Need an Audience? Give Them Money
Wednesday, October 17th, 2007Wellington Leg: An article in yesterday’s New York Times highlighted a cash giveaway outside a Barnes & Noble in NYC. Author Donald Trump was slated to appear promoting his latest THINK BIG AND KICK ASS. The Donald wasn’t handing out the dough; that was left to the Learning Annex founder and president Bill Zanker. Perhaps Mr. Zanker has learned a thing or two about author appearances: the first 100 fans were given $100, the next 200 received 50, and the unwashed thousand received 10. This, my friends, is the law of diminishing returns right here on the corner of Fifth and Forty Sixth. By the way if you add 5 and 46 you get fifty one and that would get you 100 if you’re accustomed to sidewalk events and know how to wait. All those years outside CBGB have paid off at last.
This sort of thing is not new. Professional mourners have been hired for years and now we have professional author fans. Of course, THINK BIG, resonates with several subgroups including:
People who are already waiting: these are bus people. Some of them ride a few stops and then wait some more. Very approachable from a marketing point of view.
Hangers On: they’re not entourage material, but they look excited. Oh My God it’s Donald Trump!
Lost People: they have maps, they have navigation systems and yet they find themselves bewildered when Bill Zanker hands them cash.
Once they accept the money they can’t very well ask directions to the Cloisters.
The Guy who has a meeting downtown: you know this guy. The question is, if he has a meeting downtown, what’s he doing in Midtown?
Fans of Donald Trump: they get it because they THINK BIG.