Breathtaking marketing encounter

Breathtaking marketing encounter

Just occasionally, I have an encounter with somebody that takes my
breath away. Usually, it’s my colleagues here in the Independent Living
offices who get to share it, but this one was such an egregious
example, I thought I’d tell you too!

We have a subscriber (they had better remain nameless), a significant
multinational organisation that has been with us for eight years, and
whose sales director has told me on more than one occasion that we give
them more sales leads than any other medium.

With their annual contract approaching renewal, I spoke today with
their relatively new (five months or so) marketing manager. When I
asked her if she wanted to continue with their page, she eventually
admitted that she had never actually visited the site. I do wonder what
“marketing” incorporates, if being familiar with the media that provide
sales leads is not part of the remit?

I have now chalked up half a century in advertising and marketing, and
sadly have come to the conclusion that the title of marketing, whatever
the rank, is scattered about with considerably too much abandon!

Make my day – go on to the site, http://www.independentliving.co.uk and
tell me why you are not one of our subscribers. If it’s only down to
funds, more often than not, that’s easy to rectify: whilst accountants
may not be my favourite people, they are always interested in making
money!

Derek Leckie
http://www.independentliving.co.uk