Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
by Karon Thackston © 2002http://www.ktamarketing.comWe are all so inundated with advertising these days that we barely take note any more. Statistics show that it takes an ever-climbing number of impressions before our customers take note of us, too. The quest for new, attention-getting mediums is one that every marketer pursues. The Holy Grail is the one that brings about immediate and consistent responses. Would you believe that a ghost from the past is now the bright and shining star of the marketing future?Paul Kearns of www.telemessage.co.uk, recently spoke with me about an amazing marketing tool his clients have used to get consistent response rates of 50% and higher. What is it? Telemessages.KARON: Hi Paul Im excited about speaking with you! I cant honestly say that I would have considered the use of telemessages prior to our emails.PAUL: Glad to be of help, Karon.KARON: Lets start with the basics. What are telemessages? Are they just revamped "telegrams?PAUL: Well, yes and no. The traditional delivery method has changed ... we no longer employ small armies of boys and their bicycles to deliver the message. In the UK, we achieve 99.9% next day delivery via the Royal Mail. Despite the historical decline during the 1980's and early 90's the service is once again coming into its own. Last year alone over 2 million UK telegrams were sent.KARON: So where did the name Telemessage come from?PAUL: Telemessage is the brand name of the UK telegram. International telegrams are still sent for important announcements, memorable events, and congratulatory messages. The UK acts as a conduit for telegram administrations all over the world. There are a number of 'bespoke' telegram products too, like WeddingGram, BabyGram, and SantaGram. In fact, one of the exciting parts of my job is to contribute to the development of new telegram products and applications. KARON: How very inventive! So, what made you decide to use them in the marketing arena?PAUL: It was a natural progression really. Some of our customers began using Telemessages for crisis management and product recall. Then, because of the cost effectiveness and outstanding response rates, we received more and more requests from companies and agencies wanting to use our service for direct mailings. KARON: But if you send them to anybody and everybody, wont they quickly lose their effectiveness? PAUL: Well, a cynic might suggest that we'd sell them to anyone who's interested but nothing could be further from the truth. Youre right, Karon part of the strength and power of the telegram is the important or urgent message it carries. KARON: So this is more of a specialized mailing, then? Or is this something to take the place of weekly or monthly direct mail pieces?PAUL: Well, so far, studies show that repeated usage does not significantly affect response rates!KARON: Hows that?PAUL: Because of the anonymity of the bright yellow envelope, the recipient can never be sure what lies inside. It might be a legal notice, it might be a message from a friend (like the BabyGram), it could be even be a message from the Queen!KARON: So, let me make an assumption here the "response rate" is much greater for telemessages than for standard direct mail, right?PAUL: Significantly! Response rates of over 50% are regularly achieved. Telemessages have huge doorstep impact. KARON: