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AFETY 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 bil-
lion, $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 per-
cent 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 recogni-
tion 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 pro-
motional 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.”
Jen Alexander is an associate editor for
PPB.
S
36 •
PPB
• JANUARY 2015
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SAFETY IN NUMBERS
UNLOCK SALES IN THE BOOMING SAFETY AND SECURITY MARKET
By Jen Alexander
BE A WINNER!
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