What's the most important thing to do after a show ends?
The second the show ends, you’re really just getting started. Whether the show loses money, breaks even, or makes money in the immediate window often depends on this next step. You ran the fishbowl and have leads, so pick a winner, email everyone who entered, announce the winner, and for everyone else, extend the sale. This email gets a ton of opens because everybody wants to see if they won. Your job is to capture the fence-sitters—people who thought about buying a piece during the show when the sale was on, decided to just enter the giveaway instead, then realized they didn’t win and wished they’d bought it. When you extend the sale, they get their opportunity. This technique is designed to capture people super close to buying, ones who got distracted or needed to talk with their significant other. Use a subject line like ‘Thanks for coming to the show and it’s time to announce the winner.’ Congratulate the winner, acknowledge that you never win anything either, and as a thank-you for entering, you’re extending the sale. You can extend it at the same percentage for a week, or increase the percentage and run it for 48 hours. Include great photos or video from the booth. You cannot imagine how many shows turn into ROI-positive events based on sales made after the fact from fishbowl entrants.
Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2022-07-28