Recently I was offering a couple of workshops and I had some help promoting the workshops. We ended up getting a few people and later in the evening the person who had helped promote the classes mentioned that she’d posted details on her tumblr earlier that day and that two of the people who came, had come because of that last minute promotion. I’m glad she pointed it out to me, because it made me realize just how important it is to be marketing right up to the last minute and on every platform you are on.
Something I’ve learned about marketing from classes I’ve taken and experiences I’ve had is that people give up on the marketing too soon because they don’t get results soon enough and feel that it must not be working. Part of this issue is a failure to account for human behavior and the fact that people make decisions at the last minute a lot of the time because they want to hold off for as long as possible on spending money. Part of it is that you never know who you’ll reach at the last minute that you weren’t in touch with before. in the case of the tumblr promotion it reached two people who hadn’t seen the class promotions until the day of. That’s significant because it shows that even the last minute promotion of a class, product, service, etc., can by helpful in getting people on board.
When you look at your marketing efforts, remember to consider the strength of a last minute promotion and include it in your campaign. In fact, if possible map out a time line for your promotions. Figure out when you should send out various promotions and then get those promotions scheduled. What’ll you discover is that such an approach will help keep the marketing momentum going strong and keep people interested and notified about what you are offering. I schedule my campaigns as much as 6 months in advance and I’ve seen that taking such an approach does a lot to build up interest and support for what your promoting.
Book Review: The Necessity of Strangers By Alan Gregerman
In this book, the author argues that strangers are an essential part of innovation and that to truly cultivate creativity and innovation we need to be open to new ideas, meeting strangers and learning from different cultures and disciplines outside of our own culture or discipline. The author illustrates this point through a variety of case studies in both business and everyday life to demonstrate how contact with strangers can be helpful for sparking innovation. While the case studies are interesting the author doesn’t really explain how to implement these ideas. This is a good book to read to inspire you to be open to learning from other people, but while the author provides a couple of ideas on how to do that, for the most part what he discusses is shared as ideas as opposed to really examining how to implement these ideas meaningfully. Still I recommend reading this book to challenge yourself to be more open to new ideas.
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