security industry

5 Common Marketing Mistakes Security Companies Make Every Day

LeMareschal

Effective marketing is paramount for security companies seeking to thrive in a competitive industry. Unfortunately, many of them struggle to effectively reach their target audience and convey their expertise. Let’s see the five common mistakes that security companies often make when marketing their services.

    1) Overusing Technical Terms: A significant mistake made by security companies is flooding their marketing efforts with complex technical terms. While expertise is vital, potential clients may not comprehend the intricacies of the security industry. To overcome this, companies should adopt clear and concise communication that emphasizes the benefits of their services to end-users. Simplifying language and utilizing relatable examples can facilitate better understanding among the target audience. Use of acronyms, abbreviations, and polynomials that only those in the industry would readily use and recognize can quickly alienate your potential clients.

2) Neglecting Online Presence and Social Media:  In today’s digital age, a robust online presence can be valuable and offer free advertising for any business. Regrettably, many security companies overlook the potential of social media and online platforms (or, more problematic, they use the wrong social media platforms). Establishing a compelling website, creating engaging and educational content, and maintaining an active and targeted social media presence can significantly enhance brand visibility and broaden their audience reach. Strategic use of specific social media platforms suitable for marketing security services is essential for maximizing the impact of digital efforts.

    3) Lack of Targeted Marketing Strategies: A common pitfall for security companies lies in either inadequate knowledge of marketing practices or hiring marketing agencies unfamiliar with the security industry. At Mellon360, we possess both security expertise and marketing expertise, offering clients the best of both worlds. Tailoring marketing strategies to specific target audiences and speaking the industry’s language are critical in addressing varying marketing needs. Precise identification of the target audience enables effective communication and establishes credibility within the security industry. Presenting the wrong picture or the use/overuse of the wrong terms or language is just as damaging as nothing said or done at all-Perhaps even more!

   4) Failing to Demonstrate Thought Leadership: In the security industry, trust and credibility hold utmost importance. However, some companies and professionals fail in establishing themselves as thought leaders and industry experts. Providing valuable and educational content through blog posts, whitepapers, webinars, or podcasts, positions security companies and individuals as authoritative sources of information, thus fostering trust among potential clients and bolstering brand reputation.

   5) Neglecting Industry Partnerships and Collaborations: A common oversight among security companies is operating in isolation, solely focused on their own services without exploring collaborative opportunities with industry peers. By neglecting to form strategic alliances with complementary businesses, these companies miss out on valuable prospects for expansion and offering comprehensive solutions to clients. Embracing partnerships with reputable IT service providers, insurance companies, family offices, or property management firms can tap into new client bases and provide access to additional resources. Such collaborative efforts drive innovation and exhibit the company’s commitment to holistic security solutions. Where one can do well, two or even more, when carefully aligned, have the potential to accomplish so much more as a collaborative effort!

Do you need marketing and branding experts specialized in the security industry? Reach out today to Mellon360. We will help you boost your brand and effectively convey your expertise, build brand trust, and expand your market presence!

Thinking Outside the Box-The Key to Success for Executive Protection Agents

LeMareschal

How many times have you seen companies place “Able to think outside of the box” in their job description, or executive protection agents list this term as a skill in their resume? Thousands of times! The question is, can you actually think outside of the box? Do you imagine the unimaginable? Can you see solutions where others only see problems?

According to the Cambridge Dictionary, thinking outside of the box means ‘’to think imaginatively using new ideas instead of traditional or expected ideas’’. And according to the Merriam-Webster Dictionary, it means ‘’to explore ideas that are creative and unusual and that are not limited or controlled by rules or tradition’’. We can find that there are plenty of definitions with similarities, and it is considered a “skill” in many professional industries, one that is particularly hard sought after by corporations for their upper management staff.

When we approach this from the #executiveprotection industry, “think outside of the box” is a metaphorical expression that means to approach a problem or situation in a creative, innovative, and unconventional way. In simple words, be able to think beyond the usual or traditional constraints, rules, limitations, or training that are commonly accepted or imposed in a particular context. The phrase “the box” represents the established boundaries or conventional thinking patterns that people often operate within and the training they have received from various schools. When someone is encouraged to “think outside of the box,” they are being prompted to break away from these usual patterns of thought and consider alternative solutions or perspectives that may not have been considered before. Ones that offer significant solutions to unique problems.

