What Do Go-Karts and Lexus Have In Common?
Apparently not much as a public relations/event planning specialist found out Sunday night on The Apprentice.
She was fired, and rightfully so. Her job as “Project Manager” was to organize an event around the introduction of the new luxury Lexus sedan. She couldn’t come-up with any creative ideas, and this from someone who does this for a living. Her team didn’t help, but…Go Karts?
Her one great idea was to have a Go Kart track for everyone to ride around. Not only did it take people out of the Lexus showroom and the presentation, it was way off target and off message.
It would help if she went back to event planning school and re-read page one of the text book…”Know Thy Audience”.
The top of the line Lexus is obviously designed for baby boomers and older adults with mega bucks to spend on an automobile. At the premier event many of them wore dresses. A number of them couldn’t fit into the machines.
Week in and week out, The Apprentice is basically about event marketing. Those who can think fast on their feet, and have a little marketing sense can do well. The others get fired.
While you may like or dislike “The Donald”, event marketers and those who desire to enter the field, can learn a lot from watching the program.