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DUO weekly Marketing Tips
August 8th, 2008
I will be away from the office next week for a little summer vacation. The weekly Marketing Tips will pick up again August 23rd.
Marketing Tip #1:
During shows geared for youth or teen audiences, consider hosting a Parent Day Care. Assuming they are comfortable leaving their kids in the theatre, this would be a social opportunity for parents to meet other patrons and learn more about your company. Get creative with the setting, and make it comfortable. You can either sell food and drinks, or see if you can get those items donated in exchange for credit in your print materials or in the designated Day Care room.
Marketing Tip #2:
When it comes to discounts, I like the idea of “Buy 2, Get 1 Free.” The point is that most people go to theatre shows in pairs, so if they have a third ticket, a fourth person will likely buy a ticket to come along with the group. When an advance purchase is being made, have your friendly box office attendant casually ask if they have someone in mind for their free ticket. If the answer is no or uncertain, suggest that they bring a friend or business acquaintance that hasn’t seen a lot of dance.
August 1st, 2008
Marketing Tip #1:
Develop and/or revisit your Identity Statement. You want to succinctly tell people:
- Who you are
- What you do
- How do you do it
- For whom do you do it
You should aim to be accurate and complete, but brief. By brief, I mean 1 to 2 sentences, and yes, those should be brief too. Aim it at your audience and be distinctive. Well placed adjectives can help you to be more specific while adding colour and flavour, but don’t get too wordy. Keep in mind that there is more value in offering meaning for your audience, than trying to validate yourself with dry facts. Here are a few more pointers:
- remember your audience is not just artist peers and grant officers
- what makes you unique is important
- let some personality shine through
- balance the facts with the heart
- avoid sounding cliché
Marketing Tip #2:
Whether your Identity Statement comes out of you best in talking or writing, you need to do both, and different rules apply. When chatting someone up, you definitely need to address the person in front of you and be flexible to the context of the situation.
The Identity Statement is also casually known as the “Elevator Speech.” It’s certainly handy to have around in text form, but how easily does it roll out in a short conversation? I don’t know about you, but it doesn’t quite feel right tossing around the words effervescent and juxtaposition with just anyone. Does the situation call for something a little more casual? Does this person even know what a Dora is?
You should know how to answer the question “So what is it you do anyway?” with succinct and engaging delivery that acknowledges the person with whom you are speaking. FYI, talking at someone with a pre-recorded script kinda puts a damper on small talk. In my case, I like to write it out first, but speaking in complete and grammatically correct sentences is not my forte, so I need to break it up to sound natural. Rehearsing in different ways will help to distil and put the salient points to memory, and then you go with the flow. Practice by reacquainting with various friends and family, perhaps over a drink on a patio rather than in an elevator.
July 25th, 2008
Marketing Tip #1:
In the welcome remarks of your show, consider informing your audience about your season and where they can find you again: “We stage Julye-Dance-Machine productions every two years with a season of creation and festival appearances in between. Be sure to keep your ear to the ground for our next performance, or better yet, sign up to our shiny email list...”
Marketing Tip #2:
Get you own Bat Signal.
If that wasn’t self-evident, try this guerrilla tactic: a welcome to the neighbourhood package. This may contain:
- information about the company
- what you’ve done for the community with which this new person may be involved
- an invitation to an open rehearsal or dance class/workshop
- tickets to your next show
- how to signup for your mailing list
- and more, but don’t try asking for a donation until you’ve built a better relationship
Now, to whom do you give this. Well, if you’re a small indie artist or company, you might consider your new neighbours (work the turnover in your apartment building to your advantage). If you’re a company with a building/theatre, try new people moving in to get to know the place as part of their neighbourhood. If your an organization with culturally-specific community relations, perhaps looking into the areas from which you draw your target audience, or in the case of those with an interest for new immigrants, try offering some packages with free tickets to the consulate so that they can be given to new Canadians.
July 18th, 2008
Hello! This is Julye Huggins, the new Marketing Coordinator at DUO. As you may have already heard, Jessica Baran is leaving us for a prestigious Masters degree program in Costa Rica, and I am now picking up the ball and running with it. There may be some repetition in the Marketing Tips to come, but even so, it’s because I think points are important and worth repeating.
Cheers!
Marketing Tip #1:
Having a well-manicured E-list is so important these days. An updated list (especially one that is categorized) will enable you to have fast, efficient, and inexpensive contact with your target audiences. There are a whole slew of ways to ask and encourage people to sign up, including the popular Audience Survey, with which you can collect other important audience information and feedback. Not only can these Surveys be used for entries in a draw, but you can also announce prior to the show or during intermission:
“...and while you are filling out your Audience Survey for a chance to win <something>, we would like to encourage you to join our E-list. By checking that little box, you help us to be fast, efficient and eco-friendly in contacting our target audiences. As a result, you enable us to put our money towards our artists rather than expensive indirect marketing campaigns that struggle against big-budget competition. Thank you so much, and good luck in the draw.”
Marketing Tip #2:
When it comes to developing an E-list, you also need to keep kosher with Canada's Personal Information Protection and Electronic Documents Act:
- keep their consent to opt-in record on file
- do not share your E-list unless the person has agreed to distribution of their contact information
- include a means of opting-out (and remove them immediately when requested)
- include a link to your privacy policy (if you don’t have one already, ask to use another Canadian dance company or school’s policy as a template)
- no misleading advertising or fraud
So remember, if you use the above-mentioned Audience Survey, also include a line for their email address AND a check box for those who they wish to be added to your E-list.
July 4th, 2008
Marketing Tip #1:
Today, as things are becoming easier to access because of technology, artists need to think of easy and creative ways for people to pay for their work. The MET has created some great programmes, including The Met: Live in HD which is a programme that films the live performance and then shows this film in 900,000 theaters across the country.
Clearly this sort of programme would be too much for a small company to do, but a scaled down version, having showings at your local library for instance, might be a nice way to introduce people to dance outside of the theatre.
