Conference speaker throws down the gauntlet.

"If airlines can build relationships with bad service, bad food, no food, occasional strip searches, why can't we?"

That's the simple-enough challenge presented to NEPA conference participants by John Von Kannon, vice president of development and treasurer of The Heritage Foundation.

He was introduced by former Heritage executive Mark Ziebarth, CEO of Bongarde Media Co.,, Penticton, British Columbia, because Von Kannon significantly increased the foundation's donations and membership through "relationship marketing."

The implication of his advice to newsletter and specialized information publishers is that we should incorporate the following tactics into our customer service and promotional campaigns:

* Put ourselves in our prospects' shoes--get way from focusing on ourselves. Or, as the old saw has it, find out what keeps our prospects awake at night and then focus on that.

* Use anecdotes and stories to "talk" personally with customers and prospects.

* Engage them in "conversations," literally by talking with them on the telephone. Pick a few names out randomly and regularly and call them. Treat them as people--not just customers or prospects.