Many believe when ADT, the best-known brand and market share leader, launches a major new marketing campaign that it benefits all industry providers by raising overall security awareness. Even if you feel that’s not the case, it behooves installing and monitoring companies to maintain competitive awareness, as well as possibly “borrow” concepts that may work for their own businesses. With that in mind, here’s some great news for everyone: ADT is hitting the television airwaves with a new holiday-themed ad campaign focused squarely on raising awareness for its home automation offering, ADT Pulse.
With legions of holiday shoppers in the market for mobile devices, it’s clever timing to depict the possibilities that exist with tablets and smartphones beyond what consumers may otherwise have in mind foremost for the devices.
All tidily depicted in 30-second spots — you can view one here — are a handful of effective actions taken by homeowners on their mobile devices: a woman riding in a taxi turns on outdoor Christmas lights at her home; a young couple who are out and about view gift-toting family members approach their home and unlock the front door so they can enter; a woman catches her husband at home snooping for presents; and from a bedroom, two siblings watch in awe as Santa Claus emerges from the chimney on Christmas Eve.
The company is going full throttle with the campaign, utilizing multiple mediums to spread the word, including an online presence (users can interact with the ADT Pulse app, switching between cameras and rooms in Santa’s home to find five hidden golden rings), and print ads (ADT Pulse featured as “the season’s coolest smart device” and positioned as the holiday gift that keeps on giving, depicting Pulse in action on tablets, smartphones and laptops).
According to an ADT marketing rep, plans for a microsite that would have allowed users to play an online game for a chance to win a discounted system were shelved for now. That is still some serious marketing muscle in motion. It’s also further confirmation of a rising tide of promotion by national marketers, including AT&T, Verizon, Comcast and others, aimed squarely at feeding consumer expectations and demand.
I’m not posting here to raise a warning flag to those installing security contractors that are yet to jump on the interactive services bandwagon. (Although that is a hot topic in industry circles. Take, for example, discussions at the recent First Alert Professional dealer conference in Hollywood, Fla.) Rather, it’s a chance to emphasize that security providers can gird their businesses for future success by committing anew to creative, multifaceted marketing endeavors that keep pace with evolving consumer trends.
Identifying promotional ideas for your own company can arise from examining what your industry peers are using in their individual markets. In fact, SSI’s annual SAMMY Awards may be your best opportunity to do just that. Each year the program awards marketers, large and small, in a dozen sales and marketing categories. All of us at SSI would like to invite you to show off your marketing prowess and enter the 18th Annual SAMMY Awards. The deadline to enter is fast approaching. You can learn more about the program and how to enter here.
Rodney Bosch | Managing Editor