Goldrush Rhee Gold Rush Magazine Dance Studio Teacher Class Student

Keep parents happy with info. Never spring a thing on them and always be updated on material.

Teachers always ask me what the best marketing tool, or ad, or brochure for their school might be. The first thing that I clear up is that the ads, brochures, good dancers are all important, but for the average school owner’s the best marketing tool is (without a doubt) positive word of mouth.

Many of us are small businesses within small communities, where people still communicate and like to express their opinions to each other. If we are customer-friendly, organized, full of passion for dance, aware of the influence we have on every child, and truly care about what we do, then we can’t help but build a solid customer base of satisfied customers who in return, spread positive word of mouth throughout the community.

On the other hand, negative word of mouth spreads like a wildfire, no full page ad, or elaborate brochure or discounted lessons can turn that around (see Nana’s Negative Word of Mouth Soufflé, opposite page).

I asked teachers, “What do you consider your key to success?” An overwhelming majority responded with comments related to customer service, personal attention, good communication, passion and much more. Enthusiastic responses are truly what creating positive word of mouth is all about!

No one knows better than those in the business . . . What follows are teachers sharing their secrets to creating positive word of mouth.

Honesty, communication, professional atmosphere, professional-adult teaching staff and a knowledgeable receptionist on duty at all times.

Dori Matkowski, Dance Dynamics, Walled Lake, MI

Finding out "who we are, and where we want to go." Then we set our standards and policies and stuck to them.

Robin Lind, Dance Tech Studios, Forest Lake & Pine City Minnesota

Open door policy once a month , viewing windows for weekly watching, Honesty. A well informed team and studio--I do monthly newsletters --a great website for all to refer to. If they lose a newsletter or question a date or time, the info is on the website. Keep parents happy with info. Never spring a thing on them and always be updated on material.

Pam "PJ” White, Capital City Dance Center, Inc, Concord, NH

Our personalities: You can tell we love what we do. Enthusiasm is contagious, we love our kids and they love us!

Holly Mehedin, Dance Stars, Lawrenceville NJ

Giving our parents excellent customer service...always having someone in the office to answer questions during class times...and always, always, answering the phone.

Anonymous

Professionalism & discipline. Parents like structure. We have a very structured curriculum, we insist on a formal dress code and we stick to our rules and regulations. Parents know what to expect and when to expect it.

Terrie Legein, Legein Dance Academy, Coventry + Hope Valley, RI

Keeping EVERYTHING age appropriate.

Tina Barnes, Tina's Dance & Gymnastics, Killeen, TX

We treat our customers and dancers with respect. We honor them and cherish their business. We realize they have a choice and we appreciate them choosing us.

Krista and Kara, Dance Depot, Placentia, CA

My business is based on integrity. While I cannot provide a perfect environment for everyone who walks through the door, I know that I am doing my best to provide a learning environment I can be very proud of.

Aggie Eidson, Studio A, Pleasant Hill, CA

Dealing with problem parents with grace, never be late, keep the classes on time, be sure each class is fun and a challenge, and believe: I am a leader.

Elaine Hunter, Elaine Hunter Dance School, Orleans, Ontario

My starting philosophy, 20 years ago was, keep the kids happy, then the parents, then myself. If the kid's aren't happy, the parents aren't happy and then I'm not because the business isn't successful.

Sherri Mazza, Mazza-Smith Studio, Jacksonville, FL

Our focus is on the whole student with the realization that all children do not learn the same way and every student is not going to want to be a professional dancer. Our first mission is to make the student feel good about themselves. Kids who feel good about themselves work to their full potential and feel good about what they are doing.

Marianne Crawford Hale, Athens School of Ballet, Athens, GA

Quality, quality, quality!!! Many of my students come by word of mouth. Parents tell me all the time how much they enjoyed the recital, even though they only came to see their child. That is the biggest compliment I could receive. I also stress to my faculty that the recreational students deserve as much as they give to the company and advanced students.

AnneMarie McVicar, Dance Explosion, Dedham, MA

We run a very family-oriented studio. As the owner, I may not teach every child, but I know everyone's name and take the time to get to know all the students and their parents.

Tara Lennstrom, Port Jefferson Dance Academy, PJ Station, NY

We have very little turnover with staff which keeps things very consistent. We have noticed an influx of students switching over to us because they were tired of having their previous dance teachers (from another studio) yell and degrade their children in class. Even though my staff is laid back in attitude, we still strive for excellence in the classroom. Having an attitude that you truly enjoy teaching makes the students enjoy dancing. I can't begin to tell you how many of my 10 year olds have asked if they can buy the studio from me when they are grown.

Anne Bennett, Just Dancin', Arlington, TX

Our motto: "Where every student is someone special." We treat all of our students the same at all times. All children get the same special attention they need when they need it. We also constantly communicate with our parents...sending out newsletters, announcements, etc. Our school is strictly a "family business."

Brandi Smith Zeringue, Sharon Beadle Smith School of Dance and Gymnastics, Opelousas, LA

I feel that my love of dance and the children I teach can be felt by all those who come to my studio for dance lessons. Parents love to watch how the children interact with me. You can't fake the love.

Audrey V. Lawrence, Lawrence Dance Studio, Groveland, FL

As the owner I personally teach all the preschool and primary grade classes, and I have 25 years teaching experience. I truly believe everyone at my studio is just nice people. Not a lot of ego there, just a lot of caring for the kids and friendliness toward the parents. We are approachable.

Suzanne Citere, Realdance, Lighthouse Point, FL

Customer service and always listening to the pulse of my clients. Knowing that I have two clients per family...parents and students

Jane Barnas, The Dance Studio, La Crosse, WI

Happy moms and dads, grandmas, grandpas who tell their friends and their friends tell their neighbors, etc. And a plan.

Gina Neubauer, Canton and Farmington Hills, MI

First and foremost truly loving what I do and people believing that I feel that way, along with great business skills, amazing loving teachers and an amazing administrative staff to support us. It's a whole package.

Jodi Fera, Moves & Motions Dance, Middle Village and Manhasset, NY

We are always positive in class. We really get to know our kids and choreograph routines specific to each class and the students in that class. We don't have recitals like every other school; we have Revues. We really try to teach life lessons in every class, not just dancing!

Stacy Gregg, Rhythm Techniques, Greenville, SC

Keeping the main theme to build self esteem

Janet Wise, Jan Ta School of Dance, Novato, CA

Organization and a sincere love for our students. We have policies that have to be signed and agreed upon before registration. We don't require anything from our parents that is not written down in these policies.

Susan Meyer, Susan's Studio of Dance & Fitness, Haughton, LA