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Marketing: Your 8 Month Plan!


Studio Owner Article


Success with Marketing and Sales

When is the best time to market your studio?

We have been asked this question many times. The answer is from now until the end of the year. Think about it. You need to start to find new people now or at least start to make yourself known. And as far as your current students now is the best time to get them signed up for next fall!

We need to think about our marketing just like the way we prepare for our classes. If we taught only one class to students, we wouldn't expect results right then and there-even if it was a great class. Marketing, I have learned, is the same way. It's not about running one ad or putting out a few flyers. It is developing a plan to put into action for the growth of your business. I can tell you right here and now that there is no magic bullet or ad that will be the one that will change everything. There is, however, a plan that you can develop that will make a big difference to you and your bottom line. To start, you need to try many different things. What works best for one may not work that great for the next. One thing is for sure: you need to make your clients an offer they can't refuse! We will get more into the offer in another chapter. For now let's focus more on the plan.

We have found that the best time to focus on our advertising is as follows:

1. May and June or five months prior to the start of your new semester. This is the best time to focus on getting both new and returning students to register for your program. If they are leaving their former school, this is when they will be looking for another school, and you can lock in returning students

2. August and September, the month before or when your new semester starts. As we know this is the time many new people come in. During this period, offer free trial lessons or placement classes for new and returning students. If the schedule is filling up, make sure you have it posted with the words "class closed" across it.

3. October or the month following the start of your new semester. By this time the people who have forgotten or not made time to find an activity for their child will be in a panic. Also soccer season is coming to an end. Your ad will help them to find a good solution.

4. December. Make a holiday gift package offer. We have found that these are the times we have had the best bang for the buck!

Are you stuck inside of your studio?

You may have the best classes, choreography, faculty and facility, but if you don't get out and promote it, it will be the best kept secret in town!

Here is the good news!

It does not have to be really expensive to market your services to your local community. Think about it-since your target market is close to where your business is located, you do not have to spend thousands upon thousands of dollars to get the word out. A continuous flow of advertising to the right markets in different media will do the trick. Best of all you can personally get out to spread the word. Who else will have the kind of passion that you have for your business? Join local clubs, and go to the meetings. You will be surprised, no matter how long you have been in business that many people do not know who you are. Think about this: wouldn't you much rather do business or recommend a business of a person you know? Help your community to get to know you and watch your business grow.


Steve Sirico

Steve Sirico

Originally from Norwalk, Ct, Steve excelled in track and football. He attended the University of Tennessee at Martin on a sports scholarship. Deciding to switch and make his career in the world of dance, he studied initially with Mikki Williams and then in New York with Charles Kelley and Frank Hatchett. He has appeared in a number of theatre productions such as Damn Yankees, Guys and Dolls and Mame in New York and around the country and in industrials and television shows. He was contracted to appear as the lead dancer in the Valerie Peters Special a television show filmed in Tampa, Florida. After meeting Angela DValda during the filming they formed the Adagio act of DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Steve is Co-Director of the very successful D'Valda and Sirico Dance and Music Center in Fairfield, CT for the past thirty years. His students have gone on to very successful careers in dance, music and theater. Author of his Jazz Dance syllabus and co-author of a Partner syllabus both of which are used for teacher training by Dance Educators of America, He has also co-authored two books one for dance teachers and one for studio owners in the "It's Your Turn" Book series. Steve is co-founder of Dance Teacher Web the number one online resource for dance teachers and studio owners worldwide. He is available for master classes, private business consulting and teacher training development

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