Written by: Zumba™ Fitness Instructor Jason McLaurin
Refresh refresh refresh! Depending on where you live the social media outlets
might be flooded with Zumba™ activities; Master classes, Zumbathons™, Jam
Sessions etc. With SO many activities saturating the social media market, it can be a lot to take in as a potential
participant, so as a host you must set yourself apart.
So how do you set yourself apart from the sea of event marketing? Read on....
• Keep things simple. If it’s a smaller event
or special class then you can keep things simple. If you’re charging, renting
space and expecting 50+ participants then simply re-posting the same image or
copying another style might be helpful but will not make you different.
• The Promotion Period. A “promotion
period” is a time where you will begin the advertising to maximize
results. Take into account your attendance goals, holidays and most importantly
other events during that time. You may start with a simple “save the date” post
then a few weeks later have a “hard push” period leading to a simple “reminder/
countdown” period leading to the big day.
• Coordinate Your Marketing Efforts. Be careful on how far out you advertise so you don’t
fatigue the public or undercut other activities. There are exceptions of course
as some large Zumbathons™ that average 200-300 participants publish save the
dates almost one year in advance because
of its complexity to coordinate.
• Diversify Your Imagery. Don’t simply use one image the entirety of your
promotion period. Look for video
and photo editing software/ apps to give
yourself a unique look. Decide what “theme” you are trying to portray and keep the messaging consistent throughout
the promotion period. Never use an image of another instructor or event you
were not associated with. If you are going for a large scale event, pay for image
services so your pics and videos are free from ads.
• Publishing Rules. Be very clear about any age restrictions and pricing. Keep in mind rules on Zumba™ advertising: https://www.zumba.com/en-US/trademark
• Know Your Limitations. Do your best and be honest about your ability to
market. New instructors might need to work harder to attract participants and
established instructors might need to branch out beyond their normal circle of
participants. If working with another ZIN™ be clear who is in charge
of the marketing, who is the point of contact, how fees will be paid and make sure messaging is consistent.
These are a few of the many factors to keep in mind. The
hard part to factor in is TIME.
Planning, creating and carefully timing the release of marketing at peak hours will
take a lot of time. Simply refreshing or
re-posting one flyer is easier but may not be as effective and you won't maximize your results.
Try to have fun while hosting events! It is
a business for some but remember many of the
participants look at special events as a fun break from reality. Make it
worth their while and deliver the experience you are selling. If you are selling VIP
tickets, make sure the experience is distinct. If you are doing a charity event, focus on the issue and
ensure transparency in the money raised. One bad experience can make it hard
for future events if the participants feel taken advantage of or shortchanged.
Good luck and take the responsibility seriously when you are advertising to
your local Zumba™ community.
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Great marketing information!
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