THE CHANGING FACE OF CORPORATE, PRODUCT/SERVICE COMMUNICATIONS ... HITTING A MOVING TARGET
THE CHANGING FACE OF CORPORATE, PRODUCT/SERVICE COMMUNICATIONS ... HITTING A MOVING TARGET
Change came slowly. With the breakup of AT&T, change has been less dramatic than anticipated, but is still disruptive.
The rules of the game regarding who's promoting what have changed just as dramatically.
It has been more than 20 years since the Altaire Computer first appeared on the cover of Popular Mechanix. Hundreds of people wrote in for blueprints, kits and assistance in making their first microcomputer. Programming and use of the toy were difficult, at best.
At the time, advertising and promotion were relatively simple. All you had to do was reach the underground techies who were getting together in offices and homes in Boston, Santa Clara, Santa Cruz, Anaheim and other communities across the country on a weekly basis to share their latest advancements.
...more
To bring the industry out of the closets, dining rooms and kitchens of the nation, we had to turn people into "computer operators."
The latest wave of change is slightly less than 10 years old--the global expansion of the Internet and World Wide Web. Suddenly, people are not only computer and telephone operators, they're postal workers and video camera operators.
A Change in Focus
"High-Tech" is now mainstream. Computers and communications are mission-critical tools for businesses large and small and are being aggressively promoted as "must have" products for every home and office.
We've been through a period of change in the tone and timber of our marketing and PR. Today, it is not uncommon to see system, software and service firms advertising in Time, USA Today, Fortune, Business Week, Newsweek, Inc. and other business/consumer publications. They're also utilizing spots on "60 minutes," 20/20," "The Super Bowl" and other television and radio programs across the country. Their goal is to reach the often elusive, highly sophisticated and very influential users of today ... and tomorrow.
With the advent of on-line media and Usenet communications, every company today needs to simultaneously broaden and narrow the scope of their PR activities. Even firms that don't focus on technology have a wealth of opportunities and challenges.
Hair-eating Cabbage Patch dolls were first brutalized on the Internet and then killed by radio, TV and print. O.J. Simpson has droves of supporters, detractors and chroniclers, despite the legal verdicts. Apple Computer is being reinforced and slammed in the media and on the ...more
Internet. The Cosby family received unprecedented support from the media and people around the globe following the murder of their son, while the National Rifle Association's (NRA) positions came under heavy attack. To make management's task even more difficult, companies must now reach, inform, influence and persuade a growing number of buying influences.
The Role of PR
On more than one occasion, management has tried to quiet or ignore their organizations' PR problems, only to find that it doesn't work.
The problem has been two-fold. First is the fact that, in many instances, management does not understand the role of public relations. Second, it looks at the money it is spending on all of its communications activities as an expense ... rather than an investment.
To put well-directed public relations it its proper context, let's look at how products and services (especially technical products and services) are bought and sold in the marketplace.
It is important to understand that the market is growing extensively as well as intensively. Firms and individuals who are basically unfamiliar with information technology are now using it at the office, at home and on the road. In addition, the technical thought leaders are finding new ways to use these products and services.
Global competitive pressures have never been greater and will only get worse. It is becoming increasingly essential that companies develop and use marketing-sensitive public relations on a worldwide basis.
...more
Marketing sensitivity simply means a clear, concise understanding of the buying process. Millions of promotion dollars (corporate "image" advertising and PR) are being squandered because of:
* A poor grasp of what the consumer really wants and needs
* Management's firm belief that they "know" (or worse yet, can tell buyers) what they need
* Totally misguided advise from communications counsel
The Differentiators
In today's business environment, corporate managers realize that they are no longer simply buying products and services. They are buying the suppliers' total capabilities, including their technical expertise, and their reputation for customer support.
Buying decisions now go far beyond technical persuasions. People high in the organization and outside the technical areas have become the key decisions-makers.
Success is no longer assured by simply having a technically good or better product. Superior products languish and die every day.
The marketplace is so competitive that alternative sources for technically comparable products and services are readily available. For example, you can choose from over 1,100 local and 500 long distance phone service providers ... options abound in every field.
It is increasingly important that PR efforts also promote the company, the people and the philosophy of the firm behind the product or service.
...more
Hidden Buying Influences
Too many people look at market research projections and see no reason why their success shouldn't parallel that of the industry.
