TnT Security Services
Sponsored by ESA
TnT Security Services’ SAMMY-winning television ad opens with an animated depiction of the Tulsa, Okla., city center skyline. As a catchy jingle plays, the company’s bright yellow yard signs begin raining down to quickly populate the surrounding residential neighborhoods. The music fades and a woman, joined by her young daughter outside their home, pitches her affordable monitoring rate and suggests, “Don’t wait until it’s to late … call TnT Security Services today.”
The 30-second ad is an integral part of TnT’s intensive — and successful — media buying strategy in Tulsa, which includes a healthy dose of television and radio spots.
“Most new TnT customers are attracted through media advertising — more than 90 percent,” says Bob Ryan, senior vice president, sales and marketing, ASG Security, which acquired TnT last year.
That is a considerable percentage to say the least. By contrast, at ASG Security about 50 percent of new leads are generated through its Web site, a lead aggregator, vehicle wraps, yard signs and other marketing collateral, while the other 50 percent come from “feet on the street,” Ryan says.
TnT follows a disciplined business model by concentrating all of its marketing, sales and service efforts within a 30-mile radius in Tulsa. Like all of its marketing efforts, the TV spot emphasizes TnT’s local roots.
“The TV ad really connects and tells you who this company is, it’s a hometown company. They are trying to connect to the people that live right there,” Ryan says. “In the commercial you see all those yellow yard signs dropping into a concentrated area. They have a ton of customers in a very concentrated, small area.”
Along with running the TV commercial during local programming, TnT purchases airtime on high profile cable channels, including Discovery and the Travel Channel. It is a strategy best suited for smaller markets where ad buying is less expensive.
“You can saturate a small area for a reasonable investment, but try saturating a large, metropolitan area and nobody will even notice. You will run out of money before you can make a difference,” Ryan says. “TnT was very wise in doing it, and we’ve recognized it and we continue to invest in that strategy.”
Print | posted on Monday, June 13, 2011 12:49 PM