Eight Giant Steps to Global Domination: A Personal Guide to by Kenn Viselman

By Kenn Viselman

The Itsy Bitsy leisure corporation is a huge within the profitable and aggressive box of kids' leisure. In 4 years, lower than the management of Kenn Viselman, it has turn into a multi-billion greenback sensation. during this ebook, Viselman offers classes drawn from his enterprise successes, on what it takes to develop into an enormous participant. His "eight sizeable steps" target to teach readers how they could follow his strategies and techniques to their very own businesses.

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Extra resources for Eight Giant Steps to Global Domination: A Personal Guide to Finding Your Niche Conquering Your Market and Taking Your Company to the Top

Sample text

Actually I was more like the company’s Paul Revere. It was my job to communicate the company’s image to the outside world. Fortunately, I did not have to ride a horse carrying lanterns. I did, however, manage their press, the ad buys, and the interaction with retailers and virtually all other third-party communications regarding the branding of their products. Because it was a small company with limited monies, we had to be clever about how we utilized our marketing funds. At the time I joined the company, their ad buys where being split between their two divisions, Moustache (men) and Emmanuelle (women), and neither was penetrating the market.

Nobody had ever made a full run at the national schedule with the idea that they were going to get their money back by selling toys and videos and books. That concept was new to PBS, and they were very nervous about the idea that a show could be tied to merchandise. Sesame Street was doing it, but their excuse was that they’d fallen into it over the years. But they hadn’t started out as a business proposition. They had started out as a grant- Focus funded educational show that just so happened to get into licensing.

In addition, I was bored and wanted a new challenge. In the fall of 1990, I was given the opportunity to work in the children’s entertainment industry. It was never a part of my broad stroke plan and yet it felt like a really delicious opportunity for me nonetheless. I went to work for QFE to develop the marketing strategies for Thomas the Tank Engine. I have been honored with the dubious distinction of marketing the first wildly successful imported children’s character in the United States. Britt Allcroft’s Thomas the Tank Engine did eventually become an enormous success on this side of the sea, although there were moments especially at the beginning where his failure was easier to predict than his success.

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