LOOKING FOR A DANCE PARTNER IN MARKETING?

A dance teacher once told me: Your partner is the star; let them shine in front of everyone. As it is with the dance floor, so it is in marketing – a great campaign can help your client achieve their business goals and even earn a promotion. The similarities don’t stop there, and recognizing them can help us adopt a smarter approach to the client-agency relationship.

Famous dance pairs? Fred Astaire and Ginger Rogers, Gene Kelly and Leslie Caron, Patrick Swayze and Jennifer Grey... and Coke and McCann, Procter & Gamble and Leo Burnett, Ford and JWT, Unilever and Ogilvy. Passion, coordination, and beauty on the dance floor. And successful, memorable campaigns in the marketing field.

When a perfect partnership forms, MAGIC begins to happen. What are keys to the spell? Let the dance begin...

STEP ONE – GO TO A DANCE HALL

Dancing – formal dancing anyway – doesn’t just happen spontaneously. Dancers need to go to a dance hall or social dance event to have the opportunity to find a partner. Similarly, in marketing, the search for a client or an agency doesn't happen by chance. There must be an intention that responds to a need to find a partner in order to "dance" in the market. If a client doesn't need an agency, they won't go looking for one. Period.

But let’s say they are looking. If the agency doesn’t seem interesting, it will be harder for the client to accept the invitation. It’s important to note that many agencies offer the same thing. You need to find a differentiator. Persistence is also appreciated on the dance floor…up to a point. You don't want a slap in the face; nobody likes a creeper. It’s the same with clients.

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STEP TWO – SHALL WE DANCE?

We must accept the facts: You can invite anyone to dance, but there's no guarantee that the other person or agency will accept being your partner. At this moment, your personality, experience, guts, and creativity in your approach are vital for making contact. Accept it: the most popular partners are the hardest to dance with because everyone wants to partner with them.

Since nobody starts out desired by all, your best strategy is to start with those who get less attention and show them that your moves are the right ones. There’s less competition and stress when dancing with them, and calm, relaxed confidence makes you both look great. That can help you in the eyes of the beaux and belles of the ball – but who knows? You might find the partner you’re already dancing with is a partner you want to keep dancing with.

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STEP THREE – DON’T STOMP ON YOUR PARTNER’S TOES

Usually, in a dance hall, there are two roles. One side leads, guiding the movements and steps. The other follows the initiatives of the lead. In marketing, these roles can be interchangeable. Good partners move in perfect harmony, synchronizing their movements in complete coordination to create beauty together. It’s a team effort, based on mutual respect. Applause can be received in both arenas.?

But just because you’re leading, it doesn’t mean you’re in total control. Your partner needs to feel they can trust you throughout the song – and the entire party if it lasts that long. So don’t try too hard to impress; guide and protect your dance partner. Doing too many spins, turns, and tricks can tire, dizzy, and even scare your dance partner. Maintaining balance and constantly watching for competition around you will help avoid embarrassment, collisions, and even injuries.?

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STEP FOUR – THE MOST IMPORTANT THING IS FOR YOUR PARTNER TO SHINE

Being a good leader means taking your partner around the dance floor and making them look good in their movements. There’s nothing better than having a happy and grateful client…not even an armful of awards!

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CONCLUSION – IT’S GOOD TO KNOW HOW TO DANCE TO MORE THAN ONE SONG

Salsa, rock, country, bachata, hip hop… knowing how to dance to different rhythms means you can navigate well and remain relevant in various settings or markets. Adapting to circumstances is a talent that’s always appreciated. An equivalent in marketing is having inclusive thinking; it allows you to view problems from different perspectives and can enhance your dance partner’s experience significantly. Trust, respect, communication, and complete coordination of thought and action are necessary to achieve goals. And in the end, that’s what matters most.

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ABOUT THE AUTHOR

With experience in both “Dancing Floors” Pablo Acosta is CCO & Co-Founder of the inclusive marketing ad agency PACO Collective. A former Leo Burnett, JWT, Darcy and Publicis, he is also tango/salsa dancer, martial arts sensei, musician, recording artist, YouTuber, poetry lover, watch collector, opera/classical music lover, and a true believer that creativity means respect.