The Tribune

By D’Arcy Rahming

No one wants to eat at an empty restaurant. Even if the food is of good quality, absolutely no one wants to eat there.

That is one of the truths of marketing. We want what others have. Other people’s interests often drive our decision making. That is why you have to have a crowd to bring a crowd. This is so important. Most people make decisions based on this emotion, and then back it up by rationalisation. So we as marketers have to tackle both of these issues: Create a crowd then provide a rationalisation for others to follow.

As you know by now, I have this international Judo Tournament coming up on Saturday, May 10, at Kendal GL Isaacs gymnasium. In order for this event to be financially viable, I needed to convince American fighters to come to the tournament. So I have a very targeted crowd. Athletes from the US have consistently supported my tournament since 2009, although not in droves. They have trickled in.

I need a crowd to bring a crowd. Junior athletes travel because they are going to get great training and competition, so that when they go to the big events, they have an idea of what the competition level is. However, because we are a developing nation in the sport of Judo, people have to weigh the investment of coming here versus travelling to other tournaments within their own countries.

Knowing that a crowd draws a crowd, I had to make an investment. So I am bringing in the top Cuban team. Cuba is a world power in Judo. That should help bring the crowd. Then I am also bringing down a US coach known for bringing a crowd. And,. indeed, a crowd is coming. This weekend, top fighters from the US and Cuba will be at the Kendal GL Isaacs Gymnasium to compete against our national champions. We are going to video tape everything and send it to more than 500 US coaches and clubs. Then to everyone else in the region. Within five years I predict this event will attract hundreds of fighters.

The second part is to make sure they have a great time. That is why they will be staying at the Atlantis resorts. Adults and parents will have a super time while doing the sport they love. I will collect all their contact information and be keeping in touch with them throughout the year. This will make sure they remember they had a good time and come back.

So, all of you marketers out there that are having Mother’s Day activities, make sure you give your customers a rationale for continuing to patronise your business. Your staff should give outstanding service and the food should be at its best, which will provide a powerful reason for customers to become fans. After all, if the crowd is there, that must be the place to be, and not just on Mother’s Day.

• NB: D’Arcy Rahming holds an MBA from the Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. He is is also treasurer of the Bahamas Olympic Committee. To contact him he can be reached at DArcyRahmingsr@gmail.com.