Alarm companies tackle event marketing
CHARLOTTE, N.C. - CPI Security Systems is playing with the big cats - the NFLÃ¢â‚¬â„¢s Carolina Panthers, to be exact.
CPI Security just marked the end of its inaugural year as a Carolina Panthers sponsor, the first of its five-year commitment.
The regional security business has joined the ranks with other sponsors such as WendyÃ¢â‚¬â„¢s, Bank of America and Pepsi.
Ã¢â‚¬Å“It has put us in very good company,Ã¢â‚¬Â said Laura Kaplan, advertising director at CPI. Ã¢â‚¬Å“It has elevated us to a much larger scale.Ã¢â‚¬Â
Chief Executive Officer Ken Gill said the reason behind the decision to become a sponsor stemmed from wanting to create greater awareness with a key customer demographic.
Ã¢â‚¬Å“When we looked at the demographic of season ticket holders for the Panthers we found they were of a more upscale nature,Ã¢â‚¬Â he said. Ã¢â‚¬Å“It enabled us to target this market more.Ã¢â‚¬Â
And with a season that included the teamÃ¢â‚¬â„¢s attempt at a Super Bowl championship, the exposure couldnÃ¢â‚¬â„¢t have been higher.
Ã¢â‚¬Å“It put us in front of the right audience,Ã¢â‚¬Â Gill said.
Event marketing is nothing new in the security arena, although it has generally been an avenue traveled by larger companies such as ADT, who recently re-signed its sponsorship with the Arena Football League. The three-year renewal is the AFLÃ¢â‚¬â„¢s largest ever and is reported to be valued at $16 million.