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SAMMYs 2009: Making Marketing Magic

SecurTek Monitoring Solutions, Custom Alarm and seven other industry-leading companies reveal their award-winning sales, business and installation practices and techniques. Top marketing minds explain how to balance effectiveness and expenditures.



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ASG Security [IMAGE]11874[/IMAGE]
Best Vehicle Graphics Design
Sponsored by NBFAA

Beltsville, Md.-based ASG Security is no newcomer to the SAMMYs. The company has repeatedly proven its hard work and inventive marketing initiatives are successful and award-worthy. ASG, which designs, installs, services and monitors intrusion, fire, access and video surveillance systems, won four SAMMYs last year — Community Services Program, Company Logo Design, Promotional Giveaway Item and Residential Sales Brochure. This year, the company walked away with recognition for the Best Vehicle Graphics Design.

“We chose a more traditional approach for our fleet design by going with a bold color scheme and oversizing our logo to get it noticed,” says ASG Senior Vice President of Sales & Marketing Bob Ryan. “Many times, it’s the off-the-wall creative approach that wins this award. But in 2008, the judges showed an appreciation for a traditional design done to the maximum.”

ASG, which was founded as Alarm Security Group LLC in 2002, involves employees on all levels in the design and feedback process of its marketing endeavors. The company’s 700 employees serve in excess of 135,000 commercial, residential and government customers in the Mid-Atlantic region and throughout the state of Texas.

“Feedback from the grassroots level of your organization is the best indicator of the job you’ve done,” Ryan says. “We won’t brand just for branding sake; we expect impactful pieces that will help us grow.”

With an expanding marketing budget, ASG has been redirecting its focus to de-emphasizing Yellow Page advertising media while ramping up local search engine marketing lead generation.

Ryan says the creation of materials is the difficult part of the marketing process. “Even though ASG is a $100 million company, our marketing ‘department’ is me and part of another person,” he says. “Finding the time to do it right is a real challenge.”

Even so, Ryan is preparing to embark on a highly targeted E-mail marketing campaign for ASG — one he hopes to receive SAMMY recognition next year.

[IMAGE]11875[/IMAGE]Provident Security
Best Display Advertisement
Sponsored by Honeywell

After winning a SAMMY for the best Web site design in 2008, Provident Security of Vancouver, B.C., Canada, walked away with recognition for the Best Display Advertisement this year.

Provident has made great strides with its marketing efforts, particularly for not having any brochures, printed sales materials, Yellow Page advertisements, or any other traditional form of advertising.

“All of our marketing is based on creating and maintaining word-of-mouth marketing. With the exception of our door hangers and business cards, Provident does not have any printed materials at all,” says President Mike Jagger.

Provident has utilized several nontraditional marketing approaches that are cresting as the new means of advertising. By adopting the use of social media and networking sites such as Twitter and YouTube, Provident has maintained a noticeable presence in its market while spending a minimal amount of money. Its most effective marketing initiative has been the company’s five-year-old blog.

“Marketing isn’t advertising,” says Jagger. “Marketing is absolutely everything about how you do business — how you answer the phone, whether your trucks are clean, how quickly you respond to an alarm, whether invoices are correct, etc.”

Because so much of its efforts are online, Provident is able to utilize its time in trying new approaches without worrying about the associated costs. According to Jagger, traditional advertising is both expensive and not nearly as effective as community-based marketing, particularly for small businesses.

“We believe that the word of mouth is the most powerful motivation for someone to become a Provident client,” says Jagger. “As a result, we work really hard to make it easy for other people to tell our story for us, whether through client referrals or maintaining a very strong presence in local media.”

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Article Topics
Business Management · ASG Security · Cover Story · Custom Alarm · Provident Security · SAMMY Awards · SecurTek · All Topics

About the Author
Rodney Bosch
Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for latimes.com. Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.
Contact Rodney Bosch: rbosch@ehpub.com
View More by Rodney Bosch
ASG Security, Cover Story, Custom Alarm, Provident Security, SAMMY Awards, SecurTek, Stanley CSS


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