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Business Rule #27:
Spread the Word
April 29, 2005
(PAGE 2 of 2)
Kendra may have sounded a little goofy when she asked Romeo if he had designed the shirt he was wearing, but she appreciated the fact that he was an artist. Kendra saw that there was a dynamic community of people who would be interested in this special limited-edition shirt. She asked for help, found out about a database of 3,000 collectors of Britto’s work, and, in short order, e-mailed a notice of the one-day sale to that existing platform of potential buyers.
Magna’s targeted audience not only showed up for the sale on short notice, they bought in multiples. Music to any retailer’s ears.
It just goes to show you, tapping into your natural marketbase can yield some fantastic results.
Success even brought the members of Magna a little closer together. After they won, communications between Kendra and Craig improved. Not that they had become friends or were likely to invite each over for dinner or anything, but they finally were capable of having a civil conversation—something they hadn’t been able to do in over a month.
On the other hand, Net Worth squandered its opportunity to work with artist Burton Morris. They treated him as though he were just a hired illustrator, rather than someone with his own following. A fatal mistake.
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The bickering between Alex and Tana didn’t start until they learned that they had lost. It was disheartening that, in the boardroom, they both stretched the truth. Tana hadn’t really delegated the marketing to Alex. One minute she said she “assumed” he would handle the marketing; the next, she made it sound like she had assigned him the task.
For his part, Alex conveniently forgot how many times he had lost as Project Manager. When Trump asked about his record of losses, Alex knew he’d hit a pothole. Tana simply had a better history of success. It’s human nature to forget our failures and remember our successes. Alex probably wasn’t trying to pull a fast one. It’s a bad idea though to make up the numbers, especially when talking to someone who has all the stats at his fingertips.
To his credit, Alex kept trying to discuss marketing with Tana. The problem is he never came up with any ideas of his own. Sure, he said Tana’s idea of carrying a placard on the street in front of the shop was pedestrian. So what. He didn’t bring anything to the party himself. Donald Trump finally saw through him. It almost seemed like Alex was sitting back, waiting to see if Tana would fail. For the past several weeks, Alex coasted along on his teammates’ efforts. It was about time he got called on it.
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Tapping into your natural marketbase can yield some fantastic results.
