Is the security industry ready for the growing bullwhip effect? 

America warehouses are running out of room, and it’s about to get worse. Industrial vacancy is at a 27-year low. As retailers and logistics operators struggle to find space, industry experts are ringing the alarm bells and warning about the ongoing “bullwhip effect” causing massive volatility in inventory levels and volatile supply chain disruptions.

While the storage crisis intensifies, warehouse crime is on the rise, with six in ten (60%) SMEs in the U.S. reporting stolen shipments over the past year, with 75% of thefts resulting in losses of up to $20k. With more than half of cargo thefts occurring at warehouses (55%) and in trucks/trailers (52%), only 39% of SMEs impacted by cargo theft invested in securing these types of large assets.

In this environment, physical security professionals must monitor the growing warehouse situation and provide practical solutions.

Key Questions:

  • What is the bullwhip effect? 
  • How can warehouses improve their security?
  • Is the security industry ready? 

What is the bullwhip effect?

According to supply chain experts, the bullwhip effect is a “supply chain phenomenon describing how small fluctuations in demand at the retail level can cause progressively larger fluctuations in demand at the wholesale, distributor, manufacturer, and raw material supplier levels.”

Essentially here’s how it happened: companies panic-ordered goods to keep shelves full while demand was high, and a downturn in demand picked up steam mainly due to recision fear while shipments were still arriving from Asia, increasing the likelihood of the bullwhip effect.

The result of the bullwhip effect can be seen in the graph below:

Graph with warehouse market data.

How can warehouses improve their security?

Experienced warehouse managers know very well about the safety and security challenges that exist within their facilities. However, other issues frequently take precedence over building security. While protecting employee safety is crucial, warehouses would benefit by taking a step back and evaluating their physical security posture. 

Logistics real-estate leader, Prologis anticipates that the growth in inventories could lead to a need for another 500 million square feet of warehouse space. Additionally, more than half of cargo theft (55%) occurs at the warehouse. With so much on the line, it’s critical for warehouse owners, directors, and managers to perform regular physical security audits and review their security systems, practices, and procedures. 

Warehouse security camera.

While there is no standard way of conducting a warehouse physical security audit, there are best practices and common challenges that should be considered. A physical security assessment is a great way for warehouses to establish their risk level and explore strategies to mitigate potential threats.

Key areas to review include: 

  • Perimeter Security-Many physical security professionals emphasize the importance of a warehouse’s perimeter security. Warehouses with large quantities of goods, need effective perimeter protection to address the threat of criminal activities. 
  • Security Awareness-Having an integrated video surveillance system is critical, but promoting security awareness by posting clear signage and keeping loading docks clear to maximize visibility are also important. 
  • Safety Awareness-Regardless of what specific risks a facility faces, regular maintenance is critical. Small issues like leaks, exposed wires, or rusting metal supports can worsen to become substantial hazards.
  • Access Control-Access control can allow warehouses to have much better efficiency, security, and protection from internal and external issues. Loading docks should use reliable, well-maintained garage door systems. These doors can crush objects beneath them if they fail, so take their condition seriously.

Warehouse physical security is a broad term with many variables. An effective physical security plan will include considerations of facility application, facility location, site security, and known local threats as well as potential climate issues. Balancing security with image, including both site and internal blast design, is paramount to a plan tailored to specific needs and circumstances.

Is the security industry ready?  

Warehouse supply chain security systems.

The security industry is both proactive and reactive when it comes to responding to a crisis. Proactive because we like to think that we are always anticipating needs and challenges to prepare our clients to adapt and overcome. On the flip side, if we monitor developments and maintain good communication with our clients, we can efficiently react to situations to help our clients adapt and overcome. 

Is the security industry ready to help warehouses navigate the bullwhip effect? Well, it depends on who you ask because many security integrators deal with the same challenges their clients face. 

According to Joshua Freeman, VP of Supply Chain Management at HID Global, the security industry is “affected by the same supply chain challenges plaguing everyone. Semiconductor shortages are especially problematic across all security solutions and are expected to extend well into 2022, and potentially early 2023.”

Despite its supply chain issues, the security sector is well-positioned to help the business community through these difficult times. While the pandemic destroyed some sectors of the economy, it also compelled security directors, integrators, and operators to adapt to a new operating environment that focuses on systems integration, effective coordination, and client collaboration. 

Final thoughts

Since security systems in today’s warehouses range from advanced perimeter intrusion detection systems to the use of real-time video surveillance, it’s best to consult with an integrator that is aware of the current warehouse security challenges and knows how to deliver holistic physical security solutions.

