Yesterday, I wrote about Taylor Swift, Ticketmaster, and the challenge of fan development.
One of the big issues that I see over and over again is that despite talk of “fans” we see many businesses, teams, or performers, acting as if demand generation is a one-time event.
Demand generation is an on-going, year-round process.
This means that you most certainly have date specific blitzes, promotions, and other forms of high-intensity prospecting and marketing efforts. But the bigger point is that you view customer cultivation as a year-round task with an outcome that you want to produce and check marks along the way.
The other option, taking the occasional Hail Mary, it might get you some results but it won’t do nearly as much as cultivating your audience over the years.