Security Warehouse is a leading distributor in South Afrcia's electronic security equipment industry, distributing products directly to trade clients and providing turnkey project management services to project managers and end-users.

Over 20 years, it has grown into one of Africa's leading importers and distributors of electronic security equipment. The company says that it aims to keep expanding the business, while informing all dealers of updates.

To this end, Security Warehouse engaged marketing consultancy Firejuice for three months in order to refine its approach in support of these growth objectives.

During this time, Firejuice conducted an in-depth review of current communication activities and promotional tools and worked closely with the internal marketing team to develop a strategy that effectively communicates at scale, using technology.

According to Security Warehouse, it is vital that it continues to communicate effectively to its extensive database of customers because it ensures awareness of new locations and offerings, as well as delivers a clear value proposition.

Pasco Lattuca, managing director at Security Warehouse, says, "We value our dealers tremendously and needed to adjust our marketing to keep them in the loop as our business expands."

Firejuice says that it has enjoyed a long and valuable relationship with Security Warehouse.

Bernard Jansen, founder of Firejuice, says, "I enjoy working with Pasco Lattuca and his team. They appreciate the value of strategic marketing and run a very slick operation."

Jansen concludes, "Security Warehouse is one of those rare companies that has strong fundamentals not only operationally, but also in its approach to sales and marketing. It's an attractive business with significant potential and I look forward to remaining involved with the team as it embarks on increasingly ambitious challenges."

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