It’s difficult to predict the future, but one thing we know for sure is the most efficient warehouses will be the ones that leverage technology to protect their operations and thrive!

How to Improve Security at Places of Worship-(Geneva Church attack)

According to police, one person was killed and numerous others were injured in a shooting at a California church on Sunday.

Even before this tragic incident the Federal Bureau of Investigation report on Hate Crime Statistics for 2020 highlighted how churches, synagogues, and mosques are all vulnerable to violent attacks, arson, vandalism, theft, and other crimes.

In the report of the more than 8,000 incidents in the United States, religious bias was the third-highest cause of hate crimes, with 13.3 percent of all victims being targeted due to their religion and 3.4 percent of the incidents at houses of worship.

Many people visit churches, mosques, synagogues, temples, and other public places of worship. When people meet to express their faith or serve their community, they should feel safe.

Fortunately, FEMA provides practical and effective information for faith-based organizations to take a more proactive approach and strengthen their security postures

What happened at the Geneva Presbyterian Church? 

Sheriff’s deputies in Orange County responded to a report of a shooting at the Geneva Presbyterian Church on El Toro Road in Laguna Woods at around 2 p.m. local time.

Church crime scene.

The sheriff’s department said that churchgoers subdued the shooter and hogtied him with extension cords. The shooter was in custody and they have obtained two handguns that they believe he used in the shooting.

“Four victims have been critically wounded, one with minor injuries,” the Orange County Sheriff’s Department wrote on Twitter. “All victims are adults and are en route to the hospital. One victim is deceased at the scene.”

The incident takes place one day after a white supremacist killed 10 people during a shooting at a supermarket in Buffalo.

Practical ways for places of worship to IMPROVE their SECURITY

FEMA underscores the importance of staying READY. According to their guide, whether you are preparing for disasters or keeping your space safe from acts of violence, it is important to be ready at any moment.

Synagogue security camera.

In an effort to provide actionable information, FEMA put together an informative video that can be useful for any faith-based organization regardless of its size or risk tolerance. Other ways to prepare can include:

Nonprofit Security Grant Program

FEMA provides a lot of information but the key is to develop an effective and sustainable security program that matches your organization’s risk tolerance and community.

One option that helps faith-based organizations stay proactive is the Nonprofit Security Grant Program, which provides funding to houses of worship that are at high risk of a terrorist attack. These grants are awarded to nonprofit organizations to fund activities such as:

  • Safety and security planning, training and exercises
  • Contract Security Guards
  • Access/Entry Controls
  • Security Cameras
  • External Lighting
  • Security Fences/Gates and Bollards

There are many other resources but the important part is to start NOW.

Final thoughts

Bad actors often see Houses of worship as soft targets because of their openness and predictable schedules. The shooting at the Geneva Presbyterian Church is a sad reminder of the risks that houses of worship face and the importance of security awareness.

FEMA provides a lot of practical and actionable information, but none of it matters unless organizations adopt a proactive approach to security. This can be accomplished by simply creating a security task force to review FEMA’s information or working with a security professional to guide you through the process.

The bottom line is that security should not be a top priority AFTER a major incident.

Stay safe!

Cyber-Physical Security Convergence will BOOM in 2022

In today’s digital world, no reputable company would operate without considering its cybersecurity posture. With cyber threats surging even small firms plan to raise their spending on managed security services by 85 percent. The challenge is that many companies are spending most of their efforts on cyber while overlooking the importance of physical security.

Physical security and cybersecurity are merging rapidly, and as IoT technology evolves and more security systems become cloud-based, businesses must constantly reevaluate their cyber-physical strategy.

Bottom Line Up Front (BLUF) 

  • According to a recent report, the cloud now holds 50% of all corporate data.
  • The need for cyber-physical security collaboration is becoming increasingly important as physical security systems migrate toward cloud-based solutions.
  • Businesses must ensure that their physical security systems remain resilient and adaptable as the digital workplace expands.

Subscribe to the @DavidSecurity blog to receive the latest security management insights.

Cyber-Physical Security Convergence

The cyber-physical security convergence trend is nothing new. For years, security analysts were making the case for a unified security strategy that involved merging physical security with cybersecurity.

Back in 2010, Dr. Raj Rajkumar (Electrical and Computer Engineering) at NC State delivered an informative talk about the need for cyber-physical systems convergence. In his talk, Dr. Raj stated that a cyber-physical system is one that “integrates the cyber aspects of computing and communications with the monitoring and control of physical entities in the world that we live in.” In simple terms, this includes all physical security systems.

