Security Samurais Carve Up the Competition With Marketing Tactics

Learn marketing tips from some of the electronic security industy’s top companies.

Best Sales Brochure: Stanley Security

Traditional Print Collateral Still Plays Vital Role

Stanley Security won its second consecutive SAMMY Award for Best Sales Brochure. This year

The launch of eServices 2.0, Stanley Security‘s online security management solution, was a major part of the company’s promotional efforts over the past year. Along with digital marketing and direct mail initiatives, traditional marketing collateral also played an integral role in promoting the newly enhanced service. With the “eServices 2.0, Insight Into Intelligence” sales brochure, the Naperville, Ill.-based company notched its second consecutive SAMMY win in the category.

To incorporate all of the dashboard’s new features and functionality into a single, user-friendly document, Stanley Security Director of Marketing Beth Tarnoff selected a six-page trifold format. Visually, the eServices 2.0 platform’s all-digital nature presented design challenges, she explains.

“As a ‘software-as-a-service’ class solution, we knew we had to lean toward exciting imagery and away from bland screenshots. In order to accomplish this, we employed a variety of stock images, in-situation photos, and customer testimonials that all supported the central eServices story: your systems, your data, anytime, anyplace, any device,” Tarnoff says. “The beauty of this approach is that the reader can get a sense of the entire brochure’s meaning and intent simply from glancing through the visuals.”

Due to an extensive amount of details presented in the brochure, it was imperative the layout remain visually appealing. The high-contrast black and yellow color scheme employed throughout maintains Stanley’s brand standards, but also helps direct readers through the brochure and breaks the technical information into bite-sized portions.

The informational content is organized and presented in a “story arc” format that focuses on showing the customer where they stand to benefit from eServices 2.0. “This enables us to effectively reach customers across any industry vertical and reinforce our broader campaign, The Stanley Difference,” Tarnoff says.

The brochure is printed on 100-pound cover stock paper with a glossy finish. The weight of the high-quality stock helps to reinforce the idea that eServices 2.0 is a high-quality service, Tarnoff continues, while the glossy finish enhances the brochure’s readability in any light.

Best Promotional Giveaway Item: Guardian Protection Services

The Gift That Keeps on Giving . . . Smart Controls

Guardian Protection Services went for some security system sex appeal in using tablets for its giveaway.

Smartphones and tablets were truly game-changers in broadening the security industry’s reac
h and expanding the scope of systems. Guardian Protection Services played that to its advantage when selecting a promotional giveaway item.

The Warrandale, Pa.-based systems integrator had already been ramping up its interactive “Home Control Service” offerings. Guardian preaches prospective customers on the benefits of being able to command such interactive features – arming/disarming the alarm, turning on/off lights, raising/lowering thermostats, locking/unlocking keyless door locks – with a few taps on a mobile device. So it was only fitting that the company decided to dangle a tablet as the carrot for customers.

“What better way to engage consumers than by offering them a free tablet that would assist them in taking advantage of these benefits?” asks Joseph Lininger, Guardian vice president of marketing.

RELATED: 5 Promotional Giveaway Ideas for Security Integrators

Guardian offered a 7-inch, 16GB tablet from ASUS to two consumer target groups: prospective residential security system clients, and existing customers with older systems that did not contain interactive capabilities. In a bit of extra marketing savvy, Guardian ensured customers would remember its name by emblazoning the back of each tablet with its new logo. For installing security con-tractors considering tech-related giveaways, note that Guardian managed to procure the tablets at bulk pricing that knocked them down to just $130 apiece. Also, “make sure you choose a quality device to give away,” says Lininger. “I have read too many times of electronics giveaways taking an unexpected turn due to choosing unreliable devices and/or technologies.”

Additionally, Guardian created an instructional sheet that it included so the customer could easily download the password-protected app.

To appeal to prospects, the company then plastered the promotion on the home page of its Web site. “This type of advertising is extremely low in cost, given that Guardian hosts its site on its own servers,” Lininger says. “We have been measuring success by the response rate we are seeing from our customers; for the most part we have been exceeding our original projections.”

For existing customers, Guardian deployed direct mail postcards and E-mail blasts, and built a landing page as part of the response mechanism. Though the costs were more, Lininger says the resulting upgrades yielded renewed or extended client contracts.

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