noted that even the weather forecasters do not always remind us now. Hence people need reminding to test their smoke alarms and Fire Kills now wants to promote more regular (monthly) rather than twice-yearly testing.
Radio advertising will be the lead channel and will broadcast on Capital, Heart and Smooth radio networks from 11 January to 7 February 2016. Three press adverts will appear in the Sun, Daily Mail, Daily Mirror, Guardian and Daily Telegraph from 11 January 2016 to 6 February 2016.
In addition Fire Kills will be trialling ‘Out of Home’ advertising with this new campaign including some large format digital advertising in seven locations across the country (Birmingham, Brighton, Bristol, Liverpool, London, Manchester and Portsmouth). It will also be supporting the large format digital activity with bus stop posters in pilot areas. These locations will be selected following analysis of campaign awareness levels and casualty data.
Safelincs has been supporting Fire Kills initiative to increase smoke alarm testing for a number of years and offers a free reminder service with tweet or email notifications.
We are always looking at ways of improving our systems and through our customer surveys ask our customers to tell us what they would like us to do for them. One suggestion that was made by some of our customers was to have a log in system to enable them to place repeat orders without having to put all their details in.
We took these comments seriously and began working on a solution to this problem.
Our in-house Web Developers began to research together with our Customer Care team to find out how to make our registration and log-in process simple and enjoyable for customers and what causes problems and dissatisfaction with the systems most companies use. We wanted to have a system that not only addresses the issue raised through our survey but that really would make the buying process easier.
It was quickly identified that many websites have an unfriendly approach to new customers. They force customers to register first before they ‘allow’ them to use features or before they display their shipping charges. Another typical problem with login systems is the impossible expectation that customers can and want to remember all usernames and passwords on every website. And not every customer wants to retrieve their password by answering questions about their mother’s maidenname! Most websites will not allow you to re-register again with your email address, once it has been used on a previous occasion.
Our system needed to resolve all these issues at the same time, but how could this be done?
Having an in house web development team means that we can hold speedy inter-departmental meetings and hear the view of all users. The system needed to be user friendly to customers ordering over the internet and also be accessible for orders made over the telephone. The system we have developed does all this and more.
When a new customer places their first order, an account is created automatically for them using their e-mail address as the user name. Their full log in details are then sent to them in the order confirmation email together with a copy of the invoice. This means that they don’t have to read an extra e-mail or go through what can sometimes be a long process of setting up an account. Using the log in details sent, they can view orders placed, view and edit any delivery addresses they have used and manage any reminders they have set through our free reminder service to test smoke alarms etc.
When a returning customer comes back to the Safelincs site they have the option to log in to their account by clicking on the log in tab on the menu bar. Our customers then do not have to re-enter delivery details when placing their order. To improve this further we have created a system that should the customer not choose to log in when placing the next order, their order can still get added to the account as long as the e-mail address entered in at checkout matches that of previous orders and the customer gives his assent by clicking a single reply button on their order confirmation email.
At last a customer account system that is user friendly and gives the customer control. No more frustrations because passwords have been forgotten and e-mail addresses are already in the system, preventing the creation of a new account. No need to login to have orders added to accounts.