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Survey: Marketing Spending Slashed by 22%

The reeling economy has dictated an environment of frugality for most U.S.-based businesses. So it should come as little surprise that installing security contractors are exercising austerity in their sales and marketing spending. The good news ...



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The reeling economy has dictated an environment of frugality for most U.S.-based businesses. So it should come as little surprise that installing security contractors are exercising austerity in their sales and marketing spending. The good news, according to SECURITY SALES & INTEGRATION’s 2008 Sales & Marketing Survey, is that the cost per account has receded and there are several sales strategies that continue to be effective.

Evidence of how security systems providers are keeping an eagle eye on their bottom line include: more outsourcing; rising use of trade shows to reach many prospects simultaneously; overall reduction in offering customers sales incentives; more vigilance in tracking sales leads; targeting the perceived cost effectiveness of online advertising; and shunning labor-intensive sales and marketing tools like presentation books and client newsletters.

Among the dozens of other key industry trends and statistics uncovered by the Sales & Marketing Survey — SSI’s sixth since 1992 — are that relationships with IT/network specialists are becoming among the most fruitful for gaining new business and security contractors are continuing to reallocate marketing budgets away from the residential sector. In addition, some of the least expensive techniques, such as referrals and community networking and canvassing, continue to be the most successful.

Find out what your colleagues are doing to stay competitive in today’s harsh business climate. Consisting of the responses of nearly 100 security contractors of all sizes from coast to coast, the following study results and insightful analysis zero in with laser-beam precision on the shifting forces reshaping the sales and marketing dynamics of the installation side of the industry.

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Article Topics
Business Management · Research · Economic Recovery · Industry Research · IT Networks · Research - Security STATS · Sales & Marketing Survey · Trade Shows · 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.
Contact Scott Goldfine: sgoldfine@ehpub.com
View More by Scott Goldfine
Economic Recovery, Industry Research, IT Networks, Research - Security STATS, Sales & Marketing Survey, Trade Shows


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