OIW Marketing News

Dear Land Mobile Dealer,

Welcome to another issue of Marketing News which is specifically for Land Mobile Dealers in North America. Thank you for your continued interest.

IWCE
IWCE is in May this year.

Guerrilla Marketing for 2006
Proving Jay Conrad Levinson’s Theories with Marketing for Motorola dealers

EWA Regulatory Update
“Automatic Termination of Licenses”

GLMSS Spring Meeting
OIW to present on Thursday 2/16

Google and Motorola Google and Your Dealership

Did you see the announcement last week at CES? Maybe you saw it in the latest issue of RCR. “Motorola to Add Google Button to Phone”. It’s no joke and confirms just how Search Engines are impacting peoples everyday lives. As Joni Morse with RCR posted last week: “LAS VEGAS-Motorola Inc. is the lucky winner of a handset deal with Google Inc. as the Internet giant turns its considerable focus toward wireless.”

“Motorola said it has designed a handset with a Google button that connects users to Google's wireless Internet services. The company expects the Google-button phone to be in the hands of users sometime in the first quarter. The company didn't offer details about which of its phone models would sport the new Google button.”

"Many of our customers have been asking for mobile devices integrated with their consumers' favorite online search services," said Scott Durchslag, corporate vice president and general manager of Global Products for Motorola's Mobile Device business. "Our relationship with Google provides an opportunity for us to offer a high quality mobile search experience-one familiar to and loved by millions of users across the globe."

"Access to information is imperative for people on-the-go," said Nikesh Arora, vice president of European Operations at Google. "Whether checking the local weather or locating the restaurant of their choice, consumers today require personalized search services that are tailored to their needs. With immediate access to Google, millions of Motorola users worldwide will be able to quickly and easily find information that's important to them."

“As the Consumer Electronics Show winds up in Las Vegas, there is much speculation about Google's direction in the technology arena. Some suspect Google may announce plans to produce a $200 laptop with its own operating system, while others look for Google to announce a plan to enter the telecom market.”

And it doesn’t end there – not even close:

On Jan 6, 2006 RCR reported: Google Gets CDMA Patent. “ALEXANDRIA, Va.-The U.S. Patent and Trademark Office awarded a patent to Google Inc. for a technology that makes more data exchanges possible at faster speeds on a CDMA-based wireless network.....”

On January 7, 2006 The Wall Street Journal Reported: Google Moves Beyond the Web As It Sets TV-Downloads Deal. “LAS VEGAS -- Google Inc. on Friday announced at the Consumer Electronics Show that it will soon launch a service for consumers to pay to download television shows and movies from CBS Corp., the National Basketball Association and other sources.”

In the last few days Motorola announced it is going to manufacture a phone with a “Google button”, Google Gets CDMA Patent, then Google announces that soon you can watch CBS TV shows and the NBA. On January 5th , Kris Oser with AdAge reported that Fortune 500 marketing chiefs are increasing their online spending budgets by 30%. “Nearly half of the chief marketing officers at Fortune 500 companies said they plan to increase their online advertising budgets by 30% this year. Overall online advertising spending is expected to increase 32% over last year to $16.6 billion for 2006” ….is there anyone out there that still does not believe that the Internet has arrived and has a large impact on your LMR dealership’s success now?

Do you have a website for your dealership? And if so how easy is it to find your dealership in the major Search Engines (Google, Yahoo, MSN, AOL)? Don’t just type in your dealership’s name, address, or phone number when you try. Type in what your customers and prospects are looking for (and if you don’t think they are you are living in the dark ages).

Websites, by their very nature are passive, they have to wait for visitors to come to them and most people only visit only a few sites on a regular basis. Even if you have the best website in the world, it may as well be a billboard in the woods if no one can find it. Search engine placement and keyword related advertising can make up 80 to 90 percent of your website’s traffic.

No Traffic = No Leads = No Sales

If you can’t easily find your dealership’s website easily in the search engines then how can you expect your customers and prospects will?

Our dealer client’s websites dominate most every search for LMR keywords and key-phrases which drives leads and sales to them on a regular basis. We can do the same for your dealership.

To your success.

The OIW Team

Pre-Conference Workshops: May 15-16, 2006, Las Vegas Hilton
Exhibits and Conference: May 17-19, 2006
Las Vegas Convention Center

IWCE is the ONE place where all industries and communications professionals come together to share thoughts and ideas on wireless communications technologies.If you are a Technology End User, Public Safety Professional, Wireless Service Provider, IT Professional, Dealer or Consultant and you are responsible for planning and implementing your organization's wireless technology future, then IWCE is your must attend event.

