Wednesday, August 5, 2009
It’s a Wedding Dance-Off!
A Dance Revolution
Organized dances are all the rage at weddings these days. Brides and grooms are even bringing formalized funkiness to their walk down the aisle. YouTube’s newest stars are a recently married from Minnesota who organized the dance down the aisle that you see above.
Millions of people have viewed this video. So why hasn’t David’s Bridal taken notice and used this as an opportunity to promote wedding creativity and their brand at the same time?
It’s a Dance-Off!
David’s Bridal, one of the country’s leading sellers of wedding and bridal party dresses, should partner with theknot.com, the web’s most popular wedding website, in order to promote a wedding dance-off contest. Here’s how it would work:
Brides and grooms would be invited to videotape their most creative wedding dances and submit them to The Knot. Visitors to the site would vote on the most creative videos and the winning couple would receive a “retroactively-free wedding” worth $50,000.
Return on Investment
If just one video garnered the type of attention that the above YouTube video earned, David’s Bridal would be paying less than a fifth of a penny per video viewer. Talk about a return on investment!
David’s Bridal could run the contest once per quarter and still not even spend a penny per video view! The company should use the video entries on its tv ads and start a movement. There are a lot of creative people out there, and $50,000 goes a long way for newlyweds.
So get to it, David’s Bridal, before this dance party ends.
Add This to Your To-Do List
Strike while the iron is hot. Be willing to turn your marketing strategy on a dime if you can do it in a way that taps into a hot trend. But don’t put all of your eggs in the trend’s basket. Like all things, trends come and go, but if you’re the only company in your market to capitalize on a huge trend, you’ll reap huge rewards.
There’s never a lack of ideas.