How LOUD Security Won the 2020 SAMMY Award for Best Social Media Campaign
In one campaign, LOUD Security Systems devised a series of whimsical, meme-like images for Instagram that are anchored by the company’s messaging.
An Instagram post borrows from the LEGO-brand look coupled with a peace-of-mind theme.
You might say John Loud, president and founder of LOUD Security in the greater Atlanta area, is tailor-made for social media. “He is extremely personal and very engaging, and we believe that our image and how we communicate should mimic his dynamic personality,” says Marketing Director John Bennet. “We want to connect with the public in a way that is also personal and engaging, and social media gives us the perfect platform.”
The company’s social media focus has been primarily on maximizing its reach on Instagram, Facebook, Twitter and LinkedIn. For example, on Instagram the LOUD team has devised a series of whimsical, meme-like images that are anchored by the company’s messaging.
For a President’s Day promotion, there’s Loud’s likeness on Mt. Rushmore with the tagline, “We think our president rocks!” Another post borrows from the LEGO-brand look with a peace-of-mind-theme: a pair of LEGO character homeowners are holding a LOUD Security yard sign atop the tag line, “The building blocks of real security.”
Fun and wit aside, security is a very serious subject and Bennet explains the company is attune to the fact it has to build rapport with its audience in order to earn trust and gain the privilege of protecting what matters most to them. “We found that real honest communication mixed with respectful humor was just the right formula for engaging and growing our relationship with potential customers,” he says.
The effectiveness of the company’s social media efforts mostly depends on predetermined goals. “If we are shooting for engagement with the goal of creating rapport and trust, we can get a fairly good measurement based on the feedback to the post through likes, comments and shares, as well as from the verbal feedback we hear from our customers and others while out in the local community,” Bennet says.
However, if it is sales the company is pursuing, then measuring success can be a bit trickier. “Gauging the effectiveness of a sales campaign on social media by inference from the amount of engagement a post receives, rather than empirical data is helpful, but isn’t our best barometer,” he adds.
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About the Author
Rodney Bosch, Senior Editor
Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for latimes.com. Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.
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