Threat Detection Thoughts Uncensored

New ways to market intrusion help dealers add new customers and keep existing accounts

"We've been providing critical condition monitoring solutions to the security industry for 30 years with niche products that offer total asset protection by monitoring for temperature, water, humidity and more," said Paul Machacek, director of Business Development, Winland Electronics Inc., Mankato, Minn. "We inform our distributors and end users via a variety of methods to ensure an understanding that Winland solutions are an extension of traditional fire and burglary coverage for total asset protection."

Enter the land of the QR code

"In addition to direct mail, e-mail communications, public relations and print advertising, we also educate our partners and potential clients by participating in trade shows," said Machacek. "We recently launched a new product at a trade show that included developing new marketing materials, communicating the offering with industry media and conducting show seminars to educate attendees about the product. With the rise of QR code use, we knew it was essential to include targeted codes on our printed materials to provide smartphone users with quick access to additional information."

"For targeted communications, we utilize the channels offered by our distribution partners that include e-mail blasts, monthly promotional flyers, newsletters and more that enable us to illustrate how our products can be used in a wide array of industries-from healthcare and commercial, to grocery and agricultural," he added. "We also continue to research new communication channels, like social media, to keep our dealers, partners and customers up to date about our latest offerings."

New innovations and existing upgrades in intrusion panels and detection devices continue to filter through the technology pipeline. Keep an eye on this hot industry segment and stay in touch with your customers to understand their needs and what you can offer that will be above what the competition might suggest.