Safety and security products and firms are resources that we often don’t give a second thought—until we need them, that is. And how do we choose the best option for our needs? To whom do we turn when we need the reassurance that our lives and our property will be safe? When promotional products are used to promote security firms and safety programs, they can also become tangible reminders of great customer service.
The U.S. security industry—including personal services and home security products—was a $350 billion market in 2013, and it hasn’t shown any signs of slowing down, according to a study conducted by professional security organization ASIS and the Institute of Finance and Management (IOFM). Of that $350 billion, $282 billion was spent in the private sector; the remainder came from government spending on homeland security measures.
Among the handful of segments in the security industry, private investigation is one of the fastest growing, with an anticipated rise of 21 percent through 2020. Additionally, the number of full-time security workers hovers between 1.9 and 2.1 million. Training these workers takes time and money, and survey respondents predicted an increase of as much as 10 percent for training budgets.
Of course, this many players in the game means competition can be fierce, so companies are likely to focus their messaging on self promotion and reminders. David Johns, owner of distributor DMJ Systems (UPIC: DMJBF) in Alta Loma, California, focuses primarily on the security companies that provide services to homes and businesses.
Johns says his clients are heavily focused on name recognition through signage, but they also regularly request standard office supplies such as forms, business cards and magnets. “We work with small- to medium-sized companies, and we’ll provide them with signs, but also decals and checks,” he says. “But they use the signs and window decals as a promotional item.”
Johns and his team rely on database lists to search for prospective clients and make initial contact through email. “We try not to be too aggressive,” he says. “We just want to find out where their head is, so to speak. We send informative emails and follow up on responses with phone calls.”
To pique interest in his services, Johns typically sends out a promotional kit with examples of the promotional materials he can provide. The kit contains memorable items such as a pen shaped like a racecar, which Johns says has created a buzz among prospects.
“It’s a way of getting them to remember us,” he says. “Our challenge is competing with direct providers; we want to give them something the other provider doesn’t.”
Thanks to a market flush with competition, Johns says the security firms he contacts are always looking for the best deal. “Ultimately, you’re always going to compete on price on some level. But people are looking for good service and good communication.”
>>The Security Services Industry: A Snapshot
Protected transport services
Crowd control services
Total employment: 728,390
Regional concentration: Southeast U.S. (26.7 percent of total industry offices)
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