On Saturday, I had the absolute privilege to see Hamilton: An American Musical on Broadway! After trying to get tickets for over a year and a half, it had a lot to live up to, and it absolutely did!

It was an amazing show, and it also has some important lessons to teach us about event and campaign launches.

It's an amazing show, and it also has some important lessons to teach us about event and campaign launches.

"WAIT FOR IT"

Build buzz. Lin Manuel-Miranda actually started talking about this show back in 2008, when it was still mostly just an idea in his head. He had one song written, but he knew the show had big potential.

Lesson: If you're excited about your product or launch, talk about it and get other people excited too. Start with your circle of insiders and biggest fans. And especially if you're trying to sell something, these early conversations will help you decide not only if there is a market, but the value of it as well.

"I AM NOT THROWING AWAY MY SHOT"

That one song? He sang it at the White House. He was invited there to perform, but instead of singing one of the songs from In the Heights, his hit show at the time, he decided to test out this new material. What better place to talk about a Founding Father? President Obama's reaction to the concept? "Uh, good luck with that." Ha! But then he belted out the title song, "Alexander Hamilton," and people were ready to line up for tickets—years before it would open.

Lesson: Look for unique opportunities to talk about your product or event, even far in advance. This will allow you to build anticipation. And don't forget to include the influencers in your life. Let them help you get the word out as needed. It will add credibility, and help get you in front of new audiences.

"NON-STOP"

From the time Hamilton opened Off-Broadway in early 2015, I heard about it everywhere! On TV, from friends, on social media. It moved to Broadway just a couple of months later, and immediately sold out for months at a time—as it still does. And almost two years later, people are still talking about it. Not only do they have an email list and soundtrack, but they have additional merchandise at the theater and online, and they also released a Mix-Tape last year with celebrities singing some of the popular songs. This gives fans who've already gone something else to remember it by, and people who haven't yet been, and chance to feel included while patiently waiting for tickets and the traveling tour.

Lesson: Whether your event or product has a defined timeframe or an open one, you've gotta hit the marketing hard. Use every available avenue to talk to your fans, potential fans, and their friends. Word-of-mouth still has the strongest return on investment, but there are multiple options for reaching your target audience, and it will likely take a combination of all of them to get the job done. Be creative and consistent.

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"RIGHT HAND MAN"

In the emails I received about the show and in the program, there were always ads by relevant services and destinations. In the emails, it was usually about other Broadway shows and ticketing partners. In the program, there were several ads about American Revolution museums, vacations in the Caribbean where Hamilton grew up, or other Broadway shows.

Lesson: When it's right for your event, product or organization, consider building partnerships. These can be short- or long-term. Maybe the services or products are complimentary, maybe the person is speaking at your event, or maybe they just love what you're up to. Just like influencers, partnerships have the ability to put you in front of new audiences and expend your reach. Just remember, it needs to make sense for both parties and be valuable to your audience.

"ONE LAST TIME"

I was finally able to buy a ticket last June, so I had nine months to wait before actually attending the show. Because it was so far in advance, the tickets weren't even ready at the time of purchase. So, a couple of months later, I received an email that my tickets were ready. I still had a few months to go, but I got excited all over again! And a few days prior to the show, I received another email with helpful information about getting to the theater, some Q&A and a digital "Hamilton Tour of NYC."

Lesson: It's not over till it's over. Just because you have initial buy-in, don't dismiss the opportunity to talk to your audience, delight them all over again, or get in on the countdown. And always be helpful. By anticipating people's wants and needs, you'll be the hero.

"BLOW US ALL AWAY"

Like I said, I waited a year and a half to sit in those seats. By the time I did, I knew the music, watched a documentary, and been consuming all kinds of info on A.Ham and the American Revolution. So, not only was I well prepped, but I had very high hopes. However, I knew they wouldn't let me down—and they didn't.

Lesson: You can have an amazing launch, but if what you're actually marketing doesn't deliver, you'll lose the confidence of your audience, and they'll be less likely to follow you down this road a second time. Make sure your product or event has a solid foundation to stand on.

