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Thread: New Marketing Idea ?

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    Commercial Operator Gus's Avatar
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    New Marketing Idea ?

    A local dance company have come up with a great way to advertise their workshops. I'm not aware of anyone doing this so far ... but I was suitably impressed. Instead of relying on all the usual marketing BS, they've actualty shot some video of them demonstrating what they will be teaching and put it on a free DVD which then gets handed out. Not sure of the production costs, but from a promoters viewpoint you get to see what the workshop is about and what the instructors are about. Good idea? Think it will catch on? You can see thier Dirty Dancing demo here and their Blues demo here

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    Papa Smurf
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    Re: New Marketing Idea ?

    Quote Originally Posted by Gus View Post
    A local dance company have come up with a great way to advertise their workshops. I'm not aware of anyone doing this so far ... but I was suitably impressed. Instead of relying on all the usual marketing BS, they've actualty shot some video of them demonstrating what they will be teaching and put it on a free DVD which then gets handed out. Not sure of the production costs, but from a promoters viewpoint you get to see what the workshop is about and what the instructors are about. Good idea? Think it will catch on? You can see thier Dirty Dancing demo here and their Blues demo here
    good idea. production costs will be very low with the price of the needed technology today, well worth it.

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    Re: New Marketing Idea ?

    Quote Originally Posted by Gus View Post
    Instead of relying on all the usual marketing BS, they've actualty shot some video of them demonstrating what they will be teaching and put it on a free DVD which then gets handed out. Not sure of the production costs, but from a promoters viewpoint you get to see what the workshop is about and what the instructors are about. Good idea? Think it will catch on?
    hmmm... not sure really.

    pros: well, obviously, people see what they will be taught, might convince more people to come along

    cons:
    - people see what they will be taught, might deter some people to come along - see my last remark
    - if the DVD quality is good enough, reasonably experienced dancers can pick up the moves without going to the workshops
    - cost of doing it

    How about simply showing it in the class (yeah I know, logistics issues with screens etc), or sending a youtube link to your customer distribution list ?

    Quote Originally Posted by Gus View Post
    You can see thier Dirty Dancing demo here and their Blues demo here
    they sure made sure that I wouldn't want to attend the workshops (admittedly I had to watch quickly and without the sound, but seriously, their blues routine ??? why did they not call it Dirty Dancing II ? and did I see a catapult in there... )

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    Lovely Moderator ducasi's Avatar
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    Re: New Marketing Idea ?

    Ceroc have a free CD with marketing stuff on it, including a video. They also now give a free DVD to beginners.

    I'd guess the free marketing CD will become a DVD next time it's revised.

    Ultimately though, a free CD or DVD isn't much of a marketing tool on its own – you've got to get them in the right hands and that's where all the effort is.

    (EDIT: I'm mainly addressed the CD or DVD for beginner here, which probably isn't what you're talking about, but I think the general point stands.)
    Last edited by ducasi; 28th-May-2007 at 12:13 PM.
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    Re: New Marketing Idea ?

    First, get the e-mail address of EVERYBODY who comes through the door and put the links to workshop routines in the newsletter or on the website. The video quality doesn't have to be fantastic as it's just a taster. Directly beneath the video must be the Book Now / PayPal button. A good quality dvd of the complete workshop could be offered (sold) to those who attend the workshop.

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    Commercial Operator Gus's Avatar
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    Re: New Marketing Idea ?

    Quote Originally Posted by Caro View Post
    they sure made sure that I wouldn't want to attend the workshops (admittedly I had to watch quickly and without the sound, but seriously, their blues routine ??? why did they not call it Dirty Dancing II ? and did I see a catapult in there... )
    I think the thing is these workshops are really aimed at the beginner market .. where the punters don't really know whats out there. Being honest, how many instructors are there teaching workshops that you would do if you saw them demo in advance? If you have't seen anything to compare to these workshops would look pretty good. If you've seen the better instructors ... well that may be another matter.

    At present they are the only ones teaching this stuff in the area. I think there are probably better Blues teachers around ... but is 'not so good' Blues being taught better than really good Blues not being taught?

    At least they are being honest about what you are getting. Maybe I'm getting too cynical in my advanceing years but i've seen much workshop hype that has promised much but dleivered little ... and the good parts tend to be what has been culled from the likes of Viktor or Nigel.
    Last edited by Gus; 28th-May-2007 at 12:15 PM.

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    Commercial Operator Gus's Avatar
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    Re: New Marketing Idea ?

    Quote Originally Posted by Miguel View Post
    First, get the e-mail address of EVERYBODY who comes through the door and put the links to workshop routines in the newsletter or on the website. The video quality doesn't have to be fantastic as it's just a taster. Directly beneath the video must be the Book Now / PayPal button. A good quality dvd of the complete workshop could be offered (sold) to those who attend the workshop.
    That would work in some situations, but this DVD is being handed out at venues other than their own, e.g. Cool Catz freestyle nights. If you are trying to gain the attention of dancers who don't come to your club and/or are not on your mailing list, it seems likel a pretty good idea to me. By the way, the actual DVD is very well produced, better than the YourTube version.

