More Images, Less Text Wins Clients

When developing its sales and marketing tools, the executive team at Beltsville, Md.-based ASG Security, a perennial SAMMY winner, keeps one thing in mind. “Everything we create first and foremost supports the salesperson on the street,” says the company’s Senior Vice President of Sales and Marketing Bob Ryan.

Thus, it is important that marketing material produced by ASG explains what the company does, what types of technology the company is familiar with and why a prospective client should do business with ASG. Using the aforementioned criteria helped ASG earn the Best Display Advertisement SAMMY award.

Designed by Ryan and Applications Support and Web Site Manager Lauren Fleetwood, the duo modeled the ad after an ASG commercial integration brochure. The display advertisement features eight picture bubbles that display the different technology ASG offers.

“You need vivid imagery, something that’s going to immediately catch someone’s attention,” says Ryan. “You have to be able to deliver a clear, crisp and precise message to your target in less than 10 seconds.”

ASG placed the ad in industry-specific trade journals with a goal of attracting large commercial, industrial and institutional end users. Ryan notes that because ASG targets are security professionals who already understand the industry, the company was able to use industry jargon and imagery to capture a prospective client’s attention.

With 140,000 customers, ASG brings in $6 million in recurring monthly revenue (RMR), Ryan says. Although a well-funded company, ASG selectively chooses to use print advertising as a way to gain new business. Instead, it relies more on trade shows and giveaways to reach the masses.

“After eight years, we know what works and what doesn’t,” says Ryan. “We’ve got the formula down so that the marketing dollars we do invest are effective and show us the return we want. The trial and error period is over.”

Print | posted on Monday, June 13, 2011 1:05 PM