Rob Allin Marketing Communications

Rob Allin Marketing Communications Writing Sample

A client of mine was presented with the type of PR scenario security businesses dream about; he received a surveillance video of his product physically preventing a customer from being effected by a break-in. Unfortunately, he did not have permission from the customer to release the video publicly. I quickly came up with the below press release, which we distributed to members of the trade media. The result was increased awareness of the product at a subsequent trade show, as well as a taped segment on The Today Show.

VIDEO DELIVERS LOSS PREVENTION LESSON

Smash-and-Grab Intruder Thinks Twice

When Confronted By Harmless Fog

NEW YORK, NY  (October 24, 2006)– PROTECT Security Systems of America President Frank Arlotta received an interesting DVD in the mail last week.  It was shot from four different angles, presenting the story of an active main character with a dubious goal: break the glass of a closed retail store and steal as much as possible before the arrival of law enforcement.  After facing an intriguing conflict, the main character ultimately chose to forego his malicious intentions.

It sounds like a fable, but it was actually video surveillance footage of a verified smash-and-grab crime prevented by the PROTECT Smoke Cannon^TM in a United States retail store.  Portions of the footage are being displayed throughout ISC East at PROTECT’s booth in the lobby of the Javits Center.

“The video was sent to us by a security director who has been testing our product,” Arlotta said.  “The fog was effective because it created a sudden, distinct defense against the crime.  The guy in the video broke in to steal in a hurry, acting on instinct and adrenaline.  But the minute he saw something new, a defensive cloud of fog filling the air, he just wanted to get out of that store.  He just left.”

Rob Allin Marketing Communications Writing Sample:

This article was published in a Las Vegas-based spiritual and holistic journal called In Light Times. I wrote it on behalf of Laurence Berkley, creator of A Samurai Workout.  It served the dual purpose of promoting the DVD as well as a locally-based instructor.

Martial Arts Fitness: A Low-Impact Way to Develop Mind, Body and Spirit

By Laurence Berkley

Our bodies are driven by complex biological processes, but everything can be broken down to molecular interactions driven by vibrational energy.  Vibrational energy is a principle of physics in which energy is transferred within a molecule and between a molecule and its solvent surrounding.  Vibrational energy connects all of the Earth’s organic components.

Balance, fitness, and understanding self-defense can help us harness the vibrational energy that makes life possible.  We can move beyond our perceived limitations when we understand the fundamental energy that makes our existence possible.

Many vibrational energy studies are rooted in the belief that molecules give off and absorb sounds.  Ancient martial arts and movement disciplines I have studied serve as a vehicle to receive and embrace this vibrational energy.

Martial arts fitness is derived from centuries-old practices emphasizing a disciplined approach to balance and mental agility.  Ancient Samurai warriors did not have GPS systems or cell phones.  They had to rely on their wits and a healthy body to prosper in their daily lives and fulfill their destiny.  When I was studying martial arts in Asia, I noticed an emphasis on clearing the mind for optimum performance, and then forging a path between mind and body.  When achieved for the first time, the realization of this path creates serenity and peace.

Unfortunately, traveling this path in our uncertain times is nearly as trying, if not more, than it was in the time of the Samurai.  We live in a world full of distractions and disruptions, chaos and conflict.  There’s always somewhere to be, something to do, someone to see.  If our calendars are never clear, what hope is there for our minds?

With good reason, yoga has surged in popularity in recent years.  Yoga promotes a strong connection between the mind and body.  I helped develop the very first yoga instructional classes back in the 1960’s.  My travels to Asia in later years led me to studies with experts of various martial arts: karate, Tai Chi Chuan, Chi Kung, and Kobudo.  Some of these disciplines have been practiced for centuries.  Kobudo, for example, was the primary method of sword training for the legendary Samurai warrior, incorporating the katana, well-recognized in American culture as a Samurai sword.  Although those warriors may have been preparing for battle in some circumstances, Kobudo is actually a non-combative form of weapons training.  To me, Kobudo was perfectly suited for a marriage with yoga, and I have spent several years perfecting the translation of Kobudo to modern fitness. My interpretation substitutes the katana with a jo, which is a light wooden staff, and emphasizes low-impact movements that improve strength, flexibility, and confidence.

You do not have to be a martial arts expert, or even a novice, to make gains.  Ten or fifteen minutes a day can provide an adequate full-body workout.

An example is a move I call “Carry the Tiger.”  To perform this maneuver, I take the jo and hold it out in front of me with two hands, with the jo parallel to the ground.  Right away, I am stabilizing my back muscles and abdominals while achieving ideal posture.  As I “carry the tiger” by moving the jo over my head and then back down, I breathe in and out before “taking it to the mountain,” where I twist to the right and then to the left, using the jo to maintain my posture while continuing my breathing.  Go ahead and find a broom handle around your house and give it a try.  After only a couple minutes, you will feel relaxed and refreshed.

The mind-body-spirit connection is crucial to effective low-impact exercise.  The focus should be on balance, posture, and breathing.  You should feel a burst of energy after ten to fifteen minutes of performing martial arts fitness moves.  If you are fatigued, that means you are not being mindful of proper form and rhythmic breathing.

Civility is eroding in our world, and there is a need to be skillfully alert, to sense and retreat from danger.  My current goal is to instill the confidence that develops from a strong mind-body-spirit connection in as many people as I can.  I hope you will join me.

Laurence Berkley currently coaches, practices, and researches martial arts fusion fitness in Las Vegas.   For more information, please visit www.asamuraiworkout.com.