We’re often asked about our core beliefs relating to security and life safety marketing and advertising.  Here are our answers:

• Your only objective in marketing or advertising is to sell something at a profit or to lower costs. You should consider “brand awareness,” if it happens, to be a lucky byproduct of the marketing/advertising.
• Marketing or advertising should always contain a specific offer (s).
• You must focus on solving customer problems or needs. They don’t care about your company or products until they feel you can help them.
• Ad and marketing creative must be presented from the customer’s point of view.
• You must always give the customer a reason to respond NOW.
• Your offers and marketing will always include clear instructions to the customer about how to respond.
• You only ask prospects and customers for the MINIMUM amount of information necessary to complete the transaction.
• Always protect the customer with a published policy concerning your use of their personal information.
• ALWAYS track and measure the impact of your advertising/marketing.
• You continue to communicate with prospects and customers using PROFIT PATH PLANNING PRINCIPLES.

There you have it. Those are our core foundational beliefs about marketing and advertising for security and life safety companies. Now you have our opinion…leave us yours in the comments section for this posting!