Emergency Chairs
I had a poker night at home last week. I invited more friends than I could fit into my flat, assuming a couple would drop out. As you can imagine, I was quite surprised when everyone decided to come along. Great I thought, but then quickly realised I didn’t have enough chairs for them all. I didn’t have time to buy more, so I had to borrow some from a neighbour.
It reminded me of the importance of planning contingencies into your marketing campaigns. Ask yourself what would happen in the event that your marketing campaign or sales promotion is too successful? Does anyone remember the free flights offer from Hoover? Click here for the beeb’s write up http://news.bbc.co.uk/1/hi/business/3704669.stm
When you set up your marketing campaign, promotion or whatever, think about not only what will happen if it doesn’t work, but also what will happen if it exceeds your expectations. Hoover lost around £48 million pounds on this one. It was a badly planned campaign that attracted much more interest than Hoover could manage.
The basis behind emergency chairs is simple, plan for contingencies. Can you get hold of some extra chairs if you need to?
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Very interesting ideas. I think you’re absolutely right. We recently had a trial offer and we were very careful to make sure that we could handle the response. Great post!