 |
 |
 |
| |
COMMUNICATIONS ADVISOR - WHO DOESN´T NEED
ONE?
Here, a few examples...
Individual preferences, public opinion
researchers, marketing tests, all have proven,
with no doubt, that telephone soliciting is
sometimes a very poor way of getting business,
since people generally react in a negative way
to what they consider an invasion of their
privacy by a stranger who phones unexpectedly
and who is most certain to disturb….
When the product you sell already originated
some public interest (this constitutes a great
advantage): few people will argue about the need
to insulate buildings well. So, the market
exists, the need is easily recognized – now, the
sales policy should be to motivate customers to
get the insulation FROM YOUR COMPANY WITH NO
DELAY. The most effective way is by propaganda
and advertising, in the media and by direct
mail, as well as by special promotions, with the
emphasis being – get in touch with the office,
get an appointment, etc. Telephone soliciting,
in comparison, turns out to be more expensive
because it is much less effective. When
potential customers dislike the approach, this
turns them off the product for sale … or they
will go to the “better established business”,
the one that can afford a better way of
promoting its product.
--------
Recommendations to …………
I advise your firm to start an intensive
campaign in the media in order to generate a
public opinion geared to favor quality and
experience above cost consideration. Everything
mentioned in your response to the editorial
“Phone users ring (...) bell” (The Citizen) is
of enough importance to be exposed to consumers
in a direct way. The ads should make the users
think with your company, following a complete
explanation on your policy regarding the sale of
phone instruments and the reasons behind the
company rates. Considering that the general
public does not realize the importance of not
missing the section “readers views”, the message
had only a limited audience, due to the
particular scope of columns like “letters to the
editor.”
Suggestions for the ads:
We must protect the many millions of dollars
worth of sensitive switching equipment that can
be jeopardized by incompatible telephone
instruments.
If you know what high quality service is all
about, you are our customer all the way. Don’t
forget this is your business too. If we lose,
you also lose, We at ....know communications is
a very serious matter. That’s why we cannot
compromise.
The most interesting paragraph in your letter
has the potential of making people, provided
they are aware of the daily implications, to
choose your firm over competitors which offer
just a product and no services. (I am referring
to: “The rates for optional services, such as
extension telephones, decorator or novel-type
sets, and other auxiliary equipment, are set at
levels sufficiently high as to reflect their
premium value to the user.
Most of these provided services make revenue
contributions over and above their costs,
thereby helping to keep basic exchange rates at
relatively low levels. The company believes that
uncontrolled connection of customer-provided
equipment could result in a loss of revenues
that are required to support basic service
rates.”)
At the same time, to be effective and
successful, means to be realistic, accepting the
fact that your firm now faces competition,
though limited to the sale of phone sets.
Inspectors will have the task to enforce the
company regulations …. While the day doesn’t
come when the law will interfere to enforce
otherwise.
Looking ahead, I would say that your firm’s best
policy should be to concentrate on getting the
maximum revenue from the basic services. I
firmly believe there is a new market out there,
i.e., the public to be led to use the telephone
even more.
Why the once a year Mother’s Day record in
number of long distance phone calls? Why not
encourage people to do the same on: Valentine’s
Day, St. Patrick’s Day, Easter, Father’s Day,
Thanksgiving, Christmas, New Year – through a
careful devise promotion?
Another campaign would emphasize “the gift of a
phone call” …. on birthdays, anniversaries,
graduations, special occasions. There is no
shortage of themes.
“Make your get-well wishes really special. Use
your telephone, still one of the best values,
even to the most far-away places.”
“Yes, you can afford to take your time when you
are phoning long distance. Just think about all
the money and time you are saving.”
“Are you sure you really have to make so many
business trips? Long distance phone calls are a
bargain … in cost and time.”
“When you are away from home, show your family
you care. Phone frequently.”
“Show you really care. Give that long distance
call to someone you know is waiting and hoping
for. You’ll be glad you did.”
“A message of love. Not tomorrow …… Today. Give
it now. Use your phone.”
“Many big contracts were arranged through a long
distance phone call.Didn’t you try yet? Our
company puts you right there, really fast,
where the action is …. “
"A high quality service at the lowest possible
cost to our customers.”
“Linking millions of Canadians…. and Canada to
the world. "
Considering the new “phone shops” and catalog
sales of telephone instruments, another idea to
attract customers would be to work on enhance
phone centers in such a way that they will offer
much more than a variety of sets and the repair
service. In my opinion, the name “phone center”
is very good – appealing, easy to remember,
something bound to catch on (and to cash on too
….) . Maybe it would be worthy to study the
possibility of a mini-public affairs office,
with the added feature of “free consultations on
communications matters” to business and
individuals who go to the phone center.
---------
Recommendations To the Religious Education
Committee - Parish
Unless the Religious Education Coordinator you
are looking for will have a Communications solid
knowledge, he/she will certainly require a
part-time consultant/advisor on the matter.
Getting the expertise and special skills of a
professional communicator will assure the
effectiveness of any kind of
Catechetical-Theological Program, so your Parish
objectives will be fully met.
We must not forget that when we neglect to
communicate a message in the best effective way,
the message/idea may be lost or misunderstood,
or will have little impact/response.
Since your approach to Religious Education shows
the importance your Parish is giving to the
subject, and considering the serious commitment
implied on such a great effort to hire a
full-time coordinator, I believe you would not
like to neglect the very basic communication
aspects.
Theresa Catharina de Góes Campos
Ottawa- Ontario, Canada ( 1979 ) |
|
|
|
