Security Sales & Integration June 2021 - 42

Sales & Marketing
26
th
ANNUAL
SOCIAL MEDIA CAMPAIGN
WINNERS
2021
Vector Security
A Monster of a Good Deal
You might question the legitimacy of Halloween
as a true " holiday, " but it is said to rank as the
fourth most popular holiday after Christmas,
Thanksgiving and Easter. Many retailers tend
to focus more on Thanksgiving and the holiday
season that follows, but doesn't it seem like the
ghoulish season starts earlier with each passing
year?
A wide cross section of marketers roundly
recognize Halloween is not just about trickor-treating
on October 31, but one of the best
extended timeframes to unleash creativity and
promote products and services throughout the
entire month.
Case in point: Vector Security, which ran a
A Halloween-themed
campaign on Facebook and
Instagram generated nearrecord
monthly results in lead
gen and sales.
successful Halloween-themed social media
advertising campaign on two hugely popular
platforms last year.
" The ad series generated near-record
monthly numbers for Vector Security in terms
of leads and sales from Facebook and Instagram
in 2020, " says Art Miller, vice president
of marketing.
The series of seven ads featured three distinct
promotions targeting new customers, each
with a dedicated landing page. Six of the playful
ads promoted the chance to receive a free
video doorbell or an outdoor security camera,
while another teased the opportunity to receive
up to 30% off the purchase of a home security
system. In one example, a video doorbell is
plopped into the middle of bowl of candy corn
with the tag line, " Grab a free video doorbell. "
It only takes a few minutes for companies to
create a marketing campaign on Facebook or
Instagram. Since Facebook acquired Instagram
in 2012, ad campaigns for both platforms can
be set up on the Ads Manager page.
Demographics wise, age may be the most
important factor distinguishing Facebook from
Instagram. Facebook skews signifi cantly older
than Instagram. Although the majority of Millennials
use both platforms, Instagram's user base
decreases drastically after the 18- to 29-yearold
set, while Facebook maintains a signifi cant
user base even with the 65 an older group.
VEHICLE GRAPHICS DESIGN
Silent Guard
A Fast Lesson in Less Is More
Silent Guard of Somerset, Ky., rolled out a marketing
makeover in 2020 and President/CEO
Dwight Sears is most pleased with the results.
" After 12 years of the same vehicle look, it
was important that we got this right, " he comments.
" I really think we did. "
Mind you, swapping out the company's
42
Security Sales & Integration JUNE 2021
highly recognizable - and highly personalized
- vehicle graphics design was no small notion.
After all, not only did it prominently incorporate
a portrait-like image of Sears along with
this wife, Barbara, but the wrap design was
honored with a SAMMY trophy in 2018.
The new look decidedly accentuates a " less
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Security Sales & Integration June 2021

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