Promotional campaign

winner: Dedicated Micros

Retail Solutions is Dedicated Micros’ new range of CCTV recording systems designed for retail environments. The basic challenge was to make products in the range stand out from those produced by competitors. The company also wanted to increase installer awareness of the range. Simultaneous launch activity is taking place in the US, Australia, Europe and the Middle East. Advertisements are being run in key trade publications, tailored press releases have been issued, a series of case studies is being drafted for direct mailers to small retailers and the benefits of using the products are highlighted on the company’s web site. As a result, Dedicated Micros has reported good early sales volumes with high enquiry levels.

“A visually creative marketing campaign which uses unusual imagery to grab peoples’ attention”
– JUDGES’ COMMENT

Runners-Up

ADT Fire and Security
ADT identified the market potential for upgrading analogue CCTV systems with DVRs. The purpose of the campaign was to inform customers of the benefits. Those clients using systems that were over three years old were identified and targeted by way of a ‘puzzle’ mailer. Having grabbed peoples’ attentions, a free audit was offered and recipients directed to the company web site. Consultant visits were also arranged. All of which led to a 76% increase in digital system sales within 12 months.

Axis Communications
Axis Communications acknowledged that there was a need for IT education (particularly for those security managers who’d always used analogue CCTV). The company began rolling out a global marketing campaign, adopting a tailored approach for different audiences. Focu Group meetings were also held on a worldwide basis, involving both security and IT managers. A ‘cable’ advertisement was run in different European countries. Other initiatives included online advertising and articles, seminars and e-newsletters, all of which resulted in a significant sales increase for network video.

Panasonic (UK)
Panasonic (UK) was determined to raise awareness about its IP cameras and their uses among members of the security community, as well as those in other vertical market sectors such as IT, facilities management and the retail arena. The marketing tactics adopted included a press launch at The Science Museum (which took the form of a ‘murder mystery’ whereby journalists used the cameras in place to solve clues), an advertising drive in key security industry magazines, exhibitions, one-off articles, the provision of cameras for magazine ‘bench testing’, a telemarketing drive and a series of mobile demonstrations. All proved to be highly popular marketing decisions.

Safe-Sec Security
Safe-Sec planned an industry conference covering a wealth of industry insights. The conference was free of charge. Held at the De Vere Belfry, the event was entitled: ‘Playing By The Rules’, and was promoted by way of golf-themed literature. The company mailed 3,800 end users on its database, employing additional staff for follow-up contacts. More than 180 individuals confirmed their attendance. Despite extremely bad weather on the day of the event, 150 people made it along and the conference (mainly concerned with how the industry can adapt to the new Government legislation now being implemented by the SIA) was a huge success. Plans are now in place to make the event a twice-yearly fixture in the industry’s calendar.