Are You Respecting Your Marketing’s “Dance Space?”

Originally posted on the Butler/Till Media Mosaic Blog 6/3/11

Many years ago Patrick Swayze taught me a valuable lesson. It came to me via the eighties classic, “Dirty Dancing,” in which he uttered the phrase, ʻThis is MY dance space, this is YOUR dance space.” However, I must point out that this does not pertain to the two years I spent in the Webster High School Show Choir.

At the time, I didnʼt think much of the line, it just seemed like a good way for Swayze to explain his awesomeness to the “spaghetti armed” Baby. Years later, as I began to build a career in marketing and communications, I became aware of what experts call “really bad advertising.” And now, whether Iʼm trying to explain my own projects or understand someoneʼs approach to my marketing needs, that movie line has somehow become my creative mantra.

In design, everything has its place, and in a campaign, every piece has a relationship to the others. Understanding how all the pieces fit, or rather, how each piece has its own space, should always be step one. It seems like a more than obvious approach to things, but schedules, budgets, and personalities can throw an ideaology out faster than you think. If youʼre going to go to the trouble to craft a message that works, stand back and try to understand how brand and media will work together. Youʼve paid for it with time, emotion, and most importantly, your budget line. Respect the fact that while it may very well be your message, you might not always be in control of it. But you can at least try to guide it.

The worst offenders of “dance space” often…
• Place so much text you think youʼre reading stereo instructions.
• Cram so many miniscule logos in a banner ad that you hope no self respecting sponsor or client will see it.
• Buy a full page, color ad and then slap too much creative “weight” on a single, fuzzy image “we got off the website.”

Thatʼs not to say creative work or strategy should always play it safe or operate in a pure linear environment, far from it. This mantra even applies to what people still call “social media.” For instance, with one tweet, know that you should have a succinct headline, a solid #hashtag, and mention one or two followers. Space should be respected especially at 140 characters. Now now, donʼt pull the, “But I just donʼt understand the whole Twitter thing.” If you can write an e-mail, you can tweet. But thatʼs for another time.

Stand back, respect the organic “space” of marketing + creative, and no one will put your message in a corner.

T.C. Pellett was lucky enough to start what has become a 12 year marketing career at George Eastman House: International Museum of Photography & Film. From there he went on to be a brand champion for non-profits like the Rochester/Finger Lakes Film & Video Office, Visit Rochester, and the Seneca Park Zoo Society. T.C. is currently the Marketing & Education Manager for the Monroe County Department of Parks. He serves on the boards of the Rochester Advertising Federation (RAF) and Big Brothers, Big Sisters of Rochester. Another organization he has been proud to volunteer several years for is the Ad Council of Rochester. You can find out more about his career and work at www.tcpellett.com