Offering a secure angle in an insecure world

Is it safe to come out?

One topic that seems to be gathering an increasing number of headlines is security. Granted, the word “security” is not conspicuously used. But the collective profile of that issue has certainly risen. For example:

Recently, the Associated Press published a story about the aftermath of foreclosures in South Florida (see the piece here as found on WTOP.com in Washington). One of the great fears among people who still live in these now sparsely-populated developments is that crime will move in after neighbors have moved out.

But it’s not just abandoned property that inspires crime. Economic recession and unemployment can lead to crime rate increases, overall. And since the recession is global, the issue is not limited to the U.S. While crime wave fears are “on the radar” (see this NY Times story), a quick online search reveals that the conversation about crime is a world-wide dialogue (for example, see this week’s story on the matter from SBS Australia).

Now, according to a recent New York Times story, another trend could add to the anxiety. States are granting early release to more prisoners, sooner, in the face of government budget cuts.

Implications: Last Fall, I wrote a posting about the increase in sales of various home security products (“Selling Safe,” October, 2008). Since the recession has deepened, my hunch is that the profile of personal security matters will rise even higher. The thought occurred to me, recently, when a mobile phone salesman--talking to my wife--described one device as being popular because, “Women like that this one is easy to dial, even without looking, if you are in an unfamiliar place.”

In what ways might you provide additional security, indirectly, that consumers might appreciate?

• Is your gas station or store particularly well-lit after dark?
• Does your parking lot appear well-maintained (not ignored)?

Or, think even wider…

• A warranty, or assurance of service after the sale?
• Freedom to return or exchange… if I change my mind?
• The testimony of some real-life satisfied customers?

It might be a smart idea to revisit matters of reliability, authenticity, and personal assurance. These attributes could provide a measure of security, in an insecure world.

Mike Anderson