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How to market your dance class

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Seminar delivered at the UKA 112th Annual Dance Conference, Blackpool, June 2014.
Author, Natasha Reynolds, Director Danceology

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How to market your dance class

  1. 1. www.dance-ology.co.uk
  2. 2. www.dance-ology.co.uk 2 Dance Marketing
  3. 3. www.dance-ology.co.uk 3 ! ! Natasha Reynolds - Digital Strategist ! www.dance-ology.co.uk ! Email: natasha@dance-ology.co.uk ! Twitter: @danceologyHQ ! Facebook: danceologyHQ ! Mobile: 0755 442 4238 ! !
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  7. 7. www.dance-ology.co.uk 7 Agenda 1. 6 Steps to Dance Marketing 2. Basics of MarketingTheory 3. Digital Marketing 4. Measuring Results 5. Future Alert 6. Q&A
  8. 8. www.dance-ology.co.uk 8 Marketing is –Chartered Institute of Marketing The management process responsible for identifying, anticipating and satisfying customer requirements profitably. ‘
  9. 9. www.dance-ology.co.uk 9 Gain RetainGain Retain Profitably Students
  10. 10. www.dance-ology.co.uk 10 Focus
  11. 11. www.dance-ology.co.uk 11 6 steps of 
 Dance Marketing 1. Clarify WHO your ideal students are 2. Find WHERE can you reach them 3. Decide HOW to communicate with them 4. DO it! 5. Learn and ADAPT 6. Repeat
  12. 12. www.dance-ology.co.uk 12 1 step at a time
  13. 13. www.dance-ology.co.uk 13 Downloads 1. 6 Steps to Dance Marketing 2. Dance Marketing Pack 1. Ideal Student Worksheet 2. Marketing Mix Worksheet 3. 7Ps of Marketing 4. Tweet Nice Poster 5. Publishing CalendarTemplate Sign up to our eNews at dance-ology.co.uk
  14. 14. www.dance-ology.co.uk 14 Step 1 Who are my ideal students?
  15. 15. www.dance-ology.co.uk 15 Who am I? • Core values • Strengths/weaknesses • Why did I become a dance teacher?
  16. 16. www.dance-ology.co.uk 16 Who are your ideal students Student?
  17. 17. www.dance-ology.co.uk 17 Students are complex Student Family Goals Peer pressure Lifestyle FinancialDreams Student
  18. 18. www.dance-ology.co.uk 18 Gain RetainStudent Parent = Client
  19. 19. www.dance-ology.co.uk 19 What are they really buying? 1. Actual product 2. Augmented product 3. Core product Dance Classes Benefits from your classes: Fitness, health, weight loss, confidence, self esteem, discipline, stardom Examinations, awards, industry contacts, safe place. These are the hot points!
  20. 20. www.dance-ology.co.uk 20 n n Get fit Lose weight Have fun Become a star Why do they attend? Burn 200-400 calories/! hour Success story
  21. 21. www.dance-ology.co.uk 21 n n Healthy, happy child 1 hour to myself! Encourage their child to follow a dream Discipline What do mum/dad want? Deal at a local coffee shop Educational value stories
  22. 22. www.dance-ology.co.uk 22 Dance Marketing –Natasha Reynolds Is more than having a Facebook Page or printing brochures. It’s about how you connect with your students, potential students and parents. ‘
  23. 23. www.dance-ology.co.uk 23 Ask them • Chat • Survey (free software Survey Monkey) • Poll (Facebook)
  24. 24. www.dance-ology.co.uk 24 Step 2 Where can I find more ideal students?
  25. 25. www.dance-ology.co.uk 25 Client hangouts? • Community • Nursery • School • Summer Fairs • Current students • Friends • Family • Networks • Online • Google • Communities • Networks • Local Business (partner) • Coffee shops • Beauty salons • Sports clubs Best ROI
  26. 26. www.dance-ology.co.uk 26 Step 3 How can I communicate with them?
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  32. 32. www.dance-ology.co.uk 32 USP Matt Flint
  33. 33. www.dance-ology.co.uk 33 Marketing
 Mix
  34. 34. www.dance-ology.co.uk 34 7Ps of Marketing
  35. 35. www.dance-ology.co.uk 35 Product Core product Benefits from your classes: Fitness, health, weight loss, confidence, self esteem, discipline, stardom
  36. 36. www.dance-ology.co.uk 36 • Suit the market? • Sustainable • Discounts? • Groupon • Living Social • Offers • Taster class • Open days • 3rd sibling free • 5th class free Price
  37. 37. www.dance-ology.co.uk 37 Item Aspect Consider Action Studio/hall ‣Clean ‣Suitable floor ‣Lighting ‣Temperature ‣Well signed ‣How can I reflect my BRAND more effectively? ‣How can I put my students at ease? ‣Put up signs, banners, curtains? ‣Sweep prior to class Transport ‣Adequate parking ‣Public transport ! ‣How can I make it easier for my students to get to classes? ‣Car pooling ‣Align times with public transport Waiting room ‣Comfort ‣Availability ‣How can I make parents more comfortable? ‣Comfy chairs ‣Coffee shop deal Place
