| Tomorr Kokona, Artistic Director of Culture and Arts | | | | buy more than a ticket: online auctions, raffles at |
| and Dance Challenge, has organised dance events | | | | events, DVDs, T-shirts, sale-or-return goods from |
| in Albania, Italy, Spain and England. Now he tells you | | | | local shops. Photographers will pay a percentage of |
| how to thrive against all odds using the D.A.N.C.E | | | | sales of photos. Dance and sports shops will |
| formula. | | | | sometimes give you free products for making them |
| The recession is here to stay. Budgets are being | | | | your "preferred supplier". |
| slashed. So what should we dance event organisers | | | | Set up marketing partnerships: arts centres, |
| do? Hibernate? Give up? Or fight on? Of course, we | | | | theatre groups, youth groups, special interest groups, |
| must fight on, but we can do more than survive. In a | | | | local authorities. Such connections can help them [and |
| recession, opportunities do open up; what seems | | | | you], even if only publicising your events. When cash |
| impossible becomes achievable because the recession | | | | is not involved many more people say "yes". |
| creates new rules and new attitudes. This article is | | | | Additional dance events: offering to dance at |
| about how dance event organisers can THRIVE in | | | | your local shopping centre can publicise your event, |
| this recession - or, at worst, survive - by applying the | | | | and create opportunities with shops. |
| D.A.N.C.E formula for organising dance events. | | | | N is for NOTHING |
| D is for DEVELOPMENT | | | | No big shops: I've found that small shops and |
| To make your dance event successful requires many | | | | workshops are best. The owner knows how low the |
| things, but above all it requires planning. Having a triple | | | | price of leaflets, banners, design or props can go, and |
| C-plan is the first step: a Comprehensive, Costed | | | | will reward your loyalty with lower prices. Always ask |
| written plan that is Capable of being carried out in | | | | for a discount of up to 50% - and always get three |
| reality. I learned this valuable lesson the hard way: in | | | | quotes. |
| 1998 I had 5 dancers, 6 weeks of rehearsals and a | | | | No VAT: leaflets and other community event |
| few very successful performances - but I had spent | | | | promotions are VAT exempt. |
| my entire savings. Great idea. Great production. Bad | | | | No prima donnas: reduce your production costs |
| planning. | | | | by getting your dancers involved in admin and other |
| Many dance practitioners (including me) are prepared | | | | office tasks, leaflet distribution, email marketing etc - |
| to earn nothing just to make the dance dream come | | | | but NOT immediately before or after the show |
| true, but we must get real:a. Is your project realistic | | | | unless absolutely necessary. |
| for your budget?b. What is your time scale?c. Can | | | | No volunteer staff at events?: although |
| you really get a big enough paying audience? | | | | volunteers are invaluable, consider employment laws, |
| Developing a detailed, realistic action plan is the | | | | training, insurance etc. You can consult your Local |
| essential foundation on which to build your creativity | | | | Council Arts and Sports departments who offer FREE |
| on. | | | | training courses and support for volunteers which |
| A is for ATTRACTION | | | | could be useful to you. |
| A great plan with nobody interested in it is like a | | | | C is for COMMUNICATIONS |
| great on-stage performance - with no audience. You | | | | Marketing is fundamental for any business, but |
| have to attract interest, and above all funding. Never | | | | you can do it with little or no money. An outdoor |
| easy, but here are my Top Ten Tips: | | | | performer, who needed to sell over 70% of tickets |
| Perfect the one-minute presentation: also not | | | | to cover costs, could not afford to distribute her |
| easy, but getting your key points prioritised, your | | | | 20,000 leaflets, so she asked her organic food |
| phrases clear and concise, is so important when you | | | | deliverer - and within days her show was sold out. |
| often only have a moment to impress somebody. | | | | Auto-responders are very cost-effective, e.g.: an |
| Then you are ready to... | | | | answering machine for your website enquiries; |
| Network: register with relevant arts | | | | automatic "received and thank you" responses to |
| organisations, and go to their events: great | | | | emails; automatic newsletter sign-ups etc. |
| opportunities to meet others, exchange ideas - and | | | | Guerrilla Marketing is huge in the USA. Visit for |
| find new funders or sponsors. An absolute must that | | | | over 200 Guerrilla marketing techniques - 100+ are |
| costs nothing. | | | | free. |
| Research community funding opportunities: it's | | | | Launch events are a great way to obtain free |
| amazing just how many opportunities there are from | | | | marketing and sell tickets. Also offer freeworkshops. |
| local, national and specialist funders and sponsors. | | | | Use the local media for articles before events |
| Simply try Googling a range of keywords. | | | | (contact at least three weeks ahead of performance |
| Find alternatives to cash: often companies and | | | | dates), for reader ticket offers (2-for-1) and |
| people that can't afford cash will willingly offer you | | | | competition prizes, and make one or more your |
| goods in kind, such as their time and their skills. | | | | "Media Partner". |
| Consider hiring a fund raiser: you need a | | | | E is for EXECUTION |
| choreographer (if you are not doing it yourself) to | | | | Putting on dance events is exhausting, so there is |
| get the dance right - and you might need an expert | | | | real danger that you will get to the first night |
| to get the funding right. It can be expensive, but can | | | | bad-tempered, uncommunicative and fearing the |
| also pay real dividends. | | | | worst. So just when you need to be at your best - |
| Good causes: getting a local charity or good | | | | smart, passionate, successful - all your worst |
| cause (e.g. school funds) involved can deliver | | | | features show up. Keep back 20% of your energies |
| spectators, marketing support and media coverage. | | | | for the first performance to make sure you are on |
| They generate funds; you build awareness. | | | | top form. |
| Do the maths: raising your ticket price by 10% | | | | Finally, always evaluate your success against the |
| could increase your profit by 25% -10%, which | | | | targets you set in the plan. Learn from your mistakes |
| means an extra 70p on a £7 ticket. Make sure your | | | | - but always remember your successes too. There |
| audience can afford it, but this generally works very | | | | will be plenty of them if you believe you can succeed |
| well. | | | | - even in this recession - because YOU CAN IF YOU |
| Use up-selling: learn from Amazon. Get people to | | | | THINK YOU CAN. |