Management must gain a solid understanding of who is making the buying decisions within these market segments, professions and businesses.
Many years ago, Vance Packard coined the phrase "hidden persuaders." Companies now have new factors to consider in the marketplace ... hidden buying influences.
They exist in every organization. They cooperate, interrelate and influence the specifier prior to the buying decision. Their titles and functions vary within every organization, but they all have something in common. They're more concerned with the business and marketing nature of the decision than the technical practicality/viability of the decision.
As a result, corporate, marketing and public relations management have to address these hidden buying influences. Their training and experience is of immeasurable assistance to management in interpreting and understanding these individuals' buying considerations and needs.
The Benevolent Dictator
In addition to promoting the technical aspects and reaching the business decision-making team, we cannot lose sight of the most important target within the prospect's organization ... the benevolent dictator.
We may vote for national, state and local leaders, but we don't vote for the people we work for. We don't get to vote for the management team ... for raises ... for promotions ... for the size of our office.
...more
The benevolent dictator decides all of these items and more.
When you observe the benevolent dictators at work, you'll note that they allow others to do the basic research and make the preliminary judgments, but they reserve the final say for themselves.
This individual, or small group of individuals, holds the majority-of-one vote.
Public relations activities need to be designed to build advocacy within the prospect's organization. An advocate is anyone who really wants to buy from you. If your advocate is low on the organizational chart, his or her suggestion to buy from you is sent up through the channels as a recommendation. However, a highly placed advocate, with an identically
worded idea, passes the information down the organizational chart as a directive.
Your PR and communications messages must reach the key benevolent dictators. They don't make all the decisions ... just the ones that count.
Hitting the New Target
To successfully reach the new target, public relations and communications efforts have to be both broader and narrower. Companies can no longer limit their efforts to pumping out releases promoting the technical aspects of their products or services. They must also reach management with messages about business solutions for corporate productivity and profitability problems.
Unfortunately, most firms spend their time and effort developing their technical and "sell" strategies, leaving little or no time spent on their PR and communications strategy. A barrage of news releases, an editorial ...more
tour or on-line Usenet discussion won't produce a lasting impression or long-term results.
When companies take the expanded approach to their public relations activities they keep two objectives in mind. First, they must sell the concept. Second, they must sell the proprietary benefits of the company behind the products and services.
Once you have convinced the key influences of the advantages of your products/services, a business' success becomes infinitely easier to predict.
Easier ... but not easy.
In his book "High Output Management," Andy Groves, president of Intel, speaks of leveraging as it relates to management. Simply stated, it
means contacting those who are most influential in a given situation and having them pass the word along to others who are responsible for decisions and actions.
This enables you to reach the entire organization through a few contacts--with a minimum of time and effort. Successful public relations campaigns consistently have a high degree of leveraging built in, because astute communicators address and reach the benevolent dictators.
Quality, Not Quantity
Someone long ago (and long forgotten) thought that quantity could replace quality in the eyes of management. Lo and behold, the fabulous bingo card emerged as "the proof of advertising value." Later on, PR people grasped the concept to prove their worth.
...more
Bingo cards can bring forth a few of the hot prospects; but for the most part, big sales don't result from a new product write-up and someone following up on a bingo request.
Communication's True Mission
Many managers in business today don't really understand the true mission of public relations. They don't understand the myriad of buying considerations that go beyond product specifications and price. But they are learning.
Marketing and communications expertise is being grafted into top management teams. They are asking their agencies to do more than "manage" the PR budgets and create news releases.
Agencies are being asked to help pinpoint the specific groups that are most likely to use the companies' products or services--the early adopters. Then, they develop communications programs--on-line, print and other media -- that efficiently and effectively reach, inform and persuade these adapters.
After these people are effectively reached, the job of expanding the message horizontally and vertically becomes significantly easier. Solid public relations activities are ideal tools for driving our increasingly sophisticated and heavily competitive business markets.
The real targets--managers and decision-makers--have to be hit right between the eyes with an organization's message(s). They don't have the time or inclination to sit by the water hole waiting for you to waste a quiver of arrows while you get the range.
Instead, you need to use heat-seeking missiles that hit the first time ... with deadly accuracy.
# # #
THE CHANGING FACE OF CORPORATE PRODUCTSERVICE COMMUNICATIONS HITTING A MOVING TARGET - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
More than 50 years ago, a now long-forgotten member of Bell Lab said that, to make the telephone a success, the company would have to make everyone a telephone operator. Today, everyone is a telephone operator. Even a three-year-old can reach out and touch someone.
