SAMMYs 2000 Honor Marketing Wonders of the Security World

The ballots had been cast. The invitations had been delivered. The nominees arrived quietly, but with a strong sense of pride in their accomplishment and hope for further recognition. Again, Security Sales’ 6th Annual Sales and Marketing Awards (SAMMYs) provided industry professionals the recognition usually accorded only to those involved in more glamorous pursuits.

Dealers from around the country gathered in the Astor Ballroom of New York’s Marriott Marquis Hotel Aug. 28, the eve of ISC Expo New York, anxiously awaiting the announcement of another 2000 SAMMY winner. The winners were chosen from among three or four finalists in each category. Each finalist was selected from an initial pool of more than 230 submissions in each of 15 categories.

Bay Alarm Co. of Walnut Creek, Calif., was the evening’s top winner with three SAMMYs, while North Hollywood, Calif.-based Knight Protective Industries was the only other multiple winner with two. Bay Alarm received eight finalist nods, while Knight Protective and Palmetto Security Systems of Hilton Head, S.C., received four apiece.

Publisher Jason Knott served as master of ceremonies for the gala event, which also featured cocktails and hors d’oeuvres. A trio of independent experts from advertising and public relations firms throughout North America assumed judging duties.

Following the overwhelmingly positive reception to several changes made to the SAMMYs in 1999, the 2000 version was strikingly similar. All 15 categories returned intact, including: Direct-Mail Piece/Basic Brochure; Deluxe Brochure; Newsletter; Yellow-Page Advertisement; Television Advertisement; Radio Advertisement; Promotional Items Over $1; Promotional Items Under $1; Vehicle Design & Decals/Yard Signs; Business Card Design; Web Site; Community Service Program; Overall Marketing Program – Small Dealer ($2 million or less in annual revenues); Overall Marketing Program – Medium Dealer ($2 million to $20 million); and Overall Marketing Program – Large Dealer (more than $20 million).

Each entry was judged on a scale of one to five in one or more of the following areas (depending on the category): Appearance, Cost-effectiveness, Target markets, Benefits, Permanence, Clarity of message, Completeness, Information content, Quality of copy, Uniqueness and benefits, and Miscellaneous.

Security Sales wishes to express its sincere gratitude to everyone who contributed to making the 2000 SAMMYs a success, especially the sponsors, judges and all the companies that submitted entries. Following is a list of the winners. We hope to see your entry included in the judging for the 2001 SAMMYs.

Category: Best Overall Marketing Program (Small); Winner: Certified Burglar and Fire Alarm Systems; Location: Fort Wayne, Ind.

Category: Best Overall Marketing Program (Medium); Winner: Schmidt Security Pro; Location: Mansfield, Ohio

Category: Best Overall Marketing Program (Large); Winner: Bay Alarm Co.; Location: Walnut Creek, Calif.

Category: Best Direct-Mail Piece/Basic Brochure; Winner: Bay Alarm Co.; Location: Walnut Creek, Calif.

Category: Best Deluxe Brochure; Winner: Sonitrol Corp.; Location: Alexandria, Va.

Category: Best Newsletter; Winner: Vector Security; Location: Wilkes-Barre, Pa.

Category: Best Yellow-Page Advertisement; Winner: Guardian Alarm Co.; Location: Southfield, Mich.

Category: Best Television Advertisement; Winner: Multiguard Corp.; Location: Indianapolis

Category: Best Radio Advertisement; Winner: Knight Protective Industries; Location: North Hollywood, Calif.

Category: Best Promotional Items Over $1 Per Unit; Winner: The Greater Alarm Co.; Location: Irvine, Calif.

Category: Best Promotional Items Under $1 Per Unit; Winner: Knight Protective Industries; Location: North Hollywood, Calif.

Category: Best Vehicle Design & Decals/Yard Signs; Winner: Tri-State Alarm Co.; Location: Broomall, Pa.

Category: Best Business Card Design; Winner: Mijac Alarm; Location: Rancho Cucamonga, Calif.

Category: Best Web Site; Winner: Alarmingly Affordable Security; Location: Staten Island, N.Y.

Category: Best Community Service Program; Winner: Bay Alarm Co.; Location: Walnut Creek, Calif.

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