Rob Allin Marketing Communications
Field Marketing and Public Relations for Growing Businesses
0
We re-wrote the ad copy for this 4-page color ad, starting by creating a "definition" concept to illustrate a key feature of the product.
During this phase of their product launch, the client wanted to target security dealers. We focused the copy to target this specific audience.We included the new collateral in targeted mailings to industry associations.
We included the new collateral in targeted mailings to industry associations.
We made sure a trade magazine editor and photographer were there for key presentations of a new home security device at a major industry trade show.
We placed this article in Security Distribution & Management, an important industry trade association publication. We also booked all arrangements for the product demonstration described in the article.
We wrote this fact sheet for inclusion in a press kit announcing the availability of a new financial service designed for the security industry.
We wrote this press release to announce a new financial service to the security industry at the year's biggest trade show.
When PROTECT Security Systems announced an unprecedented warranty plan, we made sure the news was posted on the Security Industry Association's web page, the main trade news source for members.
On the floor of a major security industry trade show, we attracted the attention of news and entertainment television producers. One appearance was a sketch on The Tonight Show, and the PROTECT Smoke Cannon product was featured on the show's main web site, captured here.
Display arranged on behalf of Snikiddy Snacks for Whole Foods in Willowbrook, Ill. Rob Allin Marketing Communications called on store management and sold a case incentive that included live demos of the snacks.
Display built on behalf of Snikiddy Snacks for Whole Foods in River Forest, Ill. Despite the fact that national programs dominate Whole Foods shelf space, Rob Allin Marketing Communications secures valuable placement for small and growing brands.
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 CannonTM 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.”
Back to top