"YOU'LL BE BACK"

On my way out the door, it was all I could do not to purchase every piece of merchandise I saw! I managed to restrain myself, but I did snag another picture of the marquee on my way out, just to make sure I had a really good one for Instagram.

Lesson: After your launch, be sure to follow through. That could mean a survey, or a thank you, or asking people to take some sort of next step. But don't let the experience end with the purchase. Use the purchase to extend the experience.

What are your best practices for a launch?

Do you have an event or product launch coming up? If so, I can help you with just the writing portion, or I can be a little more hands-on and involved. Just let me know how I can help!

PIN THIS POST FOR LATER:

Kristi Porter, founder at www.signify.solutions

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

Well, hi there! Thanks for reading my very first post! To kick things off, I just wanted to share a little about me and why I decided to create Signify. Let’s consider this a get to know you kind of thing—like a first date, but way less awkward.

The founding of Signify—writing, consulting and strategy for nonprofits and for-profits with a social mission.

I’m Kristi Porter, the founder of Signify. I’ve been a professional writer for 13 years, which includes both full-time and freelance work. I’ve written for the hospitality industry (primarily restaurants), lifestyle profiles, churches and ministries, an environmental foundation, a Christian events and curriculum company, a footware retailer, a skincare company and spa, a Christian event planner magazine, a frozen yogurt company, and a few others—and that was all before Signify! I think good writing translates across just about any industry, so I took advantage of most every opportunity that came to me.

Through those varied experiences, I realized that my most fulfilling work came from collaborating with cause-focused organizations. That is, for- and non-profit companies that began with, or centered, on a social mission. (If you need some examples, take a look at my stellar clients.) Over the years, I’ve had the privilege of working with a number of them, and often, it began with friends.

I am lucky to have a number of friends who started nonprofits, social justice organizations and social enterprises. And in learning from them and others like them, I kept coming back to the same conclusions. First, most all of them got into their profession because they had a heart for the work, and were fantastic at their mission, but few had any real marketing and communications training. Second, because many of them were small, they couldn’t afford to hire someone like me permanently, but they could often find the funds for project work. Third, there were a lot more businesses out there like them.

So, when I began thinking about leaving my full-time position as an Event Marketing Director, all of these thoughts kept running through my mind.

I loved what my friends were doing.

I wanted to help.

I had the skills to do so.

And Signify was born. (Ok, more or less born. This took months to flesh out!) But my friends were my inspiration, as has been true so many times in my life, and these were the types of companies that I wanted to succeed so others would support them too.

I chose the name Signify after months of agonizing. I love single words with multiple meanings, so I did a lot of brainstorming, stream-of-conscious writing, and looked up about a thousand words on thesaurus.com. I liked Signify right away, but still sat with it for a couple of weeks before telling anyone. This is so much easier when it’s not your own company, am I right?

SIGNIFY MEANS TO MAKE KNOWN,

TO SYMBOLIZE,

AND TO BE IMPORTANT.

I didn’t want to just name the company after myself, which is totally fine, but I wanted it to represent more of the synergy between myself and my clients, and the community of do-good organizations everywhere who are championing a purpose and mission to make things better. So, I felt Signify did that . . . all in one little word.

One final note is that I especially love small businesses. I’ve worked in a number of them. They’re scrappy, interested in learning, and teach employees a variety of skills instead of just focusing on one. They’re budding with potential, and often just need some knowledge and a nudge in the right direction. Now, don’t get me wrong, if you’re huge and have piles of money to throw at someone, I’m your girl! But I try to remain reasonably priced and accessible so I don’t leave the little guys behind. They got me to where I am!

Ok, so that’s a bit about me and Signify! Questions? Ask me in the comments, and I’ll do my best to answer. You can also read a few fun facts over on my About page.

If you’re a nonprofit or purpose-driven for-profit organization, I'd love to keep in touch. I want to help you FOCUS your message AND SHINE in the world!

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PS: A big shout-out to my inspiration: Katrell, Latasha, Eryn, Anne, Jeff, Patti, Holly, Nelli, Mark, Meier...and the others I’ve undoubtedly forgotten (So sorry)! You are amazing, and the world is a better place because of your work—and so am I!