Lots of things happen for a reason that isn’t always clear at the time (more on that later). Earlier this year, Mike Bodnar, GM of Security Partners, a Lancaster-based central monitoring station and security services provider, reached out to me to ask if I’d do a presentation on security marketing at their first-ever dealers conference. Impulsive me, I said sure. In April, when I visited their hospitality suite during ISC West in Las Vegas, I asked Joseph Mitton, Marketing Director for Security Partners, more about the event. He told me that they had done a survey of their dealers and marketing was the topic that the majority were interested in. That both surprised and encouraged me.
As the event drew closer, Debbie Stremmel, who was coordinating the conference for Security Partners, shared more details and I was struck by something obvious — the complete event package was a terrific way for Security Partners to market to, and solidify relationships with, its existing customer base. Smart guys.
Generous, too — Pat Egan, Principal of Security Partners, paid for accommodations for 50 plus of his dealers from across the nation at the very cool Lancaster Arts Hotel, had presentations and a second day mini products expo at the Lancaster Barnstormers minor league ballpark, wined and dined them at Lombardo’s one night and on a murder mystery dinner excursion on the Strasburg Railroad the next.
Everything was neatly tied with a branded bow under the conference theme of “Acclerate” as in accelerate your business — from PowerPoint templates, to printed conference materials, to even welcome and sponsor messages on the Barnstormers’ digital scoreboard. There was a nice blend of presentations: from “Trends and Overview of the Security Industry Landscape” by Shannon Murphy, VP of Sales and Marketing for Electronic Security Association; to “Business Growth Strategies” by Rob Pianka, Coach, of ActionCOACH; to “Attrition Management” by John Brady, Principal, TRG Associates; to me with “Marketing Security to a Short Attention Span World.” Day 2 featured that mini product exposition followed by several roundtable discussions with Noah Bilger (Alarm.com), Dean Mason (AlarmNet), Tad Lamb (2GIG Technologies), David Donovan (Honeywell Alarm Security), Alicia Pereira (Video IQ), and Ed Warminski (Videofied). Over the years, I’ve been to a lot of these kinds of events and this was one of the best, which is saying a lot given it was a first time for Security Partners. It surely resonated for all of the dealers who participated locally and from across the country.
The value for me was sharing a lot of agency history and experiences in security marketing: over 18 years with Linear, several more with SafetyCare, more recently with 2GIG Technologies, Secure Wireless, and Time and Parking Controls; plus, the way that the marketing landscape keeps changing dramatically on all fronts, creating new opportunities, especially through technology. But there is also the benefit of getting feedback from dealers. It was useful to hear how hard it is on the sales side to get access to quality leads, especially in quantity, to do phone sales for a product that most homeowners need but few currently have — a security/home automation system remote controllable from anywhere by smartphone (yes, there’s an app for that). On the business-to-business side, it is equally tough to find the right marketing message and media to reach decision-makers with current needs.
Ironically, the one thing that has stayed with me the most since the conference was a point I made that came back to haunt me the next day. I stressed that when you are building a web site today, you should avoid Flash because most mobile devices do not support it. Of course, a dealer came to me the next day to tell me something I already knew, that our main web site uses a lot of Flash videos that do not play on iPhones. It is a nagging problem we have lived with in recent years, but I decided to see if anyone had developed a recent workaround. A Google search led me to a promising conversion application, so I posed it to George Rothacker, Renaissance artist/marketer, long-time agency friend, Flash expert, and collaborator on our web site. George, problem-solver that he is, saw the process through to a semi-gratifying conclusion. While this app can’t convert large complex files like our web site videos, it can be used to convert smaller Flash-based files that DO play on mobile devices and are consistent cross platform and across all web browsers. George has been able to perfect the technique for a series of Berenstain Bears online games for a credit union client of his. Lemons into lemonade. If anyone out there would like to use Flash on mobile devices to do animation and effects, talk to me. The answer all began with a conversation at another highly effective marketing technique — a dealers conference.