Prior to Vector Security launching its redesigned, SAMMY Award-winning Web site last summer, internal deliberations were held to nail down new content offerings and expanded functionality, among other enhancements.
In the midst of all that a kind of soul searching ensued for the six members of the redesign team when it came time to decide what form the online sales messaging ought to take. Should the Web site cut to the chase and serve up an immediate pitch to visitors with a deal they couldn’t refuse? Or eschew the in-your-face, solicitous approach and instead convey a more holistic message that emphasized the company’s venerable experience to entice new business?
While Vector wasn’t exactly suffering an identity crisis — not even close — it nevertheless found itself pondering how to maneuver in a highly competitive marketplace teeming with aggressive online sales tactics. There was also the little matter of considering the new generations of customers who are increasingly contented making online purchases — personalized service be damned.
“We were challenged by that because people within our own company would say, ‘People today don’t want all this other stuff, they want to just get online and buy something,’” Dave Merrick, Vector’s vice president of marketing, told me during the reporting of an article in the June issue that features 2011 SAMMY-winners sharing marketing insights.
Ultimately a philosophical decision had to be rendered. Merrick was against the quick hit sales pitch and argued Vector should endeavor to educate the consumer, maintaining a consultative approach.
“We are not one of these new age alarm companies that’s doing things to make certain they sell via the Internet. A big faction of alarm companies are looking for high Google [search] ratings so potential customers are presented immediately with a buying opportunity,” he said. “We want to make certain that customers understand there has to be some thinking behind the process of purchasing a security system. It’s not just a point and click.”
“If we are looking for good, solid customers who represent the greatest potential for long-term revenue streams and patronage, we look for people who want to be educated about their purchase. That is different because the new age companies are all about see me, feel me, touch me, buy me.”
Merrick makes a convincing argument, me thinks. Yet there is no denying the mounting pressures from competitors that show a great deal of savvy when it comes to executing Internet marketing strategies and techniques.
Has your company experienced similar internal debate? How did the issue get resolved?
Rodney Bosch | Managing Editor