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Management Perspectives: Choosing Mailing Lists for your Newsletter  
By Don Kreski
One of the most important decisions you’ll make in publishing a newsletter is where you’re going to mail. If you don’t have a good list, your newsletter will never get the results you want, no matter how much you invest in writing, photography, and production....

Management Perspectives:
All the News that's Fit to Blast
 
By Don Kreski
E-newsletters are a great way for AV professionals to offer added value to customers, says Bill Mullin, VP of Starin, a distributor based in Chesterton, Ind. — a company which currently supplies its clients with its newsletter Learning Curve. “It's a whole new day now. We can't just say, as we did in the tech boom, that technology is cool...

Management Perspectives: Stepping Outside Traditional Co-op Funds 
By Don Kreski
“We wanted to create something of high quality, something that really spelled out what we did as company,” says JR Gayman, marketing manager of Columbus, Ind.-based integrator CIM Audio Visual. Gayman recently completed the second edition of two Beyond the Technology buyers’ guides...

Management Perspectives: Using Co-op To Fund A Customer Show 
By Don Kreski
“Our goal is to get the top level people at this event, those who make the decision on the purchase of AV systems,” says Dennis Krebs, marketing manager of Advanced AV...

Management Perspectives: Optimizing Co-op Ad Dollars 
By Don Kreski
It's a lot trickier than what people realize, says Jerry Gale, vice president of marketing for Columbus, Md.-based SPL Integrated Systems, referring to...

Management Perspectives:
Better Market Research
 
By Don Kreski
You see them in restaurants, airports, theaters, and department stores. Sometimes they irritate, sometimes amuse, but just as often...

Management Perspectives:
The Do-It-Yourself Guide to Valid Marketing Research, Part 2
 
By Don Kreski
Market research can be an enormous help in decision-making, but it’s not often used in the AV industry. Perhaps that’s because of the cost or our industry’s lack of research experience. ...

Management Perspectives:
Making Better Decisions
 
By Don Kreski
The AV industry has been in turmoil since 2001. We've seen our largest sources of revenue taken by...

Management Perspectives: The Do-It-Yourself Guide to Valid Marketing Research, Part 1 
By Don Kreski
A critical problem in the AV industry is a lack of good information. We regularly make decisions that can make or break our companies, but we rarely take a step that would be standard practice anywhere else. That is, we don’t do market research to make sure our decisions are sound....

Management Perspectives:
Small AV Integrator, Aggressive Marketing Program
 
By Don Kreski
Mike Palecek believes in aggressive marketing.
Though he has only one full-time employee and he opened his doors only 2 1/2 years ago, the Racine, Wis.-based SmartChoice AV...

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