By letting someone else do the heavy lifting!
One of the things I admire about the Rolling Stones is how they have managed to keep on rockin’ after all these years! They’re a worthy study for that reason and for how they have managed to maintain a brand over 4 decades. A strategy they employ is to delegate all the promotional activities to the promoters. The promoters get a whopping 60% of the gross in some cases. This at first probably sounds HUGE, and it is, but it’s actually of great benefit to the Stones because essentially, all they have to do is show up. The promoter works hard because his or her success is tied directly to the success of the show.
As Mick Jagger might ask, “How cool is that, baby?”
As I discuss in my book, these kinds of relationships can be a little tricky, so you have to be careful, but the benefits far outweigh the downsides in most cases. I encourage you to give serious thought to not only how can you get business from your network, but how to turn those in your network into brand evangelists for you.