Change came slowly. With the breakup of AT&T, change has been less dramatic than anticipated, but is still disruptive.
The rules of the game regarding who's promoting what have changed just as dramatically.
It has been more than 20 years since the Altaire Computer first appeared on the cover of Popular Mechanix. Hundreds of people wrote in for blueprints, kits and assistance in making their first microcomputer. Programming and use of the toy were difficult, at best.
At the time, advertising and promotion were relatively simple. All you had to do was reach the underground techies who were getting together in offices and homes in Boston, Santa Clara, Santa Cruz, Anaheim and other communities across the country on a weekly basis to share their latest advancements.
...more
To bring the industry out of the closets, dining rooms and kitchens of the nation, we had to turn people into "computer operators."
The latest wave of change is slightly less than 10 years old--the global expansion of the Internet and World Wide Web. Suddenly, people are not only computer and telephone operators, they're postal workers and video camera operators.
A Change in Focus
"High-Tech" is now mainstream. Computers and communications are mission-critical tools for businesses large and small and are being aggressively promoted as "must have" products for every home and office.
We've been through a period of change in the tone and timber of our marketing and PR. Today, it is not uncommon to see system, software and service firms advertising in Time, USA Today, Fortune, Business Week, Newsweek, Inc. and other business/consumer publications. They're also utilizing spots on "60 minutes," 20/20," "The Super Bowl" and other television and radio programs across the country. Their goal is to reach the often elusive, highly sophisticated and very influential users of today ... and tomorrow.
With the advent of on-line media and Usenet communications, every company today needs to simultaneously broaden and narrow the scope of their PR activities. Even firms that don't focus on technology have a wealth of opportunities and challenges.
Hair-eating Cabbage Patch dolls were first brutalized on the Internet and then killed by radio, TV and print. O.J. Simpson has droves of supporters, detractors and chroniclers, despite the legal verdicts. Apple Computer is being reinforced and slammed in the media and on the ...more
Internet. The Cosby family received unprecedented support from the media and people around the globe following the murder of their son, while the National Rifle Association's (NRA) positions came under heavy attack. To make management's task even more difficult, companies must now reach, inform, influence and persuade a growing number of buying influences.
The Role of PR
On more than one occasion, management has tried to quiet or ignore their organizations' PR problems, only to find that it doesn't work.
The problem has been two-fold. First is the fact that, in many instances, management does not understand the role of public relations. Second, it looks at the money it is spending on all of its communications activities as an expense ... rather than an investment.
To put well-directed public relations it its proper context, let's look at how products and services (especially technical products and services) are bought and sold in the marketplace.
It is important to understand that the market is growing extensively as well as intensively. Firms and individuals who are basically unfamiliar with information technology are now using it at the office, at home and on the road. In addition, the technical thought leaders are finding new ways to use these products and services.
Global competitive pressures have never been greater and will only get worse. It is becoming increasingly essential that companies develop and use marketing-sensitive public relations on a worldwide basis.
...more
Marketing sensitivity simply means a clear, concise understanding of the buying process. Millions of promotion dollars (corporate "image" advertising and PR) are being squandered because of:
* A poor grasp of what the consumer really wants and needs
* Management's firm belief that they "know" (or worse yet, can tell buyers) what they need
* Totally misguided advise from communications counsel
The Differentiators
In today's business environment, corporate managers realize that they are no longer simply buying products and services. They are buying the suppliers' total capabilities, including their technical expertise, and their reputation for customer support.
Buying decisions now go far beyond technical persuasions. People high in the organization and outside the technical areas have become the key decisions-makers.
Success is no longer assured by simply having a technically good or better product. Superior products languish and die every day.
The marketplace is so competitive that alternative sources for technically comparable products and services are readily available. For example, you can choose from over 1,100 local and 500 long distance phone service providers ... options abound in every field.
It is increasingly important that PR efforts also promote the company, the people and the philosophy of the firm behind the product or service.
...more
Hidden Buying Influences
Too many people look at market research projections and see no reason why their success shouldn't parallel that of the industry.
Management must gain a solid understanding of who is making the buying decisions within these market segments, professions and businesses.
Many years ago, Vance Packard coined the phrase "hidden persuaders." Companies now have new factors to consider in the marketplace ... hidden buying influences.