Marketing Tip #2:
Everyone emails press releases, and I recently came across an article that gives some helpful tips around these emailed press releases!
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080619/FREE/431783084/1084/FREE
June 13, 2008
As I recently attended a email marketing seminar, my marketing tips this week are email focused!
Marketing Tip #1:
Youtube.com is such a fantastic marketing tool that is essentially free for everyone to use.
I recently came across a fantastic marketing campaign that was promoting the Broadway show Xanadu to win a Tony Award. The marketing/publicity team created a great serious of videos with lots of amazing cameos, and a plot line that really had you rooting for Xanadu. Check out some of their videos:
http://youtube.com/user/CubbyBernstein
This campaign had a over 800,000 views in just one month – that is a huge audience that had possibly not even heard of Xanadu before. These people now know the cast of Xanadu, the Helen Hays Theatre where it plays, key songs from the musical, and also that it was nominated for several Tony’s. This online viewership will read directly into ticket sales (I know I want to go now!).
Clearly they had a budget and lots of famous friends, but doing a marketing campaign like this is completely attainable on a shoestring budget.
Marketing Tip #2:
Keeping on the theme of youtube.com, I have found a great article on how to use online video marketing to your advantage: Online Video Marketing: Ten Ways You Can Use YouTube To Promote Your Online Content
http://www.masternewmedia.org/online_marketing/youtube-promote-content-viral-marketing/youtube-video-marketing-10-ways-20070503.htm
June 6, 2008
As I recently attended a email marketing seminar, my marketing tips this week are email focused!
Marketing Tip #1:
It is important that you have an e-newsletter, and send it out at least once a month. Even if your subscribers do not open the email, you will be able to keep your company on the top of their mind by seeing mail from you in their inbox. Make sure to have a consistent date and subject line for your newsletter, so people know it isn’t junk mail!
Marketing Tip #2:
When you are sending an e-newsletter make sure the subject line holds all pertinent information, and is no longer than 50 characters. If people do not open your email, the will have still received the message you want to get across through the subject.
Here is an example:
DUO News: It’s our 20th! July 6, 9:30pm at TRANZAC
(50 characters – this includes spaces and punctuation)
>From this you understand what, when and where, and will open the email for more information if you are interested.
May 23, 2008
Marketing Tip #1:
New technologies are making traditional marketing techniques, such as posters, more eye-catching and interactive. A Montreal-based company was recently featured in Wired Magazine because of their new advancements in animated posters. Though this technology might be extremely expensive at the moment, it might be worth some of this expense, as your animated dance posters would surely stand out!
Take a look at the article:
http://www.wired.com/entertainment/hollywood/news/2008/01/rabbit_holes
To see examples of these posters online, please visit:
http://www.rabbitholes.com/advertising/ad_examples.html
Marketing Tip #2:
Guerilla Marketing is an inexpensive and fun way to create buzz around your upcoming event and company. Guerilla Marketing is defined as “Unconventional marketing intended to get maximum results from minimal resources.” and is the perfect marketing tool for small companies.
Think of creative ways to get your company in the local public eye. It would be as simple as using sidewalk chalk to write about your show and company, giving away balloons with your postcard attached or teaching a free class in the park for your community.
Guerilla Marketing is a great way to leave a lasting impression on potential audience!
May 16th, 2008
Marketing Tip #1:
Is your website up to date? If not this should be a priority. With new technologies it is becoming simpler to manage your website content yourself. There are new Content Management Systems out there that make updating content as easy as filling out a web form!
As the internet is now more popular than television, it offers an incredible opportunity for those on a tight budget! So make sure you are able to keep your content up to date.
Marketing Tip #2:
I read a great article about social media and how to best use this to your marketing advantage. Though many of us regularly use Facebook to market ourselves, this article pointed out that we should have profiles everywhere we can:
Cross-leverage your social media profiles. Some people use multiple social media websites while others usually stick to one or two. It is always helpful to set up social media profiles even for sites you don’t use, because you’ll increase your points of possible interaction. Connect your social media profiles to each other via links and send users for one site to another. This is useful when you want to initiate discussions or promote content on another channel.
http://www.doshdosh.com/social-media-networking-and-roi/
April 25th, 2008
Marketing Tip #1:
When marketing your event, remember that people like things to be simple and easy. So make sure that tickets are easy to purchase and there are multiple ways for them to get their tickets. Make sure you include a map of where the venue is and directions on how to get there for both those who will drive and those who will take public transit. And Google your event to make sure you come up first!
Marketing Tip #2:
Do not forget about DUO’s new video blog! It is centered around dance and artists in Ontario, and is updated daily. If you have any ideas for contributions, please just email me!
Check out the blog at:
www.dancepassport.ca
April 18th 2008
Marketing Tip #1:
Mixing what has traditionally been known as ‘high’ and ‘low’ art may open your company to new audiences. The Atlanta Ballet Company is currently working with Hip Hop artist Big Boi, from the group Outcast, fusing ballet and hip hop in order to appeal to new audiences. The article is below, and it is an interesting read!
http://www.nytimes.com/2008/04/06/arts/dance/06laro.html?_r=1&ref=arts&pagewanted=all&oref=slogin
Marketing Tip #2:
A new study, Social Status, Lifestyle and Cultural Consumption, looks at factors that effect audience arts decisions. It found that is is education, income and status, but not social class that play into arts attendance decisions. Also, it divides consumers into cultural Omnivores and cultural Univores. Omnivores are those who consume both ‘high’ culture and ‘popular’ culture, while Univores are those whose cultural consumption is restricted to one form only.
March 28th
Marketing Tip #1:
Google has started a new program called ‘Google Grants” aimed at promoting not-for-profit organizations through their free online advertising on the Google sidebar.
