I’ve been meaning to write an article about procrastination, but I just haven’t gotten around to it. I’ve hummed, I’m hawed, I’ve stalled and dithered, and the last time I attempted to write this I actually think I was dilly-dallying. Is it any wonder? Everyone procrastinates. It may be one of the most unique human characteristics. Understanding why people procrastinate is important, especially when it comes to marketing. 



Think about it this way. We’re either motivated to do something and we do it — or we’re demotivated which causes us to hold off on a decision or complete a task. I’m either motivated or demotivated to go the gym. I am motivated to go to work most mornings after one or two cups of coffee. However, all the coffee in Columbia can’t motivate me to go to Gold’s Gym at the crack of dawn. I do go to the gym after work, but even then I really have to mentally prepare and motivate myself. I have to focus, get rid of distractions, and eliminate excuses.



But why do we postpone decisions or actions for something we like? We want to attend our friend’s birthday party, but we might stay home and watch Netflix. (‘I don’t have anything to wear’). The family vacation is next week, but you haven’t booked the tickets yet. (‘I just haven’t had the time’).



Human beings are capable of making excuses for everything. My friend Margaret Bradley, Ph.D., wrote a great little book five years ago about excuses called Wouldacouldashoulda: Rapid Results, No Excuses. It makes a great gift for those who rely too heavily on excuses, but the truth is, procrastination is many times unavoidable…it’s in our DNA. As marketers, it is a constant struggle, to get people to act more and procrastinate less.



One strategy I have employed for event marketers over the years is called 3/3/3/3. Three months, three weeks, three days and three hours. Essentially the strategy requires you to put marketing messages in front of your audience at each interval if you want to get people to your event. At three months you announce the event, then ramp up marketing three weeks prior and then three days before you need add new marketing channels and create urgency (“save $X by buying now” or “only x tickets left.” Then finally, you have send them e-mails and push notifications three hours before the event — to remind them to attend. 3/3/3/3. It works. Why? Because most people wait until the very last minute to buy a ticket to something. They procrastinate.



Like me. I finished this article about 6 minutes ago. #phew







Monday, September 9 – Save A Life, Give Blood



We’re one month away from CowanGate’s Memorial Blood Drive. Every year, our friends at CowanGates join forces with the American Red Cross and Salisbury Country Club to host the Frank Cowan Memorial Blood Drive. I like the team at CowanGates so much, I’d give them my blood, sweat, and tears. Even though the Blood Drive is October 8, I’m signing up today.







Tuesday, September 10 – Sippin’ & Seafood

Our newest Madison+Main-iac, Jr. Graphic Designer Jenna Farley, stepped up into the spotlight Tuesday to present her version of Madison+Main University. (M+MU is a lunchtime program where team members give a presentation on their personal and professional accomplishments.) Jenna knocked it out of the park, despite some really oddball questions from her fellow team members. (If we are stranded in the Donner Pass and resorted to cannibalism, who would you eat first?) Tuesday evening Communications Director Kent Brockwell traveled to Fredericksburg for a delicious Writer’s Dinner. Our friends at A. Smith Bowman Distillery reserved the center table at a great restaurant called The Confident Rabbit and treated journalists and travel writers from all over the east coast. Kent enjoyed mixing and mingling with folks from CBS6, USA Today, and Wine Enthusiast. Kent was also thrilled about the fried oysters. But deep down, Kent was most excited to taste their highly-praised, rare release Sweet Sixteen bourbon.




Wednesday, September 11 – Never Forget



America paused on Wednesday in remembrance of the victims of 9/11, and we did too. As time rolls on, I find myself looking back at that time with a somewhat different perspective. When the first tower was hit, I was just waking up on the west coast. I didn’t think it was real. I watched in horror and I remember that day in great detail, but it now seems like a lifetime away. Our world is so different today and many young people I meet do not have a real recollection of it, because they were too young to understand what happened. We opened our Lucy Corr Foundation board meeting on Wednesday with a moment of silence. It was good to see my fellow board members, but also good to hug my friend Debra Marlow, Executive Director. She had quite a shock last month but I’m glad she’s on the mend!


