As someone who like many of you has spent much of his life running
businesses, my observation is tht Ten Tec advertising often seems geared
toward Ten Tec. What message does Ten Tec want to hear, rather than, "What
message is most likely to be effective with our intended audience?"
Some of these ads remind me of a teacher in high school who would simply
write, "SO WHAT" or "WHO CARES?" in large, red letters when he came across
material in a paper that was unnecessary and took away from the work.
How un-PC!!! I credit him with teaching me how to write.
73,
Art
----- Original Message -----
From: "Douglas" <sparks06524@yahoo.com>
To: <tentec@contesting.com>
Sent: Monday, May 18, 2009 3:42 AM
Subject: [TenTec] Ten Tec Advertising
I do wonder about the future of Ten-Tec and as of late I've not been too
convinced of the effectiveness of Ten-Tec advertising. Their recent QST
full page ads simply extolling "Great Audio" don't seem too impressive.
I suppose they are trying to change their image from a company that is
seen as catering mainly to CW enthusiasts. However, how many Hams are
really into the "great audio" argument? Those that are really into great
receive and transmit audio are probably running vintage rigs on AM and are
not potential Ten-Tec customers. The DX crowd couldn't care less about
audio quality - witnessed by the highly processed audio you hear during
DXpeditions and contesting. Ask the average ham about audio quality and
they'd probably reply that good audio is whatever is most effective in
punching through and making the QSO. Bob Heil sells a lot of his mics
based on that. Hey, there's an idea: How about Ten-Tec teaming up with
Heil and using his reputation to sell "Heil tailered audio" rigs and or
accessories? A Ten-Tec/Heil audio equalizer, for example?
So, where is the market that Ten-Tec is trying to reach with their current
advertising? Meanwhile, flip a few pages and read the jazzy ads that
Yaecomwood are running. I know that advertising budgets for Ten-Tec must
be limited, however I sure wouldn't spend a limited budget on a campaign
like this.
Their former technical facts ads were decent. Also, rotating their QST ads
more often through their product line, rather than running the same ad for
2 to 3 months would be more effective. However, that again probably
relates to budget in terms of layout and design costs.
73,
Doug/WA1TUT
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