Maximising Promotions - Publicity Opportunities in Dance
By Sahra Grinham

This following document is a guideline for maximising your marketing activities – particularly promotions and publicity opportunities – and complements the DANZ resource “Marketing Tips for Dance”.

Due to tight production costs you will be looking at ways to get the most from your money and particularly the budget set aside for marketing and promotional purposes. While some publicity or editorial media coverage can be obtained for “free”, it is important to understand that this type of publicity is not guaranteed as it depends on external factors beyond your control whether or not it runs. In contrast, advertising (adverts, posters, flyers) is a more assured form of publicity because you pay for the placements – whether ads in the newspaper or posters pasted up around town. Therefore, when planning your marketing activities try to have a balance and mix of both paid and free activities so that you know you are covered.

Your overall marketing plan and activity will be shaped by your available resources – your know-how in this area, your time and commitment to put to it, and how much money you have to spend. Ideally, it should include a mix of advertising, media publicity and communications, promotions and social media.

Not every event is the same, of course. There will always be some special requirements peculiar to every event. This guide, therefore, provides a generalist approach to marketing with ideas to help you maximise your time, budget and activities in this area, so you can concentrate on other aspects of getting your event together. Any specifics in regard to your event that you would like to discuss, can be done so with a mentor via DANZ

The following information can be found in this resource:

• Keys to success
• Maximising your toolkit
• Advertising
• Printed marketing materials
• Media publicity
• Promotions
• E-marketing, online and social media
• Events
• Top 10 tips for maximising your promotions and publicity opportunities

Download the full resource Maximising Promotions and Publicity Opportunities

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