Investing in Brand to Build Future
Another common thread Redwire shares with some of industry players lauded for their management acumen is not allowing the whims of the economy to undermine its belief in the power of marketing nor deter its commitment to dedicate the necessary resources. In fact, the business is forging ahead in a bullish growth mode and actually increased its marketing budget in 2012.
“We believe in investing in our marketing programs and developing our brand presence, especially during the current economic times,” says Smith, “so that when the economy bounces back we will have positioned ourselves to be ahead of the competition. Our marketing and sales budget runs about 35% of installation income on a near-zero creation multiple.”
Redwire’s unique combination of enthusiastic yet clear-eyed business vision and management along with passionate yet calculated implementation and execution hold the promise of more greatness as its future potential unfolds. And just as the company finds it important to support the communities in which it operates, Redwire also supports giving back to the security industry itself.
“We are happy to share anything we have done that can be considered a best practice and are also eager to learn from others,” says O’Kelley. “The best advice we would offer a company with a limited budget is to pick your message, keep it simple, utilize the low- or no-cost methods available to deliver your message and be consistent in the delivery.”
Editor-in-Chief Scott Goldfine has spent more than 14 years with SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125 or firstname.lastname@example.org.
‘Diamonds’ Add to ATC’s Sparkle
Alarm Tech Central (ATC) Service President Robert Spetta shows off the company’s Marketing Marvel runner-up plaque. ATC provides contracted services to some 40,000 residential and commercial accounts.
Alarm Tech Central (ATC) Service of Ronkonkoma, N.Y., runner-up for this year’s Marketing Marvel honor, achieved CSAA Five Diamond certification in 2009. Since then the company has proudly touted its certification on its Web site, through social media such as Facebook and throughout its offices. The CSAA Five Diamond logo is one of the first things a visitor to the company’s Web site sees, prospective employees are shown and made aware of the certification’s significance, and it has been leveraged to strengthen relations with the firm’s insurance carrier.
“Having the CSAA Five Diamond certification gives our company the competitive edge because we know that our certified operators are being taught and tested on their knowledge of how to handle alarms appropriately and effectively,” says ATC President Robert Spetta. “By training our operators, ‘The Five Diamond Way,’ we can assure our alarm dealers that we are equipped to handle any type of emergency that may arrive with knowledge and confidence.”
Founded in 1989, ATC’s 30 employees provide contracted services nationwide for independent installing dealers and approximately 40,000 residential and commercial accounts.