Getting people to your concert/performance/art opening/book reading can be a challenge but I think you can learn a lot from this show flyer we received at our house.
A few girls (they're about eight) decided to put on a gymnastics show for people in the neighbourhood. They sent the single greatest piece of direct marketing I've ever received.
Let's go through why this is fantastic shall we:
1) It's personalized
It's doesn't have our names on it but this was hand written and hand delivered. There is no mistaking they want the people in our family to come to the show.
2) It's easy for us to plan our evening
The show is 15 minutes long so we knew we would be back in time for supper since we knew the travelling time because the venue was 'The park by your house.'
3) Description of the act
They tell us exactly what kind of fun we are going to have. It's a gymnastics show with funny gymnastics and the music will be Gangnam Style.
4) Appeals to the emotions
"you will Be entertainD."
I can't help but think I'm going to be entertained. I immediately imagined myself having a great time listening to fun K-Pop and watching funny gymnastics.
5) What else is available ?
In case the music and gymnastics weren't enough there will be refreshments available at a very reasonable price.
6) It's local. It's targeted.
They only sent this to people on our block to the houses where they would recognize the names of the performers.
7) It's Sharable
I wasn't home when this was delivered. So my wife texted me this picture and asked I thought I could make it home in time.
8) It's actionable and timebound
There is a single call-to-action with a notice that they will be collecting responses at a specific time.
So how did this flyer campaign work? About 20 kids and 8 adults all showed up at six o'clock with quarters. We were given an apology that there wasn't enough lemonade. We were shown to our seats in the shade. After a call to their sound engineer to push play on the iPod the performers appeared from behind a bush holding hands. One girl introduced the others and we were entertained with a flurry of cartwheels, round-offs and front rolls. A few moves were choreographed and in sync while most were improvised and spontaneous. After the show the girls came to us in the audience and asked if we enjoyed the show.
If they offered me a CD & T-shirt combo and put a mailing list signup sheet in my hand they would've had my $40 and email address in a heartbeat.