Supreme turns up the heat

Makes a marketing turn to increase awareness
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Monday, November 1, 2004

UNION, N.J.- Looking to increase its name in the industry and with consumers, Supreme Security Systems has driven its first major marketing effort into the high-speed lane to attract additional business.

So far the company, a 75-year-old, full-service electronic security solutions provider, has found a strong group of customers in both the residential and commercial markets in its New Jersey service area. But according to David Bitton, vice president and chief operating officer at the company, it was time to begin thinking outside of the box.

“We feel we have done a very good job of promoting our business internally and through referrals,” he said. “We feel that being in today’s new media and new-world economy, those efforts aren’t enough anymore.”

According to Courtney Chauvin with Affect Strategies, the public relations company working with Supreme, the marketing plan includes a direct mail campaign, a redesigned web site, identifying media outlets and speaking engagements for the company at industry and local events. The thought is that all of these strategies and others still to be determined will help it remain a leader in its market.

“We are committed to spending at least another 75 years here,” Bitton said, “and to do that we need to get our name out in the marketplace.”

But that is not to say that the company is not already well known in its primary geographic focus of northern and central New Jersey. It currently has more than 10,000 customers- 60 percent residential in numbers, but 60 percent commercial in revenue- monitored through its UL-listed central station, also in Union. The company does work outside that reach, but only with current clientele.

“It is regional and national entities that take our services with them,” Bitton said. “We work in Maine, Florida, California, Seattle and Honolulu. But do I actively solicit business in those areas? No.”

The marketing move also will help educate customers on the other services the company offers, such as audio and video intercoms, and increase crossover sales.

“(Crossover sales) happen often enough,” Bitton said. “But not as much as often as we would like.”

Bitton said he wants Supreme to be known as a leader.“We are the expert and we want more people to know that.”