Digital media marketing for dance companies and dance performances

Abstract

Marketing helps companies grow and attract new customers. Over time, dance companies, mostly Dance Schools, are becoming more popular, therefore they need to master their own unique marketing tactics to grow and evolve more. This research which was carried out through a qualitative approach, analyses what different Dance Schools and companies do to attract new students by using different marketing tools to be different from their competitors. This gave the respondents, freedom in their answers and to express their thoughts and opinions. Most respondents shared that social media has become a critical tool to target and attract their audience. It is the most visual and effective tool that they use, which results in a great outcome. Word of mouth is also used by students and parents with their friends and family. This builds a good reputation for the schools. The schools also shared some of their unique selling points, that make them stand out from their competitors, such as having a unique style of dance completely different from other schools, they hold annual school shows and they only train those students that eventually wish to go and train abroad. To conclude, the number of Dance Schools and companies are on the increase, therefore using these different marketing tactics, help them become more successful.