INDUSTRYNEWS
SPONSORED BY DAVENPORT BURGESS
SUMMERTIME SECURITY WITH YALE
With recent reports of record low crime levels across England and Wales consumers might be forgiven for dropping their guard this summer. Here, David Herbert, Head of Marketing for Yale explains why it is crucial that Britons do not become complacent and how locksmiths can ensure they have the tools to keep people safe and profit margins wide this season.
Summer sees thousands of people flocking from their home to a holiday destination of their choice leaving properties open to potential break-ins and theft. Building on the success of its ‘We Love Locks’ initiative - launched in February Yale is assisting locksmiths in giving Britain a safe summer through increased security awareness with its ‘Safecation’ campaign. While most do consider the risk of leaving their house unattended, there are a great number who don’t and could benefit from increasing or improving the security systems throughout their home whether it is a high tech alarm system or outdoor solutions. Yale supplies locksmiths with locking solutions for outbuildings such as hasps, padlocks and stand alone alarms which prevent drawing unnecessary attention to the items or properties consumers want kept safe. Benefitting from a 98 per cent rate of brand recognition for security across consumers, Yale has established itself as a brand synonymous with quality, innovation and value for money. As most locksmiths are all too aware, branded products often give consumers greater peace of mind than their budget counterparts, which are not necessarily tested to the latest, rigorous standards and are less likely to have the benefit of a dedicated customer service – be it online or otherwise. Whether holidaying in the UK or abroad, Britons are being encouraged by Yale to take the necessary steps that will secure their homes including alarms, outdoor security products and padlocks. Supported with a new summer crime awareness video on Yale’s website and YouTube channel, locksmiths can now easily highlight where security can be improved across both residential and commercial properties. Yale’s ongoing promotion of its pioneering Crime Watcher app throughout the summer will also help drive demand for security products as consumers are alerted
to crime levels in their area and approach locksmiths for preventative solutions. But it’s not just security in the home that concerns consumers during the summer months – it is their security and that of their belongings while away from the home. Travel security is a huge issue for tourists both home and abroad so it is a prime opportunity for locksmiths to push solutions that will minimise the risk of holidaymakers falling foul of petty crime. Padlocks are the most simple and effective travel security solution and Yale has developed its range to suit the needs of travellers wherever they go by being easily identifiable and convenient to use. With consumer belts still being pulled tight, it is important locksmiths utilise the sales opportunities provided by manufacturers and the tools made available to them across multiple media. The equipment and all-encompassing security solutions supplied by locksmiths will serve consumers well this season and all year around, with the opportunity for upgrades and add on sales to be made in the future. For further information on Yale’s Safecation campaign, or the full range of Yale security solutions, please contact the Yale sales team on 0845 302 4765 or visit www.yale.co.uk.
6
THE JUL/AUG 2013 ISSUE SPONSORED BY ALDRIDGE
To read more, visit www.locksmithjournal.co.uk