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Episode 14
Promote, Promote, Promote
Alex and Tana, I disagree with Mr. Trump that you did a lousy job of marketing. I think you did a lousy job of promotion: advertising and public relations. Your product, a key component of marketing, was good. Your price point, also an element, was aggressive, but you weren't experiencing price resistance. Your distribution was basically decided for you, so that leaves promotion.
If you remember season one, my team lost a task in a similar fashion. In the rickshaw task, Amy's team simply thought of a marketing idea, in this case, a product idea and revenue stream that we simply did not think of. Amy's team sold advertising on the rickshaw, which effectively gave them two products in one! Net Worth, you were out-thought promotionally. It seems very obvious in hindsight to promote your T-shirts to the fans of the artists who designed them, but kudos to Magna for seeing this target market and seizing the opportunity.
In business, it is so easy to get myopic and begin to go down a single road because it is a road traveled before and is comfortable. Corporations struggle every day to not become stagnate and to re-invent themselves and to try to see the forest for the trees. While Tana's idea to add flourish to the shirts with the jewels was good, she was clearly more than a little obsessed and manic about it. She was very lucky to escape Mr. Trump's gauntlet and honestly could bear most of the blame for the team's loss. But, luckily for Tana, Alex was caught trying to give Tana enough rope to hang herself, which is just simply not the quality of a good leader. If Alex had been more adamant that the promotion needed work and had developed some ideas, they might not have lost – and if they had, Tana's BeDazzler obsession may have been her downfall.
I thought Alex was a frontrunner in this contest, but with Mr. Trump it is about results and Alex too many times has just not been able to deliver results. Tana has wins under her belt and promoted that fact successfully. Do you think Mr. Trump, the king of promotion, might like that?
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