Showing posts with label Communications. Show all posts
Showing posts with label Communications. Show all posts

Saturday, September 23, 2017

Clubber Lang's Prediction About the Communications Agency Business

Clubber Lang's Prediction About the Communications Agency Business

Clubber Lang's prediction about the communications agency business


As the eloquent Clubber Lang (Mr. T) said in Rocky III when asked for his prediction for his upcoming fight with Rocky Balboa, his response was "Pain".


Pain is what many agencies (and businesses in general) are experiencing right now and, alas, continued pain is ahead for many agencies at least for the balance of 2009. Despite the overly optimistic predictions of agency heads in this publication in the April 2009 issue ("Bullish about Advertising in Philadelphia"), the reality is that many agencies are struggling. I know agency heads are eternal optimists and I used to be one (that's an agency head, not an eternal optimist), but a dose of realism is warranted. Advertising spending is declining nationally at a rate close to 10% and local spending has declined 25% or more. Business is weak for many agencies right now, and while others are still plugging away and may have OK years, clearly 2009 will be a year many agencies will want to forget.


A little perspective is warranted as this is not the first recession to hit the communications industry. The recessions of '74-75, '81, '91, and '01-02 were also painful, particularly in some sectors of business. But this is far different. The economic downturn is deeper and far more pervasive across virtually every business segment, and while the serious economic issues that we are facing may ultimately fade, they will not recede quickly. The communications industry had already been changing drastically before the economic meltdown last year. So with those cheery thoughts, what's a smart communications agency to do to survive in the short term, and hopefully flourish in the longer term?


There is no time where it is more critical for an agency to have a strong reason for being-something a little stronger than the patter of many agencies, "We are not too big, so our clients get management attention. We are good people and get results".


I have heard that same patter from many small and mid-sized agencies (lest I be too critical, I cringe that I mouthed the same patter at one time as well). Of course, every small/mid-sized agency offers "management attention"- you're not that big, and every agency, large or small, promises "results".


That's why ever agency needs to strengthen its reason for being. A strong reason for being for a communications agency can be an expertise in a specific type of industry, or a strong focus in a specific type of marketing communications-online, PR, media etc. But those who try to do "lots of things" of "all types of clients" are struggling mightily--and have been failing-- at a far greater rate than those who have a strong focus. There was a time when the "we can do it all for you" story had some merit as clients sought integrated solutions that they thought an agency with multiple disciplines could provide. But the reality is that most agencies don't have universal strengths across all disciplines and businesses.


Moreover, companies have gotten far smarter and better at orchestrating their own integrated marketing and as a result pick and more choose the agency resources in a project and ala carte manner based on the specific agency's expertise, which is why having a unique specialty in industry or discipline is so critically important.


So here are 5 things every smart agency should be doing right now to insure its future success, even in today's awful economic environment:


1. Determine what you do best, and FOCUS on that--Focus is tough for many agencies who believe in the "yes we can do that" mentality. That you can do many things doesn't make you good at them. Furthermore if you want to be known for something, focus is the only way to get there. In fact lack of focus is the enemy of real success. Focus is difficult, requires discipline, and an agency may have to take a step back to ultimately leap ahead.


2. Accept the fact that agency of record assignments are declining.--Advertisers large and small are moving away from historical AOR relationships to project ones. Agencies can be very profitable handling significant projects but the changing nature of relationships forces a different mindset and mode of operation (see #3)


3. Operate with ruthless efficiency--Question every expenditure and every staffing decision. Have fewer FTEs and more part timers and contract relationships. Every agency needs to be more flexible in expanding and contracting its work force. There are many freelancers available to help at a minutes notice if an agency builds its network-and these freelancers are more than recently laid off employees. There are many top pros who have built a strong freelance practice because they chose to manage their lives, schedules and income based on their own personal agendas.


4. Strengthen your digital capabilities--This suggestion comes under the headline of incredibly obvious and many years too late. But for those late to the digital party, better get there fast and strong.


5. Pitch only when you believe you will win--Strengthen the odds of success by being far more selective about your pitches. Again that's why focus is so important. Agencies win business when they are positioned to win-when they have relationships, category knowledge and come into a pitch well regarded. Pitching lots of business and losing has serious costs mentally and financially.


The economic issues the industry and the country are facing may fade within a year or two and there may be fewer agencies in the wake. However, stronger, more focused, and more flexible agencies will survive and thrive in the years ahead.



