Your promotional kit is your “calling card” for prospective presenters.
What do you want to tell them about yourself?
An effective promo kit should show the character of your company. Do not forget this is the first image the presenter will have form your company. It is your opportunity to be remembered! So take care with the design and presentation. It has to look professional.
The promo kit should include the following:
- A fact sheet about you or your company - what is your artistic statement? What type of dance do you create?
- A CV/bio - your choreography, your performances, your repertoire. Can you teach, offer seminars? What are your special skills that make you even more marketable?
- Information on the piece - a brief synopsis or description, the artistsinvolved. Is there anything that would be a particular point of interest to the presenter?
- Reviews of the piece you are trying to market - maximum three. Sometimes a clip sheet with selected quotes is preferable
- A basic technical rider for the piece, so the presenter can have a sense of your technical needs in advance
- Most importantly your business card or contact information - although you are the one who will initiate follow up (more on that later), don’t forget to let them know how to reach you! Make sure your information is clear and current.
VIDEO
Your video should be as clear as possible, and show the entire work being presented. A video that is not well recorded can give the wrong image of your work. Presenters want the clearest idea possible of what they might wish to present. Nevertheless if you have a clip the best thing you can do is presenting both.
PHOTOGRAPHS AND ADDITIONAL INFORMATION
Here you have to be careful. Too much information is bad and will distract the presenters attention or might just drive them away. Remember they are busy people and want direct, precise and important information that may lead them to make a decision.
Nevertheless if you have excellent photographs of your work, send them! They definitely help – a great image sells you well.
Programs, flyers, posters and other type of materials could be mentioned as “available if requested” but they shouldn’t be sent on the first approach. Small postcards, invitations or flyers could be a good instrument to send with a follow-up note so the presenter remembers you.
PERSONAL LETTER
Included should be a personal letter to the presenter (not “to whom it may concern”, or “Dear Presenter”. Find out who they are!) Introduce yourself, explain your work, ask them to take the time to look at your materials. Explain why you’d love to work there. Let them know you’ll follow up in two weeks to make sure they received your kit, and to schedule some time to talk about your work.
Don’t Forget to Follow Up!
Follow up is absolutely critical. Call within two weeks time to ensure they’ve received your materials.
Sometimes it is difficult to call someone you’ve never met, but it’s vital. Send an email if it makes you feel more comfortable. Haven’t heard back? Call a week later. Be persistent, (but not annoying).
And always remember…
Presenters may receive anywhere from 100-500 promo kits and videos a year. That’s up to ten a week! Be patient, they try to get to as many as possible. In the meantime, keep them posted on what you are doing - invite them to shows and workshops you are featured in, email them review quotes - keep yourself fresh in their mind and it might help your kit to get to the top of the pile.
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