Promotional campaigns are often presented as something that should be well thought out. I'm probably one of the people who says this ad nauseum. Why? Because it is the right approach. That doesn't mean that there aren't times when a sudden opportunity presents itself that blows away any promotional campaign.

How fast can your business move on an opportunity? By opportunity, I mean a sudden one. Liar! I forgive you. The simple truth is most businesses are incredibly slow to react and this is a shame because a quick reaction can make for a huge positive result. Let's look at an example.

A number of years ago, the United States played China in the final of the Women's Cup. The game was at the Rose Bowl in Los Angeles. I'm not sure how I got talked into it, but I did. Being a typical sports fan, we "warmed up" for the game with a number of adult beverages. So did most of the fans from what I could tell.

Well, the game was red hot. By this, I mean the temperature was around 100. The Rose Bowl has the unique design feature of being built down into the ground. As a result, there isn't much air circulation. Well, you can see where this is headed. The organizers didn't plan for the massive water need. The game went into overtime and then shootouts. By the time the United States one, people were dropping like fly's. I was feeling a bit faint as well.

As we came out of the stadium, guess what we found. Rows of Dasani bottled water trucks. Were they selling the water? No. They were giving it out. In fact, they were tossing it from the top of the trucks to the heat mad crowd.

Do you know what type of water I drink today? Three guesses. Dasani, Dasani, Dasani. I've probably purchased thousands of dollars of the stuff through the years. Why? Because of that day at the Rose Bowl.

You should look for opportunities for your business wherever you can find them. Dasani did and I can guarantee you that I am not the only person who was at the game who buys their product to this day.