A common definition of a cyber-physical system is one that “integrates computing and communication capabilities with the monitoring and/or control of entities in the physical world dependably, safely, securely, efficiently, and in real-time.”

Journal of Internet Services and Applications

Cyber-Physical security alignment is vital

Enterprise businesses’ security requirements are evolving due to the introduction of cloud-based and IoT workplace technologies. The traditional approach to cybersecurity and physical security as separate entities is no longer sufficient to protect an organization. Companies can no longer afford to treat them as two separate functions in a hyper-digital landscape.

The need for a comprehensive strategy for security is expanding as critical infrastructure continues to integrate cyber into physical systems and emerging technologies into their daily operations. In 2020, Physical security incidents accounted for 10% of malicious breaches with an average cost of $4.36 million.

Cyber-Physical security resources

Very few security professionals would argue against the need for a cyber-physical approach. Yet, many organizations are stuck, and either because they have never faced a major cyber-physical attack or don’t know how to approach this complex challenge, they do nothing and hope for the best. Unfortunately, since cyber-physical attacks are only increasing, this is not viable.

Instead, organizations should study and embrace the concepts in the Cybersecurity and Infrastructure Security Convergence Action Guide provided by the Cybersecurity and Infrastructure Security Agency (CISA). The guide describes the complex threat environment created by increasingly interconnected cyber-physical systems and the impacts that this interconnectivity has on an organization’s cybersecurity and physical security functions. It also provides information that organizations can consider adopting a holistic cyber-physical security approach through a flexible framework.

Final thoughts

The traditional approach to physical security will no longer be successful in a post-pandemic future where enterprises will be more reliant on digital technology. Organizations are instead encouraged to take a proactive approach to protect their systems from ever-growing cyber-physical security threats.

Organizations that embrace the cyber-physical approach will undoubtedly be better prepared to deal with present and future dangers than those stuck in a primarily physical reality. Adopting the principles and concepts outlined in CISA’s Cybersecurity and Physical Security Convergence Guide is a vital first step in that direction.

What is security management…really?

We live in a time of vast change, and it appears that things are only going to accelerate. As a result, the field of security management is vast and growing each day. From supervising security guards at a retail park to managing state-of-the-art surveillance equipment, security management is as extensive and challenging as they come. 

Bottom Line Up Front (BLUF) 

  • The traditional definition of security management, which emphasizes physical security, is outdated due to the ever-expanding importance of cybersecurity.
  • The need for a comprehensive approach to enterprise security will continue to grow as organizations continue to integrate cyber into physical systems. 
  • In a high cyber threat environment, frameworks such as the NIST Cyber-Physical Systems Program will continue to help organizations adopt a more efficient cyber-physical model.

Subscribe to the @DavidSecurity blog to receive the latest security management insights.

What is security management?

Security management is a broad term that encompasses everything from coordinating security guards at retail parks and commercial buildings to integrating high-tech security management systems to safeguard an organization’s data.

At the end of the day, security management focuses on the process and systems that enable security managers to identify and mitigate potential threats to their company effectively.

What is security management…really?

The traditional definition of security management, which emphasizes physical security, is outdated due to the ever-expanding importance of cybersecurity.

Even before this great digital acceleration that is before us, security thought leaders were telling us that the blend of physical security and cybersecurity was a pattern that was only going to accelerate.

Speaker and Cybersecurity Consultant Scott Klososky, made a persuasive presentation back in 2017 at the Future of View conference where he explained to the audience that the line between physical security and cybersecurity would all but disappear in the near future as the majority of security firms would blend the two fields into one.

Cybersecurity and Physical Security Convergence

A few years ago, the concept of cyber-physical security convergence was trendy. Today any forward-thinking physical security professional knows that an organization’s security is compromised without a solid cybersecurity plan.

The fact is that physical security is highly dependent on cybersecurity and the reverse is also true. Physical security systems are connected to the internet, and without a strong cybersecurity posture, access control systems, as well as surveillance and perimeter security, are vulnerable to cyber-attack or worse.

NIST Cyber-Physical Systems Program

Frameworks such as the National Institute of Standards and Technology (NIST) Cyber-Physical Systems Program will continue to assist firms in adopting a more efficient cyber-physical model in a high-threat environment.

The NIST 800-171 standard lays out government guidelines for the storage, security, and transfer of sensitive data, making it essential to a company’s compliance efforts.

