During a strategy call with a client, she shared her frustration about low audience engagement during a fundraising event. As a pet photographer, she had offered free pet photo shoots at the event but was surprised when no one took her up on it.
Her experience reminded me of an adventure my husband, Shane, and I had at the USS Silversides Submarine Museum in Muskegon, Michigan.
Stay with me here, there is a marketing lesson at the end.
There’s No Way We’re Getting on That Submarine…
Shane and I love spontaneous adventures. One chilly February afternoon, we decided to check out the ice at the Muskegon Lighthouse. We hadn’t planned well and ended up at the nearby Silversides Museum, dressed in less-than-ideal winter gear—me in Shane’s wind jacket and him in a hoodie.
The museum offers a self-guided tour of a World War II Gato-class submarine. You climb down into the sub, unsupervised and alone. It was cold, it was windy, and we wimped out.
…At Least Not Alone
Just as we were about to skip the submarine experience, a family of six arrived. Four kids under 12 bravely dove in, and suddenly, Shane and I weren’t about to be outdone. We followed them onto the spooky submarine. And that’s when the marketing lesson hit me.
Nobody Wants to Go First
When I told this story to my client, I suggested she schedule a few pet photo sessions ahead of time. Invite past clients or friends to stop by the booth at a specific time and let others see the fun. Once people see what’s happening, they’ll be more likely to join in. The key is understanding that most people don’t like to go first. They need a “first follower” to pave the way.
Be the Spark That Ignites Interest
In Episode 10 of the Gratitude Geek Podcast, no-poo guru Leah Dossey and I talked about the concept of the “First Follower.” Leaders need followers, and that first brave follower is what attracts the crowd. Bringing a “first follower” to her booth could have ignited the excitement and drawn others in.
If you ever find yourself in Muskegon, Michigan, I highly recommend visiting the USS Silversides Museum. And when you do—don’t be a wimp like we almost were—go inside that submarine!
What’s something you were once afraid to try but did anyway? Share your story in the comments—I’d love to hear about your “first follower” moment!
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