Security Sales' 7th annual Sales and Marketing Awards (SAMMY) reception was held Monday, Aug. 27 at the New York Marriott Marquis and recognized dealer marketing excellence in 16 categories, ranging from community service programs to Yellow-Page advertisements. The materials submitted included cost-effective two-color self-mailers, upscale CD-ROM business cards, 3-D holographic booth designs and more. Whatever the approach, all of these methods were effective in their own unique ways. Attendance at the event was the best ever. Dealers and SAMMY sponsors (the industry's top manufacturers) got the chance to mingle, while comparing notes on marketing and business matters. This camaraderie spilled over during the awards presentation, as the dealers cheered each other's successes.

Many of the SAMMY finalists and winners say that the event has inspired them to improve their marketing programs. They want to come back even stronger next year.

The entire staff of Security Sales would like to thank all who contributed to the success of the SAMMY awards, including the sponsors, judges and all of those who submitted their marketing materials for this year's competition.

So if you are considering participating in the 2002 SAMMYs or just want to learn from the best, take a look at the following. The finalists and winners are ...

Current Events Capture Consumers' Attention

Walnut Creek, Calif.-based Bay Alarm's mailer received a score of 19 out of a possible 20 in the Direct-Mail Piece category. The judges were particularly impressed with the timeliness of the piece's theme, "Who's watching when your lights are out?" When this direct mailer was delivered to Bay Alarm's residential target audience during the spring/summer of 2001, all Californians were bracing themselves for rolling blackouts. The piece effectively, yet appropriately, cites this current event as another reason to turn to Bay Alarm for security.

4 Seasons Security of Northampton, PA., one of the finalists in the Direct-Mail Piece/Basic Brochure category, also uses the current event approach. The four-color postcard features newspaper headlines such as "Armed Robberies," "Crimes" and "House Ablaze" to drive home the need for residential security. A special offer further increases the impact of this self-mailer.

In contrast, a humorous play on words is used by Secure View Systems of Honolulu. This two-color, cost-effective postcard features the two company owners in picture frames. The caption states, "We went from prison to the State Capitol. Wuz we framed?" to illustrate that Secure View has been hired to design both government installations.

Door Hangers With Special Offers Sell Products

Century Tel Security Systems of Monroe, La., won the Best Door Hanger SAMMY. Featuring a beautiful, sepia-toned photo of a child with a dog, this piece tastefully tugs at the heartstrings of the company's target audience -- women. The theme, "Protect the things you treasure," uses a warm and fuzzy approach that emphasizes security and family values to win clients. The judges were very impressed with the door hanger's classic appearance and unusual oval shape. This piece also has a coupon that offers a free four-button remote.

Broomall, Pa.-based Tri-State Alarm's door hanger is very masculine in appearance and takes a completely different approach from that of Century Tel. It tells the recipient, "We've installed another system in your neighborhood." Taking advantage of the old adage, "Word of mouth is the best form of advertisement," the piece invites the consumer to talk with his or her neighbor about the newly installed system.

Finalist Bay Alarm's "Stay Connected" theme ties in nicely with the product that is featured on the company's door hanger, the Cellnet(tm). The product transmits emergency alarm signals to Bay Alarm's monitoring center in the event phone lines are disrupted. This door hanger makes a special offer on Celnet and prominently features Bay Alarm's toll-free number and Web site.

Deluxe Brochures Display Effective Approaches

With its brochure's clean design and beautiful layout, Sure-Lock Homes was the winner of the Best Deluxe Brochure category. Aimed at high-end homeowners who want home automation in addition to security, the company's piece provides a brief overview of the dealer's products and services. The goal of this material is to convey information in an easily understandable format.

SAMMY powerhouse Bay Alarm was a finalist in the deluxe brochure category. Family photos from the 1950s give this piece a "Leave It to Beaver" feel, which reinforces the company's nostalgic theme for its residential market. The brochure features product information as well as a system diagram.

The informational content of finalist Sonitrol's brochure was extremely strong. The company sees itself as a safety and security consultant for schools, the target audience of this piece. Reinforcing its consultant image, Sonitrol's brochure features a risk analysis, crime statistics, a FAQ (frequently asked questions) section and suggestions on how to reduce crime on campus.

High- or Low-Tech Presentations Win Clients

Sonitrol Corp., of Alexandria, Va., was awarded the SAMMY for the On-Site Sales Materials category. The company's CD-ROM is a compilation of several television news items featuring Sonitrol's installations and how the systems are helping to combat crime nationwide. Subjects included in the news coverage are school safety and retail security, two of the markets that Sonitrol targets.

Gilbert, Ariz.-based Benson Systems Inc. employs a PowerPoint presentation, also on CD-ROM, to be used while a member of its sales staff is providing the sales pitch. An interesting aspect of Benson's approach is the fact that its presentation can be customized for corporate prospects. Attractive in appearance, the company's presentation lists other installations using Benson's equipment, as well as the equipment and services available from the company.

