Marketing That Makes the Mark

The SAMMY Awards were in full swing at the Venetian in Las Vegas this year with seven companies splitting the wares in a dozen categories. Those that clinched a trophy and earned bragging rights are at the forefront of a wave of marketing trends in which the focus is placed squarely on exceptional customer service, and the use of cost-efficient tools such as recycled paper and electronic media.

Kristy Cmoc, product research analyst at Canada-based SecurTek Monitoring Solutions, says the SAMMYs are a great way to learn about some of the emerging trends in the industry. SecurTek’s company newsletter pulled away from the competition as they left the awards ceremony with a trophy in hand.

“We are extremely honored to have been chosen, particularly in light of the competition,” says Cmoc. “We have been nominated and won awards in the past, and it seems every year the competition is getting tougher and better. That is a great sign for the future of this industry.”

Tackling some of the greater challenges in 2007 was Greg Hatton, founder of Greeley, Colo.-based Hatton Industries Security Services. Hatton says it has been difficult for his company to educate customers who are willing to spend more money on home entertainment than a security system.

“How do you tell people the reality of carbon monoxide without looking like a fear monger?” says Hatton. “You can have a good house with nothing seriously wrong and all of a sudden have a carbon monoxide leak and not wake up. How do you tell people that without making it sound like you’re trying to scare them into buying a system?”

But while the challenges remain out there, these winners seem to have found their marketing niche. Companies looking to improve their own sales and marketing strategies, and return on investment (ROI) metrics can learn a few new tricks as these SAMMY winners reveal their secrets to success.

Click to view the winner’s profiles.

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