Welcome to this episode of the Advertising Vanguard podcast. At present, Jenny Rooney speaks with Elizabeth Teran, chief mum or dad officer at Owlet.
On this compelling dialog, Elizabeth shares how she’s remodeling advertising on the child tech firm that revolutionized toddler monitoring with medical-grade pulse oximetry expertise.
She discusses the distinctive positioning of promoting medical-grade expertise to folks, the corporate’s journey from FDA warning letter to full medical clearance, and her philosophy of genuine, education-based advertising.
Elizabeth brings intensive expertise from her 10-year tenure at Skullcandy in product advertising, adopted by over 5 years at Owlet, together with three as CMO. Her function enlargement displays Owlet’s dedication to being really parent-first in all the pieces they do.
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Episode Highlights:
[00:15] Towards Paid Endorsements — Elizabeth takes a robust stance on influencer advertising: “I’m fairly solely towards paid endorsement. I feel prospects see proper by way of it. And for our product, belief is so essential that it needs to be very genuine.” She explains how Owlet lower paid influencer partnerships once they confronted price range constraints through the FDA problem, focusing as a substitute on natural advocacy from real customers.
[09:50] Navigating FDA Challenges — Elizabeth reveals the timeline of Owlet’s regulatory journey: “We acquired a warning letter from the FDA saying, ‘You don’t have clearance as a medical system, however you’re basically working as one.’” She particulars how the corporate pivoted whereas working towards FDA clearance, in the end attaining a de novo clearance, the primary of its variety for over-the-counter toddler monitoring expertise.
[13:07] Product-First Advertising Philosophy — Elizabeth emphasizes her method to advertising complicated expertise: “I problem them to assume, ‘The specified consequence is X. How we get there, there are 1,000,000 pathways.’” She focuses on outcomes and advantages somewhat than technical options.
[19:13] Advertising as Strategic Perform — Elizabeth describes how advertising is valued at Owlet: “Advertising has all the time been a valued perspective desk, and I feel that does come again to the way it was based and rooted in parenting issues to resolve and the way needed advertising has been in explaining the worth.”
[27:41] Group-Pushed Development — Elizabeth reveals the facility of genuine group: “We’ve analysis that reveals over 50% of Owlet purchasers first heard about it from a good friend or member of the family, so we’re closely reliant on our group. I imply, that’s word-of-mouth that the majority manufacturers would kill for, and it’s all constructive and nice.” She particulars their method to nurturing mum or dad communities by way of numerous channels and basis packages.