Final thoughts

Security management will continue to evolve as threats, and vulnerabilities get more sophisticated over time. Gone are the days when a physical security professional could only focus on traditional physical security systems without regard to the cyber component of operations.

Organizations that adopt the physical-cyber hybrid approach to security will better align their ability to detect and defend against an attack regardless of whether it is cyber or physical.

Security Guard Staffing Shortages impacting schools

With the latest school shooting at Oxford High School in suburban Detroit, school shootings have hit a record high this year. As the nation continues to review this tragic incident and find ways to improve school security the role of security guards is an issue that must be addressed. 

Security guards play an important role in the security and safety program of schools across the nation. Unfortunately, school districts are having difficulty staffing their security teams due to the current labor shortage.

This article will give you a quick summary of how the current labor shortage is fueling the shortage of security guards in schools as well as:

  • How the security guard shortage is impacting schools.
  • Role of security guards in schools.
  • Solutions to address the security guard shortage.

Subscribe to @DavidSecurity to receive authentic and actionable security insights!

Security guard shortage impacting schools

Businesses are struggling to fill open positions as more Americans choose to leave traditional labor markets, and the security guard service industry is no different.

The Detroit public schools community district is a prime example of how the shortage of qualified security guards impacts school safety and security across America.

School security officer shortage leads to concerns in Detroit Public Schools Community District

Most high schools had two to three security guards before the pandemic. The pandemic partly worsened the deficit when the district required fewer security officers due to fewer students in the buildings. However, as most students and teachers return to in-person instruction, the Detroit school district is experiencing the same labor challenges as the commercial sector.

Role of security guards in schools

School security guards are often assigned various activities during a regular day. The tasks vary, and each institution has its own set of regulations, but in a nutshell, a security guard’s responsibilities include two key functions: 

  • Access control-Monitoring who comes in and out of the school. This includes patrolling the interior and the perimeter of the school property. 
  • Proactive security-Responding to critical situations and assisting in the event of an emergency.

Security guards vs Security Resource Officer

School security guards should not be confused with Security Resource Officers (SROs). School security guards usually are unarmed and have completed a security guard training program before being hired.

Security Resource Officers are NOT Security Guards

An SRO is a trained and sworn police officer stationed on campus. Because they are a part of the local police force, they will usually be dressed in uniform and carry firearms. This option ensures the presence of someone who is directly connected to the police department on-site in the event of an emergency, which gives a high level of protection.

Solutions to address the security guard shortage

Security guards remain in HIGH demand…

The truth is that there are no quick fixes to the current labor shortage. Additionally, the labor shortage is not limited to security.

Across the country, there is a nationwide shortage of school staff at all levels – teachers, administrators, food workers, custodial staff, bus drivers, and more – are forcing schools to implement creative solutions and rethink how they can adapt to this new reality.

The three main factors to hiring and retaining qualified security guards are:

Better pay: The starting salary for a security guard at Phoneix Union High School, for example, is $14-15 an hour. That’s less than what most retail employees make.

Better training: Many schools simply assume that a security guard is well trained but forget to consider that each school is unique and requires specific training and awareness.

Better Integration: Often, security guards report working long hours and not feeling fully integrated into the school’s organization.

As schools continue to review their security programs, they will enormously improve the quality and morale of their security guards by proactively addressing the pay, training, and integration of their security guards because effective security requires a collective effort.


<strong>@DavidSecurity </strong>
@DavidSecurity

@DavidSecurity is a Security Professional and United States Marine Corps Veteran with over 15 years of security experience. David has worked as a security agent, analyst, and technical writer for the U.S. State Department, private organizations, and now leads his own Digital Content & Research Agency @DavidSecurity where he provides authentic & actionable security content.

3 Keys to effective event security

Travis Scott is facing lawsuits and a barrage of well-deserved criticism in the wake of the terrible Astroworld disaster, which claimed the lives of eight people and injured many more.

Concertgoers took to social media to express their dissatisfaction with the event’s management, claiming a lack of security and medical personnel. Others have blamed the enraged spectators for their antics.

3 key factors that are essential for implementing a successful special event security plan are:

  1. Pre-event site risk assessment
  2. Working with local officials
  3. Post-Event Review

1. Pre-Event Site Risk Assessment

Event venues are usually enormous spaces with complex layouts, which generally translates into numerous security risks. Therefore, a pre-event venue inspection checklist is critical for security guards to familiarize themselves with the venue and obtain a high level of security awareness.

