Formed in 1984, System Sensor is a global manufacturer of fire detection and notification devices, specializing in smoke detection, carbon monoxide detection, and notification technology.
Client Name: System Sensor
Custom Magazine Taps Writing and Design Talents
System Sensor, a manufacturer of fire- and life-safety notification and detection systems, had a monthly newsletter for each of its four divisions. The company sought to cut costs and consolidate the newsletters, while still maintaining high quality standards.
Interline Creative Group analyzed the marketing requirements of each System Sensor division and recommended a company publication that would mail to installers, specifiers and other professionals in the fire- and life-safety industry. Based on editorial ideas from Interline copywriters, the graphic arts department mocked up a 16-page magazine with ads and editorial content to demonstrate an effective message unifying System Sensor’s divisions. The content included features, product introductions and overviews, and Ask the Expert columns. Interline suggested highlighting products that represented each division in every issue and setting a rotating schedule to give divisions a fair share of coverage. Interline, which also manages and pre-qualifies System Sensor’s sales leads, drew content ideas and sources from its contact database.
System Sensor marketing and product line management embraced the magazine concept and contracted with Interline to publish the magazine quarterly. From the first issue of Life Safety magazine, readers and System Sensor management alike deemed the magazine to be a tremendous success and asset for spreading System Sensor’s message. The first issue received an outstanding 6% response to its business reply card, and 113 people asked to be added to its mailing list. Furthermore, the magazine, which is now available in both print and electronic formats, has cost-effectively raised System Sensor’s awareness in the industry.
Flexible Marketing Campaign Adapts to Industry Activity
Reaching the right audience to promote a product and prompting them to take action are the ultimate goals of advertising for a manufacturer. When that product is established and well-known, manufacturers can jump right to the promotion. But when System Sensor, a manufacturer of fire- and life-safety products, was ready to introduce its advanced carbon monoxide (CO) detectors, management determined that the industry didn’t know much about the product category, or even about the need for CO detectors. Standard business-to-business advertising and direct mail marketing weren’t going to be enough to generate interest and sales.
Interline Creative Group analyzed the market and recommended a targeted approach based initially on educating the market about the dangers of CO poisoning and the need for CO detectors. The solution involved a three-tier program — direct mail, e-mail blasts and a comprehensive Web-based microsite— in addition to standard advertising and public relations. Interline created direct mail for specific regional areas undergoing CO code or legislative changes or to respond to CO situations. An e-mail blast was sent to complement the direct mail program.
The message was always the same: The client is aware of the issues involved and has a viable solution to the issue. A microsite Interline developed serves as a home base of information for downloading specification sheets, white papers, stories and more. The plan has been made adaptable to quickly react in customized ways as new opportunities arise.
Interline Creative Group armed the client with a multi-leveled approach to reach its audience. This has increased exposure to CO and to System Sensor, spurred greater interest among its targeted audience and validated its position as an industry expert.