Vector Security Vice President of Marketing Dave Merrick accepts the 2011 SAMMY Award for Best Web Site from Campus Safety Executive Editor Robin Gray. During brainstorm sessions prior to launching the redesigned Web site last summer, a spirited confab ensued when the time came to decide what approach Vector should take for its online sales approach.
Prior to Vector Security launching its redesigned, SAMMY Award-winning Web site last summer, internal deliberations were held to nail down new content offerings and expanded functionality, among other enhancements.
In the midst of all that a kind of soul searching ensued for the six members of the redesign team when it came time to decide what form the online sales messaging ought to take. Should the Web site cut to the chase and serve up an immediate pitch to visitors with a deal they couldn't refuse? Or eschew the in-your-face, solicitous approach and instead convey a more holistic message that emphasized the company's venerable experience to entice new business?
While Vector wasn't exactly suffering an identity crisis — not even close — it nevertheless found itself pondering how to maneuver in a highly competitive marketplace teeming with aggressive online sales tactics. There was also the little matter of considering the new generations of customers who are increasingly contented making online purchases — personalized service be damned.
"We were challenged by that because people within our own company would say, 'People today don't want all this other stuff, they want to just get online and buy something,'" Dave Merrick, Vector's vice president of marketing, told me during the reporting of an article in the June issue that features 2011 SAMMY-winners sharing marketing insights.
Ultimately a philosophical decision had to be rendered. Merrick was against the quick hit sales pitch and argued Vector should endeavor to educate the consumer, maintaining a consultative approach.
"We are not one of these new age alarm companies that's doing things to make certain they sell via the Internet. A big faction of alarm companies are looking for high Google [search] ratings so potential customers are presented immediately with a buying opportunity," he said. "We want to make certain that customers understand there has to be some thinking behind the process of purchasing a security system. It's not just a point and click."
He continued:
"If we are looking for good, solid customers who represent the greatest potential for long-term revenue streams and patronage, we look for people who want to be educated about their purchase. That is different because the new age companies are all about see me, feel me, touch me, buy me."
Merrick makes a convincing argument, me thinks. Yet there is no denying the mounting pressures from competitors that show a great deal of savvy when it comes to executing Internet marketing strategies and techniques.
Has your company experienced similar internal debate? How did the issue get resolved?
Rodney Bosch | Managing Editor
Other Security Blog Posts
Value-Added Security | May 17, 2012
In his latest blog, Paul Boucherle asks readers to share ideas on how they sell business value to their customers and prospects.
Enterprising Solutions | May 2, 2012
While it’s true that modern cameras can often get you good images under lousy conditions, improving conditions usually improves the image quality dramatically. In that spirit, here are a few camera placement tips that we frequently see overlooked.
Central Station Corner | April 26, 2012
As security professionals, we strive to provide the best possible electronic security solutions for our clients that will meet their unique lifestyles or logistics of their business. This element should always remain to be our focus as we survey a potential or existing customer’s premise.
Value-Added Security | April 25, 2012
In this blog, Paul Boucherle discusses what integrators must do to design the best solutions for end users.
Under Surveillance | April 19, 2012
Are you currently mentoring your employees? SSI Managing Editor Rodney Bosch offers some insight on why mentoring your workers is essential to improving your business.