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Survey: More Security Companies Using Digital Marketing to Add Clients

While word of mouth is just as powerful attracting new business as it always has been, these days those referrals are increasingly spreading through online and other connected channels of electronic-based media. The evolving methods in which installing and monitoring security services providers sell their wares and promote themselves is thoroughly examined in SSI’s 2013 Sales & Marketing Survey.

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As one might expect, much has changed in the way security companies sell their products and services as well as how they market and promote their businesses in the past five years. After all, those still standing survived the worst recession in 80 years, one that required reassessing every facet of operations to become more cost effective and efficient, while at the same time technology and customer habits have shifted the way in which information is processed (not to mention the nature of provided services themselves). Sure enough, this sea change plays out in the 2013 Sales & Marketing Survey, SSI’s first such study since 2008 and seventh since 1992.    

To wit, the social media and smartphone phenomena were scarcely a blip on anyone’s flat screen (heck, some were still staring at CRTs at that point) but have since become key to sales and marketing success. Similarly, the use of online, E-mail and tablet-based presentations have also become more significant. Coinciding with these trends has been a precipitous drop in Yellow Pages and newspaper advertising, and a reduction in free equipment and monitoring incentivizing. At the same time, though, certain traditional tactics such as referrals, product demos and yard signs/decals remain extremely effective.

Blog: New Study Shows Security Contractors’ 2013 Sales & Marketing Plans

Although a higher percentage of firms have sought to curtail costs by bringing campaign development in-house and marketing expenditures continue to be tight, at least most budgets have ceased heading south. In addition, bundled services are on the rise and suppliers and trade associations are both being leveraged for more lead generation.

The compilation of nearly 200 company owner, executive and sales manager respondents that follows amounts to a treasure trove for any security marketer seeking to get a leg up on the competition.

View the 2013 Sales & Marketing Survey.

Article Topics
Business Management · Research · Industry Research · Research - Security STATS · Sales & Marketing · Sales & Marketing Survey · 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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Industry Research, Research - Security STATS, Sales & Marketing, Sales & Marketing Survey