0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 191
Manhattan. A long-time fan of Amtrak, I called the 800 number, believing
the trains would probably start running before the airports would reopen.
I stayed on hold for almost an hour and finally booked her a ticket on
a train heading from New York to Boston two days later. She slowly made
her way west, eventually returning home to Cincinnati.
A few nights later, I woke up with a brainstorm. I had spent the day
speaking with clients who were canceling all upcoming meetings and conferences.
Not good for us, since we were planning events and I was booked
to speak at several.
My crazy idea was this: if Amtrak would give me a train (or at least free
tickets), I could take a faculty of small business experts around the country
to boost the morale of small business owners already suffering from a
recession before the terrorist attacks.
The “back on track” phrase came to me that night, but it was our CPA,
John D’Aquila, who suggested adding “America.” With the perfect name
and a simple premise, I went into a manic phase that lasted three weeks.
I called every person I knew and asked them to join what soon became a
coalition of big and small companies, business associations, and business
experts willing to volunteer their time and brainpower to get the nation’s
business owners back on track.
A dozen speakers signed on to speak and waived their fees. Event and
video producers cut their day rates. My dearest friend and colleague, Linda
Denny, started calling her contacts. She was working for ING and contributed
some cash. Then, she got on the phone to round up complimentary
hotel rooms at Wyndham Hotels and signed up Club Corp. to host VIP
receptions at their clubs across the country.
Our biggest client at the time, America Online, provided online marketing
and public relations support for six stops on the tour. They also paid
for a lively kickoff and press party in Union Station in Washington, DC.
The “Back on Track America” tour opened on Broadway. Fleet Bank
rented the Hudson Theatre in Times Square. The next day, we produced an
event at the New Jersey Performing Arts Center in Newark.
The Small Business Administration endorsed the effort. Service Corps
of Retired Executives (SCORE) counselors set up shop at every event. Every
Back on Track event included free workshops, a networking reception, and
a community Town Hall–style meeting, with me as the moderator.