Thinking outside of the box for an executive protection agent means approaching the task of protecting the client in a manner that goes beyond conventional methods and strategies, very often outside the norm. There are so many traditional ways to approach scenarios and while the primary goal of an EP agent is always to ensure the #safety and #security of the client, thinking outside of the box allows them to be more proactive, adaptable, and creative in their approach.

Some interesting Synonyms one will find for thinking outside of the box are:

  • pull a rabbit out of a hat.
  • rise to the challenge.
  • square the circle.

Now we’re sure that as an EP agent, there have been many moments in your career when you have had to ‘’pull a rabbit out of a hat’’, “rise to the challenge’’ or ‘’square the circle’’. Clients, protective details’ needs and circumstances can change within seconds and if you are not on your toes and a quick thinker, you won’t be able to solve problems, and you won’t have longevity in this industry.

Photo by August de Richelieu on Pexels.com

For example, there are many colleagues who will, no matter what they face or where they are, practice the same #protective methods. They’ve learned something on a training course, and they will try to apply it in their professional life without wondering if that specific thing is even suitable to their specific situations, clientele, or specific environment. As we always love to observe people, we once saw a solo EP agent who was escorting his client in downtown Athens, Greece. The agent was staying about a meter back from his client, off to his side, but as they were approaching a building, he kept himself in the same position, now putting himself between the wall and his client! The wall poses no threat to his client so why didn’t he place himself on the other side (the most vulnerable one near the street)? Because he wasn’t taught that.

What people fail to understand is that during a class you will learn the very basic concepts and probably 10 scenarios. But real life has 10,000 different scenarios and requires you to be able to think and swiftly react within seconds. A protective detail is like a living organism, and it changes and mutates constantly, and you have to adapt your methods according to the needs and environment.

Although, as we mentioned earlier, while thinking outside of the box is a valuable skill in many fields, including business, science, arts, and everyday life, it is vital for executive protection agents, especially considering you can not micromanage someone in this kind of job. Thinking outside of the box will equip EP agents with the mindset and skills needed to excel at their Craft. By combining traditional #securitypractices with #creativethinking, they can provide a higher level of protection and maintain a competitive edge in the ever-evolving #securityindustry.

Here are some examples of where EP agents must think outside of the box:

  • Risk Assessment: Instead of solely relying on standard #security #protocols, different risk platforms, and risk matrix, an EP agent who thinks outside of the box will conduct a thorough #riskassessment specific to their client’s unique circumstances, which will allow them to identify potential vulnerabilities and tailor their security measures accordingly (we was vastly disappointed when we received an #RTVA from a very reputable security company addressed to a female client and no one had bothered to include registered sex predators in her area or sex crimes rates). Being able to be creative and think like the “bad guys” will give you a different perspective to work on with your risk assessment. If you were going to commit a crime against this person(s), how would you do it? What methods would you use to overcome current security protocols? Where are the weaknesses?
  • Adapting to Different Situations: As we already mentioned, a protective detail is like a living thing and is consistently evolving, changing organism. Unforeseen situations may arise during your assignment. New #threats, changing security needs, and what you can and cannot do. Thinking outside of the box means being able to adapt quickly and make split-second decisions based on the circumstances at hand. Nothing is ever a set of little yellow footprints laid out on the ground for you to follow. During a protective detail, you don’t have much time to think, play scenarios out, or do calculations in your head. You have to be fast and effective!
  • Discreetness: While it’s essential for an EP agent to be #vigilant and #protective, sometimes blending into the background can be equally important. An innovative agent will find ways to remain discreet while ensuring their client’s safety. Observe your environment quickly and be able to come up with a behavior, and persona that will justify your presence but not give away your purpose. The days of highly overt agents are becoming more outdated every day. Discreet, quiet, discerning agents are in high demand, and we must adapt to fill these needs.
  • Understanding Client’s Needs: Each client is different, with their own preferences and concerns. Each protective detail is different, with its #threatlevels and its own #protectiveplan. As an EP agent thinking outside of the box, you will be able to understand your client’s needs, the team’s operational needs, and tailor your approach accordingly. One thing that many clients bring up as a complaint, is that they feel “suffocated” by the presence of their EP teams. While it is understandable to have the protective triangle, box, rhombus (you name it) tighter in crowded places, you need to consider the overall circumstances and loosen up the distance between you and the #protectee when the situation and environment allows for it. Knowing how close to be and when to allow space is a very important skill to sharpen for the client’s sake and their overall experience. One wise old practitioner once told us, “Close enough they can see you and nod if they need you…Far enough away that they never have to introduce you.”
  • Preventative Measures: If you are creative when you do your #riskassessments and #threatanalysis, you will have quite a different perspective of risks and threats involved, and this will make you implement better preventative measures to anticipate potential risks.

