Company: Monitronics, Dallas, TX
Company Description: A subsidiary of Ascent Capital Group, Inc., Monitronics is one of the nation’s largest and fastest-growing home security alarm monitoring companies. Headquartered in Dallas, it provides monitored home and business security system services to more than 800,000 residential customers and commercial clients through its network of independent Authorized Dealers in the U.S., Canada and Puerto Rico.
Nomination Category: Marketing Campaign Awards Categories - Specialty
Nomination Sub Category: Business-to-Business Marketing Campaign of the Year

Nomination Title: Tradeshow Exhibit: You have a mission/Monitronics

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

The Monitronics dealer brand is based on five elements: stability, flexibility, branding, training and alliance. This particular campaign highlighted our ALLIANCE element, which we infused throughout all marketing materials and extended into our events and tradeshow booth.

The marketing theme for this integrated campaign was “You Have a Mission." Monitronics prepares dealers to accept their mission for success through our dealer program’s five elements. The premise of alliance was brought to life with a military theme infused with comradery, a brand approach our predominantly male audience relates to well.

To generate response and build excitement about the tradeshow, VIPs (or premium leads) received a secret ops mission map with clues in a VIP kit. The map detailed a “mission” to complete while at the show, which culminated at the Monitronics booth. VIPs held the key; the kit included a remote to their own remote helicopter that could be collected at the Monitronics booth. The message: “You Have a Mission - Step Up and Accept.”
The ultimate goal was to meet these prospects face-to-face at our booth or VIP event.

CAMPAIGN ELEMENTS:

• Postcard/E-mail: Show attendee registrations received a "You Have a Mission” postcard mailer. The call to action: register on our landing page for chance to qualify and win Call of Duty and a Playstation 3 and launch a secret mission. The giveaway and CTA maintained the military theme and messaging and led to a high response rate; respondents were eager to register to win.

• VIP Package: If qualified from the landing page, leads were sent a VIP package that continued the mission theme with fun takeaways: a special ops map detailing the mission, a VIP access pass to our secret event at the Wynn, and a remote control for the helicopter they’d receive if they completed the mission: visiting our booth/attending our VIP event at Wynn.

>Highest landing page response ever received: .8%;
>Of landing page registration, 26% yielded high quality leads (VIPs);
>32% VIP response rate – of our qualified audience, 32% responded to VIP mailer and met with us face-face.

• AT TRADESHOW:

Target practice: flew remote helicopters to create buzz. If attendees hit the landing pad bulls-eye within the booth, they joined our SMS hourly drawing for their own remote-control helicopter.

Call of Duty: Set up for multi-player within booth; encouraged attendees to enter our space and have fun. Dog tags, parachutes and army men were placed throughout the booth. They served as an inexpensive promo that carried out the military theme: Alliance, we’re your partner.

In this campaign we engaged our audience with a unique call to action: complete the mission and get inspired to succeed in your business (the mission included opportunity to meet vendors/partners on showfloor). The eye-catching photography and use of black and lime green brought consistency and cohesion to the mailer, VIP package and tradeshow materials. And because these types of colors and visuals are not traditional in the security space, the campaign was truly innovative and fresh for Monitronics.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Monitronics Dealer Marketing is responsible for driving Monitronics’ dealer brand and recruiting independent alarm companies to join the Monitronics dealer program – a large network of independent authorized dealers in the U.S., Canada and Puerto Rico. The Dealer Marketing team’s developed brand strategy is executed across diversified marketing mediums which include print and web media, multifaceted and tiered direct marketing campaigns, press releases, video production, national tradeshows and events. This campaign work has been nationally recognized by a number of marketing and industry agencies.

In addition to dealer recruitment, the Dealer Marketing team executes a number of events and training programs to support its dealers. The ProShop, a print-on-demand customized marketing resource, also supports the marketing efforts of the current dealer base.