For more information, check out the below links:
http://www.google.com/nonprofits/grantstutorial.html
http://technologyinthearts.org/blog/?p=295
Marketing Tip #2:
The Dance Passport has launched a new initiative, a video blog centered around dance and artist in Ontario, which is updated daily. If you have any ideas for contributions, please just email me!
Check out the blog at:
www.dancepassport.ca
March 7th
Marketing Tip #1:
Try to infect everyone who is working on your event with your passion and excitement. This will have many positive effects.
When employees talk about your show, they will speak with excitement, thus infecting those they speak to.
When everyone working on the project is excited for a positive outcome, they will go out of their way to obtain this goal.
And most importantly, they audience will feel the atmosphere you have created at your event, and will in turn be infected with the same excitement and passion!
Marketing Tip #2:
As the world becomes increasingly environmentally conscience, you should make sure the world knows your company is too. Perhaps something as simple as creating cloth bags with your company logo will get the message across. You could sell them or give them away, but as people use them, they are also advertising your environmentally aware company.
February 22nd
Marketing Tip #1:
I realize that after opening night marketing may not be on the top of your mind, but is is a great idea to email reviews of your show to your audience list, even if your show is already closed. It is good for you to brag a little about your accomplishments, especially to your supporters!
Marketing Tip #2:
Make sure that you are promoting yourself and upcoming events through every email you send from your professional account. Change your signature to reflect your upcoming events and website so you can ensure every email contains this information.
February 8th 2008
Marketing Tip #1:
Performing arts audiences, in general, are what is referred to as ‘graying’, and it is important to cultivate younger audiences to keep your audience base strong. Dan Martin, director of Carnegie Mellon’s Institute for the Management of Creative Enterprises sums this up, stating: "To get somebody to say, 'Yeah I'll go to the exhibit rather than go to [a bar],' you have to help them understand why that's a better choice."
Translating this to dance, you need to understand why your event is the better choice for that demographic. Will it offer networking opportunities? Is it in a ‘hip’ neighbourhood or ‘hip’ venue? Will there be a chance to have a drink with the artists? Is the subject matter socially or politically relevant to this demographic? Is the music that of a popular indie band?
Even if you add something to your event to draw in this younger audience, it may be worth it in the long run.
Marketing Tip #2:
As always, it is so important to set yourself apart and make your audience feel special.
As a non-dancer I find open rehearsals and dance workshops fascinating to watch. Perhaps make Saturday morning rehearsals/classes open to the public to watch, so your potential audience can self-educate themselves on dance. This is an easy way to set yourself apart and create buzz around your show. You can also post these open rehearsals/classes as a weekly video podcast, so even if people are unable to attend they can still view it and be involved.
January 25th 2008
Marketing Tip #1:
I came across an interesting excerpt from the report Mapping Interpretation Practices in Contemporary Art (published in May 2006), written by Dr Heather Lynch and commissioned by the Scottish Arts Council. This report addresses what makes an audience engaged and interested in coming back again and again.
Here are some important points from the report:
What works?
A number of factors were reported as significant in those projects described as successful in engaging viewers, these are as follows:
• The relevance and nature of the artwork itself
• The artist or another artist’s involvement to mediate some of the complexities of the work through workshops, films and talks
• Involvement of the audience either through the production of the interpretation materials or through interaction with gallery staff and resources
• Considered layout of the space for each exhibition
• Availability of a variety of resources such as film, still images and quality writing which gave access to the process.
What didn’t work?
Some of the same categories were mentioned in this section as in the above, demonstrating the complexity of issues involved in the development of interpretation resources, those most often noted were:
• Space, where there was a lack of consideration and/or unwelcoming staff
• Artists’ involvement in areas where they lack skills, such as talks and workshops
• Over reliance on text.
So keep this in mind while planning your next show!
Marketing Tip #2:
Wikipedia is an online resource of general searchable information that has quickly become the ‘go to’ site for information on any topic.
Think about putting yourself on wikipedia.org. As this is a site where users add and edit information, you can make an entry on your company, upload pictures and have external links to your website and other related sites. You can also link within wikipedia, to other related wikipedia entries.
This will just enhance your web presence and increase the internet audience exposed to your company.
www.wikipedia.org
January 11th, 2008
Marketing Tip #1:
Build your community connections by talking with local shopkeepers about doing a window display for your upcoming show, especially if it is particularly visual. You can use costumes and props, and maybe even a video of rehearsal, for this display and also have the shop be available to sell tickets.
Marketing Tip #2:
As dance performances often only run a few days, perhaps over a two week period if lucky, it is almost impossible to generate word of mouth buzz around your show. You can try to curb this by offering free performances of excerpts at different community locations, such as libraries, the local hospital or seniors home, and schools. Good word of mouth is one of the best promotional tools!
January 4th 2008
Happy New Year!
Marketing Tip #1:
When marketing the arts we can turn to the corporate view of marketing for broad ideas and concepts. I recently read an article that suggested the more you market yourself as a successful artists and stay in the public eye, the more successful you will be. It is clear this is what corporations do, but on a huge level. For artists it is best to stay within the community and your audience base, but do not stop keeping in contact, even when you are not working on a new project.
Here is an article excerpt:
Corporations know that in order to make sales, they have to expose their products to consumers over and over again. They 'brand' their names into the minds of buyers, so that their products are the easily recognized and most likely to be purchased. Just look at mass advertising on television, in newspapers, on billboards, and in magazines. Big businesses continually drum their identities into your head. Ford, Ford, Ford; Pepsi, Pepsi, Pepsi; McDonald's, McDonald's, McDonald's.
Art is no different. The more times people see your work, the more inclined they are to believe that you are a well-known artist and that your art is respected or at least acknowledged by the art community.
http://www.artbusiness.com/maxprice.html
Marketing Tip #2:
As the internet is so important in today’s marketing strategies, making connections with popular websites in your community would be a great way to have a presence in with a more mainstream audience. In Toronto there are several blogs that cover all topics, thus bring in a variety of people visiting their site.
www.torontoist.com
www.blogto.com
These are both great examples of popular blogs. Try building relationships with the writers by inviting them to your events, or maybe even some free classes.
