As the calendar year draws to a close, a significant opportunity often emerges for commercial security integrators, namely helping clients and prospects to spend unused security budgets. Many businesses, in a bid to maximize their tax deductions and with the understanding that for many annual budgets it’s ‘use it or lose it,’ look to fully expend their allotted budgets before December 31st. This creates a prime, time-sensitive window for proactive, targeted security marketing.
At SecureMark Solutions, we recognize that simply waiting for the phone to ring toward the end of the year is a missed opportunity. A strategic, end-of-year proactive campaign is one of the most effective ways for security integrators to drive significant last-minute sales, reinforce customer relationships, and secure future business.
Proactive outreach to your existing customer base and warm leads can be the key to unlocking these remaining budgetary funds.
Here’s an example of an end of year marketing marketing message for security integrators:
“As the year ends, we want to ensure that we assist you to ensure that valuable security budget dollars are fully allocated. Let’s look at your current systems and projects for next year, so we can discuss efficient, actionable ways to invest those funds back into your business’s protection and future readiness.
Three Effective Messages on How Clients Can Spend Unused Budgets
1. Security System Upgrades
Technology, not just for security is always evolving rapidly and needs upgrades. An end-of-year budget push is the perfect time to propose essential, capability upgrades that may have been postponed during the year, or maybe the client isn’t aware of upgrade options. This could include adding surveillance cameras, replacing aging access control readers, integrating new smart features like video analytics or migrating on-site systems to cloud-based management.
2. Additional Security Hardware or Equipment to Keep as Inventory
For commercial clients with multiple facilities and security systems, new hardware is almost always good to have on hand, so purchasing additional hardware for inventory can be a smart allocation of remaining budgets. Integrators can ensure they have sufficient equipment replacements on hand to minimize downtime should a device fail, especially considering the recent disruption to supply chains and delivery times.
3. Prepaying for Next Year’s Security Projects
This is arguably the most strategic option. Integrators can offer clients the ability to use unspent 2025 funds to prepay for a portion of a scheduled 2026 project, such as a major new installation, system migrations to the cloud, upgrading security systems with AI or analytic capabilities or prepayment of service contracts. This secures the client’s commitment for future work with your security firm, locks in sales revenue for this year, and provides the client with a clear, documented way to maximize their current fiscal spending while getting a head start on next year’s planning.
The Takeaway
Targeted end-of-year commercial security marketing is more than just a sales tactic, it’s a critical marketing opportunity that enables integrators to be proactive and solution-oriented with their customers and hot leads. Your end-of-year marketing should proactively reach out with smart, flexible options, tailored to individual clients’ security needs, helping them to maximize every dollar in their unspent budget.
Don’t let those budgets expire!
At SecureMark Solutions, We’ve Seen Firsthand the Success of End of Year Marketing Campaigns
If you’d like to learn more about how our team can help with your security marketing, schedule a consultation with us today.