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[5/29/2008 SteppersUSA News]
A & P & The Dance Rewind
By Markie Bee

After Yesterday's news of the new Steppers Documentary my mind wandered back to a series of articles I wrote in October last year. It seems to be an appropriate time to review the advertising and promotion aspect of this Stepping game. I've made a few changes/updates to the articles (all contained in this single article).
As stepping grows in popularity across the country a massive need shows itself. Steppers promoters, Instructors are all over the map (both literally and figuratively). Mind you, I am the very last person to suggest anyone remove a single vestige of individuality or creativity from any aspect of the dance (or the business of the dance).
Consider this basic truth, dancers dance. They will dance no matter what or where. In their own right they are artists. Generally speaking, artists do not always make the best business persons when it comes to their art. They are better at improvising and performing as individuals, couples, or trios or whatever.
Admit it or not, when it comes to stepping, the camp is divided... I'm not speaking about 6 count versus 8 count, or old skool versus new skool. I'm referring to advertising and promotion (A & P) (the business end of stepping) on a local and national basis.
There is absolutely no consistency to the public face of stepping. The fact is a united front is needed on every level of the business end of stepping. Just like many franchising business do, there is a need for a national advertising and promotion co-op. If real growth is desired, a consistent appearance and direction in A & P is the key.
It's important to note I'm not trying to make every steppers venue and everything in stepping the same like every McDonalds is the same across the nation. It would be beneficial if the packaging (A & P) of the dance was as consistent and as recognizable as a Big Mac.
The need for a plan in any business venture is essential. Try to go to a bank and ask for a loan for your business without a business plan. Ten out of ten times you will get a handshake, a smile, and perhaps even a cup of coffee, but that's it. It's like traveling without a map and never reading the street signs as you drive by toward nowhere. That's right, I said it, without a plan stepping is going nowhere the dance will eventually go back to being an "obscure dance" popular only in parts of Chicago.
Promoters need a unified plan. They usually have one for the set or party they are promoting (however basic it may be). But when it comes to the grand scheme of things in the larger steppers community there is no plan evident (please keep in mind what I just said about having a plan).
The need for a plan on a grand scale can only insure and accelerate the visibility and growth of the steppers community to the level it rightfully deserves.
Think about it, the basic infrastructure is already in place in the largest cities in the United States. A unified, consistent plan including national advertising and promotion could take stepping around the corner, and up the ladder of success (If I could think of other aphorisms I would have used them here).
While I've been discussing a lack of consistency and a lack of a working business plan on a large (national) scale, I've been pointing at the advertising and promotion (A & P) area of the stepping community. But who makes up this hierarchy of movers and shakers? The obvious answer is those people you see at the sets and parties handing out pluggers, schmoozing the DJ so they might mention the upcoming party.
They also are the people on the internet who are putting out information about stepping to larger audiences every day. Others who fall into this "category" would include stepping instructors... 65% of the steppers web sites listed on SteppersUSA.Com are run by steppers instructors... I would also suggest because the instructors are always in the "front lines" of promotion by virtue of their presence in so many levels of the "stepping game" (they in particular) are very involved in the (A & P) area of the stepping community.
A couple of weeks after the WLSC, I was having a discussion with Pete Frazier (The Majestic Gents) about this very topic. We spoke about it for quite some time (I had a captive audience while we reviewed footage of the contest) and he revealed that he wanted to have a meeting with everyone involved with the promotion of stepping. He never put any time frame out there, but I personally feel, the sooner, the better. Pete has the "clout" in the steppers community to get this off the ground. If you really want to perpetuate and grow stepping beyond the bounds of Chicago, this meeting can be an important first step. I feel it needs to happen for the sake of the institution. Well, it's been eight months and there still hasn't been a promoters powwow. I guess reality is a dream.
Let us know what you think, please Send us an email add your views.

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If you or anyone you know has any photos, footage or information about or from any Steppers contests for the History of Stepping Project, I'd love to add it to what we have. It's Your History! OR If you have a personal recollection concerning stepping or if you care to help with the History of Stepping Project in any manner, please Send us an email.

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Multiple Definitions Added Definitions Page
2006 3-G's Contest results added Timeline Updated
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