When trying to attract new customers, the key is to find a way to make your studio stand out from the rest. The best way to do this is to create an introductory offer that no one else is making. One that will make you stand out in the crowd. And the more of a crowd around you, the more creative you have to be.
Start your brainstorming by making a list of your studio’s special offerings or programs:
Do you offer birthday parties?
Do you offer private lessons?
Do you have the space to host special events?
Where does your specialty lie? Is it preschool, competition groups, adult classes or all of the above or even more than that?
Now, as you review what your studio offers, consider how you could package each offering differently. Can you bundle any programs together to make a great offer? Here’s an example: Say you add to a series of preschool classes by including a special party day on which they can bring one or two friends for free. For the student’s parents, you’ve just created a play date opportunity that doesn’t require them to do the supervision, and you can charge more for this service in the package price.
Offering a free trial class is almost a given. All studios offer that, so anyone who calls you will expect to hear that and won’t put any value on it. But what if you took that free class up a notch? You present each of these trial students with a small gift that creates a WOW moment and you show that you care about your clients and create a unique atmosphere at your studio. For the youngest students, give out a tiara or a dance coloring book, tied up with a pretty ribbon. Present those 7 and up with a CD of royalty free dance music—you can buy tracks for under $10 at www.royaltyfreemusic.com, then make a stack of copies and stick a label on each one that advertises your studio (be certain the label lists your phone number and website, if you have one).
What is no one else doing? Whatever that is, that’s what you need to be doing, to set yourself apart from local competitors.
We’ve had huge success by marketing our studio with a free at home play date DVD for the preschool student prospects. Here’s how it works: You create a simple, follow along DVD at your studio with a teacher, a few students and a videographer. Now, when parents call for information, you send a simple brochure, a schedule and your play date DVD. How different do you think that will make your material look compared to everyone else? This DVD has worked so well for us that we now have a second volume for ages 6 to 8.
Need another variation of the free lesson? Try a week of free trial classes. Looking to boost long term enrollment now? Offer the entire month of February free if they sign up for the rest of the year.
One more idea to consider: most dance schools don’t advertise in February because they feel their second season has already begun. We do, and have good results when we do. Now every parent is organized enough to enroll on time. This allows you to capture the attention of parents who may otherwise think it’s too late to sign up their child. Plus you can start to build momentum for your summer and fall classes now.
Even in this challenging economy I don’t recommend lowering your prices or giving away the farm. The key is to make an offer that they can’t refuse. One that looks so good and different that they would be crazy to pass it up. When they ask you how you are different from your competition, you can tell them that you like to give your clients excellent value. That’s a philosophy that will turn them into steady clients that you know will help you reach your revenue goals for years to come.
Create that first WOW moment and
win the customer.
WOW separates the extraordinary
from the ordinary.
