The more I tried. The more I seemed to fail.

NOTHING was working.

Marketing conferences, thought-leadership articles, even advertisements in Ad Age…

But no new business leads.

It was time for a new strategy (or I’d be looking for a new job).

I asked what problem could we UNIQUELY solve?

See, I was on the biz dev team for a multicultural experiential agency. And we also produced Latin music concerts for artists such as Mark Anthony.

I knew we had a database of his ticket buyers. So I created and sent a survey to the list to learn more about his audience.

I uncovered that Mark Anthony’s audience’s adult beverage of choice is not beer or tequila, but wine.

Inspired by this insight, I cold-called the top 5 wine companies in the US. I connected with Constellation Brands, who was looking to grow one of their newest brands.

Because of the insight, I sold them a 6-figure sponsorship and experiential activation.

It was not the THOUSANDS of hours (and dollars) on conferences, thought leadership, or paid ads that got the deal.

But rather a simple change in strategy.