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Article: Public relations: A tool you should not overlook
- Article from:
- Automatic Merchandiser
- Article date:
- April 1, 1995
CopyrightCOPYRIGHT 1995 Johnson Hill Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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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 ...