SecurTek Monitoring Solutions
Best Sales Brochure
sponsored by Visonic
“We try to emphasize the value of the service we are providing to customers, rather than focusing on the equipment itself,” says Leanne Woodhouse, general manager of Marketing and Dealer Relations for SecurTek, a Yorkton, Saskatchewan, Canada-based provider of monitoring services for more than 70,000 customers. “We try to make sure that we identify who our target market is, what issues or concerns they are facing and then try to make sure that our marketing initiatives address that.” 
According to SAMMY judges, that philosophy has served the company well as it scored high enough marks to earn it a 2010 trophy in the Best Sales Brochure category. The 12-page, full-color pocket guide-style piece is split into four sections that describe the company’s attributes, products beyond just security, value-added services and customer testimonials. The entry scored well in the areas of appearance, thanks to its clean and vivid design, and company representation and appeal.
“We combined a few pieces we had to make one simple, versatile piece, which made it more cost-effective,” says Woodhouse. “We use the piece for trade shows and for direct-mail campaigns. What gives it its versatility is the pocket we have on the back cover. It allows us to put campaign or show-specific material in it, making a nice package for customers.”
While SecurTek has not allowed a tough economy to hamper its marketing spending, the firm is allocating those funds more carefully than ever before. “It’s becoming more and more important to make sure that what you are doing is returning a benefit to your company. We’re being more focused in what we’re doing to ensure better results,” says Woodhouse.
Frugality and changing communications and customer habits have led the company to look beyond traditional marketing avenues. “We’re going to do more social media marketing and inbound marketing this year and beyond,” Woodhouse says. “It will allow us to connect with existing and potential customers in a more targeted way and it’s fairly cost-effective. We’re redeveloping our Web site to be able to provide more services and information, and we’ve started a Facebook fan page.”
Print | posted on Wednesday, May 26, 2010 11:46 AM