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Reaching the Pinnacle of Brand Messaging

Winners of the 16th annual SAMMY Awards reaffirm how creative and cost-effective sales and marketing techniques power business success. Learn who won in each category and pick up great ideas for your own company.




[IMAGE]12154[/IMAGE]ASG Security
Best Display Advertisement
Sponsored by Fire-Lite Alarms by Honeywell

More Images, Less Text Wins Clients

When developing its sales and marketing tools, the executive team at Beltsville, Md.-based ASG Security, a perennial SAMMY winner, keeps one thing in mind. “Everything we create first and foremost supports the salesperson on the street,” says the company’s Senior Vice President of Sales and Marketing Bob Ryan.

Thus, it is important that marketing material produced by ASG explains what the company does, what types of technology the company is familiar with and why a prospective client should do business with ASG. Using the aforementioned criteria helped ASG earn the Best Display Advertisement SAMMY award.

Designed by Ryan and Applications Support and Web Site Manager Lauren Fleetwood, the duo modeled the ad after an ASG commercial integration brochure. The display advertisement features eight picture bubbles that display the different technology ASG offers.

“You need vivid imagery, something that’s going to immediately catch someone’s attention,” says Ryan. “You have to be able to deliver a clear, crisp and precise message to your target in less than 10 seconds.”

ASG placed the ad in industry-specific trade journals with a goal of attracting large commercial, industrial and institutional end users. Ryan notes that because ASG targets are security professionals who already understand the industry, the company was able to use industry jargon and imagery to capture a prospective client’s attention.

With 140,000 customers, ASG brings in $6 million in recurring monthly revenue (RMR), Ryan says. Although a well-funded company, ASG selectively chooses to use print advertising as a way to gain new business. Instead, it relies more on trade shows and giveaways to reach the masses.

“After eight years, we know what works and what doesn’t,” says Ryan. “We’ve got the formula down so that the marketing dollars we do invest are effective and show us the return we want. The trial and error period is over.”


[IMAGE]12155[/IMAGE]Stanley Convergent Security Solutions
Best Promotional Giveaway Item
Sponsored by ADI

Giving a Gift That’s Right On Target

Was a time when promotional items were pretty much a standard practice for most companies. Not so much anymore as the novelty appeal of coffee mugs and pens has lost its luster, and the recession has made the expenditure of much beyond that prohibitive to many operators.

This can be unfortunate since promo items can be an effective tool to leave a lasting impression on customers and prospects. One company that has continued to invest both dollars and ingenuity into this area is Naperville, Ill.-based Stanley Convergent Security Solutions (CSS).

SAMMY judges recognized Stanley CSS for an elegant executive desktop dartboard game cleverly built around the theme, “Stanley is Right on Target.” The item is presented along with a personalized letter to national account customers to celebrate their anniversary of another year partnering with Stanley. The magnetic dartboard comes inside a subdued dark brown leather case; both items prominently feature the company’s branding.

“Every time a customer plays with their desktop dartboard game, they will remember their partnership with Stanley,” says Beth Tarnoff, Stanley CSS director of marketing. “There is longevity when it comes to our gift. Due to its fun nature customers are more willing to keep it in their offices, and our logo front and center, for a longer period of time.”

This splashy promotional item is likely to capture clients’ attention yet the financial investment on the part of Stanley CSS is deceptively small by comparison. Regardless of the size of the company and the type of customer involved, promo items need not be costly to have an impact and achieve the desired result of strengthening the security provider-end user relationship. As Tarnoff suggests, the main ingredient is creativity.

“As most companies today, we are challenged to find creative ways to express a high-quality image while not overspending,” she says. “To maximize our investment, we used a stock promotional item customized with our logo instead of commissioning something custom made. Also, we created a fun theme where we were able to add to our mailing label and internally produced letter. By using stock items and internally producing our letters we saved money in design and printing costs, and through our creativity did not sacrifice on the quality of our gift.”

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Article Topics
Business Management · Amherst Alarm · ASG Security · Cover Story · Growing Your Business · Intelligent Access Systems · Protection 1 · All Topics
Amherst Alarm, ASG Security, Cover Story, Growing Your Business, Intelligent Access Systems, Protection 1, Sales & Marketing




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