Lonny Strum is the Managing Director of the Strum Consulting Group, which provides strategic business consulting to communications agencies and companies and is celebrating its 10th anniversary. His expertise is in developing highly creative & successful business building programs for businesses. Lonny was CEO of the STAR Group in the late 90s and had been President of Earle Palmer Brown/Philadelphia, and was a Senior VP at BBDO/New York in the 80s. He can be reached at lonstrum@strumconsulting.com 0r at 856-770-1154.

Thursday, July 27, 2017

Servsat Communications Inc. Is Premier Digital Satellite System Provider

Servsat Communications Inc. Is Premier Digital Satellite System Provider
In the age of the internet and high technology telecommunications, ServSat Communications is leading the way as the premier provider of digital satellite system. Servsat delivers the best products and services in the DTH, VSAT, SCPC and related satellite technologies to numerous final users and corporate customers in the telecommunications sector, including cable television systems operators, systems engineers, direct-to-home TV operators, TV broadcast affiliates and Internet Service Providers.

Servsat has an extensive range of satellite equipment including: VSAT Antennas [Ku Band Tx/Rx, C Band Tx/Rx, Ku Band Rx and C Band Rx], Mobile Antennas, Earth Stations [Ku Band and C Band], Antenna Controllers, Feeds/Filters, Satellite Telephones, Mobile Internet, LNBs-LNAs-LNBFs, BUCs, HP's, SSPA's, TWTA, Transceivers, Modems [70/140 MHZ, L Band and Satellite Routers], Converters [Up and Down Converters], Splitters and Combiners, Encoders, Decoders, Redundancy Switches, Analyzers, Waveguides, Tracking Devices, WiFi-WiMax and Accessories [Satellite TV, VSAT and others].

Servsat is well positioned to meet the diverse and exacting needs of its global clients. ServSat has the extensive technical background and experience to provide expertise and the best digital satellite system solutions to its clientele. Servsat has garnered an enviable reputation arising from over 30 years of collective experience in the international telecom business. The company subsequently has a deep understanding of the array of new technological discoveries and their applications in the telecommunications industry. After decades of dedication to its market, ServSat have earned the trust of the industry's leading manufacturers to bring their product to the client in the most economical and reliable means. Thus, Servsat had been selected for the 2009 Best of Alpharetta Award in the Telecommunications Consultant category by the US Commerce Association [USCA]. ServSat achievements are based on its exceptional marketing success, commitment to its international business clientele, dedication, and loyalty to customers and providers. Servsat is well known for its commitment to customer satisfaction in providing the best price, service, and support possible.

ServSat provides excellent satellite equipment from world class manufacturers at the best market prices. Some of the premium vendors of ServSat include: Comtech, Prodelin, Norsat, Terra Sat Communications Inc., Xicom Technology, Cross Technologies Inc., Radyne, Norsat International, Inc., Miteq., AnaCom, Inc.,NexGen Wave, Orbital Research Ltd., Avcom of Virginia, Inc., , Paradise Datacom, Fortec Consumer Electronics, Comtech Xicom Technologies, Traxis International, Wellav Technologies, ADTEC, Cobham and many more.

Servsat aims to build on its leadership of the digital satellite system market in the US and other countries. ServSat's head office at Atlanta, Georgia is an ideal location as it is the United States' southeast's telecommunications center and inter-modal logistics hub. ServSat Communications Inc. main office address is:1815 Turnberry Lane, Alpharetta, Georgia 30005, USA. They have Respresentatives in Western and Easter Canada, Africa and Middle East and the Philippines. ServSat can be contacted toll free at 888-824-0206. US customers and international customers can call live customer service at 770-757-1767 [English] and 770-757-1767 [Spanish]. ServSat normally ships worldwide via FedEx or UPS. For more information on the premier digital satellite system provider, Servsat Communications Inc. visit Servsat.


Servsat delivers satellite technologies to a variety of corporate customers in the telecommunications sector, including cable systems operators; systems engineers; direct-to-home TV operators, TV broadcast affiliates and Internet Service Providers.




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Digital Media Delivers Effective Emergency Communications On Campus

Digital Media Delivers Effective Emergency Communications On Campus
For many of us old enough to recall, news of the event immediately triggered memories of Charles Whitman, the sniper who fired down upon the campus from the University of Texas Tower in August 1966. While the specifics of the two events are quite different, a major, yet easy-to-overlook difference is particularly noteworthy: campus communications. Forty-four years ago, radio and television carried the burden of warning the public about the presence of the sniper. Unfortunately, not many people at universities tune into radio or TV during class.

