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How Participating in the SAMMY Awards Can Elevate Your Business

It’s been said that recognition is the most powerful of motivators. For that reason and many others, back in 1994, SECURITY SALES & INTEGRATION launched the Sales & Marketing (SAMMY) Awards.

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It’s been said that recognition is the most powerful of motivators. I believe this to be true. People crave praise and the feeling of being appreciated. Studies have stunned business owners and managers by showing that workers value positive feedback above and beyond anything else, including money.

For that reason and many others, back in 1994, SECURITY SALES & INTEGRATION launched the Sales & Marketing (SAMMY) Awards. The program — which recognizes and honors North American electronic security dealers/integrators who demonstrate exceptional expertise in their sales & marketing materials, business practices, and installations — has gained momentum each and every year.

The tradition continues April 1 when the 19th incarnation of the SAMMY Awards gala once again unfolds in Las Vegas as a prelude to ISC West. Also featuring the official SSI Industry Hall of Fame inductions, the early evening affair has become a focal point for leading security professionals to gather to honor and network with their colleagues. It’s an important event, productive, a load of fun ... and, oh did I mention free to attend with all comers welcome?

But let’s not get ahead of ourselves; you’ve got plenty of time to make Vegas arrangements. Right now, the top priority is getting together the appropriate materials and submitting SAMMY entry forms. It’s FREE to participate, but the Dec. 18 deadline will be here before you know it. Everything you need can be found at This year’s “Best” categories are:

  • Installer of the Year, Large Company (150+ employees)
  • Installer of the Year, Small to Midsize Company (150 or fewer employees)
  • Integrated Installation of the Year
  • Overall Integrated Marketing Campaign
  • Community Outreach Program
  • Sales Brochure
  • Company Newsletter
  • Display Advertisement
  • Broadcast Advertisement
  • Promotional Giveaway Item
  • Social Media Campaign NEW!
  • Vehicle Graphics Design
  • Web Site Design

Winning a SAMMY is not only outstanding for company morale, it is also a fantastic sales and marketing tool in its own right. Of course, just being named as a finalist is nearly as sweet. A majestic SAMMY trophy prominently exhibited in an office serves as a powerful testimonial to potential customers of that company’s commitment to quality. And the exposure in SSI can be shown to prospects.

Here are eight quick tips for SAMMYs success:

  1. Are you qualified? — The SAMMYs are open to North American installing security companies, not manufacturers, distributors, etc. (but these firms can be sponsors)
  2. Don’t let deadline kill your chances — Procrastination is the enemy, get started on your entries today
  3. Canvas all the categories — There’s a lot to pick from; you can enter all, but only one entry per category
  4. Appeal to the judges — Review the applicable criteria as you put together your entry to ensure it addresses those factors
  5. Mind the rules — Check the fine print to ensure you send in what the category calls for
  6. Be user-friendly — Make sure it is easy for judges to access and evaluate your submission; and each entry requires its own packaging
  7. Go for ‘The Big One’ — If submitting more than a couple of categories, why not also enter Overall Integrated Marketing Program?
  8. Good form — Fill out entry forms completely, pay special attention to the reasons your entry should win that particular award; neatness counts, so seriously consider typing your entry; securely attach separate entry forms for each category

See you in Vegas. Good luck!

Scott Goldfine

Article Topics
General Industry · General Interest · Installation and Service · Trade Shows and Events · Blogs · Industry Awards · Sales & Marketing · SAMMY Awards · Under Surveillance · 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: [email protected]
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Industry Awards, Sales & Marketing, SAMMY Awards, Under Surveillance

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