The One-hit Wonder
You know ’em, you love ’em, but you don’t remember them: artists who had one hit and went away forever. That’s because marketing, like comedy, when it’s effective, comes in threes. Whether the product is an album, a concert ticket, or a booking, one “impression” does not a sale make. Sure, once in a while you do get caught by a single event that is so extraordinary that you are moved to action, but that is a rare exception, and we’re trying to get consistent results.
Three impressions in a short amount of time. Why three? How long is a “short amount” of time? To tell the truth, I don’t know why, why, why, it just is, as Van Morrison says (Using 3 whys…). OK, four is better, forty even better, just don’t put all your chips on ONE or TWO. As for the time period for the impressions, the quicker the better, as the “spin” speed is higher. Read more