December 14th, 2007
Marketing Tip #1:
Keep in mind there is a difference between marketing and sales! Marketing is about building your company profile and relationships within the community, and you should always be marketing yourself. Marketing can translate into sales at show times, but try to keep these separate in your thought process.
Marketing Tip #2:
‘Tis the season to touch base with your core audience and wish them a happy holidays! Send along a nice card or email to let them know you and your company care.
December 7th, 2007
Marketing Tip #1:
More and more, the internet is becoming the main source of information, entertainment and socialization. Recently, the dollars spent on internet advertising surpassed that spent on print advertising. I have been stressing the importance of having a web presence over the last year, and now that things are slowing down for the holidays, it might be a good time to built your strategy.
Most artists have website, but these sites need to be updated regularly. As an artist it is hard to employ someone to do this for you, so perhaps learning to do this yourself might be an option?
Marketing Tip #2:
If you cannot have a webpage at this moment, you should most certainly have a blog. They are easy to use and quick to set up. You can post stories, upcoming events, images, podcasts, and video, and you do not need to be an internet expert to do these things,
Here is an excerpt from an article about the benefits of a blog:
Web U: Why Not Begin Blogging? by Todd Friesen states:
There's nothing like a blog to build a brand
Want a great way to communicate to a highly relevant audience, to build traffic for a site and to further your brand name on the Internet? Then, it's time for you to start a blog. With sharp daily content, blogs attract links from readers and have great potential to show in natural search results, bringing your name and message to an ever wider audience. The best part? They're easily optimized for search.
Examples of sites that will help you create your blog:
? Blog.com
? Blogger
? Blue Kaffee
? LiveJournal.com
? MySpace
? Facebook.com
? Open Diary
? TypePad
? Typo
? Windows Live Spaces
? Wordpress.com
November 30th, 2007
Marketing Tip #1:
Your work is exciting and important to you, so make sure this comes through in your marketing. Reflect on what about this work is so compelling to you, and find a creative way to communicate this through your marketing.
Marketing Tip #2:
Take some time out and try to identify your marketing weaknesses. This could be not being knowledgeable about specific topic areas, or not feeling comfortable selling yourself, or even not having a large enough budget to properly market yourself. Once you identify your weaknesses, find ways to work on them.
Please feel free to email me what you think your weaknesses are and I might be able to give advice, or if there are enough individuals with the same weakness, have a workshop to address this issue
November 2nd 2007
Marketing Tip #1:
Have you ever thought about hosting an event for a local charity? I could be something as simple as having a day of Pay-What-You-Can classes, where all of the proceeds are donated to your local charity of choice. This will appeal not only to supporters of the charity, but to a broader cross-market audience, and in addition, impress your supporters!
Marketing Tip #2:
We are all busy, but it is a great idea to go out and support other artists shows. Make sure you are a visible presence in the community, not just the dance community, but the arts and culture community at large. When people know who you are, they will want to see your art.
October 19th 2007
Marketing Tip #1:
I realize that giving away tickets may not seem like the best way to make money, but if you are interested in long-term audience building, this can be a great way to get ‘bums in seats’. The most difficult part of audience building is getting the audience member in the door the first time, so it might be worth your while giving away tickets to people who are influential within their community.
Marketing Tip #2:
Look at your show very carefully when considering who you are marketing to. Perhaps there is more than one market, and you might want to have two (or more) different offshoot marketing campaigns. This could include a specialized poster, a groups offer to a specific group of people, or a pre-show activity for a niche market (such as a book club, or knitting group).
October 12th 2007
Marketing Tip #1:
When thinking about purchasing advertisements, make sure to ask your local paper about any special inserts they might be doing. Often papers put out themed inserts at least once a year. Themes can be anything from a holiday gift guide or education guide (both of which would be a great place for dance schools to advertise), or event more neighbourhood specific themes.
If you are placing an ad, also ask for the information of any features writers, as they might be interested in doing a story on you or your company.
Marketing Tip #2:
Recently a costume designer created an exhibition of opera inspired costumes out of beer and soda cans:
http://uk.reuters.com/article/lifestyleMolt/idUKL0918020220071010
I think this is such a fun idea, a great way to cross the genres of the art world with something everyone can relate to (beer and soda cans). This exhibition brings focus to opera without opera being the focus.
Crossing over markets in this way is a great idea, and can cause a lot of publicity.
October 5th 2007
As per request, today’s marketing tips are dance school themed. If you have any specific marketing questions or are looking for advice, please feel free to contact me!
Marketing Tip #1:
I think the best way to market a school is through your current students. Have a ‘Bring A Friend’ day, where all your students are encouraged to bring a friend for a free class. You can turn this into a really great event, with food and prizes. If you leave a great lasting impression on these friends they will want to come again.
Marketing Tip #2:
Try and see if you can teach an open class in a park or community area. Again, reaching out and offering a free class in a different way. The hardest part of attracting new customers is getting them through the door, so if you are already in their community space this will take out the ‘through the door’ element.
Make sure you have lots of great flyers available!
September 28th 2007
Marketing Tip #1:
A few months ago I attended a marketing and audience development session let by Donna Walker-Kuhne. She is a very successful arts marketer, who has a long list of credentials, including Dance Theatre of Harlem and Alvin Ailey Dance Theatre. She really focuses on spending time cultivating audiences, and expresses that this time spend will pay off in the long term, but you cannot be disappointed if you do not see immediate results for your efforts.
Audience building can be a slow process, but as long as you keep at it you will see the results.
