Integrator gets strong brand.(SDM EXCLUSIVE)(HomeWorks Automation Inc.)
Security Distributing & Marketing, November, 2004
"It's all about brand recognition and awareness, and the integrator or security dealer who can successfully co-brand or partner, it's a home run right with a bat," testified David Botknecht, CEO of HomeWorks Automation, Boca Raton, Fla., about the new GE Builder program. It is designed to market the latest home technology from the security business of GE Infrastructure to consumers.
"I consider myself a partner of GE," Botknecht explained. "We work strictly within guidelines they present."
HomeWorks does up to 70 percent of its business with builders, Botknecht estimated, and he thinks this strong branding enables him to compete more successfully against other brands in the security marketplace.
"We have a very good program where we get the...
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