Knowing Your Audience Prevents Mishaps

As a market researcher, I am always on the lookout for events which speak to the need to create stronger processes and listening channels which strengthen communication and prevent mishaps.  Below is one story of my recent experience with a local charity auction that shows clearly, knowing your audience is essential to smooth operations...and the only way to truly know what they are thinking is to ask.

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The final resultSometimes, especially in a tough economy, we can have our focus so pointed on work and maintaining our source of income that we forget about giving back to the community.  But, I try to avoid this trap as much as possible and so when I heard of an opportunity to decorate a model house that would be auctioned off for charity, it struck me as an opportunity to help others in a unique way.  The event is sponsored by a non-profit.  Houses will be displayed and auctioned off on Friday, September 24th 2010.

I spent quite a bit of time considering what image I'd like to create.  Over 40 hours later, with donations of old beer, wine, and liquor bottles from Foothills Brewing in downtown Winston-Salem, the masterpiece was complete.  I thought some might like to see the results of my work and decided to publish a few pictures.  

But this story has a twist.  

I turned in the house on September 7th.  The guidelines had been broad, allowing for artistic expression in the creation of the homes, but a few days later I received an email telling me the house could not be displayed as created due to fears of someone cutting themselves on the glass surfaces.  The solutions were thin and expensive, I'd invested too much in the creation already to be able to afford them.  I was told the house would not be displayed or auctioned as intended because the lines of communication had not been clear and constant.  

What could the sponsoring organizations have done?  Well they could have taken simple steps to ensure that all submissions were within their expectations.  From asking for a brief description of the artist's plans for approval before they commenced work, to restricting the kinds of products and surfaces engaged for the project, to simply making a rule that all results must be child-friendly in design.  I have a feeling that next time around such steps will be taken, but this story goes to show that without excellent communication and a constant focus on what various audiences are thinking, mishaps can occur, even if they are unintentional.