The core principle of marketing is to understand your clients’ needs and develop a strategy that speaks to those needs. The ultimate goal, of course, is growth. For the vast majority of installing security contractors, the most effective way to expand their organization is by focusing on organic growth.
How can you readily acquire new customers while persuading your current client base to buy more products and services? By executing a strategic marketing plan. This endeavor does not need to involve allotting a fat budget in order to prove successful. Many businesses start small and track the rate of return over time to determine if the marketing plan is working. However, a limited marketing budget does mean you have to think a little more imaginatively.
There are essential strategies and techniques to be gleaned from your industry peers as well that can help increase effectiveness and return on investment for your own promotional outlays. And that is the essence of SECURITY SALES & INTEGRATION’s sales and marketing awards program we call the SAMMYs. It affords the opportunity to recognize the industry’s top marketers while providing a useful means to demonstrate what works, what doesn’t and what can be improved upon.
The following profiles highlight the winners of the 10 marketing categories from the 18th Annual SAMMY Awards. There just might be an opportunity for you to incorporate some of these winning concepts into your own campaigns. And we welcome you entering the program next year to take a run at SAMMY splendor.
SSI would like to thank program sponsors ADI, ADT, Fire-Lite by Honeywell, Honeywell, Mace CS, Tri-Ed Distribution, Campus Safety Magazine, ISC Expo, Electronic Security Association (ESA), PSA Security Network and Security Industry Association (SIA) for helping make the 2013 SAMMY Awards possible.
Best Overall Integrated Marketing Campaign
Sponsored by Fire-Lite Alarms by Honeywell
Peak ‘Performance’ Focal Point of Effective Campaign
The main goal of integrated marketing communications is to seamlessly present a unified message to customers using advertising, public relations, promotion, branding, direct marketing and other tools. It is an all-encompassing process for communicating your message, ideals, beliefs, and value proposition to your markets. Integrated communications has become especially critical now that consumer attention is fragmented over so many media options. Marking its second consecutive Best Overall Integrated Marketing Campaign award, Protection 1’s winning entry exemplified the ability to leverage such a multifaceted promotional effort.
P1’s 2012 marketing campaign centered on “performance” and was designed to increase overall brand awareness and preference for P1, explains the company’s Jamie Haenggi, chief marketing & customer experience officer. Marketing collateral featured sports imagery, bold colors and typography, along with compelling headlines, to provide a visual excitement too all components. “This further helped to reinforce our performance theme,” Haenggi says.
Among the marketing vehicles to communicate its message, P1 created radio and television spots to air nationally during ESPN’s “Mike & Mike” morning show; a series of “Security Switch” E-mails based on its television ad; and a current client testimonial book. P1 also sent 13 weekly issues of Sports Illustrated — each one adorned with a six-page branded cover wrap — to 1,000 of its best prospects and clients. “We changed the messaging four times during the program, providing our audience 24 pages of Protection 1 information. This proved to be a unique and cost-effective way to reach out to our key prospects and top customers,” says Haenggi.
The ability to reach a large audience through TV and radio, as well as target its main prospects with Sports Illustrated via direct mail, proved instrumental in driving traffic to P1 booth’s at ASIS 2012 in Philadelphia.
“We experienced a 54% increase in our lead flow, while decreasing our cost per sale in residential by 35% over the prior year,” says Haenggi.
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