Select Security

Imagine Scott Harkins, president of Honeywell Security Products, lumbering about in an inflatable sumo wrestler suit. Envision Stan Martin, executive director of the Security Industry Alarm Coalition, stalking around in a long cape as Count Dracula, looking for blood as well as donations to SIAC. And then picture Patrick Egan, president of Select Security, scarily attractive in drag as a red-lipsticked brunette in an elegant gown.

Those attending the Honeywell First Alert Professional Convention here in Hollywood, Fla. didn't need to conjure up those images—they were all there for everyone to see tonight as security dealer attendees let their hair down (quite literally in Egan’s case) at a belated Halloween costume party.

They got into the fun with inventive costumes, which included a nun and monk, wizards with tall hats, a beekeeper, a gladiator, a Wizard of Oz scarecrow, Popeye, cave men and cave women in leopard skin clothing and one brave dealer in a Scottish plaid kilt and matching tam–o'–shanter.

It may sound silly, but it turned out to be a good way to break the ice at a networking event—and it was just another way to connect at Connect 2012.

Earlier today, Harkins, in his more familiar attire of a suit and tie, explained why the event was given that name this year.

Speaking on the first full day of activities of the annual event, which launched yesterday and runs into this weekend, Harkins said, “Why the name ‘Connect’? … We wanted to rebrand the entire experience.”

Networking was one reason, he said—“connecting companies and individuals.”

But he said the word also shows how home automation services are transforming the security industry. “It’s not just a security space anymore,” he said. “It’s a connected home space.” And, he added, “we think interactive home services will continue to expand under our brand Total Connect.”

Harkins’ talk this morning also included a sober moment that contrasted with the lighthearted event that ended the day.

He asked everyone in the audience to pause a minute to think about fellow FAP members who couldn’t make the event because of Hurricane Sandy.

He said this year’s event was slated to have had pretty much the largest attendance ever, with 165 companies represented and 740 people total. But he said about 50 of those companies were “in the eye of the storm,” which early this week battered the East Coast, especially New Jersey, where Honeywell is located, so some people couldn’t attend.

However, Harkins said he was impressed with the numbers of people who did turn up despite problems like delayed flights and power outages in their homes. “There has to be about 400 to 500 people here,” he said. And some attendees were still arriving Friday evening.

Harkins already has set his sights on 2013, which will be the 24th year for the dealer program, which Honeywell bills as the “longest running” in the industry. “Our goal is 250 companies and 1,000 people next year,” Harkins said.

And what will the name be in 2013? Expect something similar. Harkins said that “Connect” also will be “a brand going forward.”

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!

“Forward thinking.” That the term that Hank Groff, national director of Pittsburgh-based Guardian Protection, used today when I asked him about his impression of the second day of the ESX show, being held here in Nashville.

Groff told me that’s a theme he’s noticing at the show, and said it dovetails nicely with Guardian’s approach to the latest technology.

“We’re really driving our dealers to sell everything cellular and mobile app technology,” he said.

He also said a Texas dealer is the first among Guardian’s dealers to go completely paperless. Every one of the dealer’s approximately 40-50 sales reps has an iPad, which they use to do everything from the presentation in the home to the contract, he said.

His comments got me thinking about other aspects of the show that also were about the industry adapting to the future.

Take this morning, for example. I attended the ESA Eye Opener Breakfast, which honored a group of Security Systems News’ 20 under 40 Class of 2012 professionals.

A panel discussion—led by SSN editor Martha Entwistle and featuring class member Laurie Jackson, VP gaming sales, North American Video; Mike Jagger, CEO and founder of Provident Security and an alumnus of the SSN 20 under 40 Class of 2008; and also Mel Mahler, CEO of ADS Security and a mentor for the class of 2012—talked about such topics as what companies can do to encourage their employees to become future leaders of the industry. You can’t get much more forward-looking than that.

Afterwards, I chatted with Scott Harkins, president of Honeywell Security Products, who attended the breakfast and said he found the panel discussion enlightening.

Harkins said Honeywell was not introducing any new products at this show. Of course, the company just announced earlier this month the release of some very forward-looking technology:  the LYNX Touch 5100, the latest version of the company’s popular self-contained wireless touch-screen security system; and the Wi-Fi version of Tuxedo Touch, a touchscreen security and automation controller with Z-Wave functionality.

Among other activities on Tuesday, I also attended a seminar titled “Achieving RMR from Home & Building Automation,” which focused on how market leaders are creating new RMR models around home automation. The panelists were Patrick Egan, president and founder of the Pennsylvania-based super-regional Select Security, and Greg McLochlin, head of the Honeywell Security Dealer Development Group.

During the discussion, McLochlin expressed a forward-thinking idea about the entrance of telecoms and cablecos into the security market.

“Are they a threat to RMR or an opportunity for RMR?” he asked. “Are they turning over rocks we never thought about turning over anymore?”

He suggested the latter. “They have a different view of the market,” McLochlin said. “They see it as a lifestyle sale as opposed to a life safety sale. We as independent dealers can learn from them."

Want a tip? One of you best ways to market your company may just well be contacting me.

No, I don’t have an inflated ego. What I’m talking about is good old-fashioned publicity about your company that I and other members of the media can provide—it’s still one of the best content market strategies there is. And you can learn about how to get the most out of media relations by attending a seminar I’m moderating this week at the ESX show in Nashville.

The seminar is called “Maximize Your Media Relations ROI,” and will take place Wed., June 27, from 10:45 a.m. to 11:45 a.m. in room 208. You’ll get lots of tips from our 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.

We’ll answer such questions as “How do I figure out what is newsworthy about my company?” and “How do I build a media contact list?” Also, you’ll learn the difference between working with broadcast, print and online media.

I hope you’ll attend this session and let us share with you the best ways to publicize your company’s information and expertise. See you in Nashville!