Marketing can be a many colored pursuit fraught with miscalculation, oversight and just plain ineffective messaging. Hit the mark, though, and it becomes all about winning and keeping customers.
To that end, each year SSI presents the SAMMY (Sales & Marketing) Awards. More than to honor excellence in sales, marketing and installations, the utmost intent is to provide the installing security contractor community a forum to share best practices in all forms of promotional pursuits.
Is your brand messaging in need of a boost? Feel as if your vehicle graphics design may be missing the mark? What types of interactive features make for a successful Web site? Searching for a cost-effective promotional giveaway item? How can you better engage your customers with a newsletter?
If you are seeking answers to these types of questions, where better to find the answers than from your industry brethren? The following profiles highlight recently announced winners of the 10 marketing categories from the 16th 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 a SAMMY trophy!
SSI would like to thank program sponsors ADI, Fire-Lite, Honeywell Security, TRI-ED/Northern Video, Visonic, Campus Safety Magazine, Electronic Security Association (ESA), ISC Expo, LeadTracker, PSA Security Network, and for helping make the 2011 SAMMY Awards possible.
Stanley Convergent Security Solutions
When creating materials such as brochures and collateral, we look at them as not only tools for the sales associates, but tools for the customer as well, says Director of Marketing Beth Tarnoff. We use graphics and diagrams to explain system types, and easy bullet lists of advantages so customers can compare offerings.
Best Overall Integrated Marketing Campaign
Sponsored by Visonic
Achieving the Perfect Balance of Consistency and Customization
Consistency of message and repetition are two of the most fundamental qualities of a successful marketing program. The first element pertains to branding and creating an emotional reaction (often subconscious) to that company that clients and prospects will associate with it, while the latter component is essential to instill permanency of that messaging. One of the electronic security industry's most proficient marketers, Stanley Convergent Security Solutions (CSS), continues to excel with demonstrated expertise and consequently added to its collection of SAMMY trophies.
"Our integrated marketing program conveys a strong, cohesive brand image through use of consistent, accurate logo representation, Stanley corporate colors, images of similar photographic style and our corporate font in all our marketing materials," says Beth Tarnoff, Stanley CSS director of marketing. "Although we continue a similar look and feel through our pieces, we are able to have them look very unique from one another by altering the shapes, sizes and techniques used in each."
As part of conveying the company's "Customer Excellence" theme, many of its marketing collateral pieces have Stanley CSS' "Commitment to Service" statement about delivering five customer touch points: account management; installation; service; monitoring; and billing. Also ubiquitous is the phrase, "Protecting What's Important to You" in brochures and on business cards. The firm marries these consistent messages with tweaks depending on the market segment.
"In order to appeal to each target market, we carefully plan our strategies to reach the intended audience," says Tarnoff. "We tailor our message to reach each specific audience for every piece we create. For example, Stanley CSS' 10 vertical market brochures are customized for each unique industry and business. Every aspect of each brochure relates to the specific industry it is about including the cover images, taglines, key terminology, images and custom security solutions for the industry."