Business of Dance - Digital Marketing

www.dance-ology.co.uk © Natasha Reynolds 2
30th June 2014
Digital Marketing
Dance

!
!
Natasha Reynolds - Digital Strategist
!
www.dance-ology.co.uk
!
Email: natasha@dance-ology.co.uk
!
Twitter: @danceologyHQ
!
Facebook: danceologyHQ
!
Mobile: 0755 442 4238
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#DUKbusiness
!
!

Agenda
1. Digital Marketing - What, Why
2. 6 Steps to Dance Marketing
3. Marketing Fundamentals
4. Real World Dance Examples
5. Future Inspiration
6. Q&A

Focus

Be Playful
Be Useful
Be Mobile

What is Digital
Marketing?

Prioritising digital channels
Social
Media
Website Mobile Email
Marketing
PPC
banner
Emerging
tech
Offline
activities
1

!
2

!
3

!
4

!
5

!
6

for Digital Marketing Campaigns

Why bother?

AMAZING!Absolutely
seen anything so powerful. Please
Audience member, Vincent DanceTheatre, 2013
I’ve never
DON’T STOPdoing what you’re doing.
‘

Entertainment
Dance makes life better…
Personal,
social, political !
insight
Health
wellbeing

www.dance-ology.co.uk © Natasha Reynolds
MOBILEMore people own a
19
Socialnomics 2014
device than a TOOTHBRUSH
‘

Natasha Reynolds 20
BUY from their51%
of consumers
mobile devices.
Socialnomics 2014 Erik Qualman
have MOBILE-5%
of businesses
ready eCommerce.

TRUST peer90%
of consumers
recommendations

DECISIONS are93%
of shoppers’ buying
influenced by social media

You have the perfect content…

Be Playful

Real
World
Event: The Place

Protein - BorderTales

Season: 3 week season (17nights)

!
Length of season = unusual
!
!
Lead:

Caroline Schreiber

Sorcha Hunter

The Place team

Protein team

DIGITAL
ACTIVITY
1. Online advertising

2. Social media

3. eNews

4. Videos

RESULTS
91% capacity 45% new attendees

LESSONS
Across both audience segments

6 Steps to Dance Marketing
31
Who are
you?
How can
you connect
with them?
Iterate
Who is
your
audience?
Where are
they?
Do it

1 2 3 4 5 6
32
Who are you?

Core values?

USP

Small is good

Who is your
audience?
21 3 4 5 6

Actual Product
What are they really buying?
Augmented
Product
Core Product
Attendance at 
your event
Programme

Exclusive content
Great night out

See latest work of

choreographer

Where is your
audience?
31 2 4 5 6

0
300
600
900
1200
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
42
Registered users 1 Billion
500 Million

How can you connect
with your audience?
41 2 3 5 6

Be Useful

Marketing
Theory

7Ps of Marketing

eNewsletter
Find a process that works
Blog articles
Social Media
posts
Trigger Content Home Distribution

Real
World
Artist: New Movement Collective

Event: NEST

Venue: Grade 11 listed Welsh Chapel 

Shaftesbury Ave
Season: 14 performances

!
First big marketing endeavour
!
!
Lead:

Jonathan Goddard

Steven Drew

Joe Walkling

NMC team

DIGITAL
ACTIVITY
1. BBC News -  
DUK mentoring scheme

2. Social media

3. eNews

4. Videos

TimeOutFeature
TheStageFeature
Ticket Sales May
1stTrailerreleasedTicket Sales in May

RESULTS
76% capacity
Learning

New contacts

Invited to work

on new collaboration

5.5K reach in 3 months

LESSONS
1. Quality content = sharing

2. Tailored digital marketing
package for collaborators
to foster (easy) sharing.

Digital Marketing 
is different

Gain RetainMonologue Dialogue
Traditional vs Digital
Push Pull

x

x

Natasha Reynolds
Sales Funnel
Awareness
Consideration
Decision
Buy

Advocacy
Evaluate
Bond
Awareness
Consider
Buy
Customer Decision Journey
The
Loyalty Loop
McKinsey & Co

adapted by Brilliant Noise

Real
World Artist: Expressions DanceTheatre

Event: The Red Shoes

Venue: Queensland Performing Arts  

Complex

Season: 8 performances

!
Goal: Build engagement

!
!
Lead:

Kirsten Bartholomew

Expressions team

DIGITAL
ACTIVITY
1. Social media

1. Facebook ads

2. Instagram competition

2. eNews

3. Drip feeding behind the  
scenes content

RESULTS
11% increase  
Facebook Likes
21% increase  
eNews subscribers
over 3 months

Advocacy
Evaluate
Bond
Awareness
Consider
Buy
Loyalty Loop
Loyalty Loop
McKinsey & Co

adapted by Brilliant Noise

Bond
Invest time in the Loyalty Loop
Advocacy
Buy !
(again)
Availability

Dealing with problems

Customer support
Exceed expectations

Ticketing, parking, seating

7P touch points

Sharable content

Event growth

Targeted offers

VIP programmes

Gamiﬁcation
Consumer-led marketing - customers ‘pull’ the information they want

#DUKbusiness
!
@DanceUK 
 
@danceologyHQ

200,000 link containing tweets analysed HubSpot 2013
Twitter CTR Heatmap

Increase retweets
74
86%

include link
51%

please retweet
21%

include #tag
X2
@tarasyoung

Beware Hashtag #Fail

Natasha Reynolds 80
–Whitham v Club Ltd t/aVentura 2010
“I think I work in a nursery and I do not mean
working with plants.”
Etiquette

Social Media
Guidelines

Real
World
Lead:

Katrina Moohan

YDance team 

#CYDF orgs
Artist: Y Dance

Event: CommonwealthYouth Dance 

Festival

Location: Glasgow
!
Harnessed power of networks
!
!

