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Wednesday, August 23, 2006 7:08:12 AM
A long time ago, I used to promote independent films or directors, and I know part of it was creating a "buzz". I think that is achieved by "shmoozing"...seeing, being seen, getting a word dropped in a publication, an article, an industry show, a cocktail party...a lunch. After that simple gossip would do the rest. (An old movie "The Big Picture" had a funny montage of this in action) It's a full time job, though..and if a company is lucky, the CEO is good at showmanship, and it's HIS fulltime job. (Richard Branson is as a great example, or Lee Iacocca)
The thing is, it works best when the promoter actually likes and believes in the product (or person), because the enthusiasm is then natural, and people can feel the difference. If a guy seems normal, and intelligent, and he likes this (whatever) so much...maybe there's something to it...and it doesn't come across as a "hard sell" which is a turnoff.
It's hard to sell a product or a person you don't have any faith in, imho. But (speaking soley for myself) I could do it for free for someone I was genuinely enthusiastic about...
Failing that, those steady PR news pieces that show up on Etrade and Ameritrade are OK, better then nothing (seems to work for SOEN)
Maybe they need a believer wife or girlfriend to go spread the word in Calgary.
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