Name: Natalie Benitez
Title: Obituary Specialist
Newspaper: Arizona Republic
Bio: Natalie has been in the classified department for 35 years, 12 of those years with obituaries.
"I love what I do. Everyone thinks it's a morbid job but it's not. You are out there helping others. I love my customers. When I get excited about a new product like Local Spotlight, they know it's something I believe in."
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What drew you to the Local Spotlight Program?
My supervisor came across an email about the program. I didn't know much about the program but said if you give me a chance, I will find out more. I contacted our Affiliate Manager, Dennis Wilson, who walked me through a demonstration. I'm not computer savvy. Dennis was able to answer all my questions and show me where to click. I saw the potential. I liked the product and I knew funeral homes would like it. I thought...I can sell this!
How did you push it out in your market?
I knew Local Spotlight was a big opportunity for me. I really felt this not only benefitted the newspaper but also funeral homes and the customers. I have been a part of this community for a long time and built relationships with the funeral homes. When I get enthusiastic about a new product, they get enthusiastic. Just like me, most of my contacts are a bit older, not computer savvy, they don't have time to read through stacks of papers. So I took the time to walk them through the product. I did all the demos myself and did them over the phone.
Best Practice:
Building a relationship is very important. The obituary category has been through many different phases; keeping in contact with funeral homes and building a rapport has been the key to our success in rolling out new products. They know me personally.
Results:
Funeral homes in the market are taking notice and now calling us about the program. Funeral Directors see how it is working for their competition and they want in. The program is bringing in more revenue and an increased awareness.
Tip:
Don't be afraid! There is no such thing as a dumb question. Our Affiliate Manager happily answered all my questions. If I wouldn't have spent that time talking with him, I would not know as much as I do about the program.