Article: Public relations: A tool you should not overlook

LARRY LEVINE, THE LEVINE GROUP, LOS ANGELES

As vending operators find themselves trying to attract a more diverse clientele, they will need new ways to draw attention to their services. To reach a broader mix of customers, operators must:

1) Identify their audience,

2) Determine how to communicate to that audience, and

3) Decide what message they want to communicate. These are the basic elements of any company's marketing strategy. The tools a vending operator uses to implement such a strategy include advertising (which includes telemarketing and direct mail) and public relations.

Most vending operators are familiar with some forms of ...

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