Security Warehouse is a leading distributor in SA’s electronic security equipment industry, distributing products directly to trade clients and providing turnkey project management services to project managers and end-users.
Over 20 years it has grown into one of Africa’s leading importers and distributors of electronic security equipment. Its goal? To keep expanding the business, while informing all dealers of updates.
To this end Security Warehouse engaged marketing consultancy, Firejuice, for three months – to refine its approach in support of these growth objectives.
During this time Firejuice conducted an in-depth review of current communication activities and promotional tools and worked closely with the internal marketing team to develop a strategy that effectively communicates at scale, using technology.
It’s vital that Security Warehouse continue to communicate effectively to its extensive database of customers. This is critical to ensure awareness of new locations and offerings, and to deliver a clear value proposition. According to Pasco Lattuca, Managing Director, “We value our dealers tremendously and needed to adjust our marketing to keep them in the loop as our business expands.”
Firejuice enjoys a long and valuable relationship with Security Warehouse. Bernard Jansen, founder of Firejuice, remembers when he assisted with the drafting of the first strategic marketing plan for the company: “I enjoy working with Pasco Lattuca and his team. They appreciate the value of strategic marketing and run a very slick operation.”
As with anything marketing-related, the proof of the pudding is in the eating, and in this case, the results are pretty tasty. Communications are more cost-effective and targeted, and have resulted in a 30% increase in branch visits since implementation began.
Jansen concludes, “Security Warehouse is one of those rare companies that has strong fundamentals not only operationally, but also in its approach to sales and marketing. It’s an attractive business with significant potential, and I look forward to remaining involved with the team as it embarks on increasingly ambitious challenges.”