Subscriber Discussion

Integrator Billboard Ads?

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Brian Karas
Nov 09, 2017
IPVM

From LinkedIn: Integrator using billboard advertising. Have any IPVM integrators looked into doing local billboards? What does this cost?

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Jon Dillabaugh
Nov 09, 2017
Pro Focus LLC

Billboard costs vary greatly based upon location, similar to how property values vary in the same way. The underlying variable is how many people will potentially see the ad. Super busy intersections and highways are usually really expensive. Less busy, lower income, or less poplulated areas will generally be less expensive. 

I’ve never actually bought one before, but I did look into it when I owned a retail store in the past. We ended up doing a TV ad instead with our local cable company doing inserts. We usually chose the shotgun approach buying quantity over quality. We usually had response within minutes of starting a campaign. We had to beg them to yank our ad, even if they kept our money. We were THAT busy instantly. 

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Brian Karas
Nov 09, 2017
IPVM

Jon -

Do you recall what you spent in total on the TV ad (production and air-time costs)? I"m sure it is regional like the billboards, but curious as to rough numbers.

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Jon Dillabaugh
Nov 09, 2017
Pro Focus LLC

They shot and produced a 30 second ad for free when buying a minimum of $500 of spots. We had a great sales rep who always grabbed us the best value slots. There were always cancellations and changes that they would discount to fill on short notice. We just gave them a budget for the month and they would manage the fills. 

Honestly, I think we ended up telling them to keep a few hundred dollars at the end because we couldn’t handle the traffic caused by the ads. We figured we got more than our money’s worth. 

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Undisclosed #1
Nov 09, 2017
IPVMU Certified

I feel a little juvenile in pointing it out, but seriously, what kind of domain name is this?

How would you pronounce that?

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Michael Wells
Nov 09, 2017

What about the IPVM content regarding the Hik Vision hack they have splashed on their site.

 

http://www.assecurity.ca/hikvision-disclaimer.html

 

Might be petty. Not sure if IPVM allows that type of redistribution of their content.

MW
Michael Wells
Nov 09, 2017

I do suppose it's all free content since none of the pictures showed anyone signed in. Probably petty on my behalf.

JH
John Honovich
Nov 09, 2017
IPVM

Michael, thanks. I had that seen that. While it may be free content, we still hold the copyright to it and are going to enforce it / ask them to remove it.

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JH
John Honovich
Nov 10, 2017
IPVM

Michael, all, update - the IPVM content has been removed from their site. Thanks for letting me know.

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UI
Undisclosed Integrator #6
Nov 13, 2017

Thanks for saying it for me! :o)

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Christopher Freeman
Nov 10, 2017

Just more Expense's to pay for 

we always look at the numbers 1st  

I found advertising to be a poor return , but many company's still shell out funding for it.

I experimented with different types in the early 2000's , found it to be a big waste of money

The numbers were not there and we had to work twice as hard for the clients we got thru advertising. very competitive

Remember the Golden Rule : NO return until all expenses and overhead are paid and then you have to be real with yourself to see if they are real numbers of Hype. 

Tryed yellow pages, Large, small, full page , partial page

Decided Client Relations is the Best way.

When I worked for national guardian we had a calculator that really detailed out the returns . 

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UI
Undisclosed Integrator #2
Nov 10, 2017
I still remember the yellow pages pitch and the plumber example. Our studies show a 1/4 page as would provide 20 new leads a week. Maybe you should buy something smaller, maybe 10 leads. Imagine if you had the whole page, how would you manage 100 new leads a week. Blah, blah, blah.... and they held your phone number hostage.
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Daniel S-T
Nov 10, 2017

One of my previous companies, a smaller local alarm company had billboards at one point. I noticed they just kept the original 3 months run or what ever, didn't get them again. Ran TV ads for a bit, and some radio ads, but haven't seen much in the last few years.

No idea on cost, wasn't involved with that.

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UI
Undisclosed Integrator #3
Nov 10, 2017

I have looked into Billboard in my area. I demanded high visibility and needed those folks to do all the design work. We actually had envisioned using the electronic moving Billboards on busy interstate locations. We were told 15-25k per month for the Billboard (when available) booked a year in advance plus anywhere from 8-12k design fee. 

Honestly, I have found money is better spent working with a good graphic design firm, creating a catchy skin for all of your vehicles and those running all over the area are a better advertisement. 

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Keefe Lovgren
Nov 10, 2017
IPVMU Certified

Years back our region saw a large increase in billboards going up due to new businesses moving to town (energy industry).  As others have mentioned the price will depend upon term and locations, all the locations in our area had been locked up so we did not move forward with it.  Here is the pricing I was given, keep in mind this is many years ago.

 

12 month program, production included (same design all posters printed at once): $805/mo. 2 boards a month: $1575/mo. 3 boards a month: $2340/mo. For roughly $20-$30 per month more you could print fewer posters and leave the door open for a design change. I typically recommend the 2-3 board rotation for best coverage and distribution. 

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UI
Undisclosed Integrator #4
Nov 13, 2017

Its not cheap. Varies based on traffic, good ones are a couple grand a month per in our market. Great ones are more obvs. Minimum terms, erc. Good way to geographically target tho... kinda. As long as you understand 99% of the traffic that sees your sign is wasted. This was for digital ones that were not up all the time and no printing.

