When your ad agency runs a lead generation campaign, the primary focus is building the show’s owned list — accumulating email signups and storing audience attention for an upcoming launch moment.
But the list isn’t the end of the process — it’s just the beginning. Once someone opts in to be part of a show’s list, the question becomes: What do we do with them next?
That’s the difference between lead generation and list management.
Lead generation gets people into the show’s database. List management turns the database into a valuable asset that, if approached with strategic discipline and commitment, turns those subscribers into loyal fans and ticket buyers.
Grow your list consistently, not only at launch
Oftentimes, list building is treated like a launch event; it’s built early and the assumption is that it will carry the show moving forward.
The reality is that audience attention fades, new potential purchasers emerge and buying behaviors shift.
If you only build the list at launch, you are relying on a single moment in time. List growth should be a steady, consistent part of your plans to keep the audience pipeline healthy.
