So this week and last, you had to be living under a rock to not notice the new Under Armour ad campaign featuring Misty Copeland. The ad is everywhere and then there was the image of her talking about dancers as athletes. Love it or over it, she is out there and picking up followers at a fast rate.
If you’ve been following me for a bit you know I’m on a kick to help get dancers and dance companies to up their games when it comes to marketing. You spend hours a day, 6 days a week, 50 weeks a year, for years on end, to perfect, hone and rehearse your craft. Then when it comes time to get the materials out there to sell yourselves, the tendency is to throw something together at the last minute.
Let’s be clear here. We do not all have the PR people or the big budgets behind us like the companies signing Misty do, But be very sure, big or little budget, her rocket to stardom did not happen overnight. It took consistent work, putting herself out there, networking, sending and using the right materials, and over the years the effort pays off. She has a message and that message is bankable.
What is your message?
What are you trying to say to your prospective jobs or audience? Do all your materials speak to that?
In these dog days of summer I am right there with you. Now is the perfect time to start looking ahead to your goals and marketing for the upcoming year.
Define and describe who you are.
Dance Theatre of Harlem (DTH) Photo: Rachel Neville
Here is a little exercise for you.
Answer the questions below, two of the many questions I ask all my clients in consultations before we shoot:
1) If you could describe yourself/dancing/choreography/company in 4 adjectives what would they be – what sets you apart?
2)What materials (photos, videos, copy etc.) do you need throughout the course of the year in order to grab the attention of the right people?
Talk to me about your answers, and take the next steps to upping your marketing campaign – and your success!
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