In collaboration with event planners, security leaders should decide strategic checkpoints, guard posts, high traffic/high-risk areas, and any other particular requirements for that specific venue and event during the pre-event inspection.

At the very least, a comprehensive event security checklist should include:

  • A detailed risk assessment.
  • Crowd controlling measures.
  • Emergency response plan.
  • Communications and coordination plan.

Astroworld security challenges

Several security officers who worked at the Astroworld festival said they were unprepared for the event. According to one security guard, he was “understaffed in every sense of the word.” Eight people were killed, and several were injured due to a claimed crowd surge during the concert. Scott later stated that he was unaware of the gravity of the situation.

Security Director expresses his concerns about the failures at the Astroworld event….

2. Working with local officials

Local law enforcement and first responders are usually present on the day of the event. Still, security leaders must ensure that personnel knows specific contingency plans regarding how they are to collaborate and assist in an incident.

The event’s nature will necessitate collaboration among a slew of municipal, regional, and federal authorities, each with its own set of tasks and responsibilities. Formal and informal interactions with these stakeholders are essential for creating strong relationships that will be needed throughout the event, as well as organizing crossing-cut activities in operational plans.

Lack of security guard training

To put it mildly, the requirements for becoming a qualified security guard are essential, and unless the trainee has previous military or law enforcement experience, the training does not prepare them for real-world challenges. In Texas, for example, you only need to complete a 48-hour class to be an armed security guard. Additionally, the State of Florida requires security guard training to be taught at a licensed security school and necessitates 40 hours of training to be eligible for the class D security license.

Unfortunately, most security guard training only introduces a few broad topics without reinforcing fundamental security skills.

3. Post-event review

A debrief is necessary whether there was an incident or the event was completely safe with no issues. All parties involved in the debriefing should be present, including the security personnel, event organizers, and, if possible, local officials. This allows all participants to assess their performance and, more importantly, learn how they might improve in the future.

Keys to successful event security

Security guard at event.

Event security requires much more than simply stationing security personnel across the site. Communication plays an important part and that is why at @DavidSecurity we are dedicated to helping organizations write authentic and actionable security content.

Each event presents its own unique set of challenges and requires a great deal of collaboration and communication. By taking time to conduct a pre-event assessment and collaborating with local officials, event planners won’t eliminate all risks but they will at the minimum ensure that everyone is focused on the one thing that matters most: human safety.

Hiring a freelance security content writer (Checklist)

Content writing is not exactly a new digital trend, but its reach has expanded in recent years. Even before the great digital shift of 2020, B2B companies were using digital content marketing strategies at a high rate.

In 2019, as many as 87% of B2B companies used digital content marketing to drive engagement and promote brand awareness.

The power and value of content writing can not be understated. Consistent, high-quality content writing is an invaluable way to connect brands with their consumers. 

The good news is that businesses of all sizes may now leverage the internet to obtain greater visibility than ever before. Security service providers that provide guard and patrol services and physical security integration can use content writing to improve audience engagement and retention.

The challenge is finding competent content writers that can deliver authentic and engaging security content. 

Use this checklist to avoid wasting time on writers that aren’t a good fit for your requirements:

5-step guide for hiring an optimal security content writer.

1. Know where to look

2. Ask for writing samples 

3. Conduct a tone check

4. Check past feedback

5. Setup for success

Subscribe to get the best security marketing insights straight to your inbox!

Qualities of a strong freelance content writer

It’s scary to recruit outside help since you don’t want to harm your company’s reputation and standing. It may take some time and effort to find the proper fit, but it is possible. It is feasible to find a successful freelance content writer if you know where to look.

You want a self-starter that knows your industry and has strong research skills as well as a solid understanding of SEO. Above all else, you want someone that you can trust and collaborate with efficiently.

The good news is that these experienced article writers do exist, and they can assist your company in generating new leads. They can give credibility and worth to your blog and online material that would otherwise go undetected. They are critical to your overall success.

Hiring a freelance security content writer

Working with a skilled writer is an essential part of a successful content marketing strategy. This is especially true for the security service sector. Working with a content writer that has a strong security background and can communicate well with your target audience will make all the difference in the world!

Here are five practical steps that will help you identify and hire your ideal security content writer:

1. Know where to find qualified security writers

The best place to start is by searching freelance platforms such as UpWork and nDash. These sites contain a great selection of reputable and experienced content writers with a track record of success. This can be both good and bad, as the sheer volume of candidates can make it challenging to identify the ideal content writer. However, by following the steps below, you can narrow the candidates and determine the best match.  

