FE Moran Security Solutions Shares Tips for Marketing on a Budget
Learn how FE Moran, runner-up for the 2014 CSAA Marketing Marvel Award, successfully markets to clients.
FE Moran proactively promotes its Five Diamond status as a distinction to differentiate itself. Tours of its monitoring center conspicuously display all the operator certificates.
FE Moran Security Solutions of Champaign, Ill., runner-up for the 2014 CSAA Marketing Marvel Award, first earned its Five Diamond Certification status in 2006.
“Our CEO Brett Bean set the objective to ensure that our central station staff is the best at what they do,” says Vice President of Sales Brian Ciasnocha. “We considered CSAA a ‘must join’ organization early on in the formation of the company because of its excellent training programs, superior networking opportunities, and positive brand association. The Five Diamond program matches perfectly with our organization’s desire to provide this high level of training.”
The company has proudly and proactively promoted its Five Diamond status, and sees the distinction as a way to differentiate itself. It’s proven a strong talking point with potential customers, and tours of its monitoring center conspicuously display all the operator certificates. According to Ciasnocha, business card decals are one of the marketing tools FE Moran has found to be particularly effective.
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“Our salespeople use them to leave messages for potential clients,” he says. “They customize them with their business cards and include information offering a discount if they mention the decal. We also have similar business card magnets our salespeople give out that have our contact information and promote our referral program.”
For companies with a limited budget, Ciasnocha recommends marketing to existing customers through invoices, E-mail and on keypad displays. Word-of-mouth, he believes, is one of the best forms of marketing, and reminding current customers to recommend your company to others is a great way to build your reputation and create new customers.
“We highly recommend starting a referral rewards program as an incentive to your customers to send you referrals. Focus on territories you sell in and already have a strong presence,” he advises. “Another cost-effective marketing option would be to work closely with your manufacturers and use the resources they offer, such as free or low-cost marketing materials.”
FE Moran lays out a general guideline for its marketing budget at the beginning of the year. Some investments are a given, such as radio and community events, but they also build in flexibility.
“We wouldn’t want to be unable to participate due to overly rigid budgeting if an exciting new opportunity was presented to us later in the year,” Ciasnocha says. “That flexibility can also be used to reel in the budget, if necessary. We’ve had to scale back in some areas of our marketing due to the economy, but we don’t feel it diminishes our efforts, but instead refocuses them. When needing to scale back, we see it as an excellent opportunity to step up our game in more cost-effective marketing venues such as social media.”
As first runner-up for the 2014 Marketing Marvel Award, FE Moran has exemplified the benefits of leveraging the full advantages of CSAA’s Five Diamond Certification designation. “We are so honored to be recognized by CSAA for our marketing efforts,” Ciasnocha states. “This program gives us all a chance to reflect on our mission and to think of new ways we can innovate our strategies.”
Founded in 2002 by Bean and Brian Moran, FE Moran’s 150+ employees serve more than 26,000 customers spanning residential, commercial and national accounts.
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