Whether you are marketing a stage production, a vacation spot, or a brand of shoes one of the keys to a successful marketing campaign is to have a steady drip of new promotional content. This allows you to stay in front of your potential audience for an extended period of time – long enough to get through their initial hesitation about something new and get them comfortable enough with your show to buy a ticket.
If you follow this philosophy (and you should), you have a certain number of spots in your calendar that need to be filled with new marketing material. Sometimes you’re going to run out of time. The great promotional piece you had expected to have ready on a certain day isn’t ready to go, but you’ve got this spot right here that you wanted to fill. Do you put out nothing? Do you throw together some half-baked idea just to keep the spot in the calendar?
