Advances in sales and promotional strategies have fueled growth across the security sector. In the 2000s, the channel took on a corporate identity; entrepreneurial operators still thrive, balancing grassroots origins with formal business training. Larger firms and familiar names have brought professionalism, heightened awareness and fresh investment, but the industry’s true momentum springs from its openness to innovators and solution providers.
The drive to safeguard people and property adds purpose to every product rollout and package. As Russian comedian Yakov Smi Uprnoff quipped, “What a country!” In this setting, one could say, “What an industry!”
Growth remains strong. A major factor has been the refinement of sales and marketing tactics, strategies and creative assets that dealers and integrators have steadily adopted. This progress traces back to mass-market efforts by ADT, Brinks and Protection One in the 1980s; the 1989 debut of Security Sales Magazine (formerly Alarm Installing Dealer); influential 1990s dealer programs from ADEMCO; the launch of the Sales & Marketing (SAMMY) Awards in 1995; and the early 2000s arrival of conglomerates such as Tyco, Honeywell, Bosch, GE and UTC—complete with a few bumps along the way.
Emerging technologies and the events of 9/11 accelerated adoption of advanced offerings and helped fast-track the channel’s evolution. Today, SSI’s SAMMYs program is now entering its fourth decade as the standard for excellence in sales & marketing, business operations and project design, management and installation for dealers and integrators.
Submissions to the SAMMYs vividly reflect a spectrum of creative approaches, from family-run shops to national powerhouses. Year by year, they capture both time-tested methods and forward-thinking campaigns. The tools for sharing those messages have shifted drastically as digital platforms now allow close tracking of every touchpoint.
In 1995, standout entries often revolved around best business cards, Yellow Pages ads, door hangers, radio spots and direct mail pushes. Websites were rare, and social platforms were not yet on the map. Security marketing has come a long way since those days.
Digital channels now give precise campaign tracking. Integrators review email open rates, site visits and social stats. Custom customer relationship management software captures prospect interactions for focused follow-ups. Automated alerts offer clients self-service. Real-time dashboards help teams tweak messages, budgets and channel focus on the fly.
The SAMMY Awards themselves have evolved in lockstep with industry needs. Originally limited to printed collateral and broadcast spots, new categories now cover digital marketing, social media engagement, mobile app development and integrated solution showcases. Each year, award submissions are judged by a panel of practitioners who evaluate creativity, effectiveness and return on investment. Winners receive recognition at an annual gathering that combines networking, education sessions and product demonstrations.
Many integrators point to the SAMMY Awards as a catalyst for process improvements. Crafting a submission involves gathering data, analyzing campaign performance and documenting strategy, execution and outcomes. This exercise fosters a test-and-learn mindset, refines performance indicators and improves reporting to stakeholders. Even companies that do not win extract fresh insights to enhance their future marketing efforts.
Face-to-face gatherings remain essential. Trade shows and regional conferences give dealers a chance to showcase new offerings, demonstrate integrated solutions and gather direct feedback. Educational panels and workshops address trends in intrusion detection, access control and surveillance. Those events help marketers refine messaging and discover new partnership or vendor opportunities.
Drawing on decades of experience and cutting-edge tactics, here are ten dependable practices for security marketing:
- Maintain uniform messaging, logos, color palettes and typography.
- Use unique design, multiple contact options and highlight certifications.
- Lead with benefits and value rather than equipment features.
- Identify target segments and focus outreach on their preferred channels.
- Produce materials that serve both sellers and buyers.
- Track ROI and reallocate budgets to best-performing channels.
- Keep layouts simple; test designs with staff and select clients.
- Promote community engagement through volunteering or donations to build goodwill.
- Stay connected with clients via thank-you notes and special offers.
- Choose useful, quality promotional items with clear branding and contact details.
With those practices in play, security providers can sustain momentum for the coming years.
