The word “promotion” means three entirely different things to me. As a regular person, it means being inundated by flyers, emails, messages and other media-based bombardments. To as a Public Relations person, it means crafting clever methods to boost a message or a brand – sometimes, unfortunately through the methods mentioned in the previous sentence. As an individual that enjoys “underground” electronic dance music, it unfortunately means being bombarded with messages that concern my unique tastes, but sadly in the most obnoxious ways possible.
SATURATION DOES NOT MEAN PENETRATION.
If it’s one thing I can’t stand, it’s getting 3 or 4 or 8 or 26 messages about the same damn thing. At fault for this are a few factors, which I don’t care to explore fully right now, because they are topics that have been beaten to death before. I’ll just list them quickly:
A) PROOFREADING – Promoters rarely do this. Not doing this results in oversaturation. This is not how you promote a party, at least, professionally.
B) SATURATION WITHIN AN EMAIL – repeating s*** in your email is not going to make me 4 or 5 times more likely to attend your party. Seriously – You only need to say the name of the party, RSVP email and location ONCE. ONCE!! Anymore than that, and you lose customers. Seriously. It’s been tested by psychologists time and time again.
C) OVER-SATURATION OF MESSAGES – as in… having more than one person send out the same damn message to everyone they have a connection to. Honestly. Nominate one person – they are your spokesperson from this point forward – and have them send out invites and notices, cause otherwise, you’re just annoying the hell out of people.
Seriously… cut that **** out.
SATURATION DOES NOT EQUAL PENETRATION.
What is penetration? Well, in PR it’s the basis of measurement. More simply, it’s the amount and quality of the spread of your message. If you’re looking to generate buzz for your brand, product, event, etc., then you need to go about it the right way, and the right way is not by sending out 2-3 messages, one after another, within the span of 45min.
For god’s sake… PROOF READ YOUR MESSAGES! Make sure you have all the information you need in them. If you don’t, THEN DON’T SEND THE MESSAGE.
If more promoters can do this, I’d be a happier person and more likely to attend their parties. It’s real sad to see some of these groups, who have been at this game for a while now, still managing their event promotion like complete amateurs. It’s disheartening, really it is. Of course, being a student in Public Relations has strengthened my attention to detail and made my eye much more critical than ever before.
You want my money? Earn it by getting your act together.