Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
The Never-Ending Concert
Posted by 
on Friday, December 18, 2009 
at 9:19 AM 
in 
Alright, let’s set the stage (sorry for the pun):
You just received an email alert from your favorite “live music” related websites. Tickets are going on sale for a new band that you’ve recently heard about. Blogs and music magazines have been hyping up the band, and you have their first single climbing up the Most Played list on your iPod. So of course, you buy tickets for the concert.
From that point until the day of the concert, that band becomes one of the only things you focus on. You buy and download whatever music you can find from them. You read concert reviews online. You set their band picture as the new desktop wallpaper on your computer (okay, maybe don’t do that). You plan out the entire concert day — where you will go before the show, where you will park, what time you’ll arrive for the show. Yes, your focus is set.
The day of the show arrives and you have a great time at the concert.
But then what happens? Well, I’ll tell you what happens to me a lot of times – Starting with the day after the concert, I have no desire to listen to that band! Sure, I might play a song or two the next day to try to re-live the memories, but oftentimes the spark is gone.
How about your marketing activities?
Perhaps your company is exhibiting at a big trade show. No doubt, that type of marketing effort may take months of thoughts and planning. There will be excitement as you think about attending the show. You plan activities for what you’ll be showing and doing during the show.
But what happens when the show ends and you go home?
Certainly, there exists the possibility that you may be a bit tired and almost burnt out from the show. At a music concert, you are the fan. But when it comes to marketing activities, you are part of the act. You can’t go home early. In order to fully capitalize on the hours that you’ve already put into executing your marketing effort, you must keep the music playing.
You must put in efforts to follow-up on the leads from the show, and to continue the conversations with connections you’ve made.
You must post videos, pictures, and other content that provides a show recap from your company’s perspective.
You must act on the items you jotted down at the show that will help make your company’s next trade show experience even better.
Yes, while marketing campaigns certainly do eventually have an end date, we must make sure that we keep the music loud and the energy up until the very end.
Photo Credit: http://commons.wikimedia.org/wiki/File:King_Midas_%28rockband%29_concert_1.jpg
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