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UI
Undisclosed Integrator #4
Nov 13, 2017

Also, just as a general rule I would avoid having your company url start with www.ass....

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Undisclosed Integrator #5
Nov 13, 2017

Advertising in 21st cent is a good way to get negative returns. Unless you can get free PR in your local news or get a viral social post your dollars are being wasted. Authentic original content is obviously the best. On the Alarm side several companies are going to get a giant goose egg trying to compete with people like Adt / Simplisafe on advertising. The Customer acquisition cost is way too high. Commercial sales really only work belly to belly.

U
Undisclosed #1
Nov 13, 2017
IPVMU Certified
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David Coughlin
Nov 13, 2017
Protection One / ADT

Billboards are a form of mass marketing. While you can choose the location, in general, the targetting is among the least accurate in marking. So, it depends on whether what kind of buyers you're targeting. IMHO, I'd say that billboards are more appropriate for low to mid-range residential markets and perhaps entry level retail/commercial.

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David Morgan
Nov 13, 2017
Security Dealer Marketing

Hi Brian,

Whereas I'm not an Integrator I do have some experience in this arena.  There have been some opinions on this thread to which I agree with. For example, David Coughlin's note in my opinion is dead on.  Back in the Madmen days (1960's) there were only a handful of advertising platforms, ie Radio, TV, Newspaper, Magazines, Billboards, etc. Today on the other hand there a digital juggernaut. Commercial Systems Integrators have a plethora of options when it comes to their marketing. Based on our experience we'd recommend more targeted options for spending ad dollars. There have been a couple of comments on this thread disparaging advertising and if done incorrectly can generate a negative return on investment. Every Integrator is different; some are content with a direct / word of mouth sales approach but there are others that have goals of growing in a sustained way. Advertising / marketing is a key factor for this but not the end all, be all.  Like all other aspects of your business, it will require proper testing and systems.

Brian - Is there a question behind the question. Clearly your question is very general in nature. Based on our experience within the industry a very small percentage of security companies (including residential dealers) have used billboards and pricing is based on factors indicated by my fellow commenters.

Cheers!

David

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Undisclosed Integrator #7
Nov 14, 2017

@$$ Security or whatever he calls himself seems like a hypocrite/nutjob struggling for business. He removed that link to the hikvision disclaimer and put a page saying they dont sell any cheap brands YET on the portfolio page, it shows photos of several cheap cameras. Has a wall of shame...way too focused on bad work. Pathetic.

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UI
Undisclosed Integrator #4
Nov 14, 2017

 Ahem... about quarter way down....

 

http://www.assecurity.ca/warnings.html

 

Site was better than I expected to be honest.

JH
John Honovich
Nov 14, 2017
IPVM

Thanks #4. I've asked them to remove that as well, will update with progress.

JH
John Honovich
Nov 16, 2017
IPVM

#4, they have removed the IPVM content. Thanks again!

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Christopher Freeman
Nov 14, 2017

amazing how voted best, #1 , seem s to me that's 

Hype

Everyone seems to think they are #1 

They all are voted best in some year or another

The nice thing about advertising is , any lie or deception is ok 

with all the lies in media , who is really # 1 or Really voted best , and by who, and how many votes 

1 vote 

100 votes 

1000 votes 

What makes you , or any one else # 1 or voted best , JUST lies and Hype

Truth , Integrety, Transparancy 

Everyone should have to post the links to the documented evidence as to WHY

 

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Rob Stayrer
Nov 18, 2017
A.S. Security & Surveillance Inc

Integrators do not normally partner up with specific brands to do any joined advertising campaigns. However, if the relationship between an integrator and camera manufacturer is strong with years of great history and excellent sales, then yes it happens and it this case we are proud to offer and promote Vivotek as their gold partner. More integrators should pair up with their brand of choice, and a whole lot of innovative advertisement possibilities could work out. It benefits both parties.

We feel the street board ads do work especially with multiple boards in multiple areas such as major intersections, off the highway carpools, mall parking lots, industrial complex or new construction sites, the signs do generate a significant amount of inquiries. Yes, the cost is definitely quite high.

Anyway, regards to all the IPVM readers and Happy Thanksgiving coming up!

Rob Stayrer - A.S. Security & Surveillance Inc

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David Coughlin
Nov 19, 2017
Protection One / ADT

Rob,

Thanks for your post. Marketing people (if their being honest) will say that only 50% of the marketing budget is effectively spent. The problem is, they don't know which 50%! Obviously, having that kind of broad exposure brings in the good, the bad, and the ugly in terms of responses. Nevertheless, I'm happy that the billboards are working for you. 

It is also interesting that you chose to highlight Vivotek (or any specific product). That noted, it likely defrays the cost at least somewhat. I'm wondering if you can share your market (all large commercial, a mix of large commercial and small retail, a mix of residential, or all residential)? Also, do people responding to the billboard ask for Vivotek?

Best,

David Coughlin - Access Integration Systems

JH
John Honovich
Nov 21, 2017
IPVM

Online marketing specialist with a new post on his Billboard advertising experiment. He goes over what he learned and is doing for a billboard he is currently running in Austin Texas, including rates and logistics of doing on

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David Morgan
Nov 21, 2017
Security Dealer Marketing

Thanks for sharing John.

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