(From June 6-17, SSI will be highlighting the winners from April’s SAMMY Awards. Vector Security won the SAMMY for Best Display Advertisement.)
When it comes to designing display advertisements, Vector Security’s magic touch centers, in part, on a familiar refrain in marketing and message dissemination: Less is more.
That premise was driven home in Vector Security’s SAMMY-winning two-page display ad, which featured the company’s Pittsburgh-based management team professionally photographed against a backdrop of one of the most distinguishable landmarks in the city — its riverfront bridges. The ad’s messaging revolves around thanking team members and service partners for providing quality customer care after the company was recognized with an industry trade publication honor.
Art Miller, vice president of marketing, says his approach calls for liberal use of white space and a clean, sans-serif typeface. “We strive for a look and feel that is consistent throughout all our marketing pieces. We steer away from imagery of products whenever possible, since these things can change rather quickly,” he says.
Vector Security accepting its SAMMY Award in April.
The company also steers clear of scare tactics or ominous images of burglars, break-ins and the like. Miller’s preference is to focus on depicting how Vector Security’s customers — families and businesses — would use a certain solution and the environment in which they would likely use it. Additionally, Miller strives to speak from the “outside in,” taking into account the customers’ needs, then turning it back out into how the company can meet those needs.
“We keep content in our display ads clear and concise, and we make sure it adds value to the reader. We focus on three to five message points so our message comes across clearly and without clutter,” Miller explains. “In our messaging, we describe not only the features of our products and services, but more importantly the benefits so readers can see the value we bring.”
Also imperative: Know your audience.
Vector Security collects feedback and conducts focus groups so Miller and his team can then tailor their messaging. For example, they found that residential customers want smart solutions, so they focus on home automation solutions to protect families, residences and their belongings.
“On the business side, customers want cost-effective, responsive solutions, so we’ll tailor our messaging to focus on those elements,” Miller says. “For national accounts, we focus on partnerships that deliver performance-driven solutions.”