Home Security System Business Booms After Ad Campaign Based on AdMall Research

BY Adam Ambro
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Challenge: New owner learning how to advertise properly

Sarah May, an account executive at smart​.market, was paying attention to national events last year when an idea came to mind. She wanted to research the residential security industry because she thought there might be a rise in demand for home security systems in her area. Then she started selling.

The home security business owner [I approached], is a younger male who took over the business when his dad retired,” said May. “They specialize in residential security alarm systems and do a lot through alarm​.com.”

[They were challenged with] new customer acquisition. They weren’t really utilizing any marketing channels other than word-​of-​mouth. But they have a smart home automation system, along with a phone app that is very popular among consumers. They also install commercial systems.” 

Solution: Research home security businesses in AdMall

May is a multiple time Sell Smarter Award winner, so she knew that her first step was to go to AdMall and get some baseline research about the home security industry she was going to call on.

I looked up security systems using ‘Find It Fast,’ and looked at the Local Account Intelligence Report,” said May. “There were stats included that allowed me to have a conversation with the home security business that showed most marketing is done in-​house. For another conversation starter, I utilized the stat that 38% of households currently have a home security system, so that meant that over half of homeowners do not. The pitch was, ‘would you like to discuss how we could target those who do not currently have a security system?’”

I sold them on a 5x9 variable postcard for three campaigns. We would hit a different target demographic each time and vary the message. If they were a senior, they received a simple piece that acted to bring safety to their attention. If they had a dog, there was a ‘sleeping guard dog on duty’ image on the piece. If they were younger, they received a piece that showed the capabilities of the app.” 

Result: A $10,000 commitment and room for growth

The prospect scheduled a meeting with me for that very week and committed to a total budget of $10,000 as a test run,” said May. “I decided to break this budget up into three campaigns to effectively measure response. The client's feedback has been that October [2020] was the home security business’s best month ever.”

AdMall helped by providing me with talking points to be knowledgeable to get a conversation with the business owner.”

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call and will put them on a level playing field with a potential client. Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities and more can be found in this report.