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.