SAFES
SPONSORED BY SKS
SECURIKEY CELEBRATES 40 YEARS OF SUCCESS
SECURIKEY, which celebrates its
40th anniversary this year, was one of
the leading companies exhibiting at
this year’s MLA Expo. Following this
successful event, LSj put some questions
to MD Jeremy Cassady.
Q - You attracted many visitors to your
stand at MLA Expo this year: do you
consider exhibitions of this calibre an
essential part of your marketing strategy?
A - The Securikey range of products is so
diverse that it is important for any business
like ours to indentify and focus on its target
markets. The locksmith retailers represent
a good proportion of our sales turnover
and it would be stupid to ignore any
method of getting in front of our customers.
Unlike many of our competitors, we still
operate a road based sales team as well
as communicating via eshots, printed
advertising and social media. All of these
methods have a place but in different
degrees depending upon the message you
want to convey.
Q - At what other exhibitions do you have
a presence?
A - We exhibit at the MLA Expo and the
Locksmiths show in Nottingham as well
as taking part in regional shows. This year
we have expanded our product range
that will take us into new markets and are
assembling a full strategy for the coming
year with our full service Marketing agency.
Some of these new products are for our
traditional security market while others
are aimed at the personal equipment
outdoor gear market – visit www.treignoutdoorgear.co.uk to find out more.
Q - Prizes were up for grabs at MLA
Expo as part of your 40th anniversary
celebrations: do you have any other
promotions in the pipeline to mark this
special event before the year is out?
A - We have been running a campaign for
the whole of 2013 with the MLA Expo the
culmination of the year’s events. Most of
the offers have been designed to encourage
our distributors to look closely at our range
and the margins they can make from selling
our products. Securikey maintains a fair
trade policy for all distributors and wanted
to spend this year helping our traditional
‘bricks and mortar’ retailer utilise their skill
set and our products to create a difficult
offer to compete with.
76
THE SEP/OCT 2013 ISSUE
SPONSORED BY ADVANCED KEYS
Q - You regularly introduce new products
to existing ranges. Approximately how long
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