feat(web): flatten frontmatter — drop slug, flat tags/cats, auto-bump updatedDate [skip ci]
diff --git a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md index a22913d..73597f2 100644 --- a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md +++ b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md @@ -1,17 +1,16 @@ --- title: "Stop marketing an event. Start marketing the calendar." -slug: stop-marketing-an-event-start-marketing-the-calendar pubDate: 2026-04-05T20:05:10.000Z updatedDate: 2026-04-05T20:05:10.000Z draft: false excerpt: "The standard promoter playbook: create an event, design a flyer, run ads for 30 days, hope people show up. Repeat for the next event. Each one starts from zero. Each … Read more" categories: - - { name: "Dark Culture", slug: dark-culture } + - Dark Culture tags: - - { name: community, slug: community } - - { name: format-opinion, slug: format-opinion } - - { name: marketing, slug: marketing } - - { name: tone-confrontational, slug: tone-confrontational } + - community + - format-opinion + - marketing + - tone-confrontational featured: src: https://cdn.slist.net/posts/stop-marketing-an-event-start-marketing-the-calendar/cover.png alt: "Dark floating calendar grid - marketing the calendar concept"content: rewrite image URLs from slist.net/wp-content to cdn.slist.net/posts/<slug>/
diff --git a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md index d812207..a22913d 100644 --- a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md +++ b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md @@ -13,7 +13,7 @@ tags: - { name: marketing, slug: marketing } - { name: tone-confrontational, slug: tone-confrontational } featured: - src: https://slist.net/wp-content/uploads/ai_69d2aab05ccfd6.48282536.png + src: https://cdn.slist.net/posts/stop-marketing-an-event-start-marketing-the-calendar/cover.png alt: "Dark floating calendar grid - marketing the calendar concept" legacy_wp_id: 16045 ---fix(web): point upload URLs at slist.net (cdn.slist.net not wired up yet)
diff --git a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md index 8eeac2b..d812207 100644 --- a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md +++ b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md @@ -13,7 +13,7 @@ tags: - { name: marketing, slug: marketing } - { name: tone-confrontational, slug: tone-confrontational } featured: - src: https://cdn.slist.net/ai_69d2aab05ccfd6.48282536.png + src: https://slist.net/wp-content/uploads/ai_69d2aab05ccfd6.48282536.png alt: "Dark floating calendar grid - marketing the calendar concept" legacy_wp_id: 16045 ---feat(web): visually mirror slist.net blog (index + single post)
diff --git a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md index 08d28a3..8eeac2b 100644 --- a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md +++ b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md @@ -4,6 +4,17 @@ slug: stop-marketing-an-event-start-marketing-the-calendar pubDate: 2026-04-05T20:05:10.000Z updatedDate: 2026-04-05T20:05:10.000Z draft: false +excerpt: "The standard promoter playbook: create an event, design a flyer, run ads for 30 days, hope people show up. Repeat for the next event. Each one starts from zero. Each … Read more" +categories: + - { name: "Dark Culture", slug: dark-culture } +tags: + - { name: community, slug: community } + - { name: format-opinion, slug: format-opinion } + - { name: marketing, slug: marketing } + - { name: tone-confrontational, slug: tone-confrontational } +featured: + src: https://cdn.slist.net/ai_69d2aab05ccfd6.48282536.png + alt: "Dark floating calendar grid - marketing the calendar concept" legacy_wp_id: 16045 --- The standard promoter playbook: create an event, design a flyer, run ads for 30 days, hope people show up. Repeat for the next event. Each one starts from zero. Each one competes for attention against every other event that weekend. Each one dies the morning after.feat(web): full posts+pages sync, browseable UI, curated pages allowlist
diff --git a/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md new file mode 100644 index 0000000..08d28a3 --- /dev/null +++ b/content/posts/2026/stop-marketing-an-event-start-marketing-the-calendar/index.md @@ -0,0 +1,35 @@ +--- +title: "Stop marketing an event. Start marketing the calendar." +slug: stop-marketing-an-event-start-marketing-the-calendar +pubDate: 2026-04-05T20:05:10.000Z +updatedDate: 2026-04-05T20:05:10.000Z +draft: false +legacy_wp_id: 16045 +--- +The standard promoter playbook: create an event, design a flyer, run ads for 30 days, hope people show up. Repeat for the next event. Each one starts from zero. Each one competes for attention against every other event that weekend. Each one dies the morning after. + +The alternative: market the calendar. Make the brand the destination, not the individual event. When people buy into the calendar, they stop evaluating each event on its own merits and start showing up because the brand has earned the trust to curate their weekend. + +## The Berghain model + +Berghain does not market individual events. They market Berghain. The lineup matters, but the institution matters more. People fly to Berlin not because of who is playing on Saturday but because of what Berghain represents as a consistent experience. The brand has accumulated enough trust that the individual event is almost irrelevant — you go because the brand has never let you down. + +This model is replicable at any scale. The underground promoter with 200-person events can build the same institutional trust as a world-famous club. The ingredients are the same: consistent curation, consistent quality, consistent values. The audience stops asking who is playing and starts asking when is the next one. + +## The economics + +Marketing individual events is expensive. Each flyer needs its own ad spend, its own audience building, its own momentum. The cost per acquisition resets every time. You are buying the same audience over and over because you have no retention mechanism beyond hoping they remember you. + +Marketing the calendar is an investment that compounds. Every dollar spent on building the brand’s reputation pays dividends across every future event. The email subscriber who trusts the brand opens every newsletter. The Instagram follower who trusts the curation shares every flyer. The cost per acquisition drops over time because the brand does the selling, not the individual event. +Diff truncated (42 lines total). View full commit on GitHub →
