A New Hampshire jazz experience shows us the importance of consistency One of the larger colleges in the state features a large selection of world-famous jazz acts at discount prices. You can hear concerts by performers who were part of Duke Ellington's and Count Basie's orchestras for just $7.00.

The problem is, the concerts are poorly attended. Why? Because in early August they send jazz lovers who have asked to be kept informed a single concert calendar for the whole year--and that's the extent of their promotion.

By the time November and December roll around, the brochure is lost and the concerts are forgotten--no matter how strong the original attention to "take more advantage" of the concerts. The moral is obvious: in this over-communicated world: you can't depend on your market to keep track of events scheduled far in the future. You have to constantly remind them of your existence if you want to succeed.