Even if you build it, they won't come.

I think one of the worst movies ever is Field Of Dreams. Not that it’s a bad movie or that Kevin Costner is annoying in it. My issue with Field Of Dreams revolves around the one line it is famous for. “If you build it, they will come” This line has grown above and beyond the movie, integrating itself into our pop-culture and daily lives. Sometimes said in jest but often given as advice, the simplicity of the statement makes it almost believable.  Sadly, “If you build it, they will come” is actually really bad advice.

When it comes to building your brand, you can create the most amazing brand in the universe but if no one ever sees it what impact will that have? It’s more than just building something. I remember seeing Field Of Dreams when it first came out, and even then the line and movie bugged me. I remember thinking “but how do they know the baseball field is even there?” “What made them want to come?” Whether you’re promoting a show, your CD or simply yourselves you need to tell someone. Posting something on facebook or tweeting about it isn’t enough. You need to find ways to engage others and get them talking about your product or whatever you’re promoting. You can’t assume people will find out, you need to assume no one knows.

Ask yourself who should be there, who’s attention do you need to get and then go to them. Don’t wait for them to come to you. Don’t get hung up on what you think you should be doing, think more about where should you be? Get to know your target audience and where they’re already going, what they’re already focusing on and join them there. If you’re looking at social marketing, focus your activities don’t blanket message the masses. Regardless of the promotional channel, you don’t exist until you tell people you exist and until then, if you don’t exist you are even easier to ignore. If you build it, don’t forget to go get them or they won’t come.