After a successful launch last fall, Toronto-based Lorex is expanding its safety and security product distribution to include two more mass merchants.
Product is now shipping to Consumers Distributing, which will advertise the Lorex brand in its fall catalogue, and to 125 K mart stores where Lorex products will be available this fall.
Lorex products have been available at Canadian Tire since last October.
The company has also signed an agreement with Home Hardware and Sears.
While Joel Kligman, executive vice-president marketing of the 18-month-old company, would not release sales figures, he says Lorex has an aggressive budget and is on target.
Lorex is applying what it believes to be a unique marketing strategy in branding its full line of safety and security products by avoiding commonly used scare tactics.
Kligman says Lorex chose not to use threatening imagery and suggestion in marketing its products.
Instead, Kligman says the branding encourages consumer empowerment and control with the tagline ‘Bringing You Peace of Mind.’
Kligman says Lorex ‘invested a substantial amount in the development of package design,’ store signage and display to bring an identity and build confidence in the Lorex brand in an industry poised to experience substantial growth.
He would not release investment figures.
According to Kligman, there is tremendous opportunity for the company that creates the right product and marketing in this category as global concerns about safety increase.
He says his company has no true competitors as no other commercial security products company offers products that cross all product areas, from personal to home safety.
Toronto-based The Watt Group created packaging, display, and point-of-sale materials for Lorex products.
The products are touted as ‘modular, holistic and affordable safety systems,’ and are aimed at all consumers concerned about safety.
Lorex offers four products ranging from $14 to $300: HomeGUARD, a wireless security system for homes with an optional monitoring system; AreaGUARD, spot protection for doors and windows; AutoGUARD, a car alarm system, and bodyGUARD, a small personal alarm.
Kligman says another effort to improve the brand image was encouraging change at the retail level.
He says, too often, consumers had to search through retail venues to find various safety products.
In an effort to remedy the problem, Lorex has gone to stores to recommend that all safety products be sold as a category, and has encouraged the effort by providing stores with displays.
Kligman says Lorex has planned a three-year mixed-media campaign.
The first year consists of point-of-sale materials, co-op ads with retailers and sponsorship (Lorex is a sponsor for the Canada Safety Council’s National Crime Prevention Week in November.)
The second year, 1996, will phase in a print campaign that will roll out into electronic media by year-end or early 1997.
Lorex is a Canadian-based company and is part of Amsterdam-based distribution, sales and marketing giant Hagemeyer.
Kligman plans to have Lorex products available globally in the near future.