Today, new digital means of communications abound, and spreading the word that a gunman has opened fire on campus can be immediate, focused and highly effective. Text messaging, e-mails and cell phones make it simpler for campus authorities to reach individual students and faculty within minutes of an event occurring.

Digital signage is also an important component in this digital communications mix. After all, many students are advised to turn off their cell phones during class, so the availability of emergency messaging on digital signs strategically located around a campus provides another layer of protection in the process of communicating urgent emergency messages to students, faculty and staff.

A new study from Platt Retail Institute, "Communication Effectiveness in Higher Education" reveals the significant role of digital signage in communicating on campus. A press release announcing the study quotes Steven Keith Platt, PRI Director and Research Fellow as saying: "Our research study found that 97 percent of students prefer to receive information via digital channels, rather than from non-digital sources. Overall, text messages were found to be the most effective distribution channel, followed closely by digital signage."

It's important to note that emergency messages delivered via digital means like text messages and digital signs do not have to relate simply to shootings. A variety of emergency situations require quick, accurate communications. Universities and other institutions regularly plan for contingencies such as fires, earthquakes, tornados, severe thunderstorms and many others. Developing an effective communications strategy that taps the power of digital communications should be part of that contingency planning.

When it comes to digital signage and emergency communications, a variety of specific pages with the appropriate emergency-related information should be prepared prior to any event as part of a well-planned, campus-wide digital signage network. In the event of any given contingency happening, pages can quickly be updated with event-specific information and distributed to all or some of the signs on the network.

Having been involved with the planning and roll out of some of these systems, I want to offer a few ideas for those who haven't given digital signage and emergency communications much thought. First, the digital signage network administrator should coordinate with on-campus and off-campus first responders as digital signage pages are prepared for various contingencies. Often, plans already exist and can be drawn upon to create effective communications.

Second, provide for Internet access to digital signage control in case the emergency circumstance prevents access to the campus command and control center and the computers ordinarily used to drive digital signage messaging. Third, be sure to password protect access to the digital signage network.

While the very thought of a gunman on campus, a tornado striking a building or some other contingency is tremendously disturbing, it is necessary to plan for them before they happen. Effective communications can save lives, and supplementing text messages and emails with emergency digital signage messaging might mean the difference between preserving innocent life and a lifetime filled with regret.


David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples. For more in-depth research from Keywest Technology, download our free digital signage white papers and case studies.

Marketing Communications - Announcing 5 Challenging Methods For Effective Marketing Communications

Marketing Communications - Announcing 5 Challenging Methods For Effective Marketing Communications

Marketing communications refer to messages that are being used to communicate with a target market. These are being used in direct marketing, advertising, promotion, public relations, and online marketing with the aim to influence the buying decision of potential clients.


Here's how you can make your marketing communications more effective:


1. Make them benefit-driven. The problem with other marketers or advertisers is that they focus their marketing communications on the features of their products or services. Truth be told, buyers do not generally care about the products' features as they are more concern with the benefits that await them. So, tell these people how your product can exactly help them out. If you are selling diet pills, tell your audience that they can lose weight from using your products that can lead to a healthier body and better quality of life instead of telling them how your pills were made.


2. Keep them short. This is especially useful if you are creating an ad and you don't have much space to use. Choose all the words that you are going to utilize. Create a draft and see if you can eliminate words that are not really needed. Avoid using passive voice and fillers. Widen your vocabulary to determine the best words that will not take so much space but will help you to easily get your marketing messages across.


3. Make them easy to understand. When writing your marketing communications, keep in mind that this is the not best time to sound mysterious. Remember, if your audience do not understand your marketing messages, they are most likely not to buy your products and services. So, communicate in a very clear manner. Use the preferred language of your target market and use the simplest terms as much as possible.


4. Make it scannable. Make your sales letters and ezine easy on the eyes by making them scannable. Aside from using short sentences and short paragraphs, utilize bullet lists and subheadings. Remember, the audience you are serving might have limited attention span and they are most unlikely to read your messages in their entirety if you offer them a chunk of text that can be sore on the eyes.


5. It must be upbeat. You need to sound enthusiastic when talking about your products so you can easily convince people to make a purchase. Make your marketing communications sound spontaneous, upbeat, and lively.



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