Alex Chavez is co-founder of Security Dealer Marketing, a full-service marketing agency for the security industry, servicing dealers, integrators, manufacturers and other industry professionals. Visit Security Dealer Marketing at www.sdmktg.com.
Alex Chavez and David Morgan of Security Dealer Marketing, a full-service marketing agency for the security industry, share tips and tricks to help dealers and integrators reach a larger audience.
Many of the modes used in the security industry to connect and support business growth, such as tradeshows and exhibitions, have been closed to enforce social distancing.
Marketing in the security industry is hard. The buyer's journey is beset by a range of shiny objects, competing offers, fear, uncertainty, doubt, budget shifts and cuts, priority shifts, urgent and important fires to extinguish, as well as various other threats to goals and timelines that disrupt the process.
With an ROI of 42 percent, the question for most businesses in the security industry is not whether they need an email campaign, but how to execute one.
It is not unusual for marketing to see shifts in strategies and their effectiveness according to consumer behaviors. Sometimes those changes are swift and can permanently alter many industries nationally, or even globally. This is one of those times.
As you look toward 2021 and the development of your next marketing strategy, you may want to consider vertical marketing. In its simplest form, vertical marketing is dedicating and tailoring your marketing efforts to a particular vertical industry, such as education, construction or government, to strategically appeal to that industry, rather than marketing to a wider, horizontal audience with a less specific appeal.