They exist in every organization. They cooperate, interrelate and influence the specifier prior to the buying decision. Their titles and functions vary within every organization, but they all have something in common. They're more concerned with the business and marketing nature of the decision than the technical practicality/viability of the decision.
As a result, corporate, marketing and public relations management have to address these hidden buying influences. Their training and experience is of immeasurable assistance to management in interpreting and understanding these individuals' buying considerations and needs.
The Benevolent Dictator
In addition to promoting the technical aspects and reaching the business decision-making team, we cannot lose sight of the most important target within the prospect's organization ... the benevolent dictator.
We may vote for national, state and local leaders, but we don't vote for the people we work for. We don't get to vote for the management team ... for raises ... for promotions ... for the size of our office.
...more
The benevolent dictator decides all of these items and more.
When you observe the benevolent dictators at work, you'll note that they allow others to do the basic research and make the preliminary judgments, but they reserve the final say for themselves.
This individual, or small group of individuals, holds the majority-of-one vote.
Public relations activities need to be designed to build advocacy within the prospect's organization. An advocate is anyone who really wants to buy from you. If your advocate is low on the organizational chart, his or her suggestion to buy from you is sent up through the channels as a recommendation. However, a highly placed advocate, with an identically
worded idea, passes the information down the organizational chart as a directive.
Your PR and communications messages must reach the key benevolent dictators. They don't make all the decisions ... just the ones that count.
Hitting the New Target
To successfully reach the new target, public relations and communications efforts have to be both broader and narrower. Companies can no longer limit their efforts to pumping out releases promoting the technical aspects of their products or services. They must also reach management with messages about business solutions for corporate productivity and profitability problems.
Unfortunately, most firms spend their time and effort developing their technical and "sell" strategies, leaving little or no time spent on their PR and communications strategy. A barrage of news releases, an editorial ...more
tour or on-line Usenet discussion won't produce a lasting impression or long-term results.
When companies take the expanded approach to their public relations activities they keep two objectives in mind. First, they must sell the concept. Second, they must sell the proprietary benefits of the company behind the products and services.
Once you have convinced the key influences of the advantages of your products/services, a business' success becomes infinitely easier to predict.
Easier ... but not easy.
In his book "High Output Management," Andy Groves, president of Intel, speaks of leveraging as it relates to management. Simply stated, it
means contacting those who are most influential in a given situation and having them pass the word along to others who are responsible for decisions and actions.
This enables you to reach the entire organization through a few contacts--with a minimum of time and effort. Successful public relations campaigns consistently have a high degree of leveraging built in, because astute communicators address and reach the benevolent dictators.
Quality, Not Quantity
Someone long ago (and long forgotten) thought that quantity could replace quality in the eyes of management. Lo and behold, the fabulous bingo card emerged as "the proof of advertising value." Later on, PR people grasped the concept to prove their worth.
...more
Bingo cards can bring forth a few of the hot prospects; but for the most part, big sales don't result from a new product write-up and someone following up on a bingo request.
Communication's True Mission
Many managers in business today don't really understand the true mission of public relations. They don't understand the myriad of buying considerations that go beyond product specifications and price. But they are learning.
Marketing and communications expertise is being grafted into top management teams. They are asking their agencies to do more than "manage" the PR budgets and create news releases.
Agencies are being asked to help pinpoint the specific groups that are most likely to use the companies' products or services--the early adopters. Then, they develop communications programs--on-line, print and other media -- that efficiently and effectively reach, inform and persuade these adapters.
After these people are effectively reached, the job of expanding the message horizontally and vertically becomes significantly easier. Solid public relations activities are ideal tools for driving our increasingly sophisticated and heavily competitive business markets.
The real targets--managers and decision-makers--have to be hit right between the eyes with an organization's message(s). They don't have the time or inclination to sit by the water hole waiting for you to waste a quiver of arrows while you get the range.
Instead, you need to use heat-seeking missiles that hit the first time ... with deadly accuracy.
# # #
THE CHANGING FACE OF CORPORATE PRODUCTSERVICE COMMUNICATIONS HITTING A MOVING TARGET - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
|
For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Andy's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Definitions of Success Innovative Thinking Salesperson Selection Termination Suit Lifestyle and Leadership |
|
 | ||
 |
Top 50 Productivity Blogs
Top Blogs To Watch In 2009 | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||