Important Announcement #5
DATE: March 7, 1994
TO: Industry Colleagues and Friends
FROM: John Stiernberg
SUBJECT: Publicity, Trends, and Latest News!
More Big News: This is to share some ideas and update you on activities since Important Announcement #4 was sent in November 1993.
Publicity: Hype, Education, or Communications?
Is it my imagination, or is good communication with customers and employees more important now than ever? Many companies are increasing the use of marketing communications (publicity, newsletters, toll-free help lines, fax servers, electronic mail) to complement advertising, trade shows, and training programs. They have designated staff persons to handle communications or retained outside firms to manage the job.
A carefully planned public relations campaign is a powerful competitive tool, especially when coordinated with other marketing and sales activities. Product introductions, seasonal promotions, staff changes, technology breakthroughs, and other newsworthy topics are not "hype", but important information which needs to be communicated to customers, suppliers, and employees.
Some communications decisions are obvious: announce a new product, patent award, or addition of a key staff person or customer. Others are more difficult. How does a company talk about downsizing, a bad financial year, or a pending lawsuit? To remain competitive and not get lost in the media shuffle, a progressive company needs a consistent, coordinated communications effort.
Fax Back Survey #4: Public Relations Trends
There is an increase in "p. r. consciousness" in our industry, and I think it is a positive trend. Does your firm have a planned communications/public relations program? Is it handled by an employee or an outside firm?
Your feedback on this topic is valuable. Please respond via Faxback Survey #4 enclosed. Simply make a few notes and fax or mail as indicated.
Results of the survey will be announced in Important Announcement #6.
Watch for Article on Systems Training for Homeowners
Look for an article, written by yours truly, entitled "Their Dreams Can Come True: Systems Training for Homeowners" coming in the 3/20/94 edition of "Sound and Video Contractor" magazine. If you don't receive the magazine or would like an authorized copy, please request via Faxback Survey #4. Copies of other recent articles on the residential integrated systems market are also available upon request.
Survey Results: We Have Another Winner!
Thanks to those of you who responded to Faxback Survey #3. Eighty-two percent of those responding indicated that the entertainment and communications industry needs the same number or fewer trades show opportunities each year. Seventy-nine percent indicated that joint trade events like Infocomm are good ideas. More detailed results are available upon request--see Faxback Survey #4 attached.
The winner of the $50 gift certificate from "The Spice House" catalog is Meg Roberts. Meg is publisher of "Audio Video Interiors" magazine. Congratulations Meg!
See You at Upcoming Trade Events
I will be attending upcoming industry events and would like to know if you are planning to attend:
* NAB March 21-24, 1994, in Las Vegas, NV
* NSCA April 7-9, 1994, in Las Vegas, NV
* Habitech 94 April 13-16, 1994, in Dallas, TX
* Infocomm June 6-12, 1994, in Anaheim, CA
* CES June 23-25, 1994, in Chicago, IL
Please let me know if you or someone from your company will be attending each of these key events. Simply check the appropriate box on the enclosed Faxback Survey #4.
Special Prize Drawing
As promised last issue, the prize drawing is a regular feature of the Important Announcement Series. Here's how to enter:
Returning the survey enters you in the special prize drawing. The prize is a copy of an exciting new CD-ROM entitled "XPLORA 1: Peter Gabriel's Secret World". This is a groundbreaking work, in that it is one of the first music CD-ROM's which was created specifically for interactive media (as opposed to being adapted from previous work).
On Thursday, March 31, 1994, the winning survey will be drawn at random from the ones received by either fax or mail. Sound like fun? Please respond!
Let's Talk Soon!
My office is in Woodland Hills, California--five miles from the epicenter of the 1/17/94 Northridge earthquake. We suffered some minor damage and inconvenience, and feel fortunate compared to many neighbors. Thanks to so many of you who expressed concern and offered to help. Thanks also for your continued interest in our activities--looking forward to hearing from you!