Advertising Your Dance Studio Wisely: What You Should Know to Stay Profitable
By: Kathy Blake
The only thing that absolutely guarantees your failure as a dance studio owner is a lack of students. It is the most obvious single thing all owners need to get their studio off the ground--and keep it going--yet how to get your students is often overlooked. It's important to know WHY you need to advertise and what you SHOULD and SHOULDN'T do. The key is to always, always keep your name out there You must have your name out in the public all the time because we are a very transient society. Once we stop hearing about something, we forget about it immediately. If your studio's name isn't out there, no one will remember it, period. You want people to see your name and say "I've heard of them before."
Branding: Your dance studio does not need to be known around the world, but it does need to be known in your area as a 'brand'. Look to products that have proven how necessary advertising is: Coca-cola, for example, is one of the most recognized product names in the world. Have they stopped advertising just because there are millions of coke drinkers world-wide? Absolutely not. Coca-cola pours millions of dollars a year into their ads because they know that the only way to stay successful is by assuring ongoing name recognition. You must continue to advertise just as much as ever, even when you feel you're at the height of success-run your ads, get your name out there. What makes you special? Never, never assume that you are going to have one customer tomorrow that you have today. You have to create an advantage for them to come to you. You have to create an excitement, an inspiration. By now, you and your current customers know what you have to offer that no other studio does, however your prospective customers do not. As you continually advertise, it is equally important to take out ads with more than just your name. You must also know what not to include in your ads. Dos and Don'ts of Dance Studio Advertising:
Don't make it a guessing game: What is in place to prevent someone from calling the studio advertised right next to yours? Tell your audience why they should inquire about your studio instead of the others. Almost every studio will offer tap, ballet, and jazz. Make your ad compelling.
Don't state the obvious: If the name of your studio includes "xyz Dance Studio" get right to the statements that will set you apart. Give them an incentive to call your studio TODAY. Do you allow for ongoing enrollment? Do you give a multi class discount? Sibling discounts? Parent discounts? Payment plans that work for every budget? On your website and brochures, also make sure to include detailed bios-- your staff sets you apart as well.
Don't spend your entire budget in one place: After choosing where, when and how often to advertise and what your ads should say, what are the best ways to actually advertise? As the world of technology grows consider adding the internet to your advertising budget. But remain constant in print sources as well: local and regional newspapers, phone books, local and national magazines.
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