How QEI Security Won the 2017 SAMMY Award for Best Broadcast Advertisement
QEI Security & Technology utilized a hometown feel to attract new leads and raise awareness.
QEI Security & Technology, a Charleston, S.C.–based provider of home security systems, security monitoring and home automation, says it has flown under the radar since it was officially incorporated in 2013.
As a result, the company partnered with a local marketing company to boost awareness with a TV commercial.
“To supplement other marketing tactics, we needed something that would help to grow our brand recognition, so when someone sees an ad online or a yard sign, he/she is already familiar with our company. This TV ad helped to increase our brand awareness in Charleston,” says Melissa Whetzel, marketing director, QEI.
QEI’s TV commercial uses the timeless trope of two seemingly different people having something in common — in this case QEI as their home security provider.
The commercial begins with two men — one who waters the lawn with a hose, partakes in tea time with his daughter and roots for the University of South Carolina (USC); and another who uses a sprinkler to water the lawn, plays catch with his son and is a fan of Clemson University.
The commercial subtly and successfully displays hometown pride by showcasing imagery that local residents would recognize: Charleston-style homes, the South Carolina state flag, college football team colors (USC and Clemson) and a “Hey Y’all” doormat.
Whetzel says, “QEI is a local company, headquartered in Charleston, and we wanted to feature that hometown feel, without actually saying it.”
The commercial ends with a QEI technician demonstrating various home controls, specifically a control panel and mobile apps, to each man.
“It was important to us to show the smart home products for two reasons: many national competitors advertise these products and we wanted to show that we’re offering the same thing, and also because the smart home products are what entice many younger homeowners to purchase a security system,” adds Whetzel.
QEI considers the ad a success. Not only did it bring in nearly a dozen new leads, but many prospective customers, current customers and partners mentioned seeing the ad, proving it was an effective tool for brand awareness.
Website traffic also increased by 25% after the commercial began airing.
2017 SAMMY Winners: Read up on the rest of this year’s SAMMY winners here.
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