What do rancher moms, alien space monkeys and cartoon burglars have in common? These are the ideas that have garnered dealers finalist positions in the 1997 Security Sales Sales and Marketing (SAMMYs) Awards program.

The magazine hosted a cocktail reception followed by an awards and slide-show presentation. Nearly 130 security professionals were in attendance.

Jason Knott, publisher of Security Sales, served as the master of ceremonies. In addition to a slide-show presentation, guests listened carefully to three outstanding radio ads and watched closely as the top four TV commercials appeared on the monitor.

This year, the publication received 138 total entries from dealers in 13 categories. Two new categories have been added to the list: Best Web Site, sponsored by Sensormatic and Best Newsletter, sponsored by Visonic Inc.

The other nine categories are: Best Direct-Mail Piece, sponsored by KingAlarm; Best Yellow-Page Advertisement, sponsored by Fire•Lite Alarms, Inc.; Best Television Ad sponsored by Napco; Best Radio Ad, sponsored by ADI; Best Billboard Ad, sponsored by C&K Systems Inc., Best Promotional Items, sponsored by Ademco; Best Vehicle Design & Decals, sponsored by Interactive Technologies, Inc. (ITI); Best Business Card Design, sponsored by Monital Signal Corp.; and Best Overall Marketing Program, sponsored by Digital Security Controls (DSC) Ltd. The Best Overall Marketing category is divided into three categories: small-, medium- and large-sized dealers.

Six professionals from advertising and public relations firms throughout the United States judged the entries. The entire staff of Security Sales would like to thank all of those who contributed their marketing programs to this year’s competition.

Following is a recap of the winners and finalists as well as examples of their marketing efforts.

Westec Security Group Delivers Large-Sized Marketing Ideas

An overall marketing program needs to represent the full scope of a company’s products and services.

Westec Security Group in Newport Beach, Calif., won the SAMMY for its comprehensive marketing program. The company submitted a melange of marketing items, including business cards, direct mailers, and radio and TV commercials.

Westec Home Security Gallops to Victory With Medium-Sized Dealer Honors

There were many unique marketing programs submitted for Best Overall Marketing in the medium-sized dealer category. In fact, this year’s winner went to a dealer with a fondness for the “Old West.”

Westec Home Security in Carrollton, Texas, entered door hangers shaped like cowboy boots, brochures, radio and TV commercials, and a billboard.

Alarms Plus’ Marketing Program Is No Small Feat

In 1996, Security Sales wanted to prescribe a cure for the “David vs. Goliath” syndrome. Put simply, our staff didn’t want any small-sized dealer to refrain from participating in the SAMMYs because they didn’t believe they stood a chance against the “big guys.”

Thus, the program was expanded to recognize the overall marketing efforts of small-, medium- and large-sized companies.

Code 3 Security Systems, Inc., t/a Alarms Plus, in Flanders, N.J., stepped up to the podium to receive its SAMMY. The company’s marketing program contains a direct-mail piece, newsletter and company vehicles.

CPI Radio Ad Sounds Like Actual Break-in Is Occurring

In 60 seconds or less, a company’s message must come through loud and clear over the air waves. CPI (Crime Prevention, Inc.) took top honors for its Best Radio Ad that is designed to sound like an actual break-in taking place.

Home Technologies TV Ad Pitches Product With Playful Pooch

Some installing companies tend to shy away from television advertising due to the expense. However, you don’t need a huge budget or a big- name spokesperson to sell people on your company. In fact, a family pet can pitch your product just as well as a hall of fame baseball player. Just ask Home Technologies in Monroe, Conn.

The company won with its television commercial entitled, “Sasha the Dog.” The spot is designed to overcome the common objection of installing a security system because homeowners believe their dog is a deterrent against break-ins.

Citadel’s Direct Mailer Benefits Children’s Charity

The key to an effective direct-mail piece is one that targets a specific audience. That’s exactly what Citadel Security in Louisville, Ky., accomplished with its SAMMY award-winning marketing piece. The company’s mailer targets 5,000 homeowners surrounding each of the top volume McDonald’s stores in the metro Louisville area.

Superior Alarms Billboard Makes Drivers Think Security

Superior Alarms received a SAMMY for its billboard ad, which makes people stop and think about how safe their homes are when they are on vacation. As drivers pass by the company’s billboard, they see a burglar logo crossed out and a slogan, “Because crooks don’t go on summer vacation.”

Sentry Recognizes Community Leaders in Newsletter

Sentry Protective Systems in Malden, Mass., earned Best Newsletter kudos for its four-color piece. The newsletter has a clean layout with good quality photos and contains helpful shopping protection tips and coupons.

Guardian Alarm Makes Bold Statement With Yellow Pages

Yellow-page advertising is as necessary as having your company name displayed on the outside of your building. It gives prospects quick access to your company. Guardian Alarm received high praise and a SAMMY for its half-page ad. The company has a memorable phone number, 1-800-STAY OUT, that is displayed in large type.

Westec Promotes Child Safety With ID Fingerprint Kit Giveaway
Promotional items create a lasting impression on customers, particularly if these “freebies” are fun, unique and even practical. Originality is key.

Westec Security Group earned a SAMMY for its child ID fingerprint kit. This cost-effective piece enables homeowners to fingerprint their kids and file the information for their protection.

Guardian Alarm Cruises Into High Gear With Flashy Company Vehicles
Fleet vehicles are an extension of your company. As technicians or salespeople travel to an appointment, they are taking their offices with them.

For the second consecutive year, Guardian Alarm has received accolades for the best vehicle design and decals. The company features its vibrant company colors (red and yellow) on its cars, vans and trucks. Also, the company’s logo and phone number appear on the sides of the vehicles as well as on the rear window.

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