  38. 38. www.dance-ology.co.uk 38 People 1. Teachers 2. Telephone 3. How you handle complaints Attitude, professionalism, training qualifications.What they say about you and school. Answer time, professionalism. Encourage your staff to tell you about disgruntled students/parents and address it head on.
  39. 39. www.dance-ology.co.uk 39 Physical Evidence 1. Uniforms, studio, logo 2. Digital 3. Print Reflect your brand Answer time,Website, emails, eNewsletters, Facebook pages etc. Flyers, advertisements, invoices, awards,
  40. 40. www.dance-ology.co.uk 40 Process n n New student orientation Manage payments Handle discipline Teaching methodology
  41. 41. www.dance-ology.co.uk 41 Promotion –Bill Gates If I had $1 left to my name I would spend it on PR. ‘
  42. 42. www.dance-ology.co.uk 42
  43. 43. www.dance-ology.co.uk 43 • Intro class • Incentivise current students • Expiry date • Promote across marketing mix • Facebook,Twitter, website • Annual show programme • Posters in studio, toilet doors • Teachers Free Dance Class Cards
  44. 44. www.dance-ology.co.uk 44 Gain RetainMonologue Dialogue = Digital marketing
  45. 45. www.dance-ology.co.uk 49# Social Media! Blogs/ forums! Industry sites! eMail Marketing! .educati on! dance! Your website! Twitter! Face! book! Linked In! news! You! Tube! Search Engines! Offline Marketing! dance-ology.co.uk
  46. 46. www.dance-ology.co.uk 46 x x
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  48. 48. www.dance-ology.co.uk –Johnny Appleseed “Type a quote here.” 48
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  54. 54. www.dance-ology.co.uk 54 #UKA112 ! @danceologyHQ
  55. 55. www.dance-ology.co.uk Profile Banner: 1500px x 500px Profile Image: 400px x 400px
  56. 56. www.dance-ology.co.uk 56 Please Retweet Please RT Neither 0 15 30 45 60 Add links to 3 out of 4 tweets Friday 3-4pm = retweet sweet spot Negative comments Self referencing Link Click Through Rate
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  59. 59. www.dance-ology.co.uk 59 Beware Hashtag #Fail
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  69. 69. www.dance-ology.co.uk 69 1. It’s about conversation NOT selling 2. Do it regularly 3. Be professional 4. Link accounts to save time 5. Connect with your website 6. Have a strategy - consider the Marketing Mix 7. Set SMART goals 8. Have a Social Media policy 9. Measure results Social Media Tips
  70. 70. www.dance-ology.co.uk 70 Step 4Do it! –Twyla Tharp The Creative Habit I begin each day of my life with a ritual. ‘
  71. 71. www.dance-ology.co.uk 71 • Specific • Measureable • Attainable • Relevant • Time bound SMART Goals Action plan
  72. 72. www.dance-ology.co.uk 72 Integrate across 7Ps • Tell staff • Add to eNews • Promote online and offline • Posters in studio
  73. 73. www.dance-ology.co.uk 73 Step 5 Learn and adapt
  74. 74. www.dance-ology.co.uk 74 • Exit surveys • Coupons codes - track • Measure every marketing activity • Watch your competitors • Google Alerts http://www.google.co.uk/alerts • Polls/Surveys • Content Calendar notes Research and monitor
  75. 75. www.dance-ology.co.uk 75 Google Analytics
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  79. 79. www.dance-ology.co.uk 79 Step 6 Repeat
  80. 80. www.dance-ology.co.uk 80 Future 
 Alert
  81. 81. www.dance-ology.co.uk 81 Payment Methods
  82. 82. www.dance-ology.co.uk 82 Dare You Watch
  83. 83. www.dance-ology.co.uk 83 –Vicki Baum There are shortcuts to happiness, and dancing is one of them.
  84. 84. www.dance-ology.co.uk Sign up to our eNews! 84 ! ! Natasha Reynolds ! www.dance-ology.co.uk ! Email: natasha@dance-ology.co.uk ! Twitter: @danceologyHQ ! Facebook: danceologyHQ ! Mobile: 0755 442 4238 ! #Moveit2014 Q&A
  85. 85. www.dance-ology.co.uk 85 • LinkedIn profile infographic: http://theundercoverrecruiter.com/perfect-linkedin-profile/ • Cute girl has a catchy dance http://www.youtube.com/watch? v=lK7IzfLmyco&feature=youtu.be • Happy Feet Productions http://www.happyfeetproductions.co.uk/index.html • OK Go! http://www.youtube.com/watch?v=dTAAsCNK7RA • Harlem Shake Ballerina Edition http://www.youtube.com/watch?v=9iNHsjADvVo • English National Ballet http://www.youtube.com/watch?v=KlCjt6FQQC0 • Olivia Ashton Instagram http://instagram.com/oliviaashton5678 • Big Dance http://bigdance.org.uk/ • The Dance Register http://www.thedanceregister.org.uk/ • Kickstarter dance projects https://www.kickstarter.com/discover/advanced? category_id=6&sort=most_funded • Twyla Tharp, The Creative Habit http://www.twylatharp.org/ • DanceTag App: http://www.dancetagapp.com/ Links
  86. 86. www.dance-ology.co.uk 86

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