Marketing. It’s a vague, distant word for many dancers, something that companies and corporations do, right? Not any more.
So many businesses and dance companies fail every year (the statistics are pretty depressing so we won’t go there). I have a hunch that often this has to do with more energy and resources allocated to producing, only leaving the left overs to marketing. I have first-hand experience with this.
I came to New York City ten years ago with $5,000 dollars in my pocket, without contacts, family, or even a job. I thought, like everyone else, that if I just worked really hard and put my best work out there, that I would succeed, that somehow, people would find me and want to work with me…
Ok, let’s get started!
Marketing for Dancers: Find Your Strengths
There are many elements of good marketing. Most companies think about their print, social media, Google ads and product placement, just to name a few. How does all of this translate to dancers?
Does it feel a little overwhelming?
Let’s begin by defining the question of how marketing relates to dancers in a different way.
For good marketing all the gurus out there talk about having in-depth knowledge of your product (in the case of a dancer, that’s you) and who your target audience or ‘ideal customer’ is…
In our last post on this topic two weeks ago we delved into who we are as a ‘product,’ getting to know ourselves in depth without wearing that judgment hat. We also looked at the appropriate time to start working on marketing, and the value you bring to the dance companies that hire you when you bring your social media following to them.
This week it is time to look at who you want to target as a dancer, the type of audience or listeners’ eyes that will be attracted to your content. Who are they? Where are they? What are their interests? What’s going to get them to become interested in our stories? and What will keep them engaged?
Ashley Mayeux of Alvin Ailey dancer Photo Rachel Neville
To answer these questions and come up with a strategy, take a moment now to do this exercise with me.
Step 1: Find your Tribe
To begin, think outside of your current family and friends, then do the following to come up with your thoughts on who will understand and be interested in the same things you are…