Imagine a boxing match.
During the first few rounds, a boxer is peppering his opponent with punches.
Right hooks, left hooks, jabs.
Some punches hit. Some miss. The opponent is still standing.
Then, in the eight round, an uppercut land and *BAM* the opponent goes down for the count.
Did the uppercut knock him out?
Yes and no.
What really won the fight was the cumulative impact of all the punches, wearing the person down until finally something connected just right.
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In a way, that's what marketing is.
It's cumulative.
It's never just the Facebook, or just the word or mouth, or just the show postcard that wins you an audience.
It's all those things working in concert with each other.
It can be hard for people to grasp that. We all want to know the one thing we can do to improve our arts marketing.
But it is never just one thing.
It's everything. You wear down a person's resistance to change, their resistance to getting off the couch and seeing some live art. You wear it down one punch at a time until finally you land that one final solid blow and they give your work a try.
Remember, marketing is cumulative.
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