ADT Promotes DIFY - "Do It For You"

Author: Dan Gelinas, Published on Nov 30, 2018

"Do It Yourself" (DIY) is a popular expression and has become such a common word that it has even made the Cambridge English dictionary.

But why do it yourself when you can have someone "Do It For You" (DIFY)?

If ADT has its way, DIFY may become just as common a term.

In this post, we examine:

  • ADT's new marketing campaign
  • Point of the spots
  • Possibility for the campaign
  • Commentary from SIA
  • Challenges for DIFY

Campaign Overview

The 3 videos feature former Miami Dolphins and Philadelphia Eagles defensive lineman Mike Golic and his son Mike Golic, Jr. attempting to one-up each other with the "smart," "connected" features of their newly- professionally-designed and installed smart home solutions from ADT. Part 1 of the serialized saga follows:

The story had two more installments (part 2 is here and part 3 is here), in which the Golics battle it out for system-supremacy, seeing who can get the better of the other using remotely activated features like locking each other out of and in the house (the latter feature seems unlikely as it would violate life-safety laws governing free egress), adjusting the thermostat, activating the sprinklers, turning lights on and off, and playing loud and dramatic music.

Searching the hashtag on Mike Golic, Jr.'s t-shirt returns 3 tweets from Twitter, 3 pictures on Instagram, and 2 Facebook posts, all featuring the tagline "Let ADT do it for you."

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

No Comment ADT

IPVM spoke with ADT about the spots to see what the driving force behind them was, but ADT said it was not prepared to discuss the impetus for the spots nor a future direction ADT might take the campaign.

Possibility For The Campaign

The term DIY has come to legitimize the action of doing it oneself and not using a professional installer. In fact, an audio advertisement for DIY security company Simplisafe heard on the Pandora music streaming service spoofed an alarm "professional" botching a couple's alarm installation by knocking holes in walls, and falling off his ladder while hanging devices. The whole point of that spot was to say "Why have some charlatan posing as a pro install a simple wireless system for you when you can DIY?

ADT's new DIFY campaign could build the muscle to fight back.

To the extent that ADT and other installation companies can make DIFY a well-known term, it could help crystallize and encourage people to use a professional.

Lots of companies (especially tech startups) have significant motivation to encourage DIY as a way to disrupt existing installation focused businesses. A marketing campaign and an accepted term like DIFY could make it easier for buyers to express their desire to have someone do it for them.

Commentary from SIA

The Security Industry Association told IPVM they liked the new campaign:

This is a very creative and very fun series from ADT. It does a good job of showcasing the value provided by professionally installed residential systems which can integrate security and home automation solutions.

SIA also said that professional installation security companies help to bring value to end users:

The companies that are providing these types of solutions and services are helping to make lives safer, more comfortable and more convenient.

Challenges For DIFY

Establishing any new term is not easy, indeed ADT's commercial makes just that point/joke when the term is first introduced. He just DIFY'd me?

Will ADT put the marketing money behind this to make it a household word? Will other security companies support such a marketing effort? It certainly has advantages for the professional security industry and ADT, despite its stock troubles, is still a multi-billion dollar company.

It is possible but they will have to invest significantly over a long-term to establish it.

Vote / Poll

2 reports cite this report:

Barnes Buchanan 2019: Despite 'Strange Narrative' Great Time To Be In Security on Feb 11, 2019
A "strange narrative" is being spun, said Michael Barnes at the 2019 Barnes Buchanan Conference. However, despite that narrative, it is a "great...
ADT And SimpliSafe Super Bowl LIII Ads Criticized on Feb 04, 2019
Super Bowl ads are incredibly expensive, running $5+ million this year, but two of the security industry's most controversial companies ran ads...
Comments (15) : PRO Members only. Login. or Join.

