SSI logo

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.



By ·

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 Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration, directing all editorial aspects of the magazine brand in print, electronically, online and in person. The voluminous, innovative and award-winning body of work he has distinguished himself with since joining the publication in 1998 includes groundbreaking research, landmark features, leadership roundtables, high profile case studies, and many industry exclusives. Well versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is a nationally known figure in demand as an industry presenter and subject matter expert to mainstream media. He is responsible for developing many unique products and programs, including the SSI Industry Hall of Fame, Control Panel (industry’s first E-mail newsletter), Police Dispatch Quality (PDQ), Marketing Marvel, Installers of the Year, Integrated Installation of the Year, Security Industry Census, Systems Integration Study, Installation Business Report, Operations & Opportunities Report, Commercial End-User Study and Security’s Fantastic Fleets. Recognized for his relationship building, integrity and lead-by-example ethic, Goldfine is a solutions-oriented team player who advises and collaborates with industry dealer/integrator, consultant, distributor, central station and manufacturer icons, luminaries and executive business leaders on a daily basis. He is also actively involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), PSA-Tec, SAMMY Awards, International Security Conference and Exhibition (ISC), Electronic Security Technology Summit (ESTS), Mission 500, Electronic Security Expo (ESX), ASIS Int’l, Honeywell CONNECT and other supplier conventions. Goldfine also serves on several boards, including the CSAA Marketing and Communications Committee and PSA Cybersecurity Advisory Council. A certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast, Goldfine graduated with honors from Cal State, Northridge with a management degree in Radio-Television-Film. His professional media endeavors have encompassed magazines, Internet, radio, TV, film, records, teletext and books. Goldfine resides in the Charlotte, N.C., area with his wife, son and three cats.
Contact Scott Goldfine: sgoldfine@ehpub.com
View More by Scott Goldfine
Industry Research, Research - Security STATS, Sales & Marketing, Sales & Marketing Survey




EDITOR'S CHOICE