8 Apr
2014
8 Apr
'14
5:27 p.m.
We have had a continuous promotion here in San Diego where we give all first time dancers
a free pass for the NEXT time they come. This has worked pretty well for us, and we do get
people bringing those passes back for the second time free - and sometimes they use them
to bring a free guest. It's an incentive for them to come back - and I think that if
someone dances twice they may have a chance the second time when it is isn't as
overwhelming to relax and to really really enjoy it. Overall we have kept this promotion
going for about 2 years? now and feel it is successful enough to continue.
Martha
On Apr 8, 2014, at 9:00 AM, callers-request(a)sharedweight.net wrote:
2. "First Time Dancers Get in Free" Promotion (William Loving)
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Message: 1
Date: Mon, 7 Apr 2014 12:18:30 -0400
From: William Loving <contact(a)dedicationtechnologies.com>
To: Caller's discussion list <callers(a)sharedweight.net>
Subject: Re: [Callers] Creating a CDSS dance depository
Message-ID:
<425CC12F-4863-4A1B-B160-AC2D82D42924(a)dedicationtechnologies.com>
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"First Time Dancers get in Free" Promotion Results:
For five weeks this winter we ran a special promotion at the Downtown Amherst dance that
all First Time Contra dancers get in free. The results were impressive:
Jan 29 -12
Feb 26 - 10
Mar 5 - 20
Mar 19 - 8
Mar 29 - 9
Total new dancers: 59 Avg: 11.8 Median: 10
Overall attendance was normal meaning the variations in "Free" numbers was not
affected by the band as far as I could tell.
Many of the new dancers said they would be back and in fact I saw quite a few of them
both at subsequent dances in Amherst and at Greenfield. Some came early in the promotion
and then brought friends the following week. Our organizing committee has discussed
various options to draw new dancers, primarily "First Time Free" and
"Second Time Free". The "Second Time Free" option gives you more
feedback about how many returnees you are actually getting; the "First Time
Free" simply lowers the bar to the ground and is harder to resist (friend to friend).
(We also included the option for anyone who might have tried contra once or twice a long
time ago to be considered "First Time" but I don't know that anyone came in
saying that.)
Our series averages 75-85 total each week with a range of 60-160 depending on the band.
The median is definitely under 100 but has gradually increased over the last almost four
years.
I think the promotion was a tremendous success and we're having an ongoing discussion
about whether to try "Second Time Free" for a while or just implement
"First Time Free" periodically. For programming reasons, I don't think it
makes sense to have it for every dance, especially dances that will be extremely full,
such as if Elixir or PeM play or if it's a techno contra (which has other issues for
beginning dancers). However, we might pick a month or a block of dates and do it again
periodically.
Sincerely,
Will
Will Loving
Founder & Programming Director
Downtown Amherst Contra Dance
http://amherstcontra.org
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End of Callers Digest, Vol 116, Issue 5
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