Marketing Tip #2:
I suppose this is a Donna Walker-Kuhne themed marketing tips week, but I can across an article about bringing in new audience (though opera themed) featuring Walker-Kuhne’s insight. It addresses the need for an evolving audience, and ways to market to new audiences.
http://ca.today.reuters.com/news/newsArticle.aspx?type=oddlyEnoughNews&storyID=2007-09-06T125019Z_01_N30414181_RTRIDST_0_LIFESTYLE-OPERA-MINORITIES-1-COL.XML
September 7th 2007
Marketing Tip #1:
Appealing to your target market through your print/visual campaign is key. If you think of corporate campaigns such as iPod and their dancing silhouettes, it is clear what demographic they are advertising to. So though your design ideals may differ from that of your target market, make sure that your final campaign reflects what will attract your target market.
Marketing Tip #2:
While at Balzacs Coffee Café this morning, I noticed that the sleeve over that take out cup was actually an advertisement for the Young Centre for the Performing Arts and Soulpepper Theatre Company. I think this is a great marketing campaign, as you will have your coffee for quite a while, and will likely read all of the information on the sleeve, just due to the amount of time it is in your possession.
So if there are any cafes or coffee houses near the theatre you are presenting in you may want to think of approaching them with this idea. The cost is almost on par with postcards, and it is just a different and fun way of promoting yourself!
August 31st 2007
Marketing Tip #1:
As we come into the beginning of the dance season, it is a good time to look back at last years marketing successes and failures. If you have no way to gage what was successful and what wasn’t, this is a good time to think of fun and creative ways to collect audience information.
Marketing Tip #2:
The fall is a great time to touch base with your audience. Everyone is back from summer vacation, school has started and we are all back to our routines. So send and email or newsletter out to your audience base letting them know what your plans are for the coming months.
This can also tie into the above tip of reflecting on marketing successes and failures. You can easily create a survey on www.surveymonkey.com for your core to fill out regarding previous marketing you have done, and tie it into your email or newsletter.
August 24th 2007
Marketing Tip #1:
Social marketing is becoming more and more prominent, as niche markets become opened through the internet. Try including audience member/supporter feedback in your next newsletter, or even highlight an audience member through a mini interview and picture series in your next newsletter. Create a community around your company and nurture it by recognizing those who support you!
Marketing Tip #2:
Newspaper sales are in decline, as well as cable news viewers. People are turning to the internet for quick and easy information access. But not all people are doing this!
Make sure you understand your target market and the generational differences that directly play into the medium that reaches your audience. The internet is great for reaching niche markets and younger generations, but if you feel a large majority of your audience subscribes to the Globe and Mail, make sure not to alienate them by abandoning this means of communication.
August 17th
Marketing Tip #1:
I realize that I have previously emphasized the importance of internet marketing and blogs, but I feel I need to touch on this again as we enter into the dance season. Using websites such as wordpress.org or blogger.com you can create a blog for free. This is such an easy and inexpensive way to communicate with your current and potential audience!
For blog software comparison, visit http://www.ojr.org/ojr/images/blog_software_comparison.cfm
Also, here is a great dance blog, for dancers: http://greatdance.com/danceblog/
Marketing Tip #2:
Do not be afraid to brag in your marketing campaign! You are indeed an expert in your field, and patrons want to be blown away by your credentials and accomplishments.
August 10th, 2007
DUO weekly Marketing tips.
Marketing Tip #1:
Branding has been on my mind lately, and I thought I would touch on it one more time, as it really makes the job of marketing easier.
There are three sides to branding that you should think about:
What do you do for your audience/supporters?
How do you do this differently than others in the same field?
How do people feel about you and your work?
Answering these questions will help you to differentiate yourself from others. Even if it is very clear to you what makes you and your company special and different, it might not be clear to your potential audience.
Marketing Tip #2:
People can get very enthused about art, especially when they are learning and seeing new things. There are several successful outreach programs that are meant to expose people to new arts, expand their knowledge, and allow them to be in a casual situation open to socialization.
The COC provides a free concert series, that is so successful that it is almost always standing room only http://www.coc.ca/performances/concerts.html
The Museum of Modern Art (in New York City) has Brown Bag Lunch Lectures, http://moma.org/calendar/programs.php?id=54
The ROM has member clubs and associated social activities, such as dinners and singles nights http://www.rom.on.ca/programs/lectures/index.php
The Guggenheim (in New York City) has First Fridays, that is a monthly event with DJs and drinks http://www.guggenheim.org/firstfridays/index.html
And there are countless other events that mix arts with socializing. Maybe think of trying something like this, a lunchtime chat, a brownbag lunch performance, a singles night, or something else that fits with your company’s ideals.
July 27th 2007
Marketing Tip #1:
Print marketing can be tricky, because it is important that your print materials reflect you, your company and your show, but it is also important for these materials to be straightforward with the information they are providing. Here are some ideas and tips to keep in mind when you are creating your print materials with your designer:
- Try using all lower-case type, as it can be easier to read than uppercase.
- Try having your show/event title three quarters of the way up the page, as this is the point in a page (or advertisement, poster or card) that the eye naturally goes.
- When advertising, request to be on the right hand side of the paper or magazine, as this is where people naturally look first.
- Use simple language that is easy to understand and absorb quickly.
- Avoid using any stylized text or inverted colours. As it may look amazing, the readability goes down.
Marketing Tip #2:
Branding. Everyone has heard this term, and have an idea of what it is, but have you branded yourself or your company? Quite simply, branding makes the job of marketing easier.
I found a great article on branding dance companies that provides you with the steps you will need to take to start the branding process. It is in-depth and dance specific, and asks questions of you and your company that will start your thinking process on branding. It is four pages long, so make sure to read the whole thing!
ARTICLE
http://www.danceadvance.org/03archives/daly02/index.html
July 23rd, 2007
Marketing Tip #1:
Though I talked about websites and blogs before, I feel that they need mention again because they are an incredibly important and relatively inexpensive marketing tool. With Web 2.0 access to niche markets you have access to people with specific interests that compliment your work. To understand Web 2.0 a bit better, watch this video short:
http://www.youtube.com/watch?v=6gmP4nk0EOE
Marketing Tip #2:
Have you ever thought of providing childcare during a performance? This might be a great marketing tool, and as long as you have trustworthy volunteers, this can be a fun way to bring in new audience (and their kids!).
