How Stanley Won the 2018 SAMMY Award for Best Sales Brochure

The collateral includes a general educational brochure designed to discuss the need for alarm verification, rather than promoting a specific solution.

In 2017, Stanley Security introduced a video alarm verification solution for SMBs. A key component of the launch was a suite of sales brochures inspired by the company’s SAMMY-winning overall integrated marketing theme of providing solutions to “real heroes” that help make the world safer.

The messaging encompassed not only how the new solution provides benefits to the end customer, but the potential for reducing false dispatches, increasing the chance of criminal apprehension and lessening business losses.

Stanley Security Senior Director of Marketing Beth Tarnoff explains the target audience for the solution is a business owner who may have minimal knowledge of physical security and limited time to research security solutions.

“Each piece in our suite of Stanley Video Alarm Verification sales collateral meets that challenge by presenting factual, easy to digest security information that is directly applicable to the target audience. The content is consistently presented in an ‘educate first, promote second’ fashion,” she explains.

The collateral includes a general educational brochure designed to discuss the need for alarm verification, rather than promoting a specific solution. A promotional sell sheet was created to be a decision-making tool for customers. Internal use cases were devised to assist sales consultants in identifying prospects.

“Because our target decision makers do not have the bandwidth to become experts on any security solution, our suite of sales collateral effectively explains the short learning curve and simplicity of the user interface provided by the solution,” Tarnoff says.

To guide the reader’s eye and to visually organize the content, each piece is highly graphical, employing images that are consistent with SMB. Iconography presents quick facts and statistics that business owners need to make decisions.


Each of the three pieces is designed to complement the other. The collateral has a consistent design, color scheme and physical layout. Each piece begins with educational content followed by promotion and ending with the call to action.

“The brochure suite not only conforms to the Stanley brand standards, but also supports our theme of REAL HEROES making their world safer,” she says.

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our FREE digital newsletters!

About the Author


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 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.

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add sales to your bottom line.

A free subscription to the #1 resource for the residential and commercial security industry will prove to be invaluable. Subscribe today!

Subscribe Today!

Leave a Reply

Your email address will not be published. Required fields are marked *

Get Our Newsletters