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| "We really don't advertise," says Cheryl Anderson, CEO of Infocor Communications, an AV systems integrator based in Milwaukee. "We put our money elsewhere." | |
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This seems to be a common attitude among AV dealers, integrators and even some product manufacturers. Many do little or no advertising or any other marketing activities, preferring to rely on their sales force to uncover opportunities through established contacts, supplier leads and cold calling.
Yet others would argue that advertising is an essential part of their success. Who’s right? Does advertising work for a pro AV integrator, distributor or manufacturer? Read Advertising for AV Pros, Don’s November column for ProAV Magazine. |
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How can you best put e-mail to work in your marketing efforts?
Here’s a helpful checklist we found from Market Data Retrieval. It outlines the most important considerations for a successful campaign:
- Legal issues: compliance with new federal anti-SPAM regulations
- Strategic issues: what you can expect to accomplish
- Creative issues: content that will be read
- Measurement: how you can track results
Sellers of high-tech equipment have a unique opportunity: if they can help their customers better understand and profit from the systems they buy, they’re likely to buy again and again.
That’s why Starin, a manufacturers’ rep and distributor of audio, video and security products, has launched their Learning Curve newsletters.
Read how Starin believes its newsletters will help.
It's a tough world. With average closing rates what they are, you can expect to come up short in two out of three of the big projects you bid.
Yet obviously our industry has some very successful sales people. I spoke to three at length, asking them what it takes to succeed in selling large AV systems. Their answers may surprise you.
Read Don’s October feature from Pro AV Magazine: "How I Got the Job".
This Elgin, Illinois systems integrator has doubled their business in just one year – and partner John Miles credits Kreski Marketing for a significant part of that success.
- What made their success possible?
- How did the marketing program help?
Kreski Marketing Consultants is a marketing agency specializing in work for the audio-visual industry.
Don Kreski, principal, has over 25 years of marketing management experience in the industry.
Contact Don at...