A high-tech approach is not the only way to deliver an on-site sales presentation that gets results. Tri-State Alarm's manual provides clear and compelling content. After a presentation with this manual, a prospective client comes away with an excellent understanding of what he or she needs and what Tri-State can provide. This traditional sales approach is cost-effective and also eliminates the possibility of technical snafus during an on-site sales pitch.

Newsletter Content Keeps Customers Coming Back

Winning the Best Newsletter category, Sonitrol's newsletter goes by the name Sound Advice, which is a clever play on words that also calls attention to its signature audio intrusion detection product. The literature includes helpful information on false alarms and white-collar crime. It also provides tips on how to reduce workplace incidents. Making even smarter use of its marketing dollars, Sonitrol's newsletter also doubles as a brochure and trade show handout.

Vector Security of Warrendale, Pa., was a finalist this year and was last year's winner. Vector's newsletter is mailed to 10,000 loss-prevention professionals and is geared towards corporate end users. The four-color, tabloid-sized Vector Views' topics include outsourcing, initiating an effective security master plan and theft by employees -- subjects of great interest to Vector's target audience.

Schmidt Security Pro of Mansfield, Ohio, was another finalist in the newsletter category. The company's three-color, cost-effective newsletter provides readers with helpful information on all kinds of life-safety issues: water safety, backyard grilling and vacation safety. Because of the useful content, it is likely that this literature is read by homeowners, the target market for Schmidt Security Pro.

Yellow-Page Ads Bring in New Business

"Remember what's really important" is the heartwarming theme of this year's winner, Intercity Alarms of South Yarmouth, Mass. The company's 1/3-page, four-color ad, featuring a pleasant photo of a woman with her children, focuses on family values and is appealing to the dealer's high-end residential audience.

Benson Systems was a finalist in the Yellow-Page ad category. Its four-color, full-page advertisement resembles a magazine ad and is extremely eye-catching. The Yellow-Page advertisement's graphic layout emphasizes Benson's technical focus, while providing the reader with detailed information on the services and products offered by the dealer.

Although most readers of the Yellow Pages are in a shopping -- rather than buying -- mode, many have recently been victims of a theft or fire and are looking to make a purchasing decision. Finalist Tri-State Alarm's Yellow-Page ads are designed to prompt these very readers to act immediately.

TV Ad Costs Don't Have to Bust Your Budget

Bay Alarm created its winning ad in-house, with a budget of only $1,000. The commercial conveys a family values theme and features a smiling and professional Bay Alarm employee paying a friendly visit to a concerned upper middle-class residential customer.

Charlotte, N.C.-based CPI Security Systems' television commercial has excellent audio and video production quality. The finalist's ad effectively uses humor by contrasting signs that a homeowner wouldn't want in his or her front yard ("monkeys may bite," "quicksand," "dangerous gases" or "crime scene") with a sign that a homeowner would want -- a sign from CPI Security Systems. The commercial grabs the viewer's attention, while prominently featuring the dealer's name, logo and toll-free phone number. CPI was also a finalist in this category last year.

Rancho Santa Fe Security Systems of Encinitas, Calif., was another TV commercial finalist. The company's ad, which also uses humor, depicts a teenage girl talking on the phone with her boyfriend, who is trying to convince her to sneak out of the house. The plan is foiled, however, by the security installation provided by Rancho Santa Fe Security Systems. "Reason No. 14 why you should have a security system: teenagers," is the funny quote that completes the scenario.

Deluxe Promo Items Over $1 Get Results

Irvine, Calif.-based Greater Alarm Co. was the winner of the Promo Item Over $1 category. The company's message holder has a very unique and modern look that is popular right now. An executive would probably use this message holder for several years. Additionally, the company's logo and phone number are prominently featured on Greater Alarm's promo item.

Bay Alarm's emergency lamp is intended for use when a customer's car breaks down. This item was deemed a finalist because it is extremely useful and would be appreciated by the customer. Also, the emergency lamp would most likely remain in a recipient's possession for many years.

Permanence is also a strong point for the promotional item submitted by Palmetto Security Systems of Hilton Head, S.C. The finalist's thermos, which prominently features Palmetto's logo, would be used for many years either on the job (particularly by construction workers) or for family picnics.

TECC Security Systems Inc. of Appleton, Wis., was another finalist in this category. The company's promotional desk calendar has TECC's logo and phone number printed on the front cover.

Promo Gifts Under $1 Stretch Marketing Funds

Palmetto Security Systems' erasable refrigerator writing pad won the SAMMY for the Best Promo Item Under $1. The product is extremely inexpensive to make, so large quantities can be produced and distributed to current and potential clients. The writing pad, which prominently features Palmetto's logo and phone number, would be placed on a family's refrigerator, making it visible to all members of a household, as well as visitors.

Bay Alarm's house-shaped key chain provides a retractable measuring tape that can be pulled from the "chimney" of the house. The excitement created by this item, as well as its originality, is what made Bay Alarm a finalist in this category. In most instances, consumers would keep and use this key chain for many years.

Sonitrol's miniature address book was also a finalist in this category. Permanence and usefulness are the strong points of this item. Sonitrol's address book, which has the company name and logo on the front, might be kept for years in a purse or wallet.

