Promoting Something? Get Two Points of Contact

There’s influence in getting two points of contact. Let me explain. Back when I had the geographic stability and facilities to do it, I used to throw quite a few parties. A few were duds, but most went off nicely. Making a real party happen is all about anticipation and momentum. I always knew we had done it when people started hearing about the party from two independent sources. That was key, as it convinced them that it was bigger than their small circle of influence.

We’re trying to do that with The First Drop’s call for Contributors these days, but I stumbled upon an even better example today. A couple weeks ago a friend mentioned that his sister is opening a new restaurant. Seemed interesting, but I was distracted and I let it pass by relatively unnoticed. Now I’ve heard about it from several different sources. It’s got some great buzz - exactly what a new restaurant needs to withstand the challenges of the brutal industry. It’s called Bao Bei, in Chinatown in Vancouver. Check it out yourself, and tell me how it is.

So how does one manage to do this? I’m still not completely sure, but I have a few ideas.

1) Come up with a compelling hook, something that makes people want to share it. Part of Bao Bei’s hook is probably the pedigree of the actors, coming from Vancouver spots Bin 941 and Chambar, for example. Another is the fact that this fashionable joint is opening in Chinatown, which is rare.

2) Seed it widely, in related but separate networks. This increases the chances that people will hear about it through different channels.

3) Cater the message to different channels. Some might be interested in the design aspects of TFD for example, others just want to write. Some respond to exasperation, others pure inspiration.

Anyone have any other ideas? Where have you seen this in action?

B

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