Postcard images from: Nancy Karp + Dancers, Ka.Nei.See Collective, 2015 Fresh Festival, and California State Summer School for the Arts

 

"Marketing" and "public relations" (PR) are interrelated terms. But, what do they mean for a dance company? And ultimately, what are you doing – PR and marketing wise – for your upcoming show? Once the wheels are in motion for the next project, a choreographer must develop her artwork as well as marketing and PR plans months in advance of the performance dates.

MARKETING

Marketing is building awareness that an event exists and building connections with the potential audience. Very concretely, you have to have your show dates, times, space, and ticket prices in order. One component is selling, and in our dance world this mainly means ticket sales.

"Marketing materials" provide all of the basic information about the show – plus hopefully a compelling title and photo or two. This usually includes a:

• Postcard
• Poster
• Website
• Facebook Event Page

The marketing material provides the who, what, where, and when.

How can people purchase tickets – online, in person, or just at the door? As soon as you have your dates, I suggest lining up how people can purchase tickets. Brown Paper Tickets is used by many modern dance companies for online ticket sales.

Is there a group rate for the event, so that college classes and high school groups can reserve a block of tickets? Do they contact you directly?

As for photos, whether a friend snaps some images or you spend a few hundred on a photo shoot, these images will be used on the postcard, web, and any press you receive. How can they be eye catching and unique? When someone picks up your postcard, what 3 words might she use to describe your upcoming event? How do these selected images convey the look, feel, and theme of your show?

As Michael M. Kaiser wrote in his book, The Cycle: A Practical Approach to Managing Arts Organizations,     

Design is a crucial element of the marketing effort as well. As arts organizations, our marketing materials should be beautiful and creative and well designed. They also need to be readable – especially by our target audiences – and convey a spirit of excitement and artistic accomplishment. I have often complained about the proposed design of marketing materials when the pages are too full of too-small type. It is difficult for many in our audience to decipher the information contained in these advertisements and brochures, and many simply stop trying (43).

PUBLIC RELATIONS/PR

Public relations uses the marketing materials – plus more materials – to get the word out about your show, your art, and what you are exploring. These might be stories about the choreographer, the company, or some other component of the project that catches a writers' attention. 

PR relates to newspapers, websites, calendar listings, social media, and dance writers and dance critics in general. You are connecting with the community in the weeks leading up to your show.

Public relations work involves conversations, emails, interviews, and writing of articles and show previews. Ideally, we want people finding out about our work, getting curious, and ultimately attending our shows. 

Whenever possible, getting a commitment from a local dance writer to attend your performance is ideal. 

PR work includes:

• Writing a press release, plus uploading it to your website and getting copies to local dance critics (here are examples on the Joe Goode Performance Group website)
• Submitting the basic show information for calendar listings to local newspapers and websites (usually a few months prior to the performances)
• Using social media (Facebook, Twitter, and Instagram) to promote your work
• Crafting emails and email newsletters to your email list, friends, family, and colleagues
• Developing a press section on your website (here are examples from AXIS Dance Company and Hope Mohr Dance); the media kit provides bios, articles, pictures, and more about the company
• Creating a few hard copy "press kits" to have on hand to provide to dance writers at the performances

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Your local dance service organization (like Dancers' Group in the San Francisco Bay Area) might already have a local guide for choreographers related to marketing, public relations, key contacts, and key deadlines. This will streamline the work for you!

Ultimately, your marketing and PR work is about audience development and community engagement. This is an ongoing process. Be patient with yourself as you learn the basics: key contacts, timelines, and how to write a press release. Your initial research and work will become valuable information you will use again and again in years to come.

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