If you want to expand this idea, you could even have the children participate in a dance class while the parents enjoy a show. It could be a great evening for the whole family.
July 12th, 2007
Marketing Tip #1:
Try and use the lobby of the venue effectively. You could have pictures up, sell items, and have social areas. Bring the themes of your performance into the lobby to give a fuller experience. Audience members will note the thought and effort you out into their personal experience!
Marketing Tip #2:
People who have just moved are in a transitory state and are more likely to change their routines and habits. If you invite a new condo for a special “Meet You Neighbors at the theatre” night, then they are more likely to come. This is a great way to built audience in the area of the theatre. Also singling out a building will make them feel as though they have a special relationship with your company.
July 6th, 2007
Marketing Tip #1:
Handwritten notes are an incredibly valuable tool. They can be a thank you for attending a performance, or a personal invitation to an upcoming performance, or anything in between. They are the most effective way of really connecting with your core audience. This can be very time consuming, but it might be worth it to take an afternoon and write to some of your most loyal supporters and let them know how much it means to you.
Marketing Tip #2:
Dance is such a universal art form, and it can be incredibly exciting and enchanting for youth to be exposed to it. In your upcoming year, think about building in a day where you will do some youth outreach (paid or unpaid) for children who are not normally exposed to dance. Though the benefits to this may not be immediate, making sure that young generations have a vocabulary when it comes to dance is invaluable. It will make dance seem warm and inviting, rather than strange and unfamiliar.
June 29th, 2007
Marketing Tip #1:
Marketing isn’t about selling yourself, your company or your event, it is about you providing something that the market is interested in. A lot of people shy away from marketing because they view it as selling a product, when in reality it is making people aware of you and your event.
In dance it is difficult to stay on people’s minds because of the seasonal limitations, and when it comes time for an event it may seem like you are ‘selling’ your show if you haven’t spent time cultivating your core audience. This is why it is so important to stay in touch with your core audience. They are interested in what you have to offer, and want to be hearing from you.
Marketing Tip #2:
A fun and easy way to keep your core involved may be to tape your rehearsal, post it online and then email it to your list. You can then ask them for questions and comments, and really involve them in the process. The best thing about this type of internet marketing is that it is free and interactive. It is something memorable as well!
June 22nd, 2007
Marketing Tip #1:
The Fringe Festival (Toronto’s Theatre Festival) is running July 4th to 14th this year, in venues across downtown Toronto. I think it is a great idea for everyone to go and check out some productions and see how the theatre community is marketing themselves.
Also, it can be a great networking opportunity, both in meeting artists and theatre professionals, as well as the theatre audience.
http://www.fringetoronto.com
Marketing Tip #2:
Merchandising. I know I have mentioned this before, but while at the Four Seasons yesterday I couldn’t help but be drawn to the small gift area. They had some interesting ideas, including DVDs and postcards. I think a really fun and creative idea would be to make a postcard booklet of all your previous performance posters. Or having individual postcards of the performing dancers.
Both DVD’s and postcards give audience members a chance to share your company with others!
June 15th 2007
Marketing Tip #1:
There are so many obstacles in marketing dance. Traditionally when marketing a product the product is designed around the needs and wants of the consumer. In marketing the arts the product (the art) is created and then the consumer is sought out. Also, selling a concept such as a dance performance can be very difficult to communicate to the public.
So, it is incredibly important to keep your base audience and use them (and their like-minded friends and colleagues) to grow your audience. Making them feel special is so important. It can be something as simple as reserving seats for your base when they buy tickets, so they can see their name on their own seat and feel special. Or highlighting some of your audience members in your newsletter, with a mini bio and their thoughts on your work. By doing this you are building community around your art!
Marketing Tip #2:
There are conflicting views on how effective postering can be. I am under the belief that the effectiveness of the poster is completely hinged on the design and readability of the poster.
Recently there have been posters put up around the city that read “Love Is ___________”
Every one of these posters I have seen has been filled out, most more than once. It is clear that people look at these posters, and are more than willing to even interact with them! This is a fun and creative way to make people really stop and look at your poster.
June 7th, 2007
Marketing Tip #1:
Everything seems to slow down quite a bit in the summer, as school is out and people start to take holidays. The warm weather brings people out of their houses and to community events, such as Dusk Dances, the Fringe Festival, farmers markets, Woofstock, the Toronto Jazz Festival, etc. If you have general brochures, bookmarks, postcards, etc. advertising your company, make sure that they are at all the key places you think your audience may be.
If you do not have general marketing materials, including a website, the summer months may be the time to think about this and start planning.
Marketing Tip #2:
Word of mouth marketing is essential to your success! People trust word of mouth marketing (WOMM) much more than any other form. Think of ways to create buzz around you, your company and your show.
WOMM does take some time, so this factors in to the length of run of your show (as dance suns are usually much shorter than those of theatre). Try to think of ways around this, not necessarily a longer run, but perhaps posting weekly video updates on your website of how the piece is coming together, or having the occasional open rehearsal, or performing an except from a previous piece that was well received by audiences along with your new work.
June 1st, 2007
Marketing Tip #1:
As an artist, your mandate and vision are clear to you. You may want to take a look at your company and find a charity that will compliment you (i.e.. The World Wildlife Fund, Princess Margaret Hospital Foundation, etc), and start building a relationship with them.
This relationship can be beneficial to both of you. You will be able to offer free advertising, and perhaps even a space in the lobby for them to display information and ask for donations. In return, they will acknowledge you as a supporter, and may support your work in other ways (invite you to perform at a fundraiser, etc.) and this can open avenues for a new audience.
