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REGIS MCKENNA ESTABLISHES BUSINESS APPLIANCES PRACTICE

 PALO ALTO, Calif., Feb. 10 /PRNewswire/ -- Regis McKenna Inc. (RMI), a technology marketing and communications firm, is starting a new Business Appliances Practice headed by Glenn Helton, partner.
 With the expansion of business productivity devices into mass distribution channels, both vendor companies and mass merchandisers must adapt to a changing environment.
 Until recently, only simple, relatively inexpensive business productivity products, such as electronic calculators, were sold through mass channels. Today, more complex business "appliances," such as cellular telephones and fax machines, are sold primarily through mass channels.
 "As business electronics products become simpler to sell and use, mass channels will become the primary channel for certain types of devices," Helton said. "Many of these appliance-like devices will come from new product categories, such as personal communicators and reference products that employ optical technologies.
 "Conventional packaged goods marketing approaches alone aren't adequate in these situations," he said.
 Purely promotional techniques won't be completely effective in establishing new business product categories. One reason is traditional promotional techniques won't encourage enough early prospects to overcome their fear of trying unfamiliar products. A second reason is adoption of some business appliances will depend on adoption of new services that mass merchants have never sold, Helton said.
 RMI will be developing new marketing and communication techniques for product vendors, service vendors and their channel partners.
 Helton, 42, joined RMI in 1985, and has managed the firm's Personal Computer Practice for the past six years. Before joining RMI, he was vice president of marketing for a Silicon Valley start-up electronics firm and held jobs in San Francisco with Young & Rubicam and Bank of America.
 The RMI Personal Computer Practice is now headed by David Carnevale, a new RMI partner. Carnevale, 45, joins RMI from Santa Clara electronics market research firm InfoCorp., where he held the position of group vice president for Microsystems, Software and Distribution research.
 Regis McKenna Inc. Background
 Regis McKenna Inc. is the leading high technology marketing and communications consulting firm. In addition to its new Business Appliances Practice, RMI has four other practice groups to serve the following industries: personal computers, semiconductors, networking products and systems/software.
 The company specializes in relationship marketing, the technique of specifying markets and identifying and building effective relationships with key influencers in those markets. RMI developed a new methodology for communications and relationship-building with market influencers, called Market Relations(R).
 It is the only firm integrating Market Relations with marketing strategy consulting services. Because of its integrated approach to marketing strategy and communications, RMI can smoothly translate the marketing strategies to communications-oriented Market Relations strategies and actions.
 Founded in 1970, RMI has worked with more than 250 technology clients and has extensive experience in positioning and introducing new technologies, new products and new companies. The company has clients in the United States, Europe and Asia, and has increased its activities in Japan through a strategic alliance with Mitsubishi Corp.
 -0- 2/10/93
 /CONTACT: Kim Carsten of Regis McKenna, 415-354-4434/


CO: Regis McKenna Inc. ST: California IN: SU: PDT

GT-SG -- SJ008 -- 5322 02/10/93 16:15 EST
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Publication:PR Newswire
Date:Feb 10, 1993
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