Some research we did last week reminded me that people will often only want to come to your activity if...
1. Someone they know is going, or...
2. They can see that other people like them* are going.
* ๐ต๐ฉ๐ข๐ต ๐ช๐ด, ๐ฉ๐ฐ๐ธ ๐ต๐ฉ๐ฆ๐บ ๐ด๐ฆ๐ฆ ๐ต๐ฉ๐ฆ๐ฎ๐ด๐ฆ๐ญ๐ท๐ฆ๐ด, ๐ฐ๐ณ ๐ข๐ต ๐ญ๐ฆ๐ข๐ด๐ต ๐ฉ๐ฐ๐ธ ๐ต๐ฉ๐ฆ๐บ ๐ธ๐ฐ๐ถ๐ญ๐ฅ ๐ข๐ด๐ฑ๐ช๐ณ๐ฆ ๐ต๐ฐ ๐ฃ๐ฆ!
This is sometimes called โcommon knowledgeโ, but whatever you call it, it is important.
๐ช๐ต๐?
Because, each personโs willingness to participate in your activity, will increase if they know other people like them are joining.
And the more you can increase the โcommon knowledgeโ, the better it will be for you.
[**๐ต๐ฉ๐ช๐ด ๐ช๐ด ๐ฆ๐ด๐ฑ๐ฆ๐ค๐ช๐ข๐ญ๐ญ๐บ ๐ช๐ฎ๐ฑ๐ฐ๐ณ๐ต๐ข๐ฏ๐ต ๐ช๐ง ๐ต๐ฉ๐ฆ๐บ ๐ข๐ณ๐ฆ ๐ฏ๐ฆ๐ธ ๐ต๐ฐ ๐บ๐ฐ๐ถ๐ณ ๐ข๐ค๐ต๐ช๐ท๐ช๐ต๐บ, ๐ฐ๐ณ, ๐บ๐ฐ๐ถ๐ณ ๐ข๐ค๐ต๐ช๐ท๐ช๐ต๐บ ๐ช๐ด ๐ฏ๐ฆ๐ธ].
Plus... this need for common knowledge is particularly relevant to industries that offer what can be called โsocial goods,โ such as hospitality, fashion, entertainment - and sports! - these markets are where people prefer the popular brands or โplaces to beโ.
๐ ๐ฆ๐ฝ๐ผ๐ฟ๐๐ ๐๐ฑ๐บ๐ถ๐ป๐ถ๐๐๐ฟ๐ฎ๐๐ถ๐ผ๐ป ๐๐ต๐ฎ๐น๐น๐ฒ๐ป๐ด๐ฒ
As a sports org or club our job is to solve a 'coordination problem' for people, bringing people with a shared interest together - and 'common knowledge' provides this.
And so our marketing and recruitment challenges often go back to this common knowledge - where each personโs willingness to participate in an event increases if they know the type* of people it is for.
Conversely, it decreases if they donโt know what type of person is coming.
That is, people will only want to play your sport, and come to your event or activity if they know that people like them will be there.
(this may be in the skill level, experience, background, characteristics, status etc).
๐ฆ๐ผ ๐ต๐ผ๐ ๐ฐ๐ฎ๐ป ๐๐ผ๐ ๐ฝ๐ฟ๐ผ๐๐ถ๐ฑ๐ฒ ๐๐ต๐ถ๐ โ๐ฐ๐ผ๐บ๐บ๐ผ๐ป ๐ธ๐ป๐ผ๐๐น๐ฒ๐ฑ๐ด๐ฒ'??
The simple solution (but one we donโt always do well), is to let them know/show them who it is for - and - get them to share if they are coming.
And letโs make sure they know it is for people just like them.
๐โ๐ฎ ๐ฉ๐ฆ๐ญ๐ฑ๐ช๐ฏ๐จ ๐ด๐ฑ๐ฐ๐ณ๐ต๐ด ๐จ๐ฆ๐ต ๐ฎ๐ฐ๐ณ๐ฆ ๐ฑ๐ฆ๐ฐ๐ฑ๐ญ๐ฆ ๐ฎ๐ฐ๐ณ๐ฆ ๐ช๐ฏ๐ท๐ฐ๐ญ๐ท๐ฆ๐ฅ ๐ง๐ฐ๐ณ ๐ญ๐ฐ๐ฏ๐จ๐ฆ๐ณ.
๐พ ๐ ๐ ๐ โฝ ๐ โพ ๐
๐๐ฐ ๐ด๐ช๐จ๐ฏ ๐ถ๐ฑ, ๐ด๐ฉ๐ฐ๐ธ ๐ถ๐ฑ, ๐ข๐ฏ๐ฅ ๐ฃ๐ณ๐ช๐ฏ๐จ ๐ฐ๐ต๐ฉ๐ฆ๐ณ ๐ฑ๐ฆ๐ฐ๐ฑ๐ญ๐ฆ ๐ธ๐ช๐ต๐ฉ ๐ต๐ฉ๐ฆ๐ฎ!
๐๐ต'๐ด ๐ข๐ญ๐ญ ๐ซ๐ถ๐ด๐ต ๐ช๐ฏ '๐ต๐ฉ๐ฆ ๐ฆ๐น๐ฑ๐ฆ๐ณ๐ช๐ฆ๐ฏ๐ค๐ฆ' ๐บ๐ฐ๐ถ ๐ฑ๐ณ๐ฐ๐ฎ๐ฐ๐ต๐ฆ, ๐ข๐ฏ๐ฅ ๐ฑ๐ณ๐ฐ๐ท๐ช๐ฅ๐ฆ.
๐ ๐ฐ๐ถ ๐ฎ๐ข๐บ ๐ฉ๐ข๐ท๐ฆ ๐ต๐ฉ๐ข๐ต ๐ค๐ฐ๐ท๐ฆ๐ณ๐ฆ๐ฅ, ๐ฃ๐ถ๐ต ๐ช๐ง ๐บ๐ฐ๐ถ ๐ฅ๐ฐ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ด๐ฐ๐ฎ๐ฆ ๐ฉ๐ฆ๐ญ๐ฑ ๐ธ๐ช๐ต๐ฉ ๐ต๐ฉ๐ข๐ต, ๐ฑ๐ญ๐ฆ๐ข๐ด๐ฆ ๐ญ๐ฆ๐ต ๐ฎ๐ฆ ๐ฌ๐ฏ๐ฐ๐ธ.
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