SECTOR INSIGHT
MUL-T-LOCK PRESENTS NEW LOOK FOR ITS PATENTED PLATFORMS
» SECURITY SPECIALIST MUL-T-LOCK has unveiled a new , integrated branding strategy to boost brand recognition and create clear product hierarchies for consumers , with the aim of driving sales for locksmiths .
The new branding strategy includes a united logo , new platform names , an updated colour scheme and premiumdesigned new packaging to integrate each of Mul-T-Lock ’ s patented platforms – creating a stronger association between the brand and the hierarchy of its products .
As part of this rebrand , the patented platforms have been renamed structurally to clearly demonstrate the value of each product . Platforms will be represented by the name “ MTL™X00 ”, ascending in number according to value , and appearing on both product packaging and on Mul-T-Lock ’ s legendary key heads .
Currently , the Mul-T-Lock brand is recognised all over the world by its trademark name and logo , blue colour scheme , and unique key shapes , with locksmiths very familiar with the company ’ s various platforms : MT5 ®, Interactive ®+, ClassicPRO ®, etc .
However , research recently found that consumers would benefit from a better understanding of the hierarchy between the various platforms , and that both Mul-T- Lock and its customers could benefit from strengthening the association between the brand ’ s identity and products .
Sam Shterenshus , CEO of Mul-T- Lock , comments : “ As a company , we pride ourselves on being a locksmith ’ s preferred partner , but as we continue to strive forward we aim to open up the conversation to consumers also .
“ After in-depth research , discussions with valued partners and locksmiths plus focus-group testing , we decided to adopt a new scalable naming system that would immediately click with customers .”
Whilst remaining the trusted and professional brand that locksmiths love , going forward end-users will be able to understand each platform ’ s position in the range , with this understanding starting a more open dialogue between locksmith and consumer .
The new branding strategy stipulates that the new display boxes will carry only off-theshelf products , shipped in plastic bags and refreshed blue boxes , where locksmiths can decide which packaging to use according to their go-to market strategy .
www . mul-t-lock . co . uk
Trusted innovation in the most demanding of environments
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» ESTABLISHED IN 1973 , Securikey has been a trusted partner to many UK companies and institutions , supplying a comprehensive range of innovative safety and security products which meet the most demanding of environments and specifications .
Combining technical expertise and knowledge of security with continued evaluation of customer experience and development of products , Securikey provide peace of mind and protection to people , buildings and businesses alike as a leading supplier of safes , key safes and cabinets , padlocks and other physical security products .
Having recently renewed its membership with Secured
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by Design ( SBD ), the official police security initiative , Jeremy Cassady , Securikey , said : “ The extra visibility we achieve from our membership of SBD has enabled Securikey to put its people and products in front of customers that we had been unable to do prior to membership . When you combine this with the support and suggestions to increase sales areas given by SBD then it ’ s a positive outcome for us and our distributors ”.
Securikey has also added to their extensive range of SBD products , with their Turnbull Gun Cabinets achieving Police Preferred Specification .
The Turnbull 1 Gun Cabinet weighs 64kgs and has a solid steel body and door , multi
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point locking with VdS class safe lock and 2 keys , 4 handy storage compartments built into the rear of the door , a weapons holder and can take up to 7 weapons .
The larger Turnbull 2 Gun Cabinet weighs 84kgs and has a solid steel body and door , multi point locking with VdS class safe lock and 2 keys , 4 handy storage compartments built into the rear of the door , a weapons holder and can take up to 9 weapons .
Both Gun Cabinets are supplied with trigger locks to prevent accidental discharge of firearms during transportation . The Turnbull Gun Cabinets have been tested to SS302 at Sold Secure to ensure that they comply with
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the proposed changes to the testing and certification of the storage of guns .
SBD Development Officer Lyn Poole said : “ Securikey has been with us since 2015 and extended their SBD product range to now include as well as the safes and vaults , Institutional Mirrors ( anti ligature ) and last year their Gun Cabinets .”
www . securikey . co . uk
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MAY / JUN 2021
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