Between Us Pros: Time to Score a Grand SAMMY

The 21st installment of the SAMMY Awards is April 5 with 12 categories to be awarded.

It’s been said that positive recognition is the most powerful of motivators. I believe this to be true. Human beings crave praise and the feeling of being appreciated. Studies have shocked many business owners and managers by showing that workers value pats on the back for a job well done above and beyond anything else, including monetary rewards (assuming compensation is fair and not exploitative).

For that reason, among several other compelling factors, back in 1994 Security Sales & Integration launched the Sales & Marketing (SAMMY) Awards. The program – which recognizes and honors North American electronic security dealers/integrators that demonstrate exceptional expertise in their sales & marketing materials, business practices, and installations – has gained momentum each and every year.

RELATED: SSI 2016 SAMMY Awards Now Open for Entries

Like the security industry itself, the SAMMYs has evolved the past two decades to reflect changing sales & marketing tactics and mediums, as well as encompass a broader range of overall companies’ operational achievement. Consequently, it remains as fresh, unique and important as it was upon its inception. Furthermore, the presentation festivities have provided a platform that has blossomed into something even grander. 

It’s a tradition that continues Tuesday, April 5 when the 21st installment of the SAMMYs awards gala (for those keeping score at home, one year was skipped when the event was moved from New York to Las Vegas) once again unfolds as a prelude to ISC West. Also featuring the 13th annual official SSI Industry Hall of Fame inductions and the new Most Valuable Product (MVP) Awards, the early evening affair has become a focal point for leading security executives and other professionals to gather to honor and network with their colleagues.

Those three pillars support what has now come to be collectively known as The Security Business Awards. It’s the only comprehensive event that salutes the industry’s exceptional figures, installing and monitoring companies, and equipment manufacturers. The bringing together of key constituents from these distinct factions makes for a one-of-a-kind experience. It’s a vital occasion celebrating the admirable qualities that make the electronic security industry so very special, plus it’s highly productive as well as a heap of fun that is available for free to all qualified professionals.

RELATED: 9 Tips for SAMMYs Success

As enjoyable as it is to attend the ceremony and reception, nothing beats participating by entering your company for a chance to capture the thrill of being nominated in one of the 12 SAMMY categories. Thus the top priority right now is getting together the appropriate materials and submitting your firm’s SAMMY entry forms. The Dec. 31 deadline will be here before you know it. Everything you need can be found here. This year’s “Best” categories are:

  • Installer of the Year
  • Integrated Installation of the Year
  • Overall Integrated Marketing Program
  • Community Outreach Program
  • Sales Brochure
  • Social Media Campaign
  • Company Newsletter
  • Display Advertisement
  • Broadcast Advertisement
  • Promotional Giveaway Item
  • Vehicle Graphics Design
  • Web Site Design

RELATED: Take a Tour Through ISC East 2015 as Security Industry Flocks to New York City

Bringing a SAMMY victory home is not only a big boost for company morale, it is also a tremendous sales and marketing tool in its own right. Of course, just being named as a finalist is nearly as sweet. A majestic SAMMY trophy prominently exhibited in an office serves as a powerful testimonial to potential customers of that company’s commitment to quality. And the extensive exposure in SSI can be shown to prospects.

Be sure to check out the winning tips on the next page, and good luck!

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About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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