Marketing Tip #2:
The popularity of the television show So You Think You Can Dance and other mainstream dance reality television shows are bringing dance to the forefront of people’s minds. This show is popular for many reasons, but the main reason being (the obvious) - people like to watch dance! Knowing that your audience is out there is reassuring, you now just need to find the best ways to reach them. I am sure this is repetitive, but knowing your work, and your motivations will help you to find your audience and make a connection with them.
May 25th, 2007
Marketing Tip #1:
If you feel that marketing is just something you are not good at, do not worry, there are people out there who have made a career at arts marketing that you can hire! And now there is a new website, www.cultureconsultants.ca that provides you with listings of these people and their specialties. This is not a marketing specific website, it holds consultant and contact information on everything from fundraising & development to governance.
Marketing Tip #2:
Even when you are not presenting, keep checking out what other people are doing in their marketing strategies, especially if you think you have similar audiences. This includes checking out advertisements, noting the wording used within listings, poster/postcard design, were you see print marketing material, cross promotions etc. Even if you do not use the same techniques, thinking about it often will help you to generate new ideas about what works best for you in reaching your audience.
May 10th, 2007
Marketing Tip #1:
Placing ads in local papers can be a good way to advertise your show. When placing an ad see if the magazine or paper will sponsor your show through an in kind donation of an additional advertisement, or a discount on the advertisement you are purchasing. Also, ask where the ad will be placed, and request placement on the right hand page if possible. In general people look to the right first when reading the paper, so if your eye-catching ad is the first thing they see, they are more likely to linger on it!
Marketing Tip #2:
When building new audiences keep in mind that many people have no experience with dance at all. Keep these people in mind when creating your program, and when addressing whether or not you would like to hold an artist talkback prior to or after the performance. You do not need to do these things, but some audience members might appreciate being able to contextualize the art the will about to or have just viewed.
May 4th, 2007
Marketing Tip #1:
Interested in have merchandise to promote your company, but no resources to start doing this? Merchandising can be a great way to not only make some extra revenue for your company, but advertise through your fans. The internet has several websites that can help you create and sell your promotional merchandise at no cost to you. You will only need to set up your account and provide the artwork, and the internet company will do the rest. They take a cut of the profit, but also cut you a cheque for items sold.
Check out these websites if you are interested:
http://www.cafepress.com/cp/info/sell/
http://www.spreadshirt.com/
http://www.spreadshirt.net/?lang=en
Marketing Tip #2:
Creating connections within the community is a fantastic way to build your audience. If you have a special connection with a group or association, this can translate directly into group sales. Time needs to be invested in these relationships, as well as face to face meetings so that you are a real person, and not just another phone call or email. Find some associations that fit within your company mandate and invite some of the members to your next show and reception. Make sure that you take the time out to talk to them, and this can be a way to start building a positive relationship!
April 27th, 2007
Marketing Tip #1:
Positive word of mouth advertising is your best friend, which is why theatres often comp out their opening night, in order to create buzz. In dance this is not an option, because the runs are so much shorter, so try and think up fun ways to create a positive word of mouth buzz around your show. This may include seeking out events for you to piggy-back on and perform an excerpt of your piece (theatre events, festivals, parades, etc) or posting a video on youtube.com, or even hosting a mini showing of your work for your core audience 2-3 weeks before your show opens.
Marketing Tip #2:
The internet has create an opening for marketing to niche markets. Think about all the different niches that might be interested in your event, even if you think they might not exist! There are blogs and webpages dedicated to every kind of interest you can think of on the internet, so use this to your full advantage!
April 20th, 2007
Marketing Tip #1:
Postering and postcarding/flyering can be a great way to advertise your show, but remember, as with all print material, it is most important that the vital information be extremely clear and easy to read, even if just glanced at. This information includes: company; name of show; venue; date; ticket and box office information. Pick an easy to read font, and make sure it stands out in the design.
Marketing Tip #2:
Have fun with marketing your event! There is no specific cookie-cutter marketing plan, as each show is different and appeals to different people. As long as you know your audience, and the reasons why they would want to attend your show, you can think up fun and creative ways to grab their attention and let them know about it.
April 13th, 2007
Marketing Tip #1:
Try searching for yourself on the internet using google, and check out your ranking. If you have your own website and it does not appear at the top of the search results, you should talk to your website designer about improving your ranking.
Marketing Tip #2:
Word of mouth marketing is an incredibly valuable tool. Think of different ways that you can get people talking about you and your show. Perhaps you could get local bars and restaurants to promote your show, maybe there are occasions you can give a mini performance, or talk to your neighbours about your show. Try to think of creative ways for people to take note of you and talk!
March 30th, 2007
After attending yesterdays Web 2.0 internet marking info session held by TAPA, I have some great insight into how to properly use blogs, blogging site and which site are the best to use. If you have any questions about this info session or the marketing tips, please feel free to contact me.
Marketing Tip #1:
Web 2.0 is a term used to define the second generation of the internet, involving social networking websites, wikis, and conversation tools such as MSN Messenger. These have changed the internet into a social, conversational and participatory tool for users, and the internet has become the primary way Generation Y, and some Generation Xer’s, collect their information and explore their interests. The way they do this is largely through blogs, either personalized hosted blogs, such as those on www.facebook.com, www.myspace.com or www.blogger.com, or specific website blogs, such as www.blogto.com, www.torontoist.com, and www.spacing.ca/wire. On these sites internet users can search their interests, then comment and start a dialogue with those who have the same interests. They can become involved in an online community, which directly effects what they choose to do with their free time.
Marketing Tip #2:
If you are planning to start a blog, make sure to update this blog regularly, several times a week. Users will not repeatedly visit your site unless it has new content regularly. You can post pictures, video, and link to other sites, articles and organizations that are related to the topic you are discussing. This is not about promoting your work specifically, but promoting yourself and getting users interested in who you are and what your are doing.
