Wednesday, July 25, 2012

The Electronics of Advertising - Part One

Fax Machines - Old Technology, yet still usable

        A few years ago I wanted to fax something to a recycler and called him to ask for his fax machine number. He said, “We don’t have fancy things like that here!” Therefore I ended up having to mail him what I wanted him to have. I was frustrated because it took several days to take care of something that could have been done in just minutes.

        In today’s world of instant communication, fax machines are considered slow. In fact, a lot of changes have happened in the world of electronics since fax machines have come onto the scene and yet many in the automotive recycling industry today are still in the dark ages electronically speaking. At this writing only 40% of the industry is computerized. Over the next few posts, I will discuss some electronic advertising basics from fax machines to QR Codes.


        What is it: This is considered old technology today, yet fax machines are still used successfully as a marketing tool. It is a very good way to get a message out to individuals or a large membership group quickly. You need a fax machine that you plug into any phone line. You can have a dedicated line to receive faxes or you can use your regular phone line. The newest fax machines can tell the difference between incoming phone calls and fax messages and sort them out.

        How to use it: To send something to an individual, place your document into the fax machine, dial in the recipient’s fax phone number, and hit “send.” It’s as easy as that. Keep in mind that photos, large graphics and certain colors such as yellow or light blue will not fax well, or maybe not at all. It’s better to use a fax machine to send simple black ink text, line drawings, or black ink only forms. If you plan to send to a large group of people use a fax-broadcast service to do so. The company you use will ask you to provide a list of fax phone numbers, documented proof that you have their permission to send faxes to them. You then fax your document to the broadcast service and they will broadcast it out to your list. A group of several hundred or more will receive your faxed item all at the same time.

        Warning, new federal regulations prohibit sending unsolicited faxes to anyone. It called “spam” and violators can face large penalties for breaking the law. Be sure to get permission first from those you plan to send to before sending them anything, and be sure to include a statement at the bottom of your fax with instructions about how to get off your list.

Next post, Electronic Mail

No comments:

Post a Comment