2. Ask for writing samples

You can get a sense of the talent and abilities of a content writer by simply reviewing their previous work. In my opinion, they won’t be worth the money if they are not familiar with the security industry or at the very least have a base level understanding of your particular field, sector, or mission. This is because your goal should be to increase your authority and position in the market, not to jeopardy your service or reputation.

3. Conduct a tone check

When reviewing a writer’s previous work, you want to focus on tone. To put it simply, tone refers to how a writer employs specific words in a particular way to connect with the reader. Not only does tone assist in delivering data, but it also does so with an attitude. Make no mistake about it; the right tone will deliver higher engagement and motivate the reader to take further action.

4. Check past feedback

Once you’ve limited it down to a handful of freelancers you’d want to approach, go ahead and give each one a little more thought. First, examine their previous work and portfolios. Then, take the time to read their writing to see if their tone, voice, and point of view are compatible with you and your company.

5. Setup for success!

Let’s say you’ve found someone who’s a good match for you. They have a strong security background and track record of success. You’ve conducted your due diligence and they are on board with your project terms. Now you have to provide them with the information and support they need to deliver authentic and engaging content.

Final thoughts

It’s critical for your company’s success to connect with a qualified security content writer that can deliver authentic and engaging content. Find a writer who is a good fit for your requirements. Before you hire somebody new, ask yourself what your marketing and company goals are. Find a writer specializing in SEO security content if you want to provide quality content for your customers.

Make sure that your needs are precise and that you provide your writer with all the ingredients to succeed. Review these 5 steps to avoid wasting time and remember that authentic content writing is a process that requires collaboration, patience, and trust.

10 Examples of Actionable Security Marketing

Whether you are a security expert or a newbie, if you work in the physical security industry, you are likely to receive a lot of security marketing. In fact, in today’s security-conscious world, chances are that even if you’re not in the security field you are still seeing all types of ads about the importance of security and safety, especially if you spend time on LinkedIn and Youtube. 

If you’re on the marketing and sales side of security, how do you leverage your message to reach the right buying audience? In other words, how do you get CSO Steve to click on the link, more specifically how do you get people to take action? In this article, I’ll cover the value of actionable marketing and provide some effective examples.

What is Security Marketing?

So you are scrolling through LinkedIn and you come across a flashy post about “the benefits of thermal security cameras”. Curious, you click on the post and read about the benefits of thermal security cameras and now you want to learn more. What just happened? 

Well many things. In fact, too many to list in one single article but let’s just say that when it comes to security marketing (or any type of marketing for that matter!) there is a science and an art element that most people are not aware of. 

Security marketing is not just about getting your attention and making you click on a link (sure that’s part of it) but it is also about educating, and promoting security solutions to the right market in various ways, from print to digital. Remember that it’s more than just security cameras and keyfobs, it’s also video management systems, cloud-based systems, and much more.

What makes Security Marketing effective?

Every industry has its own unique challenges and opportunities and physical security is no different. Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs and creating valuable online content.

Need Authenitc and Actionable Security Content? Learn how @DavidSecurity can help. 

Actionable Security Marketing

At the end of the day, effective marketing is about being able to answer a pain point. It is about posting value and inspiring ACTION!

Actionable marketing focuses on getting prospects to engage with your brand and buy from your company in a transparent way that builds trust and relationships. It’s a hybrid of branding and direct marketing that works across different platforms and devices creating value for both the company and the customer.

When it comes to selecting a physical security product or service Security Directors and decision-makers are basically looking for 3 main factors before even considering clicking the “Learn More” or “Subscribe” bottoms.

I like to call these factors the 3 Ts of Actionable Security Marketing. Actionable security markeitng is

  • Trust- The issue of trust is a major factor within any industry but when it comes to life safety and security the bar is raised to another level. Before clicking on the link security decision makers need to feel that warm and fuzzy feeling that tells them “this company is legit”.
  • Technology:-Security professionals want to stay one step ahead of the bad guys. They want to feel like they’re on the cutting edge, so words and images that express technical inovation are important.
  • Time-Security decision makers are busy professionals. The chances of them clicking on a post that offers the “complete history of the manufcaturing industry” are not as good as the “top 5 security cameras for warehouses”.

By now I think we’ve covered enough of the theories and prinicples. Let’s review some examples of effective actionable security marketing.

10 Examples of Great Security Marketing

1. Axis Communications

Axis Communications digital marketing is always on point! This LinkedIn post is very effective because it starts off with an informative question. Questions are one of several rhetorical devices commonly used to drive engagement. When utilized correctly, they can be a boon to your copywriting because they inspire your audience to take action!

