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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
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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!
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n n
Get fit Lose weight Have fun Become a star
Why do they attend?
Burn
200-400
calories/!
hour
Success
story
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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
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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.
‘
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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
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• Suit the market?
• Sustainable
• Discounts?
• Groupon
• Living Social
• Offers
• Taster class
• Open days
• 3rd sibling free
• 5th class free
Price
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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
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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.
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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,
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• 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
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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