Marketing 101: Finding and keeping the crowd you want

Notes from a session on how marketing can help you find and keep the crowd you want. Focuses on the scope of marketing has beyond just advertising and that organizers seeking to attract more people to their dances need to ‘market’ rather than ‘advertise’ their dance. Including the role and importance of the organizational vision in marketing; the benefits of thinking about your dance series as a ‘product;’ the importance of understanding your audience and their perceptions of the product (dance series) you are offering; and the all-important ‘marketing mix’ (a set of tools used to help pursue the marketing objectives).

From Michael Barraclough at the 2014 SW Regional Organizers Conference