You know what I mean?

Anyone who believes that a model aircraft club can be run solely or almost exclusively through electronic media is bound to fail miserably. The only exceptions occur when a reliable team behind the scenes—rather than relying solely on WhatsApp and the like—takes on and helps carry out the actual tasks with their heads, hearts, and hands. I remember well how a club president complained to colleagues that his email appeal had yielded nothing—he was looking for competition volunteers. “Why don’t you ask these folks here?”—the colleague pointed to a few people present. There were even some junior members among them. “Would you have time next

Sunday?” he immediately asked the first one. “What’s it about?” came the reply. Once the colleague had explained the situation, the young man said, “That sounds interesting,” and fumbled for his phone. “Okay, I’m in!” “I’ll join in too,” his friend next to him said spontaneously—and just like that, there were two of them. All without an email. Recently, I sent out an invitation to our model aircraft groups. It offered two ways to register: one via the registration link and, as a second option, by contacting our office manager. The result: two registrations via the link and seven in person (by phone

or email). The seven colleagues reached out to a person, and the other two to a robot. Addressing people directly and personally is the key to success today. Even the big marketing and communications companies have come to realize this. “Personalization” is the buzzword. Despite online advertising, printed and personally addressed advertising is booming like never before. Customer magazines are popping up everywhere. Printed, personally addressed media such as catalogs and magazines—sometimes in combination (cross-media) with electronic media such as TV,

radio, advertising campaigns, etc.—generate the greatest sales success, according to the latest studies. “Magazines sit on the kitchen table,” remarked a well-known marketing expert. I’d be delighted if the MFS were lying around somewhere in your home and a few people happened to flip through it from time to time. That’s probably why the design and presentation—the “packaging”—are such a decisive factor. Where’s the latest issue of MFS at your place? When do you plan to meet up with your friend in person instead of just sending an email? Good luck!

Emil Ch. Giezendanner

redaktion@modellflugsport.ch