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Getting to know the media can improve ROI

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Thursday, June 28, 2012

Erica Wood, co-owner and chief security officer of Dayton, Ohio-based American Fire & Security, said she kept getting turned down by a business newspaper in her community when she tried to get it to publish news about her company.

It wasn’t until she met with the publication’s editor that she found out the paper only wanted stories focused on business growth. Now Wood knows how to tailor press releases about her company to win the interest of that publication.

Talking to editors and reporters to find out what kinds of information they’re looking for was one of the tips offered during a panel discussion I moderated today at the ESX show in Nashville, titled “Maximize Your Media Relations ROI.”  The focus was on how to get favorable publicity to help market your company.

The session included lively discussion from audience members such as Wood, who shared their experiences and posed questions to the panel of public relations experts: Joseph Mitton, marketing coordinator, Select Security; Beth Welch, public relations manager, Honeywell Fire Systems; and Jay Stuck, chief marketing officer and VP, residential sales, Securewatch24.

Panel members offered a number of tips. Welch urged use of social media sites like Facebook and Linked In to get information out about company news and also make connections. And she said to make sure that media outlets correct any mistakes they make in writing about your company online, because those kinds of stories “last forever.”

Welch said that sometimes sending a compelling photo along with a press release can help catch a publication’s interest.

When it comes to deciding what’s newsworthy enough about a company to put in a press release, Stuck suggested to the audience that they ask themselves, “So what?” If they can’t answer that question, he said, it’s probably not news.

Among tips from Mitton, a former television journalist, was to work to establish friendly relationships with reporters and editors, making it easier to pitch them story ideas.

ESX recorded the session—something it’s doing for all the seminars offered here—so it will be available online. I hope you’ll find what we had to say rewarding for your company!

Telcos & Cablecos: Their strategies revealed

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Monday, June 25, 2012

I’m here in Nashville for the fifth annual ESX show and I’m currently prepping for three, count ‘em—three, panel discussions that I’ll be moderating tomorrow. I will show no moderation in moderating on Tuesday.

The panel discussions center on three different topics—careers in security, new technology impacting your business, and the new entrants into the security industry. However, when I did conference calls with the three different groups of panelists, the conversation inevitably touched on how to effectively compete against the AT&Ts and Comcasts of the world.  

The new entrants will, no doubt, be a recurring theme in many of the educational sessions, discussions in the hallways and probably in the watering holes on Broadway in the evenings.

Another theme in my panels and others is the importance of IT know-how in security companies. It’s something security systems integrators have been talking about for many years, but it’s now becoming a crucial skill for the average security company that does residential, small business and light commercial as well.

On a related note, we’ll also be discussing security company’s back office operations and processes during a couple of my panels. Is your office IT infrastructure up to snuff?

Here’s what I’m up to on Tuesday:

9-10:30 a.m. YSP Eye Opener Breakfast in the Renaissance Ballroom: We’ll be honoring the members of Security Systems News’ “20 under 40” Class of 2012 and the Security Industry Mentors. After that, I’ll be moderating a panel discussion about careers in security with Mel Mahler, CEO of ADS, and one of the five Security Industry Mentors; Mike Jagger, CEO of Provident Security, SSN “20 under 40” Class of 2008; Laurie Jackson, VP, gaming sales for NAV.

1:45-3 p.m. Technology Trends Impacting your Business in Room 204.  We’ll be talking about mobile apps, managed services and what you need to do internally to ensure that your business is ready to offer these services. On the panel: Wells Sampson, CEO of American Alarm; David Carter, managing director of Security Networks of America; Lou Fiore, chairman of the Alarm Industry Communications Committee

4:45-6 p.m. The New Competitive Landscape: Telcos, Cable Companies and Beyond in Room 204. We’ll talk about the new entrants’ strategies and timelines to scale their business. What do you need to know to compete? On the panel: Joe Nuccio, CEO of ASG; John Loud, president of LOUD Security; and, Tom Kerber of Parks Associates.

ESX on track to be largest ever

Organizers predict 30 percent increase in attendance
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05/07/2012

NASHVILLE, Tenn.—The 2012 Electronic Security Expo is on track to be the largest in the event’s five-year history, with more exhibitors and a projected 30 percent increase in attendance from last year, according to event organizers.

ESX returns to its roots in 2012, 2013

Born in Nashville four years ago, the show is coming home
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07/05/2011

NASHVILLE, Tenn.—Popular demand is bringing the Electronic Security Expo (ESX) back here to the city where it started four years ago—for 2012 and 2013.
Ralph Sevinor, chairman of the board of ESX, which is owned and sponsored by the Central Station Alarm Association (CSAA) and the Electronic Security Association (ESA), said the board listened to exhibitors and attendees in returning the educational and networking event for security integration and monitoring companies to Nashville.

C.O.P.S. ready to open fourth central in Nashville

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12/02/2010

WILLIAMSTOWN, N.J.—C.O.P.S. Monitoring on Nov. 29 announced plans to expand from three central stations to four, adding a Tennessee center to its three existing locations in New Jersey, Florida and Arizona. It’s a move that gives the company an advantage, according to C.O.P.S. director of marketing and communications David Smith.