Originality is what made Tri-State Alarm's "Vial of Life" a SAMMY finalist in this category. Given to every prospective client, this promo item is part of a national program designed to assist emergency rescue teams in medical treatment. In the event that a customer is found home alone and unconscious, the vial (which has Tri-State's logo and name emblazoned on it) contains all of his or her vital medical information.

Smart Designs Drive Customers to You

Repeating its win in this category from last year, Tri-State Alarm uses the company's trademark colors of red, black and yellow to differentiate its fleet from the competition. This further drives home to the general public the dealer's life-safety theme.

CD-ROM Business Card Does Double Duty

This year's Best Business Card winner, The Protection Bureau of Exton, Pa., uses a mini CD-ROM. It doubles as an on-site sales tool and automatically downloads the dealer's presentation. If the client's computer does not have the correct software installed, the CD-ROM gives him or her the option to view the presentation from The Protection Bureau's Web site.

Finalists Benson Systems Inc. and Priority 1 of Fort Wayne, Ind., both use double-sided cards. The graphics of the cards are tasteful, eye-catching and use the companies' trademark colors.

Secure View Systems' cards feature photos of the company sales representatives.

E-Consumers Want Info-Packed Web Sites

Easily understood information is exactly what SAMMY winner Schmidt Security Pro provides on its Web site. It is loaded with content, tips and product and service information. The site also has a glossary. The actual template of the site was provided by the Security Pro network. Schmidt was then able to customize its site (www.schmidtsecurity.com) so that it would have the grass-roots, hometown feel of the company.

Atronicalarms.com from Atronic Alarms of Overland Park, Kan., prominently features the company's logo and slogan on its home page. Another feature on Atronic's site is the "20 Questions" section that is quite helpful to customers. The finalist's site provides lots of useful content, such as a FAQ section and archive of newsletters. Information on fire and home management products and services is easily accessible.

Fleenor Security Systems of Knoxville, Tenn., was another finalist in the Web design category. Fleenorss.com immediately grabs the attention of a visitor by opening with a flash page that has alarms sounding and glass shattering. With its clean professional layout, the site also provides useful descriptions of products and services. Additionally, the site provides helpful system operating instructions featuring clickable keypads.

Dealers Do Right by Their Communities

This year's winner, Bay Alarm, donated more than 3,000 turkeys to local community programs. The dealer also partnered with the Oakland A's to support D.A.R.E., a drug awareness program for kids. Bay Alarm's giving also included the design and installation of an alarm system for a local zoo. Costing $14,000, the security system was installed to prevent the theft of an endangered breed of monkeys. The installation garnered the dealer valuable television and newsprint coverage.

Doyle Security Systems of Rochester, N.Y., was a finalist in the community service program category. The dealer participated in "Horses on Parade," which raised several thousand dollars for local charities, such as a children's camp, the local arts and cultural council and a local children's hospital. Doyle's horse honored the fallen law enforcement officers and firefighters from the area.

Schmidt Security Pro regularly donates its money and time to a multitude of local, northern Ohio charities, including Big Brothers, Big Sisters, Safety Town (a child safety program), United Way, local schools, medical clinics, children's camps, shelters, playgrounds, day-care centers and the local chamber of commerce, among others.

Small Dealers Manage to Make a Big Impact

4 Seasons Security is the security division of Deiter Brothers, a family owned company that specializes in heating and cooling systems. In order to develop public awareness of the new company, 4 Seasons embarked on a media blitz, which included sending out monthly mailers, as well as quarterly newsletters. The newsletters, which are the property of Deiter Brothers, devoted approximately half the content to the security start-up. Billboards, local television and radio advertisements and print ads in local newspapers were also used to promote the dealer.

911 Security Inc. of Fairlawn, Ohio, was a finalist in the small-dealer category. One aspect that makes this dealer's marketing program stand out is the use of large, brightly colored bus ads that feature children. The ad's slogan "Who's watching out for your loved ones?" draws in readers.

A finalist in this category, Secure View Systems was also a finalist in the direct-mail and business card categories. One of the co-owners formerly owned an ad agency and it shows in the dealer's marketing materials.

Medium-Sized Dealers Deliver Effective Messages

The winner of the SAMMY for Best Overall Marketing Program, Medium Dealer was Century Tel Security Systems. The company takes a very feminine marketing approach and its theme, "Protect the things you treasure," is successfully conveyed in all of its materials. Century Tel's door hangers (this year's SAMMY winner), Yellow-Page advertisements, decals, brochures and literature all provide a complete marketing package and deliver a message that would be well received by its target residential market.

Raleigh, N.C.-based Security Solutions Inc. (SSI) was a finalist in this category. SSI is a perfect example of how the use of two-color graphics can reduce costs and make a company's marketing budget go a long way. Newsletters, decals, signs, promotional gifts, direct mailers, deluxe brochures, Yellow-Page ads and a Web site are just some of the marketing vehicles used to deliver Security Solutions' message.

SAMMY powerhouse Tri-State Alarm was also nominated as a finalist for the Overall Marketing, Medium Dealer, SAMMY. Year after year, this dealer provides a cohesive marketing plan that includes a newsletter, community service program and Web site.