One may ask, “Do I have to forget what I have been taught?” Absolutely not! Thinking outside of the box does not require one to forget or abandon the knowledge and training they have received. Instead, it encourages the integration of their existing expertise with creative thinking and problem-solving to enhance their effectiveness as an executive protection professional. It really becomes a question of how you can build on what you have been taught and expand on it further through creativity. The “bad guys” use creativity to develop their strategies to overcome your best-laid plans…How can you outthink them? Standard security practices and methods are the essential foundations of the field of protection. They are tried-and-tested approaches that have proven to be effective in various situations and are based on years of experience and research (and learning from mistakes!). These practices provide a structured and reliable framework for handling security challenges and a foundation for ensuring the safety of your clients. Now you must take what you’ve been taught and expand your thought processes to encompass these new ideas and possibilities. So, when you find yourself in situations that may demand a unique or unconventional approach…Can you really think outside of the box?

#ProblemSolvingSkills #UnconventionalThinking #EPIndustry #RiskAssessment #AdaptabilitySkills #DiscreetProtection #covertprotection #covertep #PreventativeMeasures

#EPProfessionals #SecurityChallenges #EPAgentSkills #bodyguards #femalebodyguards #corporatesecurity #familyprotection #executiveprotection #celebrityprotection #protectiveservices #softskills #epcareers #closeprotection #professionalbodyguards

Train to Protect? What you need to know

LeMareschal

Lately we are getting some questions from prospective students and we would like to answer to those questions and give to those who are interested to join the industry  more information about our profession and what to expect.

– How fit you need to be to manage the CPO-training?

Being in security industry you have to be in good health condition, have good resistance and ability to react fast. There is no specific height or weight scale that you must fit in in order to become a Close Protection Agent. Some security service companies when they want to hire may ask for specific height and weight, although this have been very rarely. What you have to have in mind is that you need to be ”in shape”, our job is very demanding not only physically when it comes to conflicts and maybe hand to hand combat but also being many hours standing up out of a door or a vehicle waiting for the client.

Some training providers also use to put specific standards on their application like push ups, sprint etc in order to be accepted to their training course. Personally, i don’t agree with the idea. As i believe the majority of our profession is based on mental awareness and brain skills than physical skills (of course you need also physical skills, but you don’t have to be the best weightlifter or sprinter!). Neither you can make a student in 8 or 12 training days during CPO course super fit or change his shape maze. That is something that every CPO has to be responsible and work hard day by day to achieve it.

– How the job market currently lo0k for bodyguards, would you get any jobs/job chanses after the CPO-training?

In order to answer to this, you have to think that attending a CPO course you are getting professional skills and education like attending in a College. Before you spend your time and money you have to think it well if this profession suit to you and also study the market. No training provider can guaranty you will find a job after the training or when…(if some do so consider it as a red flag), can anyone guaranty you a job position after your BSc achievement? No.. it is up to you to do your homework and market yourself accordingly.

Security industry is considered as a ”well paying industry”, but until you make it up there you need to start from down steps and work every time.

 

-Why the CPO-training is “so expensive”?

Actually, CPO training’s are not expensive at all if you consider the fact that by attending one you will receive the skills and knowledge to do a job that is well paying. Maybe it seems expensive because people see the short term educational program in combination with cost, so an 8 or 12 days courses for $2000-$3000 may look expensive for some prospective students.

