Commercial Integrator + Security Sales Nov/Dec 2023 - 104

BETWEEN US PROS by Scott Goldfine
Secret Sauce for SAMMYs Success
IT IS A PLEASURE to be able to continue my longtime relationship
with Security Sales & Integration's audience, in my new role as
the marketing director for remote guarding leader Elite Interactive
Solutions, through this column.
I aim to continue to bring you industry insights and perspective.
In so doing, I will shed light on opportunities, off er operations
advice, help you tackle challenges, and address hot trends
and issues. I encourage you to email me at sgoldfi ne@eliteisi.com
to provide feedback and input on topics you would like to see
covered in this space.
As I write this, it's a week aſt er this year's GSX event - the industry's
second-biggest trade show (aſt er ISC West), and the largest
for end-user security professionals. To my eyes,
it appeared busier than it has been since before
the COVID-19 pandemic.
Robust Shows Correlate to Health
I believe that robust shows correlate to industry
health, and, so, in my mind, this turnout was
great news for all of us. One complaint I did
have was the lack of sitting areas just outside the
convention hall. (Perhaps this was intentional to
keep people on the expo fl oor and inside booths.)
It is always fascinating - particularly now,
looking through my new lens - to see all the
fl ashy, and in some cases enormous, vendor
booths, all vying to lure in some of the thousands
of attendees. It's like peacocks fl aunting
their colorful feathers!
One of the most prominent booths, right
& Marketing (SAMMY) Awards. As former editor-in-chief and
associate publisher, I can say that some of my fondest memories
stem from my quarter-century presiding over the SAMMYs. This
venerable program will log its 29th
year in 2024.
Art and Science
All those years reviewing thousands of entries helped inform my
marketing acumen and now - as a marketer myself - it gives me
a whole new level of appreciation for the process, which, particularly
in the digital age, is really both an art form and a science.
Here's a little inside baseball for the SAMMYs: Unless it is purely
Security
dealers and
integrator
businesses of
all sizes have a
realistic shot
at taking home
a beautiful
SAMMY
trophy.
near the main entrance, was Securitas Technology and Security
Services. There, I caught up with decades-old friend Tony Byerly,
global president of Securitas Technology, a fellow SSI Industry
Hall of Famer and member of the SSI editorial advisory board.
I have known Byerly through his leadership roles with HSM,
Stanley, Diebold and, now, Securitas. His organizations and he
have always placed a premium on thorough and vivid marketing
campaigns and materials. Those eff orts, in addition to winning
business, have resulted in numerous awards that his companies
have not only celebrated and benefi ted from (via free media coverage,
for example) but also wisely and conspicuously conveyed
to customers and prospects.
I have seen some of those trophies triumphantly displayed
in glass cases at trade shows, and Securitas' 2023 SSI Integrated
Installation of the Year win was, in fact, nicely promoted at GSX.
Spotlighted in SSI's annual Best of the Best Issue, that accolade
is among the 12 categories that comprise this publication's Sales
a drawing, when entering or applying for something, both form
and substance are crucial. Carefully review the
criteria that are independently judged for a given
category. Then, in a manner that is direct, specifi
c and succinct, explain or illustrate how and
why your entry meets or exceeds them.
Include additional supporting materials. In
particular, include photos and/or videos for categories
like Community Service, Installer and
Installation of the Year, and Overall Marketing.
It is much better to submit too much information
than to submit insuffi cient information.
The latter is like losing business to a competitor
simply because you failed to communicate that
you off er the same product or service. You'd be
dumbfounded if you knew how oſt en that undermines
winning an award or a customer.
Also, although SSI tries to catch it on the back
end, please double-check to make sure you are
entering the intended category. The Installer and Installation
entries, for example, are commonly confused.
The Greatest Perks
One of the greatest perks of the SAMMYs program is being named
a fi nalist and being recognized as winners are named during the
presentation at ISC West. Believe me when I say that security
dealers and integrator businesses of all sizes have a realistic shot
at taking home a beautiful SAMMY trophy. Since it is free to enter,
the only thing it costs is a little bit of your time.
Think of the potential recognition, company morale boost and
opportunity to leverage this accomplishment to gain new business.
To participate, go to sammy.secure-platform.com. SSI
Elite Interactive Solutions' marketing director, SCOTT GOLDFINE, is
an SSI Industry Hall of Famer who spent 25 years as Security Sales &
Integration's editor-in-chief. He can be reached at sgoldfi ne@eliteisi.com.
Commercial Integrator + Security Sales & Integration, (USPS 005-160) (ISSN 2165-9850), Vol. 13 No. 10, is published monthly and bi-monthly in Sept/Oct and Nov/Dec by Emerald X, LLC., 100
Broadway, 14th
Floor, New York, New York 10005, 800-440-2139. Commercial Integrator + Security Sales & Integration is a registered trademark of Emerald X, LLC. All reproduction, including
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104 Commercial Integrator+Security Sales & Integration | Nov/Dec 2023
http://sammy.secure-platform.com

Commercial Integrator + Security Sales Nov/Dec 2023

Table of Contents for the Digital Edition of Commercial Integrator + Security Sales Nov/Dec 2023

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