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    Re: New Marketing Idea ?

    Quote Originally Posted by Gus View Post
    I think the thing is these workshops are really aimed at the beginner market .. where the punters don't really know whats out there. Being honest, how many instructors are there teaching workshops that you would do if you saw them demo in advance?
    just to make it clear, I wasn't commenting on the quality of the instructors' dancing, or the teaching aspect of it, I was merely implying those routines were not to my taste


    Although if it's aimed at beginners indeed... beginners often struggle with the 'closeness' and intimacy aspect of blues dancing, and personally I am not sure that a 'dirty dancing' routine labelled as blues would do anything to lift the apprehensions they may have with regards to UCP dancing.

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    Commercial Operator Gus's Avatar
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    Re: New Marketing Idea ?

    Just thinking about what Miguel said (any ditrsction to stop me writing this bl@@dy report)....

    Given the ease of access to putting vids on the web, wouldn't it be an isea for ALL venues to put some vid of their instructors on yourtube. This would give punters a far better idea of what a clubnight at a venue would be like.

    Of course the downside is that though some venues would shine, e.g. those with teh likes of Marc, Paul H etc ... others may not look as good?

    AND ... while I'm on it, why don't Ceroc produce 'taster' vids of their workshop DVDs, especvially those by Rocky ands Val. Wouldn't that be a great promo fpr the DVDs or their workshops. Must admit that I might follow John and Sungy's lead and try to shoot some promo vid for some future workshops. Of course, the problem is that most people hate how they look on video, instructors even more so.

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    Re: New Marketing Idea ?

    Ceroc Central did something simular at the begining of the year for a few weeks where a new member would get a beginners DVD. I thought that was a good idea as I also this is a good, the cost of the DVD would be factored into the entrance or membership fees.

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    Re: New Marketing Idea ?

    Quote Originally Posted by Blind_Dynamo View Post
    Ceroc Central did something simular at the begining of the year for a few weeks where a new member would get a beginners DVD. I thought that was a good idea as I also this is a good, the cost of the DVD would be factored into the entrance or membership fees.
    The key difference was that the DVD given out was NOT free - at the same time the cost for a beginner on their first night went from £4 (half price welcome offer) to £10! I've seen people turn back from the door because it seemed so expensive for a first night of something where they didn't know what they were getting or whether they would enjoy it. Fantastic marketing plan

    Every time I go out to muggle venues with anyone who can dance Ceroc, we get bombarded with comments (mostly admiring!) and I always make the point that they can learn too, and give details of local classes. Given that people are hesitant or sceptical, a cheaper or free first lesson is a crucial incentive to try something new (supermarkets do the same thing with new food lines).

    Back on-thread, as a convert to the cause I would certainly be interested in seeing what moves were in a workshop because as Caro illustrated, I might not be interested in the moves they're teaching. I'm more likely to make an effort to go if I know I'm particularly keen to do a certain collection of moves, otherwise I'm less likely to gamble the workshop fee.

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    Re: New Marketing Idea ?

    I watched the Video. Nice dancing marred by a nasty bad habit. A huge step back from the guy where he locks out his left arm completely! It spoils the whole look of the dance, IMHO. Still, nice movers.

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    Re: New Marketing Idea ?

    Good marketing idea? TBH, I think it depends who the target market is. For me personally, as with Caro, it does nothing but put me off - particularly the 'Blues' clip, which simply isn't blues. As Gus says though, at least you know what you're getting.

    Ultimately, I think they'll certainly work some. I do wonder if they'll frighten off some of the less confident dancers, but perhaps part of the idea is to give an indication of level?

    The one thing I object to really is that it gives people a very mÃ*sleading idea of just what blues is

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    Re: New Marketing Idea ?

    .. and it's a nice looking hall

    Dancing aside, I think the use of a demo DVD could take the place of a busk, or, at the very least it could be a useful add on to give people who show an interest at the busk.

    As far as advertising a workshop is concerned. I'll bet you could replace the whole workshop with a DVD at the same price as the one that advertises the workshop.

    I teach workhshops all of the time and I find there is very little difficulty getting enough people to sign up. However, if I was to go for larger numbers maybe I'd use a DVD - but that would spoil the teacher student ratio that you need for people to get the most out of a workshop. It sounds to me like these people are looking to mass-market a 3 or 4 hour lesson and calling it a workshop. Something very different from a workshop for 10 couples.

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    Re: New Marketing Idea ?

