In order to for your work to be sustainable you need to consistently reach a new audience.
Most times it’s not so easy.
The problem is people first need to know about you before they can become interested in you and your work. But when it comes to something new, most people would rather stick with what they know already.
As I’m sure you already know it can be difficult to get your work in front of a new audience in a way that they’re receptive to it.
Take a look at how the Dortmond Concert House was brilliantly able to reach a new audience for classical music with…MILK.
Watch this compelling story
Some things of note
- This is a simple and compelling story people will talk about
- The point of entry fits into the everyday ritual of the audience, drinking milk
- The product, milk, which promotes the end product, the artists at the concert house, has it’s own value
Pretty cool right?
Can you think of any ways to attach what you do to things people already use?
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