PHASE 2BUILD‐UP: WARMING UP THE MARKET WHILE SENDING AND COLLECTING SIGNALS
People take time to warm up to a buying decision. They typically don't just hear about something new for sale and purchase it right away. They need time to learn, trust, explore and get ready to act. The build‐up phase respects this about people and creates a journey of signalling to your market and collecting signals back from your market before you ask for any firm commitments.
THE POWER OF SIGNALLING
The Glastonbury Music Festival is considered to be an institution in the music scene. The festival has run for more than 30 years and attracts more than 120,000 people each year, who mostly camp out for the four‐day event.
Selling 120,000 tickets sounds like a ...
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