PASS educates the educators
FAIRVIEW HEIGHTS, Ill.Ã¢â‚¬â€In an effort to go Ã¢â‚¬Å“deeper than just trying to directly market our services,Ã¢â‚¬Â PASS Security co-owner and general manager Brian Sullivan said an event the company organized for local K-12 educators was an unqualified success. Ã¢â‚¬Å“We received a number of response cards back and they were very positive,Ã¢â‚¬Â he said. Ã¢â‚¬Å“They looked at it as more than just an infomercial.Ã¢â‚¬Â
With the help of access control manufacturer AMAGÃ¢â‚¬â„¢s new targeted marketing program, PASS held its first Southwestern Illinois K-12 Educational Security Symposium, titled Ã¢â‚¬Å“Keeping Our Schools Safe and Secure,Ã¢â‚¬Â Oct. 24, with roughly 80 local educators in attendance. Going beyond just physical security, the program included presentations on threat assessment, self defense, and bomb and terrorism threats.
Ã¢â‚¬Å“I could have made it really narrow and just talked about physical security,Ã¢â‚¬Â said Sullivan, Ã¢â‚¬Å“but, frankly, I have a
kindergartener and a third grader and this hits home with me personally.Ã¢â‚¬Â
Sullivan also had help in promoting and marketing the event from AMAG, which has created customizable marketing materials targeted toward specific verticals, including K-12. Ã¢â‚¬Å“A lot of our resellers donÃ¢â‚¬â„¢t have the staffing to create marketing materials,Ã¢â‚¬Â said Nicole Deschler, who heads up AMAGÃ¢â‚¬â„¢s Voice of the Customer program. Ã¢â‚¬Å“We can do postal mailings, email campaigns, or we work with them to set up events just like the one PASS did, a symposium or a lunch-and-learn ... The key is to educate the end users.Ã¢â‚¬Â PASS, with roughly 40 employees and about $9 million in annual revenues, does have marketing coordinator Luke Lieberman, who worked closely with AMAG.
Loren Lloyd, AMAGÃ¢â‚¬â„¢s central U.S. sales manager, helped coordinate the event and said those in attendance clearly were unaware of some of the possibilities provided by the newest security technology. Ã¢â‚¬Å“The majority of people were very interested in what the potential was ... IÃ¢â‚¬â„¢m not sure how much exposure they have to security in their mailings and in their industry conventions.Ã¢â‚¬Â
Sullivan said that educating the end users may not lead to immediate new business, but was likely to pay dividends down the road. Ã¢â‚¬Å“TheyÃ¢â‚¬â„¢ll start thinking about how physical security is part of the larger solution,Ã¢â‚¬Â he said.
AMAG has similar marketing materials or the health care, transportation, municipality, financial, and utility verticals.