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
Wednesday, September 11 – Never Forget
Thursday, September 12 – Happy Early Birthday, Dart & Erek!
Friday, September 13 – Cold Brands Win
A Few of Our Favorite Events
Steam Bell Beer Works | Midlothian, VA
September 18, 2019 | 5:30 p.m. – 8:30 p.m.
Science Museum of Virginia | Richmond, VA
September 22, 2019 | 12:30 p.m. – 4:00 p.m.
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