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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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SafetyCare [IMAGE]11876[/IMAGE]
(www.SafetyCare.net)
Best Web Site Design
Sponsored by Campus Safety magazine

SafetyCare of Reading, Pa., has an important story to tell — a story of dedicated individuals working to improve the health and well-being of seniors and special needs individuals.

After opening its response center in 2007, SafetyCare has developed an original emergency management technician (EMT) intervention/medical alert monitoring model as well as an extensive line of medical alert and e-call products that effectively serve its clientele.

“[This] is a story of dedication and success for the lives we touch, the dealers we help, and the communities we serve,” says Mike Bodnar, general manager for SafetyCare.

The company’s immediate access to certified EMTs is among the unique offerings provided to its clients. SafetyCare’s history dates back 15 years through its family-owned, corporate lineage to TeleAlarm LLC, a manufacturer of wireless emergency call systems. SafetyCare has kept a steady pace of success since opening its UL-approved, EMT intervention/medical alert monitoring operation two years ago.

One of SafetyCare’s noteworthy strong points has been its interactive, easy-to-navigate Web site. The sleek design and large amount of customer-based information was instrumental in earning the company a SAMMY award. SafetyCare.net provides its viewers with product demos, testimonials and in-depth customer accounts.

SafetyCare utilized outside resources to create and market its Web site, and continuously works to develop its brand to assist the efforts of its dealers. With a growing marketing budget, SafetyCare is able to complement the rapid growth of its dealer and account base.

“We are honored that our Web site has garnered national recognition for its creative design,” says Bodnar. “Our SAMMY award confirms the effectiveness of our marketing and advertising Web campaign, and is truly a source of pride for our entire SafetyCare team.”

[IMAGE]11877[/IMAGE]Stanley Convergent Security Solutions (CSS)
Best Sales Brochure
Sponsored Tri-Ed

Naperville, Ill.-headquartered Stanley Convergent Security Solutions (CSS) takes no prisoners when it comes to delivering the highest standards of security solutions, professionalism and customer service. This is reflected in marketing campaigns and materials that have made Stanley CSS, dating back to when it was HSM Electronic Protection Services, a fixture at the SAMMY Awards program.

“We select items, materials, programs and designs that differentiate our company from other providers in the security industry, and also reinforce our position of high-quality, innovative offerings with unparalleled customer service,” says Director of Marketing Beth Tarnoff. “We use a unique consultative and custom approach in the Stanley CSS marketing program that differentiates us among the competition.”

With the muscle of tool-making giant Stanley Works behind it, Stanley CSS is a fast-growing security services and monitoring provider with 300,000+ customers and an estimated $450 million in annual revenues. Although the company saw its unprecedented run of three straight Overall Integrated Marketing Program awards end, Stanley CSS bagged two more trophies, including Sales Brochure, and was a finalist in five other categories.

“The brochure was created to communicate in-depth information about every online, real-time eService Stanley CSS offers effectively, efficiently and in a visually appealing way,” says Tarnoff. “The concept is ‘Faster, Smarter, Sharper, Easier, Clearer.’” In addition to the piece’s striking looks and succinct messaging, Tarnoff says it has contributed to a rise in recurring services and revenue. Unlike some operators, Stanley CSS carefully monitors its marketing efforts.

“Most of our programs have a specific phone number, E-mail address or promotional code so as soon as the lead comes in we know what program generated this lead,” says Felix Gonzales, a Stanley CSS vice president. This helps link expenditures to revenues, which has never been more critical. “Due to the economy we continue to challenge and evaluate every initiative; pushing everyone to be more diligent with every dollar spent,” says Tony Byerly, president, Stanley CSS North America. “Each program or campaign is meticulously tracked for ROI and overall effectiveness.”

Find out more about Stanley CSS’ business in the July issue via complete coverage of its other 2009 honor: SSI’s 2009 Installer of the Year Award (Large Company).

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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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