March 12, 2007
Marketing Tip #1:
Capturing contact information at performances is essential, and it is best to do this when taking ticket orders. Another way to do this is through an audience survey, or by having a draw for a prize and collecting this information on the ballots. Remember that you will need to include a checkbox asking if they would like to be on your mailing list.
Marketing Tip #2:
Having an e-newsletter is a great idea. Email is a inexpensive and easy way to keep your audience up to date with what your company is doing on a monthly basis. This will ensure that your company remains in your audiences mind, and they will be more receptive to announcements of upcoming shows.
It is important to always have the same or similar subject in the subject line of the email, so that those people on your e-newsletter list will easily recognize the email as your newsletter.
February 9, 2007
Marketing Tip #1:
Try expanding your audience by doing some free showings at very public events. Corporate conferences, university frosh week, and gallery showings are just some examples of how to spread the word about your art. Dance is difficult to market because it cannot be captured in words or pictures, so showings are really the best way to market yourself.
Marketing Tip #2:
Have you ever considered an earlier start time to your show? Or even a Saturday morning show?
The COC offers free showings in the Richard Bradshaw Amphitheatre at noon, and though the draw of the building and the allure of a free showing certainly drums up audiences, perhaps the time of day is also quite the draw. These showings are so popular that there is standing room only at each one.
If you have a chance you should take the time to go to one, their schedule is here:
http://www.coc.ca/images/performances/concert_calendar.gif
February 5, 2007
Marketing Tip #1:
The design of marketing materials is one of the most important aspects of marketing your project. Make sure that all essential information is highlighted and easy to read and the image(s) used are simple and do not contain many people.
Information that should be highlighted in some way:
Name of Show
Show dates
Company
Box Office Information
Location of Show
Contact Information
Marketing Tip #2:
Consider having incentive pricing for those between the ages of 15 and 30 to appeal to a younger audience. Look at programs such as the Toronto Symphony Orchestra’s tsouncheck program, and the Canadian Opera Company’s Opera for New Age program for ideas. Also TAPA has a program in place for students that offers tickets for $5 (http://goliveto.ca/golive/hiptix).
January 26, 2007
Marketing Tip #1:
When taking publicity photos try to have only one or two people in the photos. These are great for print because they are less detailed and can be scaled down for advertisements and marketing materials very easily.
Marketing Tip #2:
Always send your best publicity photos with you press release and listing write-ups. If it is a great picture, papers and magazines will want to print it along with the listing or write-up. Remember to send high resolution photos though, at least 300 dpi.
January 19, 2007
Marketing Tip #1:
Websites are an incredible marketing tool. If you do not have a website, you should consider getting one. Make sure to update your website often so people are constantly coming back. Even if you just change some pictures, or have a journal of the happenings of your company, or new performance or rehearsal videos, as long as there is something new to look at people will keep your company at the front of their mind.
Marketing Tip #2:
Have you ever considered creating company merchandise? Not only can this be a fundraising opportunity for your company, but it is also a marketing tool. You can create t-shirts, hats, mugs, socks, or something a little more creative that relates to your company or show, and sell these items in the lobby on show nights. This will also give your core audience a tangible connection to your company.
January 12, 2007
Marketing Tip #1:
Try having activities for kids and/or adults so everyone enjoys the experience even if they are not the intended audience. You can also offer free babysitting or children activities so the parents can enjoy the show and not have to worry about their children.
Marketing Tip #2:
A great way to keep you audience interested in your company is to give them something to remember their experience, such as old ballet shoes signed by the performers, pins, bracelets, just a little something relating to the show.
December 18th, 2006
Marketing Tip #1:
Try making deals with restaurants in the neighbourhood around the performance venue so you are able to sell packages that include a dinner and your show. Not only will patrons love the idea of being able to purchase a package, but the restaurant you make this packaged deal with will promote your show to their regular customers.
Marketing Tip #2:
Put a lot of thought into the hook of your show, and use this as a theme for all of your marketing materials. The hook of your show is the reason why people would want to come and see it. Once you know this, you know your audience and it is easier to design a marketing campaign.
DUO's arts managers enable Ontario's dance professionals to access administrative services at a fraction of the cost of hiring staff themselves. Services can be purchased seperately or in packages that suit the individual's needs - from short-term production co-ordination to annual service.
November 17th, 2006
Marketing Tip #1:
Generational marketing is very important to consider, as Baby Boomers may like being mailed a brochure, this does not interest Generation Y or even Generation X. Technology is playing a bigger part in communication, so use this to your advantage and take advantage of websites like www.myspace.com and www.youtube.com to market your art and your company.
www.myspace.com is a website where you can create a profile of yourself or your company. This site is often used by bands as a marketing tool. You can post pictures, video, music and upcoming events. This website is very popular with Generation Y, and is completely free to use.
www.youtube.com is a site specifically for viewing short videos posted by users. This website is very popular right now, and it is a great way for people to see your work before coming to the performance. As many young people have little exposure to dance, this is nice way to introduce your work to them. This website is also free of charge.
Marketing Tip #2:
Along with using technology to market to the younger generations, consider incorporating other things that would appeal to this market at your show or event. For example, if you have a talkback comparing Shakespeare to spoken word, a visual arts exhibit in the lobby by a well known urban artist, or a popular DJ or band at the performance after-party, this will make the younger audience feel as though they are attending more of an experience than a dance performance. By offering more than one thing, you will be appealing to a broader audience.
November 10th, 2006
Marketing Tip #1:
The most important thing for you marketing strategy is to know the exact reasoning/drive behind this specific work; the seed of your motivation. Is it political? A social issue? A guest artist? A traditional dance?
Marketing Tip #2:
Once you know the drive behind your event, try to connect this with other social happenings and movements in the area. This can mean other shows, protests, exhibits, etc. It can even be a neighbourhood bar, a business, or a website. If you target specific people that you know will be interested you will save time and money.
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