Exhibit Hall Hours: Wednesday, May 17 10:00am - 5:00pm Thursday, May 18 10:00am - 5:00pm Friday, May 19 10:00am - 2:00pm

Guerrilla Marketing for 2006

In the third revision of his book Guerrilla Marketing, Jay Conrad Levinson states: “Traditional marketing practice would have you believe that advertising works or that direct mail works or that a Web site works. The guerrilla marketing theory proves that this is nonsense. The days of a single marketing weapon are behind us. Marketing combinations are what work. If you combine advertising with direct mail and a Web site, each one will help each other to work better”.

Mr. Levinson also outlines the 13 Most Important Marketing Secrets. The third of which is to make your marketing consistent. He writes: “Don’t change messages. Don’t vary your format. Don’t drop out of the public eye for long periods. Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales. If your products and services are of sufficient quality, your confidence and your offering will attract more buyers more than any other attribute.”

Mr. Levinson also makes a strong case for all of your marketing to be pulling in the same direction: “Today many large and supposedly sophisticated companies go to one expert for a trademark, another for an advertising program, yet another expert for direct-mail planning, and possibly one more professional for a location selection. This is nonsense. Nine times out of ten, each of these experts will pull the company in a different direction. What must be done is to have all the marketing pros pullin a common direction - a pre-agreed, long-term, carefully selected direction. When this is done, a synergistic effect is automatically created and five types of marketing tactics do the work of ten.”We agree with Mr. Levinson’s theories and prove them everyday. Below are examples of our Email Marketing, Direct Mail, Billing Stuffers, and Web site Banner Campaigns for Motorola’s GOMOTO promotion. Below are examples of our Email Marketing, Direct Mail, Billing Stuffers, and Web site Banner Campaigns for Motorola’s GOMOTO promotion.

Email Marketing

Direct Mail

Websites

Billing Stuffers

Invest your marketing dollars in proven strategies from OIW - all 100% Motorola Co-opable.

“Our new web site went live in June 2003. By December 2004 we filled a 2.5-inch binder
with individual leads.”
Kyle Granger
OneLink Wireless

a. They know our business.
b. They are extremely responsive.
c. They are extremely pro-active.
d. They get results.
Bob Conrey
Advanced Electronics, Inc.

Call us today for a more information.

Midwest Office 219-756-6227
West Coast Office 503-372-9029
Email: sales@optinwireless.com

“Automatic Termination of Licenses”

Liz Sachs - Partner, Lucas Nace Gutierrez & Sachs and Regulatory Counsel, EWA

Is the coast clear? No hurricanes, tornadoes, forest fires or other natural disasters in sight that could derail once again the FCC’s most recent effort to (1) maintain the accuracy of the ULS database and/or (2) assume its meter maid role and collect fines (a/k/a waiver fees) for late-filed construction notifications? In either case, it is apparent that this Commission initiative has confused a number of land mobile licensees and could use some clarification.

The Commission issued a Public Notice on December 20, 2005 (perhaps not an optimal date for catching the public’s eye) announcing that February 1, 2006 would be the “Implementation Date of the Automatic Feature in its Universal Licensing System That Identifies Unconstructed Stations Resulting in Automatic Termination of Licenses.” Even in the pre-holiday, present-buying, party-going frenzy, the last four words in that Notice did succeed in attracting attention – “Automatic Termination of Licenses.” The Notice advises wireless licensees, including those in the Part 90 services, that the failure to submit a timely construction notification for a station that has a construction deadline will trigger a notification to the licensee that the authorization has terminated automatically and a Public Notice announcing the same. It also urges licensees to check whether any stations have outstanding obligations and, if so, to submit late-filed notifications with appropriate waiver requests.

Of course, every Part 90 license issued over the last 50 years or so has had a construction deadline. Therefore, the Public Notice has prompted some licensees to panic, for fear that they need to file construction notifications (and waiver requests at $155 per call sign because the notifications are “late-filed”) for systems that may have been on the air for decades. The waiver fee can quickly add up to four figures for large systems, to say nothing of the hassle of figuring out exactly when these stations were placed in operation. However, there are a few key factors that were not spelled out in the Notice that should give most Part 90 licensees a sense of relief.

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