Competing in Non-Competitive Environments -- Case Study: Turning $2 into $50,000

In preparing for a major sales promotion for a thoroughbred racetrack, I labored over how we’d help the track develop a database of past customers that we could mail the promotion to. After several visits and many hours in meetings, I noticed twelve large black plastic bags in the back of a storeroom. Being nosy (I mean investigative) I discovered the bags held slips of paper customers filled out in drawings the track held the previous year.

My contact, the vice president of marketing, was new in his position and had no idea these bags of customer information existed. I convinced him to let me take the twelve bags with me in the back of my car to see if the information was usable in our marketing campaign. My data processing partner entered every slip, deleted duplicates and gave me mailing labels for 50,000 qualified customers. My client gave me a check for $50,000!

Case study: “Use One Success to Create Another” 

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