The target market for a security company can vary depending on the services that are offered. For example, a security company that specializes in home security will target a different market than one that provides commercial security services.
So, if you own or work for a security company and are looking to expand your customer base, you will need to be clear about whom you are selling your security products and services to, and what value they can get from what you have to offer.
Knowing your target market will help you determine who your marketing efforts should be directed toward, what type of messaging will resonate with potential customers, and even what products and services you should offer.
In this article, we will analyze the target market for a security company and provide some tips on how best to reach these customers.
Who is the Target Market for a Security Company?
The best way to understand the target market for a security company is to understand who needs security and why they need it.
It is clear that for someone to hire a security company, they must have a security need that can only be fulfilled by a professional security company.
Considering that requirement gives us the following customer segments for a security company to target:
- Homeowners
- Offices
- Stores
- Event Organizers
- People who need bodyguards
- People/Businesses who need private investigators
- Public Places
Let’s dig deeper and understand the security needs of each of these customer segments.
1. Homeowners
The basic security need of a homeowner is to protect their property and possessions from theft or destruction.
They want to be able to sleep at night knowing that their home is safe and secure.
Installing a security system with monitoring services is the best way to meet this need.
Homeowners may also hire security guards for special events or periods when they are away on vacation.
2. Offices
The security needs of an office are similar to those of a home but on a larger scale.
An office needs to be protected from theft, vandalism, and destruction.
Interestingly, vandalism and destruction are external threats. But the risk of theft can be either internal or external.
So offices need external as well as internal security systems that can detect and prevent theft, as well as deter potential thieves.
In addition, many offices now have sensitive data that needs to be protected from cyber-attacks.
Installing a security system with monitoring services and data protection is one of the best ways to meet these needs.
Offices may also hire security guards for special events or periods when they are closed, such as overnight or on weekends.
3. Stores
Unlike homes and offices, stores are open to the public and so their security needs are quite different.
Stores need to protect their inventory from theft, but they also need to protect their customers from crime.
When it comes to theft, both employee theft and theft by customers is a concern.
In addition, stores need to be able to manage the flow of customers in and out of the store, as well as deter potential shoplifters.
Many stores use CCTV cameras not just to deter potential thieves but also to help trace criminals after a crime has been committed.
In addition, stores need to have security guards visibly present in the store. These can make potential criminals think twice and deal with any incidents that may occur.
4. Event Organizers
Events will often have hundreds or even thousands of people in a closed environment for several days on end.
The type of security needed will depend on the size and nature of the event, as well as its location.
For example, a small conference may only need security guards at the entrance to check attendees’ bags and hand out badges. Whereas a large concert or festival will need security guards throughout the event to deter crime and manage crowds.
In addition, events that are held in public places will need to comply with the security requirements of that place.
For example, an event held in a mall will need to have security guards and CCTV cameras as required by the mall.
So a good target market for a security company is an event organizer or an event planning company that is responsible for hiring security services for an event.
5. People Who Need Bodyguards
The need for a bodyguard usually indicates a high level of risk.
Bodyguards are hired to protect people from kidnapping, assassination, and other threats.
They may also be hired to provide security at events or in public places.
The security needs of the person being protected will dictate the type of security needed.
For example, ultra-rich people often have armed bodyguards as well as security at their residences and offices.
In contrast, celebrities may only need one or two bodyguards to protect them in public places.
6. People/Businesses Who Need Private Investigators
Private investigators are hired to gather information about people or businesses.
This can be done for a variety of reasons, such as to find out if someone is cheating on their spouse or to gather evidence in a legal case.
Private investigators usually have a background in law enforcement or the military.
This means that they are trained in surveillance and other methods of gathering information.
7. Public Places
Finally, public places also have security needs.
This includes places like parks, shopping malls, and public transport hubs.
The type of security needed will depend on the size and nature of the place, as well as the location.
For example, a small park in a safe neighborhood may only need CCTV cameras. Whereas a large amusement park could need security guards.
In addition, public places that are located in high-crime areas will need more security than those in safe areas.
Conclusion
The target market for a security company depends on the type of security services the company offers and the needs of the individual or organization that needs the security.
Homeowners need security for their homes to prevent break-ins. Offices and stores need security from vandalism and theft. Theft could be in the form of stealing a physical object or stealing confidential information. Stores need to guard against both employees who might steal as well as customers. Shoplifting is a real risk for many stores.
Security companies can also target event organizers who need everything from security personnel to CCTV cameras. Public places like parks, malls, train stations, and airports also need security personnel to CCTV cameras.
Security companies can also perform investigative functions for individuals, businesses, law firms, and even government agencies.
Finally, specialized security companies can also offer bodyguards to individuals who need them.
If you have a security company or are thinking of starting one, be clear about who your target market will be, and then design products, services, and marketing strategies that will resonate with your ideal customers.