Mr. Tehrani:
We received a copy of your November Customer Interaction Solutions magazine, and I read your Publisher’s Outlook, “The 20 Habits Of Lousy Marketers” (www.tmcnet.com/414.1).
I suspect that to some extent, you are preaching to the choir here. I agree with most everything you say. The problem is not “what” but “how?”
In our case, our sales efforts have been a struggle ever since 9/11.
At one time, we used outside advertising sales reps. That worked for many years, but when the recession hit, they put in less effort and our sales dropped.
We then moved to primarily an in-house staff. We have two problems with an in-house staff. The first problem is that since we are in a rural area, it is difficult to find experienced sales people. It is impossible to find experienced media sales people locally. Because of federal and state pay requirements, we almost have to pay new people minimum wage. What often seems to happen is that instead of improving their sales skills, some people will accept the minimum wage, do virtually nothing, and again we get no sales.
The big question is how do you get people to actually pick up the phone and make calls?
- Larry Plachno, National Bus Trader, Bus Tours Magazine
Mr. Tehrani:
I enjoyed your article “The 20 Habits Of Lousy Marketers” (www.tmcnet.com/414.1), but I hoped you would indulge a couple of questions.
1. Our charity has historically flown under the radar screen and been quite successful. Certainly we have media relationships and conduct PR, but we found our revenue was driven by marketing communications, with PR being an add-on. Recently, we have been conducting research to determine if there is a correlation between PR results and revenue. As a nonprofit, our rules might vary, but it is my feeling that, in many ways, the for-profit world is starting to emulate the non-profit fundraising world, particularly given the fragmented media market: that is, they are target marketing to develop revenue. My question then is this: why do you think media relationships are essential to successful marketing?
2. Do you have any reading suggestions for nonprofit marketing strategies versus for-profit — or do the same rules apply?
Thanks again. I enjoy the publication and routinely copy articles to share with staff and colleagues.
- George Shadroui, Vice President of Communications, ALSAC/St. Jude
Nadji Tehrani replies:
Mr. Shadroui:
If your present marketing effort is working for you, then there is no reason to change. Also, media relations are vital to the growth of any organization.
Sincerely,
Nadji Tehrani
Executive
Group Publisher, Editor-in-Chief
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