Bay Alarm, a California security company that's been around for more than 60 years, does a very good job with its outdoor advertising:
"Making Nothing Happen" made me stop and think—and laugh. I also like "We're Pros Against Cons." And the company's tagline, "What Have You Got to Lose?", is smart and memorable.
The outdoor work was done by a Walnut Creek agency I hadn't previously heard of, JStokes, which doesn't show any Web work in its online portfolio. Which probably explains why the Bay Alarm Web content reads as though it belongs to a completely different company than the billboards.
"More Than a Burglar Alarm Company" is how the About Us page leads off—the first indication that creative thinking wasn't a priority here. Not only is "More Than an X" an utterly unoriginal formula, it's rarely supported by facts. Sure enough, the Bay Alarm copy goes on to say "We're a burglar alarm company" five times. Where's the "more than"?
And when it does offer "We provide more than a typical burglar alarm company," it fails to make the case. The next sentence is "Above all, we provide peace of mind and security." Well, how? By stationing a couple of ninjas outside my front door? By patrolling my neighborhood with Black Hawk helicopters? Nope. Only this, which any burglar alarm company can say (and probably does):
That's circular logic: "Trust us because we're trustworthy." It doesn't tell me why independent ownership is a benefit (if in fact it is).
It's common for companies large and small to use different agencies for different marketing projects. That doesn't have to be a problem if the company owns its brand message and communicates it clearly to all its agencies. I don't see evidence of that with Bay Alarm.