How Did You REALLY Do in 2010?
Did You Reach Your Goals, Or Could You Have Done Better?
It's the 11th hour of the year; soon it will be over! When it's all said and done, how did your dance school do? How were your numbers this year? Did you hit your goals both financially and artistically?
Although the economy is still sluggish, people ARE spending money on products and services (like dance classes), so the question is, did they spend it at your studio or at your competition? I know the tendency might be to avoid these tough questions, but if the analysis is not done, what will your 2011 look like? If you are not where you want to be, the next question is what are you going to do about it? If you continue to do the same thing that you have always done, than you can't expect any different results.
One more question, in doing your analysis, do you believe more people know your brand better now than they did in the beginning of the year? If the answer is no... Well, that may be the core of your problem.
And, the solution to that problem may be public relations. There is just no better way to have a direct connection with your customers or to prospective ones. When journalists are writing about you in their publications, or radio and TV talk show hosts are interviewing you (a great way to gain visibility), or even if you submit press releases to your local newspaper not only are you reaching your audience with your message but you gain credibility from those endorsements. That, over time will help to build a foundation of trust and confidence in your community that just can't be achieved any other way. This positioning in the media is absolutely priceless.
For those of you who attended the Dance Teacher Web Conference & Expo in Las Vegas this past summer you learned a lot about press releases from Mikki Williams, who is the Queen of promotion. She spoke about the importance of getting the word out about how wonderful you are! Remember that if you don't blow your own horn, who will? You may just be the best kept secret. Send out a press release about everything you can think of. Send it to your local paper, magazine, radio station and television station.
Good ideas for press releases.
1. Shows
2. Competition results
3. Events at your school like master classes or new classes
that you have added to better serve the community
4. Free day of dance (this works very well during the year to
bring in new students)
5. Achievements by your faculty. Any shows they are doing or
special workshops they may be teaching around the
6. Special events at your school like the Snoopy Valentine
Dance or a holiday party or a fundraising event for a
special cause.
7. Any additional training you or your staff is partaking in like attending a conference or special workshop. People love to hear about professionals who are looking to improve to better serve their customers!
Once you become known in your community as the expert to go to for information, you will be amazed at how you will be contacted from all kinds of sources looking to get your feedback on a variety of topics. Make a promise to yourself that you will get the word out about your school to media outlets at least 2 times a month for the next 6 months. Don't get discouraged if they are not all published or covered. Just keep on pumping them out.