Thursday, September 12 – Happy Early Birthday, Dart & Erek!



One of the things I like most about my colleagues Allison Throckmorton and Kent Brockwell are they’re outstanding their field. Yesterday, they were out standing in a field for Compass Entertainment Complex groundbreaking ceremony in Lancaster, Virginia. The 28,000 square-foot development made big news in the Northern Neck and the city council, members of the board of supervisors, two mayors, a house of delegates member joined more than 100 others to congratulate partners Terri Wessleman and Julien Patterson and on their big project. We ended our Thursday with a “working happy hour” to honor Creative Director Art Webb and Jr. Copywriter Derek Fair‘s birthdays. We ate cookies from Red Eye, drank Bud Light, and toasted the two men entering into a new decade of their lives. Word on the street is that they are both going to spend their well-deserved birthday PTO gambling. #TwoPeasInAPod





Friday, September 13 – Cold Brands Win




We recently created these sweet direct mailers for our friends at Lucy Corr to promote their Popsicle Social with King Of Pops. #ColdBrandsWin Is it just me or would a popsicle be great right about now? Show us some love by letting us know what you think of our latest work. It’s Friday the 13th, so I haven’t left the office all day. Good luck people. Hope I make it to next week.





A Few of Our Favorite Events


Blue Gene Bash: Presented by Hitting Cancer Below the Belt

Steam Bell Beer Works | Midlothian, VA


September 18, 2019 | 5:30 p.m. – 8:30 p.m.

Join us to help raise money and awareness for colorectal cancer. The first 40 guests will get a free beer ticket and a free ticket good for two sliders from Slideways Mobile Bistro food truck! Also, you won’t want to miss the live auction and great music from What’s on Tap. We hope to see you there in your best blue jean attire!
Richmond Family Magazine Education Expo

Science Museum of Virginia | Richmond, VA


September 22, 2019 | 12:30 p.m. – 4:00 p.m.

Meet representatives from schools and community colleges, tutoring services, financial aid resources, and much more. Attend break-out sessions and learn more about topics such as computer science in schools, saving for higher education, and single-gender education. Explore the Science Museum for free and also enter to win a 2-night stay at Gaylord National Resort & Conference Center, including tickets to ICE! Plus hear Huntington Learning Center franchise owner Larry Frank’s discussion on “A Parent’s Survival Guide” and how today’s busy parents can be empowered to help their struggling child improve homework performance.







Virginia Craft Spirits Roadshow


A. Smith Bowman Distillery | Fredericksburg, VA


September 28, 2019 | 12 p.m. – 5 p.m.


The tastiest roadshow in Virginia is coming to A. Smith Bowman Distillery! Present by the Virginia Distillers Association and A. Smith Bowman Distillery, the Virginia Craft Spirits Roadshow provides a wonderful opportunity for spirit lovers to meet Virginia distillers firsthand and sample artisan spirits as well as craft cocktails from multiple Virginia distilleries under one roof. Guests can save by purchasing advanced tickets.







Magnificient Midlothian Food Festival


Westchester Commons | Midlothian, VA


October 12, 2019 | 12 p.m. – 7 p.m.


Eat, Drink and Be Magnificent! It’s the 31st Annual Magnificent Midlothian Food Festival – Presented by Wegmans. Live Entertainment with performances by South of James and The Party Fins! Live music all day! Enjoy small plates from area restaurants, wine, beer (including Craft Beer), mixed drinks, complimentary soft drinks, and more. Proceeds benefit local charities. Get your tickets today!




Got an upcoming event you want to share? Can we come? Send us the deets!




“If it weren’t for the last minute, nothing would get done.”

— Rita Mae Brown, Author & Charlottesville Resident