Becoming Market Leader With Consumers

Case Study:

Alarm.com, a leading wireless, Web-enabled security and monitoring technology for homes and businesses, was seeking to elevate its message from the security trade publications to mainstream media so that consumers would become more aware of its brand.

Challenge:

The residential security market had been dominated for years by ADT and Brinks, and it would be critical to communicate a message to consumers that established Alarm.com not only as a technology innovator, but also that its network and communications system in fact provided customers with a higher level of security than these entrenched competitors.

Approach:

Lustig Communications assembled a strategic media relations program based on highlighting an industry in transition; positioning Alarm.com as leading the next generation of home security and changing the way homeowners and business owners secured and monitored their property from afar. Leveraging trend data, societal and demographic shifts and a transition from the PC to mobile device for day-to-day leisure and business functions, Lustig Communications has generated steady and building positive attention for the firm and its offering.

Results:

In the span of a little more than one year, Lustig Communications secured positive feature coverage major consumer broadcast, print and online media outlets. In addition, when Alarm.com launched its iPhone and BlackBerry apps, coverage was secured in key app review, consumer and technology outlets. A sample of media coverage:

The Wall Street Journal (5 separate times)
CBS Early Show
Washington Post
Forbes
Money Magazine
Fox TV (DC)
NBC TV (Detroit)
NBC TV (DC)
CBS TV (Miami)
CBS TV (Atlanta)
Baltimore Sun
The Denver Post
The Boston Globe
Kiplinger’s
The New York Times “Gadgetwise” blog
CNET
Washington Times
PC Magazine
Information Week
Realtor Magazine