Make Your Marketing Mark in 2026!

While the 2000s have seen the channel become more corporate, among security’s enduring charms is its entrepreneurial spirit—with one foot firmly planted in cottage-industry roots and the other stepping through MBA programs.

The top end of the industry has expanded with larger players and better-known brands, which is great for several reasons, including boosting professionalism, security awareness and investment capital. But a key ingredient that has kept the industry so vibrant and growing is its accessibility to enterprising technology innovators and security solutions providers.

Pair that with the critical overriding mission to protect people and property along with the demand and necessity for it, and you have a noble purpose and limitless opportunities to fulfill it. I am reminded of Russian comedian Yakov Smi Uprnoff’s signature line (Google it, youngins), “What a country!”

In this case, what an industry!

Grown Up But Not Fully Mature

There is no doubt the industry has grown up, although it remains far from mature, offering at least as much upside growth as legacy business attained. A central component to that process has been the development and advancement of the sales and marketing practices, strategies and materials to which dealers and integrators have aspired and increasingly achieved.

This evolution can be traced back to mass marketing by companies including ADT, Brinks and Protection One during the 1980s; the launch of Security Sales Magazine (formerly Alarm Installing Dealer) in 1989; major 1990s dealer programs like that of ADEMCO; 1995’s establishment of the Sales & Marketing (SAMMY) Awards; and around the turn of the century, the influx of big conglomerates including Tyco, Honeywell, Bosch, GE and UTC (some bumps and bruises along the way notwithstanding).

During that latter timeframe, emerging technologies and the 9/11 tragedy further spurred the industry being fast-tracked.

SSI’s SAMMYs program is now entering its fourth decade serving as the benchmark for excellence in sales & marketing, business operations, and project design, management, and installation among dealers and integrators.

From a macro perspective, the submissions that have passed through it vividly depict the industry’s collective tapestry of sales and marketing ingenuity and enterprise — spanning mom-and-pop shops to national powers. From a micro standpoint, each year represents a snapshot of both evergreen techniques and progressive new concepts.

How the SAMMYs Have Changed Marketing

During the SAMMYs era, the methods to deliver messages and (what has become) the science of digitally managing and tracking every imaginable aspect of the process have radically transformed the art of marketing.

Back in 1995, among the most popular categories were best business card, Yellow Pages ad, door hanger, radio broadcast ad and direct mail piece. Websites were scarcely on anyone’s radar — let alone social media. Indeed, security industry marketing has come a long way, baby.

Yet where it comes to marketing, the adage holds true that the more things change, the more they stay the same. The basic principles of appealing to human and organizational needs, problem solving and adding value are what have and will always drive action. How it’s packaged is where the rubber meets that proverbial road.

With that in mind, here are 10 tried-and-true practices to consider:

• Emphasize consistency in overall message, logo, color schemes, photographic and type styles and other design elements to ensure strong brand recognition. Differentiate with presentation originality. Supply multiple points of contact and stress licensing and other special qualifications, awards, etc.
• Focus on providing the service and value (solutions) customers are truly interested in, rather than on the systems or equipment themselves.
• Identify your target audience and be sure you direct your energy toward reaching them. Fish where the fish are, find out where they itch, then scratch it.
• Design and produce materials with the salesperson and customer in mind. It should work as both a selling tool and a purchasing aid.
• Evaluate which techniques generate the greatest number of sales. If something is not working, better allocate — not eliminate — those marketing dollars.
• Whether the material is hard copy or digital, remember less is usually more. Simple, uncluttered messaging is typically more appealing and effective. If possible, solicit internal and external feedback before settling on a design or campaign.
• Donate time and money to the communities you serve; encourage employees to do likewise. Create marketing materials in support of these efforts. The goodwill and positive brand image generated within and outside your company will be priceless.
• Marketing does not only apply to new prospects. On the contrary, touch base with your customers often to reinforce how much their business is appreciated and to extend additional sales/revenue possibilities. All outgoing materials should include some type of offer or coupon to spur recipient action.
• Steer clear of the negative, old-school approach of using scare tactics to lure potential customers. Position ads and messaging for positive branding and awareness that promotes the virtues of safety.
• For promotional items, strive for something truly useful and of reasonable quality. And don’t forget the prominent branding and contact information.

For more info or to participate in the SAMMY Awards, go to I hope you and yours have a fantastic holiday season and a happy, healthy and prosperous 2026!

Scott Goldfine is marketing director with Elite Interactive Solutions. Prior to joining Elite, he served as Security Sales & Integration’s chief editor for about 25 years.