2. Hikvision

Hikvision video productions are on another level! I don’t really need to say much regarding how effective their thumbnail is, if you haven’t clicked on the video already, just read it one more time and if you are in the market for an IP-based video security system there is a BIG chance you are going to click it right away.

3. Honeywell

Honeywell really makes an impact with this post. They know that security professionals on LinkedIn are scrolling with a purpose. That’s why they use IMPACTFUL statistics that are sure to get a reader to slow down. More importantly, their message is backed by substance which makes you want to learn more.

4. FLIR

FLIR is the Jason Bourne of security marketing. Their content is crafted for security professionals that want to either purchase or learn more about the latest innovations. This is especially true when it comes to thermal cameras have a strong position within the market.

5. Brivo

Brivo Earth Day post was fantastic! With the increasing environmental concerns in recent years, many organizations are now incorporating environmental issues into their content. The fact that they back their words with action is a win/win for the security community and environment.

6. Openpath

Openpath really has no competition when it comes to explaining the value of touchless solutions. This video is just one example of the many engaging content that they create regarding touchless solutions.

7. Avigilon

Avigilon (Motorola Solutions), does a great job here of using words and powerful images to generate engagement. There are so many good points to this post that I would need to write a separate article for it. Let’s just say that the words free thermal camera and act fast are not there by accident.

8. HID

HID Global does a great job with this explainer video. Explainer videos are so effective because they combine audio and visual stimulus to explain a concept in a simple and understandable way.

9. Kisi

Kisi combines the power of images and effective questioning to generate action. Various reports show that questions lead to more engagement. How much does access control cost? Very few security decision-makers will continue scrolling after reading that powerful question.

10. Bosh

Bosh delivers with this video by doing what all the previous examples did and adding extra creativity. “Imagine when you know what’s next?” The power of that question is undeniable. Everything about the thumbnail, title and video are excellent examples of actionable security marketing.

Conclusion

Security marketing covers a wide range of products and services, from thermal security cameras to access control installations. While the number of security manufacturers and integrators are many it all comes down to creating engaging content and then delivering as promised. 

Are you a security manufacturer or integrator? Well then we can help with authentic and actionable security content. Reach out if you want to hear more.

What new security marketing idea are you ready to try for your brand?

Sign Up to receive @DavidSecurity’s latest security updates & insights!

@DavidSecurity

5 Steps to Develop Effective Physical Security Measures


A big part of success in physical security comes not in winning battles but in avoiding them altogether. In order to make our buildings, facilities, and warehouses less attractive for would-be criminals we need to have effective preventive measures in place. Preventive measures reduce the likelihood of a deliberate attack, introduce delays, reduce vulnerabilities, or otherwise cause an attack to be unsuccessful. Let’s talk security! 

Preventive Measures

Gate barrier parking lot.
Preventive measures protect vulnerable resources and introduce delays.

Preventive measures protect vulnerable resources, introduce delays, and make an attack unsuccessful or reduce its impact. They include both physical and psychological deterrents. Physical security measures such as anti-climb fences, bollards, and locks are physical deterrents. Even more effective than these are psychological deterrents such as security cameras, security guards, and high-tech security innovations such as mobile surveillance devices. A quote from the great Bill Russell actually teaches us a lot about the key to effective preventive measures:

“The idea is NOT to block every shot. The idea is to make your opponent believe that you might block every shot.”

-Bill Russell
Subscribe to the @DavidSecurity blog and receive regular security management insights! 

Physical Security Prevention

Dome security camera building lobby.

When it comes to physical security, prevention is the most desirable option. Enhancing existing security systems and introducing appropriate security measures based on vulnerability assessments are crucial to preventing security incidents.

Security Vulnerability Assessment is the process that includes determining the likelihood of an adversary’s successfully exploiting vulnerability, and the resulting degree of damage or impact. Based on this assessment, judgments can be made on the need for additional countermeasures.

Security experts agree that the three most important components of a physical security plan are access control, surveillance, and security testing, which work together to make your space more secure.

5 Steps to Develop Effective Physical Security Measures

Security professional viewing data.

