Star Tech Journal

5TAR "ii lE.Crl JOURNl',...., _____________________ A_u_G_us_T_1_9_84 _ _
_ _ 1_8 _ _ _
• Important business anniversary (25
years, 50 years, 100 years).
• New ( or substantially Improved) product.
• Moving to a new location or adding new
locations.
• Hiring a new person for an important
position.
• New catalog or new edition of a catalog.
• Unusual gift to a charitable organization.
• Famous customer.
• Specialized or unusual application for
your products.
Rather than detail examples of each of the
items on the checklist, let's just look at two of
them - the "famous customer" and "unusual
applications for your products."
Be a bit careful with the "famous customer.•
In many cases you won't have a problem.
Most personalities of note are looking for
publicity themselves and are glad to receive
trade-offs of goods orservices(which you can
write off at retail list price) from a business
with whom they're dealing anyway. Others
are very, very dollar-oriented, and if you send
out a release without their permission you
have bought yourself trouble, not public
relations.
The "unusual application" of your product
normally has two values for you. First, the
excellent public relations value. Second, the
development of a totally unlooked for market
for your products. An example of an " unusual
product application" is when the designed
use of a product is taken up in a totally
unexpected area.
Not many years ago a manufacturer of
small lamps (primarily designed for musicians'
stands for sheet music) uncovered a totally
new market - coin and stamp collectors. It
seems that one of his musician customers
was also a stamp collector and used the light
for both musical and philatelltic purposes.
When the musician wrote to the manufacturer
about it, the maker of the lamps put out a
press release about the event - with photos.
The result was a new market that equalled the
original one in terms of overall profits.
IF YOU CAN AFFORD AN
ACJ ■ NCV, CJ ■ T ON ■
Let's face It. Good, qualified public relations
specialists have the time and experience to
do the best possible professional Job on your
behalf. The smaller agencies are probably
less expensive than you think they might be.
Not only that, but a smaller shop can afford to
give you the skilled attention you deserve in
order to grow.
GOOD PUBLIC
RELATION ■
■ caUALB PROFIT■
Keep in mind that good public relations has an
effect on sales and profits. P.R. isn't Just
something you do when you think of it. It
should be an Integral part of your entire
marketing program. If you're presently paying
for advertising space, keep alert to all the low-
cost, high potentials of using public relations
as another sales tool for your business.
Henry Holtzman is a marketing specialist
with fifteen years experience in the field.
EJTHER
WORDS
The names of various New Games com-
prise this issue's word puzzle. Find and
encircle these words as they appear
below. The run vertically, horizontally,
diagonally and sometimes backwards.
NEW GAMES
SWAT
BASEBALL
TURKEYSHOOT
BIGBAT
BOMBJACK
BLACKPYRAMID
IROBOT
TWOTIGERS
STOOGES
HYPERS PORTS
Here is the answer key
to July's puzzle:
SNSGVBSSKN
ZBGYWOTEHQ
PLXKVMOGGY
IAHGGBOORS
YCYKIJHOQI
DKPPSASTKE
RPEAPCYSZJ
CYRYIKEVDV
ORSUTRKHOL
VAPTAQROEL
EMOQBJUULS
CIRXGNTARI
LDTHIGBEUQ
EISWBEGTIX
PDETSIPWMC
YIQATPGOLS
NOBOZIOOWO
BYWGVZKAGR
ZTDSPJTWDO
TOBORIAVRB
CONVERSION KITS
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SPACEACE
CUSTOMER
SERVICE
NUMBERS
ATARI: 408·943·9332
BALLY MIDWAY: 800·323·7182 (video)
800-323·3555 (pinball)
CINEMATRONICS: 800-854·2666
(outside CA)
619·562·7000 (in CA)
CENTURI: 800-327-7710
DATA EAST: 800-538·5129 (outside CA)
DIGITAL CONTROLS: 800-441-3332
ELECTRO-SPORT: 800-367·1035
EXIDY: 800·538·8402
KIDDIE RIDES USA: 800·553·8000
MYLSTAR: 800-942·1620 (inside IL)
800-323·9121 (outside IL)
NAMCO AMERICA, INC.: 800·538·1610
(outside CA)
NINTENDO: 800·633-3236
ROWE: 800-631 ·8084
STERN: 800·621·6424 (outside CA)
TAITO: 800·323-0666
VENTURE LINE: 800·528-1442
WILLIAMS: 312· 267·2240