How Stanley Won the 2018 SAMMY Award for Best Overall Integrated Marketing Program
For the second year in a row, Stanley Security brought home the Best Overall Integrated Marketing Program trophy for employing various platforms to convey individualized messaging to specific market niches.
The essence of an integrated marketing campaign is to drive promotional activities across a range of high-value channels all the while maintaining a steadfast, consistent message to target audiences.
For Stanley Security, 2018 marked the second consecutive year its marketing team brought home the Best Overall Integrated Marketing Program trophy from the SAMMY Awards.
The company’s work stands as testament to building a dynamic view of a client base and creating new models and campaigns that best fit those customers and their unique needs.
As Stanley Security Senior Director of Marketing Beth Tarnoff tells it, the company’s latest award-winning campaign was founded on putting its “unwavering purpose” into actionable and inspiring words: For Those Who Make the World Safer.
Tarnoff expounds further: “Our customers, employees and partners are our real heroes and as part of this campaign, we showcased real stories from our customers and real results from the solutions we have employed … seeking ways to reduce loss and gain insight while adding value to their organizations.”
This sense of purpose gave rise to the central theme of Stanley’s 2017 integrated marketing campaign — REAL HEROES, REAL STORIES, REAL RESULTS — the thematics of which are woven into an array of traditional and non-traditional collateral.
The portfolio includes brochures (which Stanley also won a SAMMY for this year); social media (another SAMMY win this year); direct mailings; digital and print advertising; email marketing; sales tools; promotional giveaway items; a vertically-driven online presence; and customer events.
Also important to the integrated marketing campaign is conveying thought leadership. Here, Tarnoff ’s team produces specialized content developed monthly for individual market niches.
The materials can include case studies, whitepapers, videos and articles to help customers solve the unique problems they face, as well as stay up to date on industry trends and compliance issues.
The Stanley Security marketing team eschews a one-size-fits-all approach, instead focusing on a “customer first,” approach, Tarnoff says. The goal is to create an individualized customer experience, from their first touch with Stanley through a tradeshow, to thought-leading emails they receive, all the way down to their interaction with sales, installation, monitoring and service teams.
“It is for that reason, we take a vertical-driven approach to our marketing for each new solution we launch, creating unique pieces based on the individual needs of each target markets that all face very different problems,” she says.
These market niches include education, healthcare, retail, financial, enterprise, small- and medium-size businesses (SMBs), government and corrections. The familiar Stanley yellow and black are prominent throughout the company’s marketing materials, with the intent of conveying the value of a trusted, 175-year-old brand that started as a simple tool company and today is a diversified industrial.
The accent blue color is also incorporated to symbolize innovation on all materials showcasing the company’s new connected solutions that empower its customers as REAL HEROES.
Photographic imagery and graphics are all chosen to appeal to the target market for each specific solution that Stanley launches. The imagery is relatable to each “vertical market persona” the company serves to show how it solves specific problems, Tarnoff says.
Infographics, charts and other visuals are intended to simplify and digest complex details into easy to use, informative pieces. “Each marketing material we create, we view as a tool for the customer to help make their security solution selection vs. promotional material,” she says. “Seeing each piece through the eyes of the customer sets Stanley apart — customers see how we are here to help as a true business partner.”
By striking a balance between traditional and digital media, not only is the company able speak to targeted customers in ways that resonate with them, but it also provides a cost-effective means to communicate to customers, explains Tarnoff. And the best testament to the company’s success is in growth.
“In 2017, our team’s marketing efforts through tradeshow engagement, email communications and thought leadership-nurturing content increased revenue from our marketing influenced leads by 138% year-over-year,” Tarnoff says.
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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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