One campaign we ran resulted in 300 people filling in a lengthy application form for 30 available licensee agreements. Upon completion we asked people to join an online group where the updates would be given. It was clear, ten times more people had submitted their forms than the capacity we had to deliver. Everyone could see that there was a lot of competing interest for every licensee agreement we had available. The transparency created a level of energy in people. Immediately we had emails from people who felt concerned they would miss out; some wanted to resubmit their forms and put extra
...more
