ASSA ABLOY’s Security Professionals Showroom Hits The Road

June 3, 2013
Targeted to locksmiths, this unique vehicle is filled with hands-on displays of the latest products from five ASSA ABLOY Group brands: Adams Rite, Arrow, HES, Medeco, and Securitron.

Locksmiths are hands-on people. It’s the nature of their job; they like to tinker with objects, take them apart and put them back together. So when a new lock or product innovation is introduced, brochures and photos will only get you so far with this group. Locksmiths need to touch the lock and feel it in their hands before they deem it worthy of acceptance.

Trade shows are a great venue for this type of interaction, but many security professionals find it difficult to extract themselves from the daily demands of their jobs and travel to a convention.  Locksmiths that miss a show no longer need to feel left out—ASSA ABLOY can bring the show to you with our new Security Professionals Showroom (SPS).

The goal of the SPS is to give the locksmith a comprehensive overview of our products and solutions that fit specifically in their channel. We show a range of locks from mechanical to electromechanical and explain how these products can grow their business. We also offer insight on where we believe the industry is going.

The SPS hit the road in January this year, helping to keep the security professional community attuned to innovations that are changing the nature of their jobs. At just 26 feet long, 8 feet wide and 11 feet tall, the overall dimensions of the SPS are manageable and nimble, with the ability to pull up to any locksmith venue or store parking lot. We are also able to operate the SPS indoors with a 30 Amp, 110 Volt, single phase electrical source. This unique vehicle is filled with hands-on displays of the latest products from five ASSA ABLOY Group brands: Adams Rite, Arrow, HES, Medeco, and Securitron. The showroom is continuing to visit locksmiths, shops and industry shows.

Locksmiths can get hands-on time with new products that bring high security to a number of applications.  This includes Aperio mortise and cabinet locks by Medeco and HES; Securitron’s new low profile bracket-mounted M380 and M680 Magnalocks® with optional integrated camera and PIR motion detector; the Adams Rite Steel Hawk® 4300 electrified deadlatch; Securitron's AccuPower® power supplies and the new PowerJump™ ICPT. Participants can learn more about Medeco’s eCylinder line of solutions as well as Arrow’s full line of Security Replacement products including the DC500 Door Closer, Revolution Touchscreen Locks, and the GL97 Lever with classroom intruder function.

A wide variety of products are displayed within the SPS and our goal is to successfully educate our customers on every solution. With an eight-hour daily operating schedule we can fit up to five events into one day, with five visitors at a time in the vehicle. ASSA ABLOY brand representatives have found that half an hour is the average amount of time for small groups to review each product effectively.

Locksmiths that host the SPS can expect a well-planned event that showcases ASSA ABLOY’s Security Continuum of products, as well as an experienced and knowledgeable sales representative available to answer any questions with a vested interest in their business. A full-time coordinator sets up events and works one-on-one with the locksmith to invite his customers and follows up after the event. If the shop is interested in hosting a training event after the visit, that can also be arranged. The goal is to make it easy for the locksmith to share this great opportunity for product education not only with his entire staff, but also with his customers, if desired.

Since its debut in January, the truck has visited 50 cities and hosted 103 events. In just the first five weeks alone we had 305 attendees. To date, approximately 782 security professionals have explored the SPS. We’re working hard to focus our market message in the locksmith channel and continue to expand our outreach to a variety of locksmith shows and companies.

History of the Fleet

In 2008 the economy was in serious trouble and tradeshow attendance was in a steep decline. As a result, ASSA ABLOY decided to refocus its efforts and put our story on the road in order to reach its customers. So in 2009, ASSA ABLOY launched the Mobile Innovation Showroom (MIS), a 53-foot expandable trailer and the first vehicle in our fleet of mobile showrooms. With 66 stops alone in 2009, thousands of end users, locksmiths, security professionals, integrators, and distributors toured the showroom, and a decision was made to add audience-specific trucks to the fleet.

In 2010, we launched the Intelligent Openings Showroom (IOS) for systems integrators and the Decorative Opening Showroom (DOS) for architectural design communities. (RVs 38-feet each) The following year, we launched the Healthcare Solutions Showroom (HSS), geared specifically toward hospitals.

With all the positive feedback on our fleet we are gearing up for a June 2013 launch of our sixth truck, the Education Solution Showroom (ESS) focusing on K-12 security. So as you can see, we have diversified and are continually developing audience-specific showrooms for maximum effectiveness.

Although the SPS schedule for 2013 has already been finalized, interested security professionals can contact their local ASSA ABLOY sales representative and ask to be included in the routing schedule for 2014. For more information, visit

Wendy Bowman is marketing communications director, EMS & OEM Group, ASSA ABLOY. Sean McGrath is senior director of marketing and solutions, ASSA ABLOY.