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That’s at the heart of why we are successful. ”And Defenders isn’t bashful about trumpeting its offerings and virtues. The company, Boyce said, has “an unlimited advertising budget for programs that work. I realize that’s highly unusual not to set a limit on marketing, but that gets back to our testing. ”About half of Defenders’ advertising spend goes to digital and half to traditional media, he said. He declined
to say how much Defenders has spent in recent
years, only calling it “multi of multi millions of dollars. ”“You would be surprised by the number,” he said. “It’s very significant. ”•Schoettle grew up in Indianapolis, graduating from Southport High School and Indiana University. He then departed on a tour of middle Indiana, reporting for papers in Greenwood, Frankfort, Columbus and Franklin before landing at IBJ in 1998. At his previous jobs, he spent a decade as a political and government reporter.