Wednesday 24th September 2014
Swing Patrol launches B2B marketing campaign
Dragons’ Den success story to leverage social media, direct mail and media relations for corporate entertainment, sponsorship and Christmas party promotions
The swing dance school which won investment from Deborah Meaden in the latest series of BBC’s Dragons’ Den is launching its first marketing campaign targeting businesses. Since 2009, Swing Patrol UK has primarily concentrated its marketing efforts on recruiting consumers to its events, workshops and swing dance classes at over 35 venues around London. The new business-to-business campaign is promoting its corporate entertainment services, sponsorship opportunities and a new line of vintage-themed Christmas parties for businesses.
As well as the dance groups Swing Patrol provides to teach and perform at music festivals around the UK, the school provides award winning troupes – such as current European Swing Dance Champions The Swing Patrol Dixie Dinahs – to perform at awards shows, trade events, conferences and large corporate dinners.
Company Christmas Party Packages
A new offering for businesses in 2014 are Swing Patrol’s Swing Out Christmas Parties – fun, interactive, cost-effective and cool vintage-themed Christmas party packages available at local venues around London. Colleagues are encouraged to get involved with the vintage-style by donning waistcoats, dresses and hairnets for that vintage feeling, or dressing as prohibition-era gangsters and molls or World War I or II service men and women.
Swing Patrol’s events and award-winning dance troupes are extremely valuable sponsorship properties for brands that want to associate with the style, energy and fun of swing dancing. Rachel Riley of Strictly Come Dancing, Countdown and 8 Out of 10 Cats fame tweeted after dancing and watching performances at one of Swing Patrol’s events in September, “On such a high! Awesome night dancing… Bringing my girls next time!”
Social Media, Media Relations and Direct Mail
Swing Patrol already has an active social media community, interacting with thousands of energetic, sociable and stylish consumers via Facebook and Twitter and receiving thousands of video views every month on YouTube. However, the new B2B campaign will be the first time Swing Patrol has invested in developing profiles and communities on LinkedIn, which will be a core platform for the social media element of the B2B campaign.
Its teachers and support team are receiving LinkedIn training to build their profiles and interactions on the platform. This group of LinkedIn users will then devise a LinkedIn strategy to identify relevant contributions to share with their LinkedIn connections and relevant groups. Swing Patrol will also be investing in three LinkedIn Ads campaigns. Marketing professionals – such as events and sponsorship managers – are the primary targets for the corporate entertainment and sponsorship properties. Small business owners will be targeted with LinkedIn Ads for Swing Patrol’s Swing Out Christmas Parties.
Parker, Wayne & Kent Public Relations has been recruited to target business-to-business and regional media for Swing Patrol. As well as product and service news releases, Parker, Wayne & Kent will be encouraging journalists to experience an evening as a participant at a Swing Patrol event and offering interviews with Swing Patrol’s founder, entrepreneur Scott Cupit, to discuss the business of Swing Patrol.
Leaflet drops to local businesses in the areas surrounding Swing Patrol’s 35 venues and email marketing to corporates completes the channels of the marketing campaign.
Scott Cupit, Founder of Swing Patrol said, “On Dragons’ Den, three of the investors made offers to get involved with Swing Patrol. Business people like what Swing Patrol does, so it makes sense to make more of them aware of the corporate entertainment and sponsorship opportunities we provide. The combination of using social media, email marketing, our network of teachers and focused media relations will help to convey our offerings to other businesses quickly. The focus on professionals in the run-up to Christmas has the added benefit of encouraging people to try swing dancing prior to making a New Year’s resolution. This will have a positive impact on participation with our regular lessons in 2015.”
For further information about Swing Patrol visit www.swingpatrol.co.uk
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