Today’s guest post is from Mary Van Geffen, the creator of GlowMoms, the pop-up dance club experience just for moms. She hosts this Southern California event four times a year to bring women together on the dance floor. The parties are held at local nightclubs and include a DJ, dance instructor and a complementary drink.
My target audience is pretty specific: 35 – 45 year old women with school age kids at home. They remember and miss going out dancing to have fun, exercise and blow-off some steam. Who needs that outlet more than busy moms juggling all the details of family, school and work?
The excellence of the idea doesn’t mean it was easy to get critical mass at my events. Here are my top three tips that I’ve learned the hard way. And when momma’s happy, everybody’s happy.
- Cater to the Big Mommas.
My first instinct was to set a date based on my venue and suppliers’ availability. This led to scrambling to grow ticket sales after I realized several of my most loyal and connected dancers were out of town for the event. Going forward I will always check the date with my core five or six moms who bring not only contagious energy, but their friends, as well.
- When School’s Out, Marketing Gets Put to the Test.
The school year is much more scheduled than summer. But it’s actually an easier time to market an event to Moms because of the routine of school drop off/pick-up time (like a pop-up main street) and the predominance of mom-rich events like sports practice and other extracurriculars. Summer is unpredictable and tends to be more about family and close friend contact, which doesn’t help you grow your fan base). Stick to school year timing for larger events.
- Momma, Don’t Let Your Babies Grow up to Use Facebook.
Beware of relying too much on Facebook for anything other than promotion and post-event chatter. I made the mistake of trying to maintain RSVPs on both Eventbrite and Facebook. Not only was this confusing for guests, it led to a last minute disaster! One week before my party, I decided to delete the city and state from the event details (since my location was kept secret until after registration). This innocent Facebook edit triggered an event-crashing announcement, “GlowMoms has canceled the event,” which was then automatically emailed to all Facebook users who had responded “yes”. Talk about damage control! My advice, announce your event on Facebook but leave the guest details to Eventbrite!
Hosting an event of your own? Dance your way over to Eventbrite and see how easy it can be.