Whats the Deal with Wearable Tech?

I recently attended The Wearable Technology Show at the Excel in London. The show was filled with tech and health providers (start-ups and established) all displaying how their solutions are set to be game-changers in the wearable tech space.

After conversing with a range of players in both the tech and health sectors, it was evident that real-time data capture and how that data was analysed, was the force that bonded all of these unique vendors together.

But how is this data actually digested by consumers? According to WE’s Brands in Motion study brands today need to build stronger emotional connections with consumers to maintain customer loyalty — not forgetting that rational drivers affect retention, too.

Below are three key insights I took away following my experience at the show; insights which brands, consultancies or agencies practicing consumer PR and health PR should be aware of when approaching an integrated communications campaign in this space.

1. Personal tracking has hit the mainstream

Brands in the wearable tech space appear to have latched onto the trend of providing people with the data they want, when they want it. Almost every vendor had a solution with the ability to track real-time insights – be it heart rate, sleeping patterns, hydration levels or even pet vitals (check out Felcana if you’re yet to hear about this). This functionality is proving a game changer for consumers, but what remains the challenge is ensuring device users actually understand what all this real-time data means, and what they should do with it.

2. Narrative and messaging is blurred

Having a clear understanding of what a brand is, does and stands for bodes well for consumers when it comes to relating to the brand, both rationally and emotionally. What struck me at the show was that the messaging and narrative for most of the brands was nearly identical: ‘providing you with real-time insights to track your vitals’. What insights? Which vitals? How will this help improve my day-to-day life? These were all questions that immediately came to mind. Of course there were stand outs, such as Oura and QuietOn whose messaging about what they actually did, and the insights they are able to provide was apparent from the outset in all branding and communication with stand visitors. The challenge of staying relevant, memorable, personal and valuable for consumers is what should be placed at the heart of every communication activity.

3. Longevity is the ultimate goal

While I was excited about all the innovation and apparent motion that’s taking place in the wearable tech space, what I walked away pondering was – how do these brands truly stand out from the crowd and become indispensable for their users? How do they make customers feel like they could not live without their solution? This is where our role as consumer and health PR consultants has become more important than ever – collaborating with brands to help tell their story in the most clear and concise manner as possible.

Ultimately, when it comes to brand positioning in the wearable tech space, brands need to think about the blend of emotional and rational triggers that ensure whether a wearable device has the longevity to stay on the user – rather than be lost in the drawer of ‘stuff’ like other gadgets before them.