The End of Being a Demanding Client

29 Dec

Most clients are so demanding.  When they ask for the supplier’s products and services, they would require them to have a high quality product and fast delivery service.  Basically, this should be a standard.  The only thing that matter here is the attitude of dealing; that doesn’t show a good relationship.  The ideal one should be like business partners.  Without the supplier, its client will not survive and will not also have a good business.  Clients ask so much and yet they pay very late.  Sometimes, it takes more than six months.  If you don’t make a follow up, then you don’t get paid.  Your product has been sold to their customers or used by them and yet, they haven’t paid you.  Even you give them high value of products and services, but fail to pay at the right time; still, your products and services fail to achieve its correct market value.  There should be a mutual respect with each other.  It should be a square deal.

demandingThis system is not only happening in the advertising industry but also to many companies.  Brian Tracy said that in the 21st century relationships are everything.  We need to adjust.  We have to understand that life is dynamic.  The older our world become, the more changes are expected.  We can see this in nature.  It’s called climate change.  In our everyday living, a lot of changes come because of new technologies.

Being nice and fair to your supplier is having a good relationship.  It takes two to tango.  If the supplier is missing; likewise, the client’s customer leaves.  So no tango, no business.  The tango partners get their share in winning a tango dance, even.  In other words, both get their prizes.  Not to mention the names of those big establishments, I don’t think what they’re showing to their suppliers is a square deal.  Hoping for a change!  Merry Christmas and Happy New Year!!!         

Narrowcasting using CADIO

10 Apr

THE STRENGTH OF AUDIO IN ADVERTISING

Would you agree that audio advertisement in commercial establishments has the highest level of “Public Captive Market,” once it’s correctly used and practiced?

When I was at Duty Free back in 1992, every time customers approach us in the liquor section; they still ask us what’s the promo of what we were selling even they had gone through big streamers and posters of it.  Once you hear a sales promo person speaks, that is called “audio.”  Even today in MRT.  Why do you think if you fall in line when paying your fare, people in the Red Cross ask for donation even there are already boxes for donation placed beside the token booths?  Basically, people want to hear something to respond.  It’s called SPR (Stimulus-Pause-Response by Tom Hopkins).  Ask someone from the Red Cross in MRT why they are doing it and they’ll tell you: most people don’t give donation even there’s a donation box with signs, unless you ask them.  The sound that comes out from the Red Cross staff when asking passengers to give donation is audio. Now CADIO is audio.  Its main goal is to maximize the ceiling and wall speakers of narrowcast coverage (commercial establishments) like airplanes & airports, amusement parks, banks, boats & piers, boutiques, buildings & elevators, buses & terminals, business centers, clinics, couriers, department stores, gas stations, government places, hardware stores, hospitals, hotels, hypermarkets, malls, offices, places of events, private places, restaurants, salons, schools, shops, show rooms, sports & gyms, stores, supermarkets, trains & stations, warehouse clubs, etc.

Now try to count the number of ceiling (or wall) speakers on the illustration.  Just imagine how many of them are not yet really being used productively.  These commercial establishments are paying FILSCAP (music or audio royalty for public performance) and they don’t get a big return out it.  Why not use the speakers in generating revenues and support their products, services, tenants or suppliers in promotion through audio promos or commercials played and heard.

In commercial establishments, audio has the highest form of “attention getter,” not video.  In audio, all it takes is to target the ears to hear its audio music or commercial; and you don’t need to get the attention of people by persuading them to see the speakers; whereas in video, you have to convince the eyes to see and watch the video.

In buying what a shopper wants, he/she fails to read POP streamers, posters, signs, flyers, etc.; that will help him/her to decide the best buy.  According to Brian Tracy, there was a study done with the top 10% of income earners and they were asked what you are thinking about now.  They all answered the same. They were thinking about what they wanted now and how to get it.  If you think about what you want and how to get it you begin to move rapidly towards your goal and your goal moves towards you.  What you need to do is put your goals on paper. You can’t hit a target you can’t see.  Now this is similar to shoppers who list down their needed products before going to the supermarket.  But when you ask these shoppers of what are those brands that they have on their list; you’ll see few.  Most of it are generic names.   They will not list down the brands but they will write down its generic names only.  Brands can be written down if someone wants to ride in buying (like one of the members of the family that can’t join the shopping).  When the shopper with a list is in the supermarket and hasn’t decided yet what brand he/she likes; then there is an opportunity on POP.  Now what is the most efficient?  We believe it’s CADIO.  Why? You can easily witness the shoppers hearing your commercials using CADIO as a form of POP, but it would be difficult for you to see shoppers watching and reading your advertisements on LCD’s, posters, flyers, streamers, gondola, shelf TV and other visual signs.

Are we convinced that shoppers and customers have more time to read posters, streamers, flyers or other similar forms of POP? Try to observe, even there are signs like entrance and exit, pull or push; a lot of people still, make mistakes & do the other way around.  A lot of times, shoppers tend to ask the sales person on promos even there are signs or posters facing them. This means that people don’t have much time to read especially when their main focus in entering a commercial place is to buy what they want and need.

Maximizing the ceiling and wall speakers of different commercial establishments by playing music and commercials will justify the strength of audio in narrowcasting using cadio.

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10 Apr

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