New Security Industry Association (SIA) member Infusion Direct Marketing, Inc., specializes in developing marketing programs for the security industry. The company was founded in Hauppauge, New York, and is now headquartered in Port St. Lucie, Florida.
SIA spoke with Monique Merhige, president of Infusion Direct Marketing, about the company’s history and offerings and the security industry.
Tell us the story of your company.
Monique Merhige: I started Infusion Direct Marketing after working at a variety of technology companies throughout my marketing career. I enjoyed marketing innovative technology and found my passion for security when I worked for a video surveillance manufacturer on Long Island. In 2007, I decided to go out on my own and start a boutique style marketing and public relations consulting firm that specialized in the security industry. At that time, it was unusual to have an agency so specialized in one industry. The security industry fascinated me, as I wanted to educate people on all the different types of physical security out there that could truly make a difference in improving safety and making our world more secure. The entrepreneurial spirt was always in my blood, as I watched from an early age how hard work and persistence can lead to success. My family owned a small retail appliance store on Long Island which weathered many storms and has been in business for over 50 years. I knew that at some point I wanted to start something on my own and create something out of nothing. I wanted not to walk into an established business, but rather to create something new with my own sweat and tears.
What solutions/services does your business offer in the security industry? And what makes your offerings/company unique?
MM: The biggest differentiator that we offer to clients is our specialty in the security industry. Having the right media relationships in the industry is crucial and takes a long time to build. I have long-term relationships in this industry that were built over a 20-year time span. My clients are given top priority for editorial opportunities that help build credibility and thought leadership in the industry. What makes our company unique is that we offer not only content development and article creation, but high-end photography. It’s important to have the right pictures to accompany an article or cover story, as this can be a challenge for some agencies. At Infusion, we have a professional photographer on staff with over 35 years of experience who just happens to be my husband. When clients hire us to write and produce an article, they are getting the whole package. We handle everything from pitching to content development and high-end photography. Loyalty goes a long way at Infusion. I’m happy to say that most of our clients have been with us for the long haul, and if they leave, they usually come back in some capacity.
What is something we might not know about your company – or something new you are doing in security?
MM: Back in 2018, I decided to open a sister company to Infusion Direct Marketing to handle media planning. Fusion Media Marketing, Inc., was born with its core services focused on media planning and media buys for security clients. Our main client under this sister company is Hanwha Techwin, a leading global supplier of intelligent video surveillance solutions. Working with Hanwha has been a privilege as we continue to evolve and improve our advertising and public relations initiatives year after year. One other tidbit about myself – I actually worked as an adjunct professor at a private college on Long Island and taught marketing and PR classes at night. It was extremely fulfilling, as I really enjoyed mentoring students and giving them real-world experience.
What is your company’s vision, and what are your goals for the security industry?
MM: Our vision at Infusion Direct Marketing is to create momentum for our clients and keep consistency in all their marketing and PR initiatives. Being able to tell their story through feature case studies and cover stories creates a positive message to other companies out there. There is so much good in this world that is not showcased enough, and we enjoy helping our clients focus on the good they are doing for our industry and their customers.
What do you think are the biggest opportunities in the security industry right now?
MM: I think the biggest opportunity we have as an industry is to make a real impact on change when it comes to security. With the recent school shootings, I really feel our industry can help educate schools nationwide on the latest technology available to them and the funding out there to get it. Knowledge is key, and schools need to be aware of the various types of technology such as gunshot detection, turnstiles, access control and AI video surveillance cameras. They also need access to the best security integrators to help them deploy the right security technology and make it happen!
What are your predictions for the security industry in the short and long term?
MM: The great thing about the security industry is that it’s here to stay! Everybody needs security, and it will never go out of style. It’s resilient to economic downturns and even the COVID-19 pandemic. The future looks bright for security always!
What are the biggest challenges facing your company and/or others in the security industry?
MM: I think the biggest challenge we face as a PR consulting firm is that there are many frauds and imposters out there pretending to be experts in the security industry. My advice to security companies out there looking for a PR agency is to do your due diligence and make sure they know your industry. It’s very difficult to develop quality content about an industry that you know nothing about. You can’t be an expert at everything, and it’s important to find an agency that really understands our industry. Beware of frauds…
What does SIA offer that is most important to you and your company? And what do you most hope to get out of membership?
MM: I think the most important part of being an SIA member is the opportunity to network with security professionals. It’s important to keep in tune with the latest technology innovations in the industry and keep learning!! Plus, the events are way too much fun!
The views and opinions expressed in guest posts and/or profiles are those of the authors or sources and do not necessarily reflect the official policy or position of the Security Industry Association.