Head

Form

Lower Head

EBLOG

E-Marketing Performance Blog

Lessons From the Apprentice (5.11)

Apprentice Logo

The Candidates

Synergy: Allie, Andrea, Brent, Pepi, Roxanne, Sean, Stacy, Tammy

Gold Rush: Bryce, Charmaine, Dan, Lee, Lenny, Leslie, Michael, Summer, Tarek, Theresa

Prelude:

Why are Allie and Roxanne still griping about Sean? Roxanne thinks Sean owes Allie an apology. Why? It’s over. It’s done. Sean did nothing wrong but by their continued sniping I think the girls are showing their own fears. Let it go already!

When the teams assembled to be told their first task, Gold Rush was down two members from Synergy. To even it up, Trump asked who Synergy wanted to get rid of. Before being thrown out like yesterday’s donuts, Sean volunteers to go, creating men vs. women.

The Task:

The teams were to plan and execute a tailgate party serving food from Outback Steakhouse. The team that makes the most money wins.

Synergy: Roxanne steps up to be PM for the women. First order of business, sample the food at the nearest Outback Steakhouse. This sort of reminds me of Charmaine getting her hair done instead of promoting the task. I mean, who doesn’t know how good Outback is?

Allie talks to the Rudgers Cheerleader coach to get the squad to participate in their tailgate party. Although the cheerleaders already have an exclusive deal with the other team, the coach agrees to talk with Gold Rush to see if she can break it.

Allie then shows up at the pep rally only to find that not only does Gold Rush have their fliers printed, they are handing them out en masse and really building up the excitement factor. By the time the other two women show up with the fliers to pass out the pep rally has ended and most everybody has left.

Driving around in the van, the cheerleader coach calls Allie to tell her the bad news, Gold Rush will not allow their original agreement to be broken. Adding insult to injury, the women pass frat houses and see Gold Rush hyping up their event and getting everybody excited ab out coming out to their event.

On the day of the event, the women dressed as cheerleaders themselves to compensate for not being able to get the real deal. With very little publicity turnout was minimal, but the girls used that as an opportunity to make bulk sales. $5 per plate, delivered! This went over pretty big with many people wanting to eat from their own areas. If you can’t attract them to you, go to them!

Gold Rush: Lee believes he’ll be best for the task so he takes on PM duties. In the planning session Sean suggest finding lots of women in skimpy outfits. The team decides to try and snag an “exclusive” deal with the Rudgers Cheerleaders.

The cheerleader coach agrees to work with Gold Rush exclusively. Gold Rush is already giddy with excitement. But when Michael went later to work out the details the coach asked to break the exclusive agreement so she can send some of the cheerleaders to Synergy’s event. Michael thinks that it’s only fair to give up one or two to the other team, but decides to let Lee make that decision.

On the phone both Lee and Sean are incredulous that Michael would allow such a thing and tell him in no uncertain terms that they will give up exclusivity.

On the day of the event, Gold Rush attracted thousands of people to their tailgate party. The sported an eating contest, money pit, cheerleaders and food for $2-3 a plate. Michael was given the task of running the event from the microphone. While the crowd was big, Michael did little to promote the purchase of the food from his stage.

What I Might Have Done:

I think the guys had the marketing mechanism down. They created an event that people wanted to come to and be a part of. But with a big crowd, they failed to convert. More time and planning needed to go into getting people to buy the food. The mechanism to get them there was great but the latter lacked.

The girls on the other hand had the opposite problem. They had no mechanism to bring people in, but found a way to convert people through service. Together, these teams would have put on the perfect event.

Oh, I would have done without the eating contest. I don’t think seeing people shove food down their throats is something that builds an appetite!

The result:

Gold Rush brought in $1750, $1000 less than Synergy’s take of $2750.

I have to admit I was completely shocked by this outcome. I really thought the guys had the upper hand with all the planning and pre-event marketing, but the women did a better job selling, which is what counts in the end.

Sean and Lee talk about how Michael should have used his microphone to promote the sales rather than just the events that got people there. Later Michael tries to convince Sean that Lee’s poor planning is what lost the task. I think the case can be made both ways But if Lee didn’t like the way Michael was running the microphone he should have stepped up and took over, or at least made an announcement or two.

The Boardroom:

Sean sided with Lee in blaming Michael for not pushing the sales. Michael tried to pass blame to Lee. George and Carolyn though the pricing of the food was too low, but Lee stood by that decision. When asked what the cheerleaders did for the event Lee jumped at the opportunity to tell them that Michael was willing to give up their exclusivity. This didn’t sit well with Trump who doesn’t like giving up any kind of advantage, regardless of how “fair” it is.

For both the cheerleader fiasco and not selling from his stage, Michael was fired.

Apprentice 5.11

Lessons Learned:

  • Get over it! If you have issues with your coworkers or colleagues, get past it. Move on. If they have problems, don’t let their problems become yours. Chances are, however, that it’s not them with the problem, it’s you. Get over it or you’ll get exposed.
  • Attract and convert. Both are necessary components, but if you can’t attract, then get out there and go to your customer base. Attracting without converting is simply a waste of time and engery.
  • Don’t give up your advantage. If you have something that the other company doesn’t, keep what you have and use it to win. There is no “fair” in business.

Final Four Predictions:

My F4 predictions remain intact this week: Lee, Sean, Roxanne and Tammy. I don’t think Allie has what it takes to succeed here, but by some stroke of luck, she might get in. In which case I think it’ll be Lee that doesn’t make it.

What would you have done, and who do you predict will make the F4?

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

2 Responses to Lessons From the Apprentice (5.11)

  1. Stoney G deGeyter
    Stoney deGeyter says:

    Shocked? I was floored. I thought it was a no brainer that they guys would win. Shows how easy it is to go wrong even when you have something good. They took their eye off the ball. I agree, Allie or Lee, but I tilt Allie.

  2. Igor M. says:

    Stoney … were we shocked or what? I thought the girls lost the task from the moment they decided not to give out a flier.

    Pretty much the guys did a great job of letting people know about their event. Then they felt too comfortable, to secure and too confident. That’s the biggest problem in a task when you think “you got it”. It’s never over until it’s over.

    Allie …….. hmm, Stoney, when Trump fires her, think of me … I’ll be smiling. (not trying to be cruel), but she’s just too much. If I was Sean, I’d simply tell her to stop “bitch*ng” and go to sleep.

    I think that when you’re trying to sell food … an eating contest is a so, so event. Why buy food if you can go try to eat it for free? Then again, some people get hungry watching others stuff food into their mouth. (Nathan’s hot dog contest)

    Lee did a great job half way through and then he bombed. I think that the strategy was not thought out completely and that’s Lee’s job. The task failed because of the strategy. If you as a manager see something being done wrong, go tell that person to do it differently, don’t just blame him when you lose.

    In any case, I’d still fire Michael as I just don’t see him being a “manager material”. I love this ……. “To be fair let’s give them some of our cheerleaders”!!!??? Hahah, good one. So, Stoney, to be fair, why don’;t you give your competitors 20% of your clients …. well … just to be fair, you know?

    Next one to leave will be Allie or Lee.

    Yours truly,
    Nostradamus