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 Big
Bangs for a Few Bucks
By Rhee
Gold
Low-cost marketing techniques can yield big returns
If you
think all marketing has to be expensive, think again. The good
news is that some of the most productive campaigns cost little
more than your creativity, plus some time and printing
expenses.
The goal of
any marketing effort is to get your school’s logo or name to
become universally recognized in the community. Good marketing
isn’t always about an immediate return; it’s about slowly
building a solid reputation that is familiar to everyone in
your area. Marketing books talk about a “rule of 13,” which
means that the average customer has to see your logo or name
13 times before it becomes “embedded in the brain,” as they
say. So make it your goal to become the best-known dance
school in your community. Familiarity often leads to future
profits; when your name is a household word, people who are
looking for dance lessons will immediately think of your
school.
Since
establishing name recognition is key, that means school owners
must always be thinking of new ways to place their school’s
name and students where they are visible to every segment of
the area’s population. The following methods will do just
that, and they’ll do it without breaking the bank.
BE
GENEROUS WITH GUEST PASSES
You can
design and print passes for a free class on your own office
equipment very inexpensively or have them printed
professionally at a low cost. Give them to your faculty,
staff, students, and friends. If you always have them
available, you’ll be surprised at how often you hand them out.
GO NUTS
WITH YOUR LOGO
Put it on
T-shirts, jackets, sweat suits, garment bags, bumper stickers,
refrigerator magnets, and whatever else you can think of.
DANCE ON
TV
Keep a
video of dance classes and performances running continuously
in your storefront window.
CREATE
COOL WINDOW DISPLAYS
Maximize
how you use your storefront windows. Get creative with
displays and change them often. Get rid of the trophies!
OFFER TO
TEACH CLASSES IN PRESCHOOLS AND DAYCARE CENTERS
or work
with them on cross-promotion. These businesses might be
willing to keep your school brochure in their waiting area if
you do the same for them.
HOLD
CLASSES OUTDOORS
Take over
your school’s parking lot on a Sunday to offer a free,
family-oriented hip-hop class for the whole community. You
don’t have a parking lot? Talk to the town hall about getting
permission to use a city lot or field. Get nearby businesses
involved, such as music stores or a radio station.
SEND OUT
PRESS RELEASES
A press
release is one of the easiest and least expensive ways of
getting the word out, yet many dance school owners overlook
it. Most likely a parent at your school could write them for
you.
INVESTIGATE YOUR PUBLIC ACCESS TV CHANNEL
Look into
options for hosting a community dance contest or teaching a
class that could be broadcast on the local access channel.
SPONSOR
A LOCAL SPORTS TEAM
This puts
your name in front of a large segment of the population. A lot
of the players might have siblings who want to dance.
BE
GENEROUS WITH GIFT CERTIFICATES
Associate
your school’s name with as many community fund-raisers or
auctions as possible by donating gift certificates.
MAKE AND
DISTRIBUTE DOOR HANGERS
that
feature special enrollment offers. Ask your students to go
house-to-house with them in their neighborhoods.
OFFER A
CINEMA NIGHT AT THE STUDIO
A movie
(make it one about dance) and some pizza or popcorn and soda
are all you need. Let current students participate for free if
they bring a non-dancing friend. Give all the friends a guest
pass to try a class.
SCHEDULE
A “BRING-A-FRIEND” OR “BRING-A-RELATIVE” DAY
Once or
twice a year, invite current students to bring a friend,
sibling, cousin, or other relative to class with them. Make
sure to offer some content that’s appropriate for all levels.
Consider offering participants a discount if they enroll that
same day.
BRING
DANCE DEMONSTRATIONS INTO PUBLIC SCHOOLS
Taking your
students into the public school system is an excellent way to
build your school’s reputation and enrollment. You’ll have the
chance to expose dance and all its benefits to many children
who might never consider dance lessons.
MAKE
PERSONAL CONTACT
Call all
the people who have made inquiries about your school in the
last couple of months but did not enroll. A personal call from
the school owner can make all the difference.
HOW MUCH
DOES THAT COST?
·
10,000 BusinessCards (or guest passes) Full-color, one side
$169.93 at www.psprint.com
·
2,500 Door Hangers Full-color, one side $197.20 at
www.psprint.com
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