How ADT Commercial Won the 2022 SAMMY Award for Best Brochure
ADT Commercial developed vertical market-focused brochures to better communicate with decision-makers in each field.
ADT Commercial services a wide variety of vertical market customers spanning multiple industries and ranging from single-site facilities to multilocation organizations.
To effectively communicate with the varying audiences and decision-makers that comprise these markets, ADT has innovated its process of developing sales support brochures to include clearly defined steps to ensure every marketing piece it creates is accurate, addresses the customer’s pain points and is targeted to the correct decision-maker within that industry.
Each vertical market piece is specifically designed to address the issues and concerns of the targeted market. The company does not use a cookie-cutter approach of mixing and matching solutions in a generic sense. ADT clearly defines each section of the sales brochure to effectively communicate its messaging and understanding of the market along with applicable solutions that are top-of-mind to the end-user decision-maker.
Among the vertical market-focused brochures are:
- Banking and Financial Services
- Cannabis Facilities
- Commercial Buildings
- Restaurant Solutions
- Retail Solutions
- K-12 Education
- Hospitality
- Pharmacy
- Higher Education
- Healthcare
- Oil and Gas Solutions
The downloadable PDF sales brochures range from two pages up to as many as eight pages in length. From an individual content perspective, the Property Management and Commercial Buildings brochure starts with an overview of ADT Commercial’s services, including its customer support teams for tech support on a local level.
The brochure then explains why various security, fire and life-safety systems can be important to mitigate risk, reduce losses and add value to a commercial company. The brochure then digs into the various specific service options that ADT offers, including Cloud-hosted video storage, consolidated analytics, and critical monitoring of temperature, CO, flooding, tampering and supervisory devices.
“The creation of customized commercial capabilities brochure by vertical market was driven by our desire to speak directly to the key decision-makers within this space, to show our deep understanding of their market and the risks and challenges they face, and to present a portfolio of solutions that address their top concerns and to prove our expertise in being able to secure their entire operations,” says Mallory Pernai, senior marketing manager at ADT.
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About the Author
Jason Knott
Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at [email protected]
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