Tezoro Case Study: Offering Your DVDs Online & On-Demand
by Huntley in General / 07.19.10
Tezoro Productions began with the dream of bringing the essence and brilliance of a dance class at Broadway Dance Center into the living rooms and studios of dance students worldwide. For years, dance students of all ages and levels have yearned to be a part of the excitement that could only be found by traveling to New York City and studying with a faculty whose choreographic credits include video, stage, television, film, rock tours and of course, Broadway! Thus, Tezoro started serving these students all over the world by producing a line of LIVE at Broadway Dance Center DVDs, which feature step-by-step instruction from their world-class instructor corps. Their DVDs are professionally-produced and -edited and are designed with the dancer in mind, featuring camera angles facing the mirror to replicate the feeling of dancing in a studio/class setting. Detailed tips and helpful instructions from the choreographer, as well as the use of assistant dancers to watch alongside the instructor enhance the consumer’s experience. Their instructional dance video content covers all styles and aspects of dance, so if you’re looking to learn Hip-Hop dance moves, master contemporary dance, improve your contemporary jazz dance technique, hone your floorwork skills with some dance routines, discover the b-boy or b-girl in you with some breakdancing (breaking) lessons, experiment with neat fusion dance styles like Latin Jazz, then their video line is something you should definitely check out.
Tezoro has always been at the cutting edge of dance instruction. They were early in the introduction of the LIVE DVD line, which enabled students all over the world to learn from their instructors. Similarly, they recognized early on that their customers were increasingly wanting an on-demand option online. Thus, in lieu of waiting for a DVD to arrive in the mail, their customers wanted to purchase access to different portions of their video content and be able to watch it immediately. This is how MindBites and the phenomenal team at Tezoro initially came together. With MindBites, Tezoro was able to accomplish a few different objectives. First, they were able to add a secondary sales channel online by selling their dance video lessons through the MindBites marketplace. Second, they were able to use the MindBites custom store functionality to sell on-demand access to their dance videos via their own site. Third, they were able to break up their content to offer it in pieces, where applicable. Thus, a DVD by Mandy Moore on dance progressions that was 60 minutes long can now be made available as 3 separate 20-30 minute dance lessons and as the full 60+ minute progressions series with Mandy Moore. Some customers may only want to buy one or two of these lessons, so they are easily accommodated. For those that are interested and inclined to purchase all 60 minutes of the content from the DVD, a series is created from the 3 20-minute lessons to enable them to do just that.
The folks at Tezoro really have all of the bases covered when it comes to dance instruction. They do a phenomenal job with their videos, which touch on everything from dance instruction
for 3 and 4 year olds
for 3 and 4 year oldsto dance videos for slightly older kids (8+) to video content on health and nutrition specific for dancers to dance instruction videos to help you master partner lifts and turn and turn combos on the dancefloor…
Be sure to check them out - not only are they impressive on the dancefloor and behind the camera, but they’re also on the forefront of dance instruction as the web evolves in ways that enable anyone from anywhere in the world to learn with the aid of video lessons that feature world-class instructors and top-tier instruction.