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Smith & Wesson Security Services Dealer Program Takes Steady Aim The largest maker of handguns in the United States entered into a new realm of recognition when its security services division racked up an award at this year's SAMMY ceremony. The Springfield, Mass.-based company ventured into the electronic security industry last spring (see "Smith & Wesson Takes a Shot at Security" in the March 2009 issue) and wasted no time creating a name for itself in the electronic security world. "We are a new dealer network and winning this prestigious award gives us recognition we never would have gotten otherwise," says Eric Wahrsager, vice president of marketing and development, NationWide Digital Monitoring, the wholesale monitoring company licensed to design and market Smith & Wesson-branded security systems. "Dealers in the industry are giving us serious consideration after seeing the marketing we are putting behind them. Just to be nominated is great. To win was above our expectations." The company's marketing movement was more than just a shot in the dark. With more than 76,300 accounts and counting, Smith & Wesson Security Services is aiming in the right direction. "Our literature equips the alarm dealer with all the marketing tools they need to inform and acquire new customers, from brochures and door-hangers to in-home presentations," says Wahrsager. "These materials were specifically designed as a cohesive campaign with each piece working off the next, helping dealers build their business more effectively." Smith & Wesson prides itself on creating and implementing marketing materials aimed at helping its dealers grow their businesses. However, Wahrsager found the greatest challenge is maintaining the continuity of the branding across the board, from print to Web. "As we launched our dealer network, direct mail promotions and E-mail blasts were very successful in getting the word out about Smith & Wesson Security Services and notifying prospective dealers about our in-person, informative breakfasts throughout the country," he says. Smith & Wesson's initial marketing materials played a significant role in the fast growth of the dealer network, according to Wahrsager. In turn, the marketing budget has been a direct reflection of that growth.
Moving forward, the company is currently exploring and experimenting with other media, including TV commercials, radio advertising and Internet advertising. A new focus is also being placed on educating and training dealers to effectively use these materials to market their businesses successfully. "Our dealers are ultimately the backbone of the company. They are out there every day acquiring customers, performing the installations and helping the company grow as a whole," Wahrsager says. "Accordingly, they deserve the best marketing materials and tools to aid in their success." By measuring its return on investment (ROI), adjusting its marketing campaigns, and striving to help its dealers' businesses prosper, Smith & Wesson Security Services continues to keep its eye on the target.
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"We feel our marketing budget will continue to grow as we build our network, and we will develop more materials based on the needs and input of our dealers as well as the needs of the target audience."