Lesson Two: “I Told Them
They Had to Be There…”
My next experience with “just in time” advertising came in 1997. A training agency I was developing materials for at the time had just introduced a recreational Nitrox Diver program. Another North Carolina retailer offered me the opportunity to try out the materials I’d developed on a group of his instructors. To make the trip worthwhile, he suggested I conduct a consumer-level Nitrox Diver course at the same time.
“Where will we get students on such short notice?” I asked. (This was a last-minute affair.)
“Leave that to me.” my friend replied.
I arrived at the store a few days later, expecting to see three or four instructors and, perhaps, one or two diver-level students. Imagine my surprise, then, so see the classroom packed with more than 20 individuals.
“How did you do it?” I asked.
“That’s easy,” my friend replied, “I just sent everyone an e-mail and told them to be here.”
It’s worth noting that, in 1997, the Internet was still a novelty. There was virtually no spam, and e-mail had a lot more impact than it does now. Still the results were impressive.
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