In order to build audiences, you need the time to plan and get the work done. Last minute efforts will only attribute to the following:

• Oh, I just saw that an event is happening today. I wanted to go, but I already have plans.
• The event is two days away? I already have plans.
• The event is tonight?  I don’t have time to plan for this one.

You might get lucky:

• Lucky I saw this event, I can go tonight.

Most often, luck will not be on your side for the following reasons:

• Competition – Other artists and orgs did their planning ahead of time and people are going to their events.
• Too last minute makes people not want to make the effort.  You didn’t make the effort, why should they?
• On weekdays, you are competing with television and other in-home entertainment.  The effort to go out might not win to the, I’m already home and tired.

The reason I am writing this today?  I received 3 last minute efforts since yesterday.  One was for an event last night (sent out a couple hours before the event), one was for something this morning I just opened in my email after the event already happened (email sent 2 days ago and couldn’t get to it in time), and one is for an event this weekend which I received today – I already have plans.

I know you are busy. So is everyone else.  If you want to build an audience, it is best to schedule at least 6 weeks in advance to get the job done for inviting audiences.  Last minute is so yesterday!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder

Have a great weekend!