    Quote Originally Posted by Andy McGregor View Post
    .. and it's a nice looking hall

    Dancing aside, I think the use of a demo DVD could take the place of a busk, or, at the very least it could be a useful add on to give people who show an interest at the busk.
    It is indeed a nice looking hall.

    I don't think a DVD could replace a busk. As an add-on, yeah - but I don't think there's any real substitute for real people dancing and having fun busk-style - plus the ability for the buskers to chat to passers-by - you can't beat that personal touch.

    Quote Originally Posted by Andy McGregor View Post
    As far as advertising a workshop is concerned. I'll bet you could replace the whole workshop with a DVD at the same price as the one that advertises the workshop.
    Well - quite likely for a basic one (depending on the quality of the DVD, mind - the best ones I have must've taken a lot of time and effort to put together - and they're the best from a learners perspective as well as a presentation one)

    But again - there's no substitute for having a great teacher there, in front of you, tailoring a workshop to the needs of the attendees, and giving you live feedback.
    Accept no substitutes (although a workshop DVD would, again, be a great piece of reinforcement for when people have left, and memory's started to fade)

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    Teacher Paul F's Avatar
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    Re: New Marketing Idea ?

    Hmmm. Not sure about the 'preview' clips. As has been mentioned, unless you can make the clip enticing its a dangerous game.

    One of the greatest marketing hooks I have seen in the past few years is the aforementioned Ceroc dvd. I watched it and thought it was an absolutely brilliant idea. It seemed professionally done and got the right message across. I did wonder why they weren't going crazy and giving them to everyone but I guess thats costly.
    One bit imparticular was the clip of the actual class. In my years of teaching, both Ceroc and other organisations, one of the biggest concerns people have is about how the class actually works. Its getting them in for that first couple of times. That DVD explained it really well.
    IMO any preview DVDs should focus on promoting dancing rather than the actual lesson.

    I use video clips myself to reinforce what I taught in various lessons (depending obviously on copyright i.e. who I taught for) and publish them to passworded sections of my website. That way the people that actually attended can go and see video clips but only after the event. The last thing I would want is people trying to teach themselves to get a 'head start'
    Its the same with the written material I produce. I generally only publish it AFTER the event and not before. Too dangerous otherwise for the same reason!

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    Forum Bombshell - Our Queen! Lory's Avatar
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    Re: New Marketing Idea ?

    Quote Originally Posted by Andy McGregor View Post
    I
    Still, nice movers.
    Yes, nice movers but I think the 'sound' and the 'pic' were possibly a tad out of synch when I viewed it, either that or they weren't dancing in time?
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    Re: New Marketing Idea ?

    Quote Originally Posted by Lory View Post
    Yes, nice movers but I think the 'sound' and the 'pic' were possibly a tad out of synch when I viewed it, either that or they weren't dancing in time?
    I viewed it on a PC without turning on the sound. If they can have such a huge, uncorrected and basic, bad habit they could just as easily dance off the beat.

    There are all sorts of bad teachers out there. Last night I taught a lesson where the, previously resident, teacher had walked off in an artistic huff. I'd seen this teacher take a lesson before and was not impressed, although, IMHO he is a stylish, although very stylised and selfish, dancer.

    The venue manager told me that there was nobody new in the room. However, I still started the night with a beginners lesson, just in case somebody new came in just after I'd done the demo. Thank goodness I did! This was a whole room full of people who had not been taught the basics. They all thought they could dance because they were doing what the teacher had taught. Which mostly seemed to be bits of choreographed cabaret routines with very little lead and follow

    Now, to get back on topic. The couple teaching on the DVD will produce a cohort of dancers who repeat their bad habits.

    Which brings me back to an old topic. Where is the QC in MJ teaching?

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    Re: New Marketing Idea ?

    Quote Originally Posted by Andy McGregor View Post
    Where is the QC in MJ teaching?
    Some say MIA - or at least BYO - (a bit non-PC, IMHO), although AFAIK the CTA seeks to apply STEPP to bring QC to MJ.
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    Last edited by straycat; 30th-May-2007 at 01:48 PM.

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    Mrs Pretzelmeister
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    Re: New Marketing Idea ?

    Just watched the video (earlier comment was on principle of using dvds rather than this actual dvd)

    Quote Originally Posted by Caro View Post
    they sure made sure that I wouldn't want to attend the workshops


    Quote Originally Posted by Caro View Post
    (admittedly I had to watch quickly and without the sound,
    In some places it wouldn't have made much difference

    Quote Originally Posted by Caro View Post
    but seriously, their blues routine ??? why did they not call it Dirty Dancing II ? and did I see a catapult in there... )
    Two!

    I didn't really feel they had connected to the music. Not that I'm claiming any expertise at all but I've watched more engaging dances which were freestyled, and they've had the opportunity to plan and practice these!

    (I still wish I could get my spare arm looking half as good though )

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