Your Promotions Are Too Small

Which is better, doing lots of SMALLER promotions/events or doing a few BIG promotions/events (maybe even just one) per year?

Some argue that we are an always-on medium, so promotion needs to be always-on, too. Lots of smaller and cheaper promotions are better than less frequent larger and more expensive ones.

Others say "au contraire"! This game is about attention, which is increasingly difficult to attract nowadays - especially for an always-on brand in a fog of ever-novel digital distractions. You need an EVENT - something BIG!

So who is right?

The latter. One big event is vastly more essential, more persuasive, and more attention-grabbing than a dozen small events.

Attention is too scarce. And the more always-on and consistent you are, the more you need to create new reasons to sample for new occasions - by the same and new listeners. Consistency has a tendency to fade into the background, like that billboard you've driven past a thousand times.

Consider this: Netflix is not at all famous for live events or for boxing. But look what happened when they staged a live boxing match between social media phenom Jake Paul and boxing legend Mike Tyson: Over 100 million viewers worldwide. So what, the "broadcast" was glitchy? It was glitchy over 100 million times! It is now the most watched global sporting event ever.

Could Netflix have aired weekly live boxing matches with lesser known fighters? Sure. But who would care? And who would watch?

Listeners always ask "what's new?" "Why should I care today?" And that challenge to add novelty all the time is essential for any brand that lives and breathes and hopes to keep on doing so.

This is why a big Christmas promotion isn't just a good idea, it's essential. I mean a REALLY BIG ONE. Think yours is big enough? How would you make it bigger?

It's why EVENT podcasts matter in a world where commercial podcast platforms reward always-on shows because they're easier to run ads against. See, when we sold a Wondery branded podcast to Coke, they paid $80,000 for two episodes. Try getting that from T-Mobile ("Yes, two episodes!" CLICK. "Hello? Hello?!")

It's why a local music festival staged by your brand matters more than all the private concerts in the world.

A BIG bet aimed at the RIGHT audience who embraces the content will REWARD the brand behind the effort.

Or you could just give away some tickets to the Bridal fair.

Got feedback to what you're reading here? Comment online or email me or call me at 858-414-4191. Thanks!