California co. calls upon ad campaign

Moore Protection looks to add more customers to its residential roster
Saturday, January 1, 2005

REDONDO BEACH, Calif. - When Don Moore, the president of Moore Protection, was looking to start a marketing campaign to increase his company’s high-end residential market share, having a seasoned advertising executive design it was more than he could hope for.

But after a business associate brought Moore together with George Lois - the advertising guru who started the “I want my MTV” campaign in the early 1980s - a printed ad campaign centering around the tag line, “Boy, do you need Moore Protection,” was created.

“(Lois) came up with this very clever ad campaign that we would never have been able to come up with in a million years,” Moore said.

To this juncture, the campaign is assisting the company mostly by adding an increased level of professionalism to the one-year old alarm company.

“The fact that it is such a good looking ad and professionally done lends a sort of credibility,” Moore said. “We’re happy with the results.”

Moore started the company in 2003 after spending a number of years on the residential side at Westec Interactive Security in Irvine, Calif. During his tenure there, he found that other companies were not providing good customer service to clients and started his company to address that need.

“A lot of customers, homebuilders and management firms were frustrated with larger companies,” Moore said. “They became excited about the option of working with a smaller firm.”

And making sure his customers give the company high marks for service is something Moore is focused on.

“What we are all about is being responsive,” Moore said. “The whole company has been set up to provide a high level of service.”

Although Moore would not release any specific numbers in regards to revenue or installations, he said he measures success by how much the phone rings and with the current advertising campaign, which has been running for approximately three months, it is ringing a bit more.

For now, the plan is for the business to focus on the high-end residential market in and around Los Angeles, but Moore hopes to expand that in the near future.

The expanded service area would stretch into San Diego, north to Santa Barbara, and south towards California’s desert communities.

Eventually the goal would be to move into the Las Vegas arena.

“Right now we are a city business,” he said, “but we want to be a regional presence within three years.”