THE MORE-FORS TREND
By Jenny Fujita and Joy K. Miura, Fujita & Miura Public
Relations
Today,
if your widget has only one use, it's not likely to get a lot of consumer support
or attention. Cell phones now have PDAs, cameras, and email capabilities. Universal
remote controls can turn an assortment of home entertainment equipment on and
off. Many vehicles are now equipped with computers, GPSs, TV screens, and DVD
players. Even defense contractors are aiming their research and development efforts
towards "dual use technologies," which can be used by both the government
and civilian world. The shopping public seems to want a bang for their buck. Two-for-one
deals used to be a bargain. Now consumers expect to get three-, four-, or more-for-one
for their money. If
you make and sell widgets, think about how you can give your customers added benefits
by combining product features so that they serve more than one purpose. If you
provide a service, think about how your expertise can be applied to accomplish
more than one goal for your client. In terms of PR, consider what makes your communications
methods better than the next guy's. For example, when sending electronic press
releases to the media, provide reporters with links to websites and email addresses
so they can easily access additional information. Employee and consumer newsletters
could include coupons, tips, and surveys, and be delivered via postal mail as
well as email. Furthermore, any type of credible alliance or partnership, such
as testimonials or co-hosting an event, that you can form and portray in your
communications increases your saturation and elevates your reputation. Whatever
you do, figure out a way to pack all the value you can into your product or service
and you'll come out ahead. If you're not sure what added benefits you can offer,
ask a colleague for ideas. After all, two heads are…well, you know the rest. Next
PR Article
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