(From June 6-17, SSI will be highlighting the winners from April’s SAMMY Awards. Protection 1 took home the SAMMY for the Best Overall Marketing Program.)
Protection 1 of Wichita, Kan., has been spreading the message of “A Better Choice for You” for its past year’s marketing campaign, with the “you” applying to everyone from its big national accounts to small to midsize businesses to multifamily and single-family residential customers and prospects. This central theme was the result of internal brand development sessions with employees, customer interviews and a competitive review of other national security providers, according to P1 Chief Revenue Officer Jamie Haenggi.
The company strives to have that mantra guide its employees’ daily interactions with customers, which are frequent — last year P1 handled more than 3 million phone calls (and answered 99.97% in three rings or fewer, Haenggi boasts). “‘A Better Choice for You’ differentiates us as it conveys three core thoughts — we are better, we represent a choice and we solve the problems you face in your world,” Haenggi explains. It’s working, too, as P1 gained several new national accounts in 2015 comprising thousands of locations.
Complementing P1’s messaging is the company’s primary color scheme of red, white and blue and easy-to-read typography, which is a “must have” for its national accounts, that are “seeking a large amount of highly detailed information,” says Haenggi. “We also rely on charts, infographics and bulleted copy to make a complex story easier to consume.”
P1 runs the gamut on how its message is shared. Discussing some of that collateral, Haenggi points out that P1 developed a series of vertical-specific case studies catered to address national customers’ specialties, with printed and electronic versions available. They can include specific application examples, industry white papers, product brochures and more. P1 also runs an industry-specific national accounts Web site portal.
Other areas of marketing emphasis include: the newsroom area of P1’s Web site; tradeshow and other event presence; colorful display advertising in print, client events and social media, the latter offering prize incentives; and prominent ads not only in traditional media of radio and TV (including working with ESPN’s morning radio hosts Mike Greenberg and Mike Golic), but through Internet video via YouTube.