The Tribune

By D’Arcy Rahming

“I love it when a plan comes together.” Do you remember when Colonel John Hannibal Smith, from the TV series, ‘The A-Team’, used to say that? Well, that is precisely what happened at the IAAF World Relays in the Bahamas this past weekend. It was a bold step to take to market the country’s brand. And it was widely criticised by those people who did not understand the business of sportuntil it actually happened. That is the type of leadership we as marketers often have to take a bold stance with, ignoring the naysayers while taking calculated risks.

This is why persons such as Steve Jobs of Apple fame relied on an inner circle to determine the ultimate direction of major product lines, instead of focus groups. And this is why we as marketers should stand up and take notice of what was done over the weekend. It has already, and will continue, to yield major dividends for the country in terms of publicity. The Relays seem to have translated into current revenues in terms of ‘heads and beds’, construction jobs and sport-related jobs. Future revenues are certain provided we use this as a springboard

Like all marketing projects, the Relays were not without risk. Let me explain some of the risks involved. First, a fortune was spent to get the country’s venues ready.

This meant that monies which could have been used elsewhere during a deep fiscal crisis were spent on an unproven idea. No one knew how this event would go because it had never been done before. This also meant that other sports would feel marginalised, as the full weight of the Government’s resources was largely brought to bear on one event.

We now have what is called proof of concept. Crime seems to have been greatly reduced over the weekend. Employment was up, and I’m sure some persons made a pretty penny at the venue itself. The volunteers were well organised. Our security forces did a great job, and I personally felt very proud and very safe. And, of course, the people themselves responded by making every international team feel welcome. Favorable comments from international guests and press have already started to roll in. This will hopefully translate into return and new visits.

One great thing about our country and sports is that it is not politicised by national politics. We embrace our athletes and international sports to create national unity. And that is precisely why we should continue to invest in sport, and continue to use it as a springboard for national development as we develop our brand. I have written extensively on how I believe sport is the key to national service. Maybe now we can get some momentum behind that idea, as people can see that not everyone needs to be a world-class athlete to participate. Marketers take note: That was a plan that really came together well.

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