towing

TALKING TO YOURSELF IS UNPRODUCTIVE

I once received an assignment to rescue a doomed newsletter for companies providing towing services to a motor club’s members. The motor club didn’t understand why it was failing. So we conducted a random survey of towing operators. What we heard was enlightening.  “I don’t read that rag. It’s nothing but PR for your company … Read more

SUCCESS STORY: THE NEWSLETTER NOBODY READ

Amoco Motor Club was prepared to scrap what it had once hoped would become a powerful marketing tool. The motor club contracted with more than 7,000 service stations and towing companies to provide emergency road services to its members, and the marketing team had created a bimonthly publication called Pro Tower to convey key information to those companies. The need was urgent, because changes in automotive design were affecting the way vehicles needed to be towed, and traditional towing methods could result in damage to some models.

An advertising agency had been angling for business from the motor club, and the manager threw the newsletter out as an opportunity. If the agency could find a way to make it work (especially at a lower cost), Amoco would open the door to more projects. But prospects were bleak. A telephone survey discovered that most recipients didn’t even remember seeing the publication, and those who did invariably hated it. “It’s nothing bunch of PR about who got promoted at Amoco,” one griped. When asked what he’d rather read, he explained that he was trying to stay in business and needed serious, useful advice.

Read more