Capturing Share of Voice in a Crowded Industry
Lindsay Aamodt, director of communications at Speck
Speck was founded in 2001 by a group of California-based engineers who wanted to combine style and protection for mobile devices, like phones, tablets, and e-readers. Speck is owned by Samsonite and operates independently with products in most major retail outlets, including Target, Best Buy, AT&T stores, Costco, and WalMart, as well as online. We recently spoke with Lindsay Aamodt, director of communications at Speck, to learn more about the company and what drives them to be an industry leader.
Tell me about Speck.
Speck provides perfect-fitting, slim protection for mobile devices from Apple, Samsung, Kindle, Google, Nook, Nexus and Verizon.
What makes Speck unique in the industry?
Speck is unique in our co-molded construction. Previously, cases had both a hard and soft shell that had to be put together. Speck invented and patented a co-molded, dual-layer design we call CandyShell that provides military-grade protection in a slim solution that is easy to take on and off.
People carry their devices with them virtually everywhere, so it was important for us to design a case with superior protection from impact but also look stylish and fit a consumer’s personality and needs. Consumers typically have to choose between style or function when it comes to protective cases; we make sure they can have both.
We also have incredible staff. Our CEO fosters a culture celebrating design and innovation. We respect and honor individuality, closely collaborating to bring to market products that solve consumer issues, even issues they didn’t realize they had.
What types of customers do you most benefit?
We call our target audience “savvy enthusiasts” – those who want a slim solution but want to protect their investment. They are deliberate about the types of brands and products they purchase. While anyone can benefit from our products, those who want to express their style without having to sacrifice quality are the ideal Speck customers.
How has Speck leveraged technology and how is that evolving?
As far as marketing our products, we depend on software to identify opportunities, measure share of voice, monitor our competition and direct our communication strategy. Understanding what is driving our traffic is critical to ensure we leverage every channel to its fullest.
Quantifying PR can be difficult but we can look at referral traffic to know where it is coming from so we can prioritize which media outlets we should nurture relationships with. Speck wants to stay top of mind for these influencers and capture as much share of voice as possible. Once a phone launches, the next thing people talk about is accessories, and we want to be sure we are part of that conversation. It is a key time for us, and we never want to be late to the game.
If one of our products isn’t doing well regarding the share of voice, we can strategize how to increase exposure or navigate other ways on social media to get more referral traffic by increasing SEO. If a product is popular, we want to understand why, so we can message and innovate accordingly.
We approach design a bit differently. Most of our innovation is pretty old-school. Our VP strategically puts people of different backgrounds together to develop new products. They take the unconventional route to solve a problem and deliver products that make the lives of our customers easier. It’s less about technology and more about thinking how consumers use their technology.
For instance, CandyShell Card has the protection, and slim design customers want but with a card slot on the back for them to carry a drivers license and credit card or hotel key. We also know that some consumers want to be able to pull the phone out of their pockets easily, and some want grip because they place their phones on their car dashboards. We design cases to solve all of these issues and more without adding bulk. Technology didn’t help us come up with these product ideas, human ingenuity did.
What trends do you see in the market and how is that shaping customer demand?
Slim is in. People are touting the slimness of their phones and we don’t want to add unnecessary bulk. Speck has been designing slim protection since the beginning, adding military-grade protection and stylish designs to go with it.
How has Speck been able to remain so relevant in such a fast-moving world?
Speck continues to deliver slim, protective and stylish products we think the consumers want and need before they even realize they need it. The key is to remain the topic of conversation. For us, this means bringing relevant products to market faster than the competition, guaranteeing our products can be found wherever mobile devices are sold, ensuring online influencers are talking about us more than the competition and fostering strong partnerships with major manufacturers.
Speck creates award-winning cases designed to make an impact—and take one. Since 2001, we’ve been making distinctive products for the world’s top smartphones, tablets, laptops, watches, and backpacks.
San Mateo, California