DIGITAL
ACTIVITY
1. Secret

2. Phone calls and emails to  
arrange

RESULTS
70,000 accounts

reached in 7 hours

LESSONS
1. Didn’t matter that not
everyone usedTag line

2. Should have asked all to
copy in @YDanceScotland
- easier to track results.

Do it!
1 2 3 654

I begin each day 
of my
90
–Twyla Tharp The Creative Habit
LIFE
90
with a
RITUAL…
‘

@bigdancenews

Dance Talk London
www.meetup.com/Dance-Talk-London

Measure, iterate,
repeat
1 2 3 4 65

DO IT…
MEASURECan't
it? Don’t

Google Analytics

0 1 2 3 4 5 6 7 8 9 10
Net Promoter Score
Not likely at all Neutral Extremely

likely
Detractors Passive Promoters
“How likely is it that you would recommend [your company]

to a friend or colleague?”

Future

Be Mobile

FireChat

Location aware services
Performance plus marketing opportunities.
e.g. Offer tickets for tonights show to people in the location

Reward your loyal attendees

e.g. 3 shows in your venue over 12 months = reward

http://www.dancefunder.com/

Dare You Watch

Next Steps

1. Pick something from today and DO IT

2. Join Dance UK

3. Visit www.danceuktv.com

4. Join Arts Marketing Association

5. Join DanceTalk London 
www.meetup.com/Dance-Talk-London
Next steps
Be Playful Be Useful Be Mobile

–Vicki Baum
There are shortcuts to happiness, and dancing
is one of them.

!
!
Natasha Reynolds
!
www.dance-ology.co.uk
!
Email: natasha@dance-ology.co.uk
!
Twitter: @danceologyHQ
!
Facebook: danceologyHQ
!
Mobile: 0755 442 4238
!
#DUKbusiness
Q&A

REAL WORLD EXAMPLES
• Vincent Dance Theatre: http://www.vincentdt.com
• The Place: http://www.theplace.org.uk
• Protein: http://www.proteindance.co.uk
• Olivia Ashton on Instagram: http://instagram.com/oliviaashton5678
• Vivify: http://vivify.co
• New Movement Collective: http://www.newmovement.org.uk
• Expressions Dance Company: http://expressionsdancecompany.org.au
• Kenneth Tharp on Twitter: https://twitter.com/KennethTharp
• Dance Up: http://danceup.org.uk
• YDance Scotland: http://www.ydance.org
• Big Dance http://bigdance.org.uk/
VIDEOS
• Cute girl has a catchy dance http://www.youtube.com/watch?
v=lK7IzfLmyco&feature=youtu.be
• Piano stairs https://www.youtube.com/watch?v=2lXh2n0aPyw
• Happy Feet Productions http://www.happyfeetproductions.co.uk/
index.html
• OK Go! http://www.youtube.com/watch?v=dTAAsCNK7RA
• Harlem Shake Ballerina Edition http://www.youtube.com/watch?
v=9iNHsjADvVo
• English National Ballet http://www.youtube.com/watch?
v=KlCjt6FQQC0
• DanceTag App: http://www.dancetagapp.com/
• Eyes on the Road: http://www.youtube.com/watch?v=JHixeIr_6BM
!
Links
RESOURCES
• Dance UK: http://www.danceuk.org
• Dance UK TV: www.danceuktv.com (video of this presentation and more)
• Arts Marketing Association: http://www.a-m-a.co.uk
• Culture Hive: http://culturehive.co.uk
• Chartered Institute of Marketing: http://www.cim.co.uk
• @twitterUKI_SME: https://twitter.com/TwitterUKI_SME
• Twyla Tharp, The Creative Habit http://www.twylatharp.org/
• Dance Talk London Meetup: www.meetup.com/Dance-Talk-London
TOOLS
• Hootsuite: https://hootsuite.com
• Sumall: http://sumall.com
• Google Analytics: http://www.google.com/analytics
• TweetReach: http://tweetreach.com
• Net Promoter Score: http://www.netpromoter.com/why-net-promoter/know
STATISTICS
• Hallam Internet: http://www.hallaminternet.com/2013/digital-marketing-
tube-map-a-guide-to-internet-marketing
• Socialnomics: http://www.socialnomics.net
• Arts Council England, Digital Culture report: http://artsdigitalrnd.org.uk/
digitalcultureresearch
TRENDS
• Kickstarter dance projects https://www.kickstarter.com/discover/advanced?
category_id=6&sort=most_funded
• Move Concept Garment: http://www.electricfoxy.com/move/
Presentation created by Natasha Reynolds of
Dance-ology: www.dance-ology.co.uk

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