Security firms hustle to get noticed

Intense competition in the private security market is pushing service providers to turn to marketing and public relations to boost their visibility in the marketplace. Previously, firms such as G4S Security, KK Security and Wells Fargo seldom bothered about publicity and often relied on walk-in clients and recommendation from their clients to net in new clients, especially corporate customers.
But competition from the top players and new entrants such as Senaca and more visible Brinks Security has forced a change in strategy and the market leaders are racing to grow and defend their marketshare. As a result, the firms have set up or an in the process of setting up fully fledged communication departments as arsenal for market growth. “Competition is getting fierce and for survival we have been forced to go big on marketing and let the market know our products,” says Ms Betty Keitany-Koech, the marketing director at G4S Security. While the company has had an established marketing and a communications office over the last six years, it has recently set up an external communications office, said Ms Keitany-Koech. Private security industry has for long depended on human guarding as the main source of revenue. But more sophisticated personal and property security threats coupled with the integration with information technology has resulted in new security solutions. Communication and marketing departments are seen as ideal drivers of customer education on the new security solutions that because of technology may offer improved security at cheaper cost. At least three companies, G4S, Senaca East Africa and KK Security have either hired or are in the process of hiring new talent to manage the communications and marketing departments. “The industry is now more innovative and companies want to market the new innovations that they come up with,” said Senaca CEO, Mr Terry Downes, through the company’s communication department. He said while previously security companies waited for clients to ask for services, today they are the telling customers that there is this and that security solution that can take care of their needs. Companies that specialise in one or select number of services have come up, intensifying competition with those that dominated before. KKLogit for example specialises in provision of cash-in-transit services, challenging industry leaders like G4S, Wells Fargo and BM Security Services. Salama Fikira is providing specialised personal and asset protection services. Senaca has also formed a subsidiary that offers audio-visual solutions like video/satellite enabled vehicle security and remote fencing. Source: www.businessdailyafrica.com