Related Reports

Riser vs Plenum Cabling Explained on Apr 18, 2019
You could be spending twice as much for cable as you need. The difference between 'plenum' rated cable and 'riser' rated cable is subtle, but the...
Securadyne CEO: IPVM 'Entertaining For An Ignorant Few' on Apr 16, 2019
Securadyne's CEO Carey Boethel is unhappy with IPVM's report - Failed Integrator Rollup, Securadyne Sells to Guard Giant Allied. Indeed, he...
Alarm.com Favorability Results 2019 on Apr 15, 2019
The once dot com startup has evolved to become a core provider for home security and is now expanding into commercial. In their first entry in...
ISC West 2019 Report on Apr 12, 2019
The IPVM team has finished at the Sands looking at what companies are offering and how they are changing their positioning. See below for 50+...
Pole Mount Camera Installation Guide on Apr 11, 2019
Poles are a popular but challenging choice for deploying surveillance cameras outdoors. Poles are indispensable for putting cameras at the right...
UK Installer CCTV Aware - Flat Pricing, No Salespeople on Apr 10, 2019
This is a different kind of company. They do flat pricing, they do not have any salespeople and 50% of their sales are sold and booked...
Failed Integrator Rollup, Securadyne Sells to Guard Giant Allied on Apr 09, 2019
One of the most ambitious integrator rollups of the decade has reached its conclusion—selling to a mega guard company. Allied Universal has...
The Hanwha Techwin Million Dollar ISC West Booth on Apr 05, 2019
One million dollars for 2 and 3/4 days. That is what Hanwha will pay for its ISC West 2019 exhibition. While the event is free for most...
Spring 2019 IP Networking Course- Register Now on Apr 04, 2019
Register now for the Spring 2019 IP Networking course here. Just $299 for the course. This is the only networking course designed specifically...
Airship VMS Profile on Apr 03, 2019
Airship has been developing VMS software for over 10 years, however, with no outside investment, and minimal marketing, the company is not well...

Most Recent Industry Reports

The Fastest Growing Video Surveillance Sales Organization Ever - Verkada on Apr 17, 2019
Verkada has the fastest growing video surveillance sales organization ever. In less than 2 years, they already have more salespeople in the US...
Door Operators Access Control Tutorial on Apr 17, 2019
Doors equipped with door operators, specialty devices that automate opening and closing, tend to be quite complex. The mechanisms needed to...
Securadyne CEO: IPVM 'Entertaining For An Ignorant Few' on Apr 16, 2019
Securadyne's CEO Carey Boethel is unhappy with IPVM's report - Failed Integrator Rollup, Securadyne Sells to Guard Giant Allied. Indeed, he...
Dahua Repositionable IR Multi-Imager Camera Tested on Apr 16, 2019
Dahua has released their first repositionable multi-imager camera, the Multi-Flex 4x2MP, claiming integrated IR, true WDR, and flexible...
Strong ISC West 2019 For Manufacturers But Concerns For 2020 March Move on Apr 16, 2019
ISC West 2019 was strong for manufacturers, according to new IPVM survey results of 100+ manufacturers, consistent with 2018 results. However,...
Axis Supports HD Analog on Apr 15, 2019
In 2017, Axis declared 'Everything is IP': Now, in 2019, Axis has released support for HD analog, with their new encoders.  Why the change?...
Alarm.com Favorability Results 2019 on Apr 15, 2019
The once dot com startup has evolved to become a core provider for home security and is now expanding into commercial. In their first entry in...
UK Camera Commissioner Calls for Regulating Facial Recognition on Apr 15, 2019
IPVM interviewed Tony Porter, the UK’s surveillance camera commissioner after he recently called for regulations on facial recognition in the...
ISC West 2019 Report on Apr 12, 2019
The IPVM team has finished at the Sands looking at what companies are offering and how they are changing their positioning. See below for 50+...
Pole Mount Camera Installation Guide on Apr 11, 2019
Poles are a popular but challenging choice for deploying surveillance cameras outdoors. Poles are indispensable for putting cameras at the right...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact