The mission
In the home security systems industry, competition is ferocious. In the eyes of consumers, most companies offer similar products and services, which inevitably results in price wars. So for Alarme Omnitron, standing out above the competition was quite the challenge. Their mandate was clear: to drive sales and position themselves as the ideal supplier, offering both the reliability of a major player and the high-quality service of a local SME. In parallel to this, the company also wanted the mandate to support the opening of its new store on Montreal’s South Shore.
The solution
The objective of our approach was to consolidate a brand for Alarme Omnitron that was strong and distinct while also deploying a tightly monitored marketing ecosystem with a complete tracking strategy. With a multi-channel acquisition campaign as the foundation of our approach, we reached not only consumers actively seeking a home security solution, but also people most likely to be interested in one, like new homeowners or victims of break-ins. In fact, by using data supplied by the City of Montreal’s Police Service, our strategy even managed to target tactical offensives in neighbourhoods with higher risks of break-ins.
The result
Alarme Omnitron now benefits from the increased leverage of both its comprehensive marketing ecosystem and its efficient, measurable lead acquisition and management system. This synergy empowers the company not only to stand out head and shoulders from its competitors, but also to develop real business intelligence. The company can maximize its investments by rolling out targeted campaigns at the most auspicious periods and switching to profitable recovery and loyalty tactics during seasonal lows. This data-driven marketing agility makes business volume easier to forecast and facilitates the continuous optimization of operations.
“The opportunity to collaborate with a client who’s super comfortable with automation and lead tracking is very exciting. This enabled us to harness the power of data-driven marketing to fuel sales growth while also keeping highly structured for tight control of lead quality.”
Benjamin Dumas-Boisvert
Partner and Vice-President
Everything was designed to measure the effectiveness of each offensive precisely. By collaborating closely with the client, we could track completed forms and calls via its CRM system in order to understand the complete customer journey, from ad to sale to the final installation of the security system.
What’s more, over three years of campaigns, we tested nearly one hundred different creatives to understand the impact of colours, promotions and visuals on customer engagement. Each adjustment brought us a step closer to the optimal formula for converting potential customers. We tested these creatives on a variety of digital platforms (Google Search, Microsoft, Google Discovery, Google Performance Max, Meta, Reddit) and offline placements (direct mail, local papers, store window displays) to find the most effective marketing mix. Then we created a comprehensive brand toolkit to ensure visual consistency from one touchpoint to another, including the branding of the store and company vehicles.
Parallel to the brand’s direct acquisition tactics, we carried out an affiliate marketing strategy in collaboration with a Quebec insurance company whose customer base was strong on homeowners. Thus, by presenting the home security services of Alarme Omnitron as a natural extension of homeowner insurance, we managed to target an already interested audience. This collaboration not only generated qualified leads, but it also boosted credibility and trust in Alarme Omnitron in the home security market.
“Thank you for your precious collaboration and the remarkable expertise you demonstrated in strategic marketing and business intelligence in the home security sector. Your insight and your knack for understanding the challenges our industry faces are truly impressive. We’re grateful for this fruitful collaboration that constantly elevates the quality and efficiency of our work.”
Israël Theriault, Co-founder
