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Serendipitous Marketing for NiaDivas
NAMASTA member Jill Pagano is co-founder of NiaDivas, a holistic dance fitness program based on the Nia technique. Jill was featured on the May 2008 cover of Seattle Woman and shares a recent experience that led to significant television coverage for her Nia classes.
Over two years ago, I read about a program called "A Complaint-Free World" which motivates individuals to move a purple wrist bracelet each time you complain. The goal is to go 21 consecutive days without moving the bracelet, thus breaking the pattern of useless complaining.
I wanted to share this with my Nia students through my business NiaDivas. I ordered the bracelets and was thrilled to receive them. To my surprise the bracelets laid by my desk for months. Someday, I was going to share them. I just didn't know how.
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That someday begins this unexpected story. Prior to Thanksgiving last year, a Complaint-Free World Nia Class began to form. What a great way to align with Thanksgiving by stop complaining! I planned a free event discussing the program followed by a free Nia class. Our webmaster Don, suggested sending an email to our neighborhood's award-winning blog, The West Seattle Blog. And that's when a string of unknown events began brewing.
First, the blog posted it on their website - which boosted traffic to our NiaDivas website. Secondly, the local TV station followed the story from the blog to our website. Then, the TV station called and asked for an interview and to video record our Nia class - they wanted to do a feature story including our event!
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Wow! Fantastic...but why was there so much attention on a free, small, community event? Twenty-four hours before our event, I received an email announcing the founder of A Complaint-Free World, Wil Bowen, would be speaking at a local church. Ah ha! Without even knowing it, we had aligned with a much larger public relations event than our single event in the same weekend!
Together, a story on Wil Bowen's local visit, and our local Nia event was aired on two major Seattle area TV stations the entire weekend. Serendipity? A force of Spirit? From what I can tell, everything grew from Love. I love to teach Nia, and bloggers and reporters love to share information. Wil Bowen is passionate about not complaining. Everyone's passion-driven contribution magically brought this story together.
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Jill Pagano, teaches mind-body practitioners how to begin effectively marketing their services with her easy-to-understand "Make Friends with Marketing" program. She is also co-founder of NiaDivas, a holistic dance fitness program (based on the Nia Technique) that invigorates your body and soul.
Request your free guide to "Writing with Less Lingo. Attracting New Clients by Saying it Simply" by emailing jill@niadivas.com or call 206-999-1743.
For information on Nia Dance Fitness: www.niadivas.com or www.nianow.com (Nia Headquarter's site)
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