Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

What About Investor Relations?

Companies don't do enough to excite and delight shareholders—mostly, it's the reverse. They bore them to death or ignore them completely. You can improve your image by providing regular access to senior executives via conference calls and Web content. Ask for shareholder opinion—all the time. On your web site. In your annual report. Think about setting up a special inbound automated phone number exclusively for shareholder use. These folks will always tell it like it is—good, bad, whatever. Every once in a while, you may even get a really good idea.

And don't forget to acknowledge comments promptly. While you are at it, why not have a special product or service offer available only to shareholders. If companies ...