Elements of Marketing that Still Work

If you’re anything like me, you are bombarded with opportunities to market your dance studio and enroll more students. Countless companies vie for our attention and marketing dollars, offering systems to grow our businesses. If you’ve been around for a while, you might remember the days of Every Door Direct Marketing (EDDM), postcard campaigns, Groupon and Living Social, Merchant Circle, newspaper ads, and even naming your studio with the letter "A" to be listed first in the Yellow Pages!

While marketing trends have shifted over the years, some classic strategies remain effective in growing your business and diversifying your marketing efforts—so you don’t have all your pointe shoes in one basket, so to speak.

1. Your Physical Studio Is a Marketing Tool

First, remember that your physical building and space serve as marketing tools in themselves. Do you have signage on your building’s exterior? Is it clean, clear, and well-lit? Is the lettering legible, are any bulbs burnt out, or has your studio logo or name changed? Be sure to check your outdoor signage and window displays—these create a first impression for your local community.

One thing’s for sure: new signs and flags still grab attention and get people talking. If you’ve added a summer program or tumbling classes, make sure to create signage for those too! Something as simple as fresh banners, feather flags, or window clings can make a noticeable difference in drawing in new students.

2. Maximize Your Referral Engine

Second, evaluate your referral system—what drives existing customers to refer their friends? What systems do you have in place to inform your raving fans about open class spots, and how do you thank them for inviting friends?

Many studios host "Bring a Friend" events, but what is your process for promotion and follow-up? We spend countless hours and thousands of dollars trying to get people to visit our studios, yet when we hold these events, they’re often created in haste, lacking a promotional plan and an internal sales strategy to guide interested friends toward enrollment.

Consider these questions:

• Do you offer incentives for referrals, such as discounts or special gifts?
• How do you follow up with visiting students after the event?
• Is there a seamless process for turning first-time visitors into enrolled students?

A strong referral program is one of the most cost-effective ways to grow your studio, so make sure you have a structured plan in place.

3. Rethink Your Email Marketing

Third, put real thought into your email marketing. Move beyond monthly newsletters that only serve current students with important dates and deadlines. Keep your internal newsletters within your studio software, while marketing leads should be managed through platforms like Mailchimp, Constant Contact, or similar email marketing tools.

Use your email list strategically—re-market your ads, highlight a different dance style each month, and announce registration for camps or mini-sessions. Each time I send a marketing email blast to hundreds of people on my list, we see registrations, inquiries, and sales. Email is a low-cost way to reach people, and don’t worry about annoying them—subscribers can always opt out.

Consider using emails to:

• Highlight student achievements
• Promote public programs
• Announce community performances
• Advertise dancewear and shoe sales
• Offer exclusive coupons or incentives

Automate for Efficiency

One of the best ways to use email marketing is through automation. For example, collect email addresses via a camp or mini-session landing page, and once they enter your system, send them an automated email with more details, pricing, or even a special coupon. People love discounts, and a well-timed email can turn an interested parent into an enrolled student.

Final Thoughts

As the new year brings hopes for thriving studios, now is the perfect time to cast a wide net with your marketing. Supplement Facebook ads with tried-and-true methods of connecting with people, and watch your studio grow!

DanceLife Teacher Conference: A Must-Attend Event for Studio Owners

Marketing your dance studio effectively takes strategy, creativity, and support from industry experts. At the DanceLife Teacher Conference, studio owners and teachers come together to learn proven business strategies, gain fresh marketing ideas, and connect with like-minded professionals. If you’re looking for ways to grow your studio and engage your community, this conference is the perfect place to gain valuable insights. Don’t miss the opportunity to invest in your studio’s future—learn more and join us at the next event!