I was in a meeting the other day when members of a business based non-profit were talking about their fund raising project. The leader of the committee said, "The advertising spaces on the calendar just have not sold very well this year."
Advertising spaces on a...calendar?
I get it. This is a fund raiser for a non-profit and the "advertising spaces" tend to really be a gift of support. But (and this is critical for us to understand) even gifts need to generate something in return for the...gift. And while selling ad space in on a calendar was a neat way to generate income...ten years ago...it ain't so hot today.
But here is the clincher. The group leader went on and said, "One of the advertisers, who dropped their support, offered a coupon last year but didn't see much return."
Changing times create the need to change the way in which we sell...anything. But, at the same time we need to be aware that WHAT we are selling must be relevant to the consumer. If it is not...nobody is buying.
One of the biggest errors companies (profit and non-profit) make is doing the same thing over and over again. Even when it is failing. Rather than doing that wouldn't it make sense to sit down and examine the consumer base and then come up with something that matches their...needs/wants?
We think so...