Business screen magazine (1946)

IFPA JOURNAL an official publication of INFORMATION FILM PRODUCERS OF AMERICA, INC. P.O. Box 1470, Hollywood, California 90028 CONTEST: Inf'timl Siirxiial I cross Our Desk S'liliiiiKil Scene ^p^.■^.lal Section Buhinc^ Screen Mafa/inc July/Augiisl 1 17 SALESMANSHIP IS KEY TO SURVIVAL FOR IN-PLANT PHOTO DEPARTMENTS BV DON ADAMS Moliiiii Picture & lUluculiim Markets Division Eastman Kmlak Coinputiy For many in-plant pholo itcparlments, parlicularly Ihitsc <if defense and aerospace companies, the past two years have been a drought in what had been a fruitful and creative oasis of opporlunity. As contracts have dried up. there has been a tendency for some companies lo cut back on all activities and personnel. As a result, many teams of audiovisual communicators, who have made important contributions to their companies and industries, are beinj; disbanded at a time when their unique talents arc most needed. When, if not now. has there been a (•realer need for better comniimicatii>ns? Was there ever a more crucial time for a company to be able to make effective presentations to develop new markets and compete for those that exist? Isn't efficient training more important now than ever? Shouldn't management he looking to its audiovisual conmiunicators lo help still rumors and allay employees' fears about the future'.' Yet. in this environment of opportunity, while some inplant groups prosper, others dwindle and are dismantled. What is there that y<iu can do — other than wait for the day when the pink slip shows up in your pay envelope'' Aclualy, it's the oldest story In the world. It's always the shoemaker's children who go barefoot. Kasically. you are all communicators. Hut how well have you communicated with the dcc'sionmakers of your company'.' Does your management know about all of the new things that have been happening in audiovisual technology? Do your managers know that multiscrecens and mixed meilia have come of age'.' Do Ihcy reali/e th.il yout depailment has the capability to produce such programs 50 <The author has been an audiovisual specialist with Eastman Kodak's Motion Picture & Education Markets Division since I96S. He has worked primarily in the Southern California area where many electronics and aerospace firms with in-plant film departments are headquartered. Before joining Kodak, he was a supervisor, audiovisual promotions, for the Douglas Aircraft Company, now McDonnell-Douglas, in Santa Monica. California.) n at reasonable costs? Have they seen the Kodak Fktalite screen that opens new presentation opportunities because it can be used in I'ghted surroundings? Are they aware of the inherent advantages of single-concept super 8 film, and the Kodak Hklagraphic 120 movie projector as unique training tools? And how about new "customers" within your company? Are there departments you have not worked for? What do they know about your group? The chances are good that there is someone with a problem you can help sol\e — right in your own company. In a word, the technique that almost every in-plant photo department needs today is salesmanship. Some of the most successful departments I know have stayed that way because they have assigned sales responsibilities to appropriate personnel. It is easier if yoiu department is headed b\. or reports lo. someone in ttip management who is willing lo go to bat for you. However, if you are determined, you can get your message across, nt) matter what your organizational structure, today, almost everyone — all responsible managers, certainly — is interested in learning how to improve his company's sales and other operations. It is important to evpose the appropriate persons In your company lo the real opportunities of audiovisii.d commimications. The realities might be very different Ih.in their stereotyped images. Kodak has pimluceil .1 number of f'Ims and multimedia presentations designed to help you sell your services. One of best is a 26-minute color film, "Movies Move People." This production is acliiallv a series of 10 films within a film, lach mini-story diKumcnIs how a company used audiovisual techniques ti solve problems ranging from sales, h training and motivation. The overall message of the film — i convincing one^is that in today's visual oriented society, films are a result-prtn ducing medium. I We can lend you this film, or Kodak audiovisual specialist will hell you present it when you arrange seminar for the decision-makers at yc company. The film showing should folKiwed by demonstrations of the kind of work that your department can dc pj This can be further supplemented b; showing newer equipment. It's difficul for a sales manager, for example, to K sold on the idea of making roomlighi presentations, until he sees an Ektalit: screen in use. I Depending on the size of your com pan\. such seminars can be set up fo department heads or their representative or you can approach one or several parlmcnts at a time. Once you start, certain amount of word-of-mouth sellin is boiuid to result. In one case, w helped a photo department make a pre> cnlatlon for its company's sales manage ment. The manager were so impresse< < by the possibilities that they reported I the corporate president, who requeste a similar meeting. Of course, you are not going I achieve all of your goals at one meetinf You can follow up by printing .1 pric list and distributing it to all departmen heads, giving them a firm fix on the cort of the services you have shown them. Then, you have to knivk on depar mcnl doors — going lo the people i sales, public relations and advertising . ivisonnel, li. lining ,ind safely, and ( on Offer to brainstorm alldiovisu.d soil lions lo their problems. BUSINESS SCREEl