Having gone through University education and Security Related courses the last eleven years of my life i can definitely say my University education cost me much much more.

You have to have in mind as well the fact that in our profession we need to go under more training courses all the time to develop our skills and be prepared better. Don’t think just because you attended a CPO course you are ready to go, that’s only a course to start. But would be more easy to you when you are already working and making some money to attend in more courses later.

 

-Why some training providers don’t run trainings in their (prospective students)  city/hometown, as some think its a long way to different training facilities.

Running a CPO training requires specific training facilities, something that has costs a lot for the training provider to built. In some states and countries you even need a specific license from the government to run a training facility like that, so as you understand it is not easy to ”move all equipment” in another part of the country that would be closer to some students.

If you are interested to become a bodyguard your first step is to be willing to travel a bit/long way to get a good CPO-training. If you´re not ready to travel to a new city, or perhaps a new country to take this kind of training, then you are probably not ready to be a bodyguard and travel with a client either, cause traveling is a big part of beeing somebodys protective shadow. You as a BG/CPO always follow your client whereever he/she goes, and it can continue for hours, weeks, months and even years, depending on the contract.

Sometimes you may even need to move into another area, state, city that can offer you more job vacancies than the one you are living in.

 

-And last but very important the LICENSE issue….

There seems to be some confusion around the topics of bodyguard certifications and licenses. I think this is a result of prospective female bodyguards trying to break into the industry and trying to sift through the multitude of training schools, associations and the “puffery” being perpetuated by misleading marketing language. I seem to answer this question a lot from prospective students. So I would like to put this out to all those who haven’t asked for some reason or another, but want to know.

There are multiple ASSOCIATIONS for bodyguards, most of which charge a fee to be a member. Some are better than others as far as what benefits they offer their members. An Association is nothing more than a business created by someone who thinks they can provide a service and try to make the bodyguard industry better. They usually have experience in the field and would like to further the industry as a whole. Some do a good job of that and some don’t. Either way, there is nothing special needed to create an Association other than the desire, willingness and a business license. They are not usually “sanctioned” by an overarching authority. They intend to BE the authority.

Most Associations are trying to “standardize” the industry by offering their own CERTIFICATION. Their Certification is a set of knowledge, skills and abilities that they think a bodyguard should have to be successful. There again, the association chooses what to include in the Certification, there is not one set of standards. They are trying to create that set of standards. There are many differing opinions in this industry so you have to weigh how much credibility each one has. A Certification is NOTHING MORE than a piece of paper proving you attended a course that you can put on your CV to show to a prospective employer. Some Certifications will make you look better than others because of the school’s credibility.

A LICENSE is what the governmental unit of your area grants to individuals that allow them to work as a bodyguard legally within their jurisdiction (area). Certifications are not Licenses. Every governmental unit has different requirements to get a license. Some may not even require you to have a Certification because it doesn’t mean anything to them.

There are some students that are coming to us saying that they want an international bodyguard course because they want to work internationally. Keep in mind though that just because the course is called an International Bodyguard course, it does not give you any more privileges than a course called Bodyguard Training. They might give you instruction slanted towards how to operate across country lines but there is no international license. There is no authority that could grant such a license because there is not a governmental unit that governs the whole earth. You still have to get a license in every country, state, area, province, etc that you want to work in.

Some of prospective students have been led to believe that they will be trained by US Federal Agencies. This is not true. US federal law enforcement agencies do not train bodyguards. If a school makes that claim, it should be a red flag. Pay careful attention to the language. It may be that one of the instructors used to teach at a US federal law enforcement academy prior to training bodyguards, but the curriculum you will learn is not sanctioned by that agency. There are companies that have contracts with the federal government to provide training, but again, if you are not part of the agency they are training, you won’t get that training material. You will get a civilian version or a close protection version, but not a military or law enforcement version.

So, as far as associations and schools go, no one can tell you which one to join or which school to attend. Only you can decide what’s in your best interest for your career. You should get as much knowledge as you can from many different sources. Just make sure the source isn’t making you think it is more than it really is.

Denida Zinxhiria

Athena Academy Founder

http://www.athenaacademy.com