In the past couple of weeks, Monitronics has announced new benefits for active members of AARP and AAA, offering benefits both to members signing up for services with Monitronics as well as members who are current customers.
"These partnerships are set up uniquely utilizing various co-marketing strategies to make their respective member aware of the value and benefits that Monitronics can provide," Frank Guido, Monitronics' CMO, told Security Systems News in an email interview.
"These initiatives were started many months ago, but has been a strategic focus to fuel growth opportunities with high quality, well recognized partners," Guido said. "We are targeting channels that are synergistic to our business and the potential partner’s business. We are selectively targeting similarly partnerships that provide win-win-win opportunities for customers first, our partner and Monitronics.
The company announced its partnership with AAA on Aug. 23, which named Monitronics as “the AAA-branded provider for professionally installed residential security monitoring in the organization's Ohio valley and Mid-Atlantic regions, which covers 11 states, including OH, KY, KS, IN, VA, WV, MD, DE, CT, PA, NJ, plus Washington DC.”
"AAA Alliance is a large regional club for AAA with a member base of over 5.5 [million] members. These members also have excellent attributes and are similar to our base," Guido said.
Brian St. Leger, managing director, discount partnerships and business for AAA Club Alliance, said in a prepared statement, "We are excited to partner with Monitronics to provide a valuable service at an exclusive discounted rate to our members.
"We know our members are active, traveling and out enjoying the world and this will help bring them peace of mind while they're away from their home," St. Leger said in the announcement.
AAA members signing up with the company will get discounts on a specialized AAA package, while members who are already customers will be offered discounts on additional equipment.
AARP members who sign up with Monitronics will receive equipment and free activation “as well as $5 off their monthly monitoring fee,” the company said in an Aug. 11 announcement. Existing customers who are also AARP members will be offered discounts when they add on equipment in the future.
"AARP has a 38M member base and is highly respected brand. Their member base has many positive attributes and similarities to our customer base," Guido said. "Monitronics felt that it could provide AARP members with the best value proposition and service for security and automation. This was affirmed by AARP in the selection of Monitronics in their extensive RFP process."
How much overlap exists between these organizations' memberships and Monitronics' current customer base? "While there may be some overlap, these organization are vast and provide different avenues to reach new subscribers," Guido said.