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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 · Trade Shows · 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.
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Economic Recovery, Industry Research, IT Networks, Research - Security STATS, Sales & Marketing, Trade Shows

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