RE: UKNM: Tell me it's not SPAM

[Tony Newland]

This raises some important points, which from and advertising sales

perspective has serious implications...

A brief case study (mine) which may or may not provoke empathy and

understanding for us poor sales managers out here, but might give another

dimension to the debate.


Having come from a print publishing background of some years I found that

all my previous friends and contact I had so lovingly built up out there

were no longer the people whom I dealt with WRT online advertising. I

therefore faced something akin to starting my career over again...gnurhh!

This is by the by and is intended to give you a laugh on a Monday morning.


My experience however is that I have been speaking and introducing myself to

completely new people, both direct and agency staff. I rely on gatekeepers

in a real sense to inform me of agency policy about contact before I

actually speak to the planner/buyers themselves.


Notoriously and understandably busy, it is sometimes difficult to contact

planners personally. I prepared a brief intro letter from myself and phoned

around saying an initial hi before I emailed. In the instances where the

person was not available (believe me, after three phone calls trying to

catch people when they're not in meetings/not heard of you before there

comes a point where one does not want to appear a twit. ;-) I asked a

relevant person whether a) it would be okay to email them a (v brief) intro

letter from myself, and b) IF SO, could I have that persons email address.


Only in two instances was I told that this would not be alright and

therefore did not. In all other cases I was told it would be okay and was

freely given that person's email address. 70% of the people subsequently

contacted were fine about this. 30% were not and I had to do a lot of

explaining and instantly coloured the start of a relationship. 'Permission

Marketing' was mentioned quite a few times which is completely acceptable

and understandable.


However, and this is the punch line, from my perspective I already spoke to

either the gatekeeper or in some cases a close colleague who had already

assured me it was okay. Having had my fingers burnt I no longer email ANYONE

without express permission from them which I am totally happy about.


The individuals who did not appreciate getting emails from me are still

getting emails from other people (presumably) and having the same response,

due in part to (perhaps a little bit green) advertising execs but also due

to the agency etc not having an express policy with either gatekeepers or

colleagues about giving permission on other people's behalf and not giving

out their email addresses. My contacts are my customers as well as my

clients.


Bit of a rant but salient points I think, as these things do inevitably

colour relationships.


The question I would like to ask is:


Did I spam these people?


kregards


Tony


> Tony Newland

> Advertising & Sponsorship Manager

> Rainbow Network Plc

> phone: 0207 278 1105

> fax: 0207 713 7732

> web: http://www.rainbownetwork.com

>

> Any opinions expressed in this message are those of the author only and do

not necessarily represent the views of RAINBOW NETWORK PLC.

>

>


<snip>


Ponder this.  You're a busy exec, buy a raffle ticket (for charity of

course)but you're so busy that all you write on the butt is your name and

place of work.  I track you down and ring your place of work.  You've got a

great gatekeeper and I can't talk to you but I can't reveal the purpose of

my call in case of fraudland claim.  Time's awasting, prize must be claimed

so I send you an email indicating that I have something that may be of great

interest to you.  Email not requested, permission given by proxy... SPAM OR

WHAT?


Forgive my ignorance, I come from a land downunder where SPAM is not high on

the agenda.  Nothing much is, except for rugby, but, as they say... when in

Rome...


Baa


Wounded All Black



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