Security System Marketing is an uphill battle competing against industry giants like specialists ADT, Brinks, and Johnson Controls, and “smart home” supplier Vivint. But if your Security company is going to compete, it’s time to come up with a marketing plan that takes advantage of what makes you different.
Security System Marketing isn’t just lots of advertising
We’ve all seen the alarm system ads on TV. Again and again. Every alarm company’s message is so similar that most consumers can tell them apart. And that can work to your advantage. Unlike Apple (ranked #4 in Consumer Loyalty) or McDonalds (ranked #7), most of us don’t see much difference between Walmart or Target, between Costco or Kroger or Walmart.
So as ADT spends $100 million in national advertising, they convince more consumers that they need a security system. But only about 5% of homeowners choose the market leader. The other 95% are yours for the taking.
How to compete against big business
The big guys have advantages, but so do you. As a matter of fact, the bigger they are, the bigger their problems are!
- You’re nimble. You can “turn on a dime” and innovate any time you want.
- You know your customers, and they know you.
- You know your employees, so you have the chance to provide the best service
- You can target your marketing
Here’s what we mean.
- How long does it take to make a decision at a Fortune 500 Company? With all those layers of bureaucracy, different departments and warring factions, mega companies have a well-earned reputation for moving like elephants. You have the absolute advantage: no multi-levels of decision making. When you see an opportunity you can take it.
Try new things: many won’t work, but some will. Try a donation to a silent auction. Try sponsoring a kids team. Try joining a homeowner’s association. - You know your customers and they know you. Your kids go to school and play sports with them. You go to church with them. They’re your next door neighbors. And gaining a few of them as customers makes a big difference at a small business. A few customers are nothing to the Big Guys.|
So use that advantage: get to know people. Talk with them about their homes, and about your neighborhood. Keep your company’s sign showing in front of your house. Join local organizations like the Chamber of Commerce, Rotary, and BNI. Tell family and friends about your website. - Big companies need lots of employees. They can’t be as choosy as you can. You’ve got to work side by side with them every day. Make sure that everyone in your company knows that they’re in marketing. Train your techs to make the most of each visit: that’s a marketing opportunity: for customer loyalty, and for recommendations to neighbors.
- Target your marketing for each stage of the sales funnel: Awareness, Interest, Desire, and Action. When a Fortune 500 tries something new it takes weeks or months of approvals, and thousands (or more) dollars. You can target your street, your PTO, your pool club, or Main Street. Guerrilla Marketing techniques were invented for the small guy.
So use this advantage: first make sure of your image: you may be small but sound more professional, from the first moment a customer or prospect calls you, to how you treat them on the phone. Make sure your business card is professionally designed and printed. Leave professional marketing materials (including brochures, pens, magnets, etc.) at every sales or service call. Try Nextdoor.com. Become a security expert, and a source of information for you town. Get a “car wrap” promoting your company and drive it…to the supermarket, to drop your kids at school, to the supermarket…everywhere.
More Ideas that help Alarm Companies Grow
These are just a few Security System Marketing ideas. For more, read the book “Guerrilla Marketing” by Jay Conrad Levinson (this classic has been updated many times, so look for the one that will help you best).
You will have to compete with some basic marketing tools, but don’t worry. You can show your customer that you’re just a professional with a simple but professional website. Then use all your small company advantages to get Google Reviews showing your local fan base!
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