SSI serves security installing contractors providing systems and services; surveillance, access control, biometrics, fire alarm and home control/automation. Coverage in commercial and residential product applications, designs, techniques, operations.
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our brand and our brand promise is promoted on local television, online and in the local paper while at the same time putting a face to the company through community involvement, " says O'Kelley. "T e idea is not only do you see us in the media, you also get to meet the folks who live and work in that community." It's no coincidence that many of today's best-run companies track and gauge the eff ectiveness, return on investment (ROI) and success of marketing eff orts through the use of customer retention management (CRM) software. In Red- wire's case, if a call comes in, an E-mail blast is opened, a lead is received via the Web or from materials left behind, it is all entered into the CRM as part of a standardized sales procedure. T is makes it easy and straightforward to evaluate what is and is not working. "With the CRM tool we can run reports that align a material or initiative with sales and measure the success of that campaign," says O'Kelley. "In addition, we use promotional codes, click tags, and Web and E-mail analytics to track sales and awareness. T e fi nal ROI is measured as a Redwire management believes its CSAA Five Diamond certifi cation is a means to set the business apart from its competitors, especially since Redwire is the only central in eight of its nine markets to have earned the credential. Pictured left is Central Station Manager Sean Githens; right is Marketing Manager Nan O'Kelley. function of total marketing cost as a percentage of new client sales and existing customer retention." INVESTING IN BRAND TO BUILD FUTURE Another common thread Redwire shares with some of industry players lauded for their management acumen is not allowing the whims of the economy to undermine its belief in the power of marketing nor deter its commitment to dedicate the necessary resources. In fact, the business is forging ahead in a bullish growth mode and actually increased its marketing budget in 2012. "We believe in investing in our marketing programs and developing our brand presence, especially during the current economic times, " says Smith, "so that when the economy bounces back we will have positioned ourselves to be ahead of the competition. Our marketing and sales budget runs about 35% of installation income on a near-zero creation multiple." Redwire's unique combination of enthusiastic yet clear-eyed business vision and management along with passionate yet calculated implementation and execution hold the promise of more greatness as its future potential unfolds. And just as the company fi nds it important to support the communities in which it operates, Redwire also supports giving back to the security industry itself. "We are happy to share anything we have done that can be considered a best practice and are also eager to learn from others, " says O'Kelley. "T e best advice we would off er a company with a limited budget is to pick your message, keep it simple, utilize the low- or no-cost methods available to deliver your message and be consistent in the delivery. " Editor-in-Chief Scott Goldfine has spent more than 14 years with SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125 or scott.goldfine@securitysales.com. NOVEMBER 2012 / SECURITYSALES.COM / 49