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Bates Security Continues to Lure More Business

Find out how Bates Security, a runner-up for SSI's Installer of the Year (small to mid-size company) Award, generated $9.6 million in 2013.

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Three years removed from launching a major rebranding campaign and then capturing SSI’s 2012 Installer of the Year Award, Bates Security shows no signs of slowing down. Founded in 1984 by Sonny and Pat Bates and now with sons Jeremy and Bryan in executive leadership positions, the family owned and operated business’ 60 employees serve 5,000+ customers and generated $9.6 million in 2013.

In addition to furthering its branding and growth the past year, the Lexington, Ky.-based company prioritized training its personnel to deliver premium technical expertise and customer care, providing fulfilling career paths for employees, giving back to the community, and being an active participant in security industry organizations.

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Bates added and wrapped several new vehicles to its fleet, created a marketing budget for the first time and began a television and print advertising campaign with the help of a local advertising agency. The firm began tracking its leads more closely than ever so as to only move forward with campaigns that work based on concrete results. CRM software has helped pinpoint where the company’s advertising dollars are proving most effective.

“We are fortunate to have grown our business in the last 12 months and continue to advertise,” says Marketing Coordinator Crystal Newton. “A year ago, we began our first ever television marketing campaign. And recently we started airing radio commercials and have already received call-in leads based solely on radio as a lead source. We spend a lot of time blogging and developing creative Web-site content to increase our SEO. We are very active on social media.”

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During the award eligibility period, Bates not only hired two new customer service reps but also set up a dedicated service department within the company. This included hiring a service manager and deploying two in-house service dispatchers. Additionally, there is a field customer service rep who handles onsite training and account transfers.

“From the very first time we engage with a prospective customer, we emphasize customer service. We want customers to know they can reach us any time if they have questions or concerns,” adds Newton. “Our social media posts and E-mail marketing allow customers to engage in conversations in real-time with our staff. We post security tips and user information so our customers and prospects will understand the importance and usefulness of our services.”

Article Topics
Business Management · People & Profiles · Bates Security · Installer of the Year · Sales & Marketing · SAMMY Awards · All Topics

About the Author
Scott Goldfine
Scott joined SECURITY SALES & INTEGRATION in October 1998 and has distinguished himself by producing award-winning, exemplary work. His editorial achievements have included blockbuster articles featuring major industry executives, such as Tyco Electronic Products Group Managing Director Gerry Head; Protection One President/CEO Richard Ginsburg; former Brink’s Home Security President/CEO Peter Michel; GE Interlogix President/CEO Ken Boyda; Bosch Security Systems President/CEO Peter Ribinski; and former SecurityLink President/CEO Jim Covert. Scott, who is an NTS Certified alarm technician, has become a respected and in-demand speaker at security industry events, including presentations at the Central Station Alarm Association (CSAA) Annual Meeting; California Alarm Association (CAA) Summer and Winter Conferences; PSA Security Network Conference; International Security Conference and Exhibition (ISC); and Security Industry Association (SIA) Forum. Scott often acts as an ambassador to mainstream media and is a participant in several industry associations. His previous experience as a cable-TV technician/installer and running his own audio company -- along with a lifelong fascination with electronics and computers -- prepared Scott well for his current position. Since graduating in 1986 with honors from California State University, Northridge with a degree in Radio-Television- Film, his professional endeavors have encompassed magazines, radio, TV, film, records, teletext, books, the Internet and more. In 2005, Scott captured the prestigious Western Publisher Maggie Award for Best Interview/Profile Trade for "9/11 Hero Tells Tale of Loses, Lessons," his October 2004 interview with former FDNY Commander Richard Picciotto, the last man to escape the Ground Zero destruction alive.
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Bates Security, Installer of the Year, Sales & Marketing


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