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December 2, 2010 / jasonpinto

The King of Timing

Whether you love Lebron James or hate him, you have to admit this: the guys in the picture below are pretty clever.

When Lebron James returns to Cleveland tonight in a Miami Heat uniform, he will be booed and jeered. These guys may be doing that as well; but, because they acted and made merchandise available at exactly the right time, they will be doing so with a bit of extra money in their pockets.

To succeed in marketing, we certainly need to be good at the fundamentals. We need a good list and target audience. We need to have a compelling offer, and a design that will appeal to people. But even when we score high on those 3 categories, we need something the else –the ability and willingness to adapt quickly. We need to deliver what people want at exactly the right time.

The world sometimes changes faster than our plans may have accounted for. When that occurs, are we ready to adjust and act?

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