I strongly believe that TAVA has the potential to be a big-time winner. That said, what disappoints me is that with each passing day, as we move closer to 01/01/00, another day's remediation revenues are lost to the company because "Industry" is relatively unaware of the embedded chip problem. For TAVA, time is billable inventory, and today's unused inventory is lost forever. IMHO, they need to become more pro-active and make an investment in educating and forewarning the appropriate markets and audiences regarding the embedded chip problem rather than waiting for them to "undumb" themselves. I assume, TAVA is beating the bushes with their sales/marketing staff, but from where I sit, they (and many of us) appear to be satisfied/betting that the market will eventually come to them once enlightened via CD distributions, the efforts of a small group of Y2K preachers, and the news media (which to date has consistently missed the mark re: embedded). I think they could and should be doing more. If they want to make things happen NOW, one avenue they should consider is an advertising schedule on cable TV (very affordable), specifically CNN, CNNFN, CNBC, etc. Highly untraditional in business-to-business marketing, but this is an untraditional situation, and the clock is running. Time is not on anybody's side. Corp execs and factory workers alike watch the news - and both groups have a vested interest in their workplace funtioning after 01/01/00, as do we all. They will respond positively to the appropriate message. My advise to TAVA, tailor and deliver your own message, make the execs and workers aware and put them to work for you digging, asking questions, and setting off alarms. Besides, what would a little international reach, name recognition, credibility, and an industry and image lead position hurt. TV makes TAVA and the embedded chip problem real - immediately. Advertising is an equity investment that you get to right off as an expense. Mr. Jenkins, if TAVA currently has or soon will have more work than it can handle, kindly disregard this post. Otherwise, my 1st draft of your new TV spot is nearly complete. It'll be on me :-)
Just my 2 cents.
Steve |
