Why would a company $60 M in debt Promote Itself…?
Pat incorrectly supposes that all promotion of a debt loaded company like ISC is a worthless endeavor.
It is NOT a worthless endeavor. If it was worthless to promote yourself, why issue a PR when you make a sale?
Easy, a company is either expanding its Identity-Mission-Products and building its brand or weakening its brand by missing opportunities to promote itself, to engage with new potential clients, to address new un-penetrated markets and to build a launch pad for future sales by letting the world know about your unique aspects to your world wide acclaimed products.
Sure, some people touched by an ISC message would not buy stock in ISC today, they might wait till the capital structure to cleans up. But some would buy stock simply because the story is so compeliing and like the mission, its a vital part in the fight against terrorism. Some buyers would say: Hell, they sold 1000% more products this year and they have NOT even delivered a single unit on their $162M IDIQ with TSA— I’m buying shares while they are on sale.
Look, there are prison wardens, police chiefs, principals, state police commissioners, executive protection services, small airports, bus lines, train depots and a myriad of other potential clients that DON”T know about the tools that ISC offers, the service that ISC can deliver and the advanced technology at their fingertips that makes them and all of us safer.
Not promoting your brand when you recognize the importance of your mission is simply INSANE, EXPENSIVE AND INEFFICIENT.
Further, one day, you will have to promote your brand and products. Start today and tomorrow is just a small step. Start years late and tomorrow is going to a huge leap— why? Because ISC has competitors who will build THEIR brand, support the features and benefits of their products and the ease of doing business with their company and in effect, beat ISC to the sale.
Lets say that promotion today won’t bring a sale tomorrow…but it will someday and it will out position a competitors attempt at a sale. Plenty of sleeping buyers can become active at times when the company least expect, times that should have been addressed by the company months ago.
In closing, Glenn Bolduc took plenty of heat for promoting the company at shows, at investor conferences and in special news events. He didn’t have one single TSA sale behind him and not a single ECAC sale to boast about. The stock price reached $1.8x…so please, don’t spout unwise things about the least the company can do for itself and thus for its shareholders…we closed at 50 odd cents on Friday with nary a peep of promotion.
AI
