Dance Marketing 101: How to keep fans & customers happy

It is easier to sell to returning customers than to new ones. Someone who already took one of your classes, visited a show or bought one of your DVDs is much more likely to come back to you again. Given that your work did not suck, of course. But as we know it doesn’t, we can consider the statement above true unconditionally.

There are a few key things that you should have in mind to keep your business relationships healthy. These also make it easy for everyone to promote you by simply recommending you to others. Most of the points below are considered to be common sense for everyone who “made it in the dance industry.” but there are also instances where people sweat it and justify it with “we are hip hop”.

Being hip hop can never be a justification for not having your shit together.

everyone who knows how to run a dance business
  1. Deliver quality. You don’t have to be the best in what you do, but you have to deliver well. Every time. Not delivering once, will lead to not getting the job again. Also, the scene is small, and promoters talk. A bad reputation spreads like a virus.
  2. Handle the paperwork. Writing proposals and invoices are not optional. You will not be paid before you provide an invoice. Everything else is not serious business. The data that has to be on an invoice differs a little bit from country to country. I recommend that you talk to an accountant or consultant at least once to make sure you cover everything you need. I will provide an example for correct invoicing in Austria in an upcoming post.
  3. Contracts! These are not as essential as invoicing as a lot of business can be done by handshake if you know your partners. Sometimes you will have to make a contract though. Don’t be afraid of it, read it all, ask if you don’t understand the meaning of certain paragraphs. It’s not rocket science. If you need to, consult a lawyer, but that is not needed most of the time.
  4. Communicate clearly. Let people know what you need to deliver and what they get. Don’t be vague.
  5. Online Presence. Make it easy for people to find you and share info about you online. Be present on the Social Media platform that is big inside your scene and have your own website (sometimes a crew website is enough, but I recommend you get your own). The own website is so important as it is your digital property. If a Social Media platform decides to shut down for whatever reason, everything you have there is gone. That will not happen with your website. Besides that, it radiates professionalism when you can point people to your website instead of Facebook or Instagram.
  6. Be on time. Don’t be late when being on-site and don’t be late with sending invoices (or making payments when you are on the other end of the transaction). If you are late, your behaviour suggests that you don’t take the job (and therefore your customers) seriously.
  7. Have your CV and references ready (and up to date), alongside with action photos and portraits. When someone wants to hand your file to another interested guy, it should not take you days to collect everything.
  8. Be easy-going and easy to handle. This and the point about communicating clearly. Of course, you need to talk about problems if there are any. But do it tastefully and never be an asshole. Nobody wants to work with assholes.

These eight pieces of advice will help you to keep existing customers happy and make it easier to book additional jobs. All of them apply to new customers as well, of course.

I wanted to cover these first as I think, it is crucial to prioritise existing relationships, before trying to reach more people. Recruiting more fans or customers is a waste of time (and money) if you can not keep them. At least it is a very inefficient use of your time and a source of an unhealthy hustle. We don’t want to be busy acquiring one-time customers. We want to build a tribe of fans & customers who comes back to on every occasion us because they know what we got and they love it.

I made a distinction between fan and customer above. That is not necessary, but for me, it makes a difference in how I approach people. A fan is someone who adores my work (as an artist or teacher). A customer is someone who buys my time and skills for a specific job. The fan will consume stuff that I create because I decide to create it. The customer wants me to create something for him and has his own agenda besides liking my work.

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