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INDUSTRY INSIGHT |
ASK AN EXPERT | As you may know, these columns are written many weeks before you read them. Unfortunately, as I write this article, I can't help but think (and worry) that perhaps weeks from now things will be even bleaker than they are today. In short, the economy is a total mess. It seems that we're bombarded with the concepts of: government bailout, change/restructure, green/hybrid/alternative energy sources, layoffs, foreclosures and more. Frankly, it's depressing and scary and just plain overwhelming.
As I sat behind my desk contemplating this seemingly bottomless rut and mindset that permeates everything we do every day my phone rang, and that call turned my mood around quickly and gave me hope for the new year and beyond.
Who was it? No doubt, you're all well acquainted with my corporate client, Andrew, who for almost 10 years has continually proven himself to be higher maintenance than any royal member of any royal family worldwide. Trust me when I say, this guy could hold his own with any diva, past or present: Madonna, Aretha, Mariah all pale in comparison to Andrew's required attention as a high-powered (and, I have to admit, brilliant) marketing/advertising executive.
Before I could say hello, he quipped: "You should clone me." (Dear God, I thought, I'm not sure the galaxy is large enough to accommodate two Andrews.)
"Hello Andrew," I ingratiatingly replied to his ever-present display of hubris. "Why do you say that?"
"Have you read anything in the Journal lately or anything on the economy at all? No one is spending. Which, in my opinion, is even more reason for me to invest now," he explained. "Now, more than ever, is the time to capture an audience and new customers. People are hungry for change, people still want and need to be entertained, network, conduct business and perhaps escape a little reality, if even just for a day of golf."
He stopped to breath, and I swear I heard him misting his face with that Evian face mist stuff. I think he must own stock in the company; I've never seen him without one in his hand.
"But, Andrew" I said and the misting immediately stopped.
"No," he snapped. "Listen to me. The economy is in a transition. People have not stopped living and consuming. Basic needs do not necessarily change. And, in the long run, people (customers, clients, supporters) will remember who persevered when the chips were down."
Could Andrew be right, I thought.
"Now, don't misunderstand me," he said. "I do not advocate entities spending what they do not have. But, I do think when it's necessary to reevaluate a budget the vast majority of people will cut in the area of marketing and entertainment. That action, in and of itself, will eliminate my competition. If I can still entertain, even if we scale-back one way or another on some events, it will be an especially wonderful and unique opportunity to for me to differentiate the company now, and going forward. So, let's talk about 2009 events and who we are going to use for which customer venues."
And, thus the conversation went, Evian face mist and all.
So, what did I learn from this exchange? Well, first I guess one can safely mist his face while on the phone and not be electrocuted (but I will not try that at home, just in case Andrew is an anomaly in more ways than one). But, more importantly, I realized that perhaps I should not abandon all hope for the new year. I should pass along Andrew's wisdom (although, I will never admit that to him. Why pour gasoline on a raging forest fire?). I should resolve to encourage my clients, corporate and charity, to not be afraid to secure a celebrity in the coming year; to be creative in spending and budgeting to afford a really vital part of a golf event. Andrew is right. Now is the time to shine and stand out. Think of the opportunity you have this year to really create a memorable time for the guests of your event. If more of you think like Andrew and believe that our economy really can recover, and you allocate your dollars wisely, perhaps we all can help turn things around. Now would be the right time.
Clone Andrew? Hmmm, well they did have luck with that sheep named Dolly in Edinburgh. Maybe I should give them a call.
R. J. Nemer is the founder and president of Icon Sports Management Ltd., Cleveland. He co-chairs numerous charitable golf events throughout the country, and is retained by many corporations to consult on golf marketing strategies and events. He can be reached at rjn@iconsportsinc.com or at 330.945.4234. |
