Doyle expands into mass marketing

Strategy could expand company footprint
Wednesday, June 3, 2015

ROCHESTER, N.Y.—To reach new audiences and expand the company, Doyle Security Systems, based here, is introducing a new mass-market strategy.

This step into the mass-market space is new for the company, Doyle said. “We’ve been, traditionally, a custom residential and commercial company.”

“We’ve worked hard to configure some packages that have some lower price points that make our services available to additional segments of the market,” John Doyle, company president and CEO, told Security Systems News.

One possible audience for this marketing would be those who haven’t considered a home security system before, Doyle said.

The plan could “stretch the Doyle footprint,” beyond western New York and northwestern Pennsylvania, he said.

In the past Doyle has largely relied on referral-based marketing, but now the company is advertising more through TV, radio, and Internet, Doyle said.

“If this [marketing strategy] works well for us in Buffalo and western New York, we plan to enter some other markets with it and grow it further,” he said.

The advertisements highlight the company’s two-way voice, affordability, the company’s local presence, and its CSAA Five-Diamond Certified monitoring center, according to Doyle.

Doyle Security launched the effort in mid-April.

Doyle Security Systems was established in 1919. The company has 96 employees and 29,000 accounts.