8 Maximize the potential

8.2. Maximize numbers

Your ABC will be an organization which will have to be viable on the market, providing a good level of service to all its clients (members). The more clients an ABC will have, the better its position and market acceptance, let alone its financial sustainability.

All the market players are potential clients of the ABC; therefore, try to maximize this number.

Here’s how to do it:

• Make sure all the companies within the advertising industry are on your list. Don’t be biased by your own bad experiences, or your personal feelings. It is possible that for the time being, many of the companies will be reticent about the idea, but their mindset can be shifted and can change with time’s secret weapon – growing momentum via more critical mass, i.e. a higher and higher percentage of the industry becoming involved. You will probably need to contact each several times, so be patient and build a , good relationship.
• Communicate the ABC idea with all your means, including the early trendsetters who can become your mouthpiece. (Equip these early innovators with talking points, too.)
• Keep the doors open to all new entrants. This should be the organization of the industry; therefore, it should be open to all.
• Invite as many players as you can to your group meetings. Maximum numbers – whether early commitments or the curious – sends a positive message, even if some of your guests don’t really know what is going on. If anyone gives any sign of interest, send him/her an invitation to your next meeting.
• Disseminate the results of your work. Use your press list to send press releases to all media – make noise.

Knowing that not all market players will join your group, nor they will join later the ABC, the principle of this approach (based on the principle of probability) is the following:

• The acceptance, sustainability and quality of services of the ABC depends directly on its market share (how many titles will be audited), and the number of audited titles by (in the beginning) depends directly of the number of publishers who will join the ABC.
• The number of effective members who will join your ABC will be less than the total number of players of the market.

A good start means that you have maximized the numbers, the potential.

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