Organizations are at their most effective when they can track down and build relationships with people who take whatever they are selling very seriously.
I'll give you an example.
Right now at the day job we are getting ready to produce Radio Macbeth by SITI Company.
As a marketer here is the challenge the show presents:
We have a core audience that we are fairly confident is coming to see this show regardless of the marketing we do around it.
The problem is that core audience isn't enough for us to make our sales goal. Or at least it hasn't been in the past.
So we need more people.
How do we get them?
By searching far and wide for those "hardcore" Shakespeare and finding a way to get their attention.
And when I say hardcore I mean those people who live and breath the Bard's words.
I mean the people who dress their kids up like Macbeth's witches for Halloween.
Why do we need those people?
Because those people don't need to be sold Macbeth. They just need to told Macbeth is happening and invited to come see it.
Did you catch that?
Did you catch sold verus told?
Selling people something is hard and time consuming (but often necessary). Telling someone that you have something they are probably already inclined to like anyway and inviting them to buy it is much easier.
Think of this way . . .
Let's say you are doing an evening of modern dance. Your first job as an organization is try to get "plugged in" to that network of people that love modern dance in your community.
Now you may think, "there are only 10 people in this town that love modern dance"
That probably isn't true, but even if it is . . . you need those 10 people on your team.
Because if you empower those 10 people to be your marketers, then they will do your audience building for you.
So go forth my friends and find your fanatics. They are the best marketers (and the best audience) you will ever have.
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