CHARLOTTE, N.C.-Continental General Tire shunned the traditional newsletter when it recently searched for a method to provide better communication and service between corporate headquarters and its dealer network. Simply put, newsletters all too often find the trash can, explained CGT Director of Communications James Novak.
So the Charlotte-based tire maker decided to try a new tact-video.
``We had discussed initially what vehicles might best make an impression on and carry corporate communications with our dealers,'' said Mr. Novak. ``Some people thought about a video.''
So the communications department, in cooperation with CGT's advertising firm, Epley Associates Inc., created a 10-minute video with the feel of a local, TV news program.
``What we've come up with-we hope-is the replacement for the good, old newsletter,'' he said.
The first tape was sent to dealers in June. The company hopes to distribute videos two or three times a year to update dealers.
The company produced short informational stories about its recent corporate headquarters' grand opening, venture onto the Internet and introduction of the ContiTouring Contact CH95 during the June issue of the video.
``We want (our dealers) to know that they are a part of (the company)-that they should know this stuff,'' Mr. Novak said.
Mr. Novak said the video has been distributed to about 2,500 CGT passenger, light truck and commercial dealers throughout the country, some of whom have already said they enjoy the new video format.
``It's painless; all I have to do is schedule my time to sit down and hit play,'' Mr. Novak explained.