MARKETING MIX: A striking way to net new clients

Only last week, Mix brought you news of the ’Antagoniser Approach’ to new business which involves wearing down clients’ resistance with insults and threats until they cave in and give you their business.

Only last week, Mix brought you news of the ’Antagoniser Approach’

to new business which involves wearing down clients’ resistance with

insults and threats until they cave in and give you their business.



At risk of turning into a series, we can now unveil yet another way

round the tedious business of flattery and endless new business pitches

- simply invite your prospects to play in your football team. It is a

technique employed to good effect by Rob Stevenson, managing director of

Chiswick-based premiums and point-of-sale specialists, Wicked

Widgets.



When not designing Thomas the Tank Engine slippers or 3-D pinball

tables, Stevenson is the midfield dynamo for the Old Actonians where,

apparently, his ferocity in tackling would put Vinnie Jones to shame.

This is obviously why prospective clients put up so little resistance

when invited to join the squad.



So far, Stevenson has brought in Golden Wonder brand manager Dan

Craddock and Tetrapak sales and marketing manager Scott Lenik. The

Actonians put up a creditable performance in the Southern Amateur

League.



When short of a striker or two, Stevenson makes use of the formidable

contacts he made while organising the NABS five-a-side tournament in the

mid-80s.



No footballing clients are safe when the Old Actonians find themselves

with a gap on the bench - as now. Stevenson explains: ’What I’d really

like is a client in the confectionery sector. So, for next season, I’m

looking for a confectionery brand manager who can play left of

midfield.’



Don’t say you haven’t been warned.



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