Since it is difficult to completely eradicate all risks, we must rely on sound principles that improve our security posture. Here is a five-step process to develop effective physical security measures:

  1. First, an organization should commission the Chief Security Officer (CSO) or consult with a security professional to conduct a threat assessment of its facilities and operations. The purpose of this analysis is to identify significant hazards and determine the risks of a security incident.
  2. The second step is to establish monitoring protocols to ensure that operations are not disrupted by identifying critical control points (the locations, processes, functions, or times when the operation is most at risk) and critical control points (the locations, processes, functions, or times when the operation is most at risk).
  3. With the above data, we can assess significant threats or hazards, as well as exposure, to evaluate the probability of occurrence and critical control points.
  4. Now we are ready to develop and implement preventive measures to reduce hazards. These preventive measures will be a combination of architectural, operational, and system measures.
  5. Finally, we can confidently develop security monitoring procedures for each critical control point.

It is important to note that monitoring procedures are systematic, periodic activities meant for ensuring that critical controls are in place and not compromised in any way. Equally as important to note is that this is a continuous process that requires a collaborative approach.

Connect with @DavidSecurity

David Santiago (@DavidSecurity) is a veteran United States Marine and Certified Security Professional with more than 15 years of security operations experience. Make sure to follow his blog and connect with him on LinkedIn to receive regular security management insights.

Sign Up to receive @DavidSecurity’s latest security updates & insights!

@DavidSecurity

What are Physical Protection Systems?

Physical Protection Systems
 Physical Protection System (PPS) should meet three basic elements (detection, delay, and response).

Before we get into physical protection systems, it is important to note that in order to protect your company and its assets, the very first step is to perform a threat and vulnerability analysis. Based on that analysis, the Chief Security Officer (CSO) or property manager, etc., can then coordinate with security integrators and implement physical protection systems (PPSs) to provide safeguards that mitigate the threats.

A physical protection system (PPS) integrates people, procedures, and equipment for the protection of assets or facilities against theft, sabotage, or other malevolent human attacks.

Physical Protection Security Measures

Facility with physical security.
Perimeter of a well designed high security building.

Physical security involves the use of multiple layers of interdependent systems that can include CCTV surveillance, security guards, protective barriers, locks, access control, perimeter intrusion detection, deterrent systems, fire protection, and other systems designed to protect persons and property. For the purposes of simplicity we can divide security measures into three types:

  • Preventive measures: These are arrangements that reduce the likelihood of a deliberate attack, introduce delays, reduce vulnerabilities, or otherwise cause an attack to be unsuccessful.
  • Corrective measures: These are efforts meant to reduce the effects of an attack and restore the facility to normal operation.
  • Detective measures: These steps and plans meant to help discover attacks and activate appropriate preventive or corrective measures.

Physical protection systems consist of a proper mixture of architectural, operational and security systems elements.

PPS Architectural Elements

Security bollards located at street entrance.
Bollards are an example of strong PPS Architectural elements.

Architectural elements include barriers and locks, exterior and interior lighting, critical building services, space layout, parking, and dock facilities just to name a few. For example retraceable bollards serve as an effective solution to address the challenge of securing access points that are shared by both vehicles and pedestrians.

PPS Operational Elements

Campus security control room.
Most University Campuses focus on strong operational elements.

Operational elements refer to organization and staffing, policies and procedures, training, visitor control, security guard staffing, incident responses, and the administration of security systems among other factors. In the picture above, we can see a campus security guard on duty at their operational center. Campus security guards respond by observing and reporting violations related to their policies and regulations.

PPS Security Systems

Security systems include automated access control systems, intrusion detection and alarm systems, closed-circuit television (CCTV) systems, communication systems, and security control center equipment. Additionally, touchless technologies and cloud-based security solutions are increasingly becoming essential components of an organization’s security toolbox.

Emerging Touchless Access Control Technologies include:

  • Wave-to-Open Door Sensors
  • Mobile Credentials
  • Contactless Fingerprint Sensors
  • Iris Scanners
  • Facial Recognition
  • Wearables
  • Touchless Turnstiles

Future of Physical Protection Systems

In today’s highly technological and health conscious world, Physical Protection Systems (PPS) will have to address both new as well as traditional risk factors. This will give rise to more touchless cloud-based security solutions that enable organizations to enforce safety guidelines while maintaining a strong security posture.

The stakes are high and the importance of balancing technology and human factors are more important than ever. The physical security field is currently going through a massive shift away from traditional physical security systems to technological solutions. While there is a lot of excitement and optimism, with great change comes even greater challenges.

Make sure to follow my blog and connect with me on LinkedIn to receive regular physical security analysis and updates.

Sign Up to receive @DavidSecurity’s latest security updates & insights!

@DavidSecurity

%d bloggers like this: