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Here's How to Increase Studio Enrollment Part II: Focusing on Referrals!

Type:

Studio Owner Article

Category:

How to Increase Revenue and Energize Enrollment

Do you have a plan in place to actively solicit referrals? If not, you are losing out on this incredible money making tool for your business.

I think most studio owners will agree that word of mouth advertising is one of the best ways to increase your bottom line. The problem is that most do not actively pursue this great marketing ploy.

How can you actively get your referrals going?

Here are some quick tips to get your word of mouth advertising

Create WOW moments to get your students and parents talking.

Flip that class or try any class for a week! If you have several classes going on at one time you can try “Flip That Class!”. Rotate the classes every 20 minutes. Just make sure your faculty understands that the classes need to be fun, fast paced and without any rehearsing of numbers. We have had many students who were not taking a certain style sign up for the class that they tried after trying it out in this casual way.

Customer appreciation day - Year end barbecue and get together. We do a big barbecue every year at the end of the semester where we celebrate our customers and give them an outside party at no charge to them. If you have  some kind of open property or a parking lot next to your studio even better. We do and have a party outside on a Sunday with dancing, food and more! Try it to create a buzz in your community

Do a survey and offer a prize for the winning new idea you use. This is a terrific way to get feedback about your program and to get some great ideas you may have not thought of. Our customers love this because they get a voice and are eager to share their thoughts with you. If you get some bad feedback don’t fret, use that info to get better. Customers love that you care about their opinions and will talk about that.

Offer a special discount to all referrals for the spring- See Below!

The 50/50 Referral Program

Here is how our 50/50 program works. For every new customer that brings in a referral coupon when they sign up they and the person that has given them the coupon will receive a $50.00 family discount.

Here is how we implement this program. We send out a letter to our current customers explaining how the program works. They are instructed to put their name on the four coupons we send out to them and to give them to their friends whose kids may be interested in trying out a class. When the new student’s parents sign up and pay for their class they can apply their $50.00 coupon and the current customers account will be credited with the $50.00. If all 4 coupons are brought in the current customer will receive a $200.00 credit. In the letter, they are also told that if they want more coupons then they should contact the studio so that we can either give them more in person or send them out to them.

I will do this kind of marketing all-day long! Why you might ask? Because you ONLY pay when the new customer pays. I really like that kind of advertising and I highly recommend that you should try it too.

Let’s crunch some numbers:

For every 10 people who sign up your cost is $1000.00
10 x 100=$1000.00
20 x 100 = $2000.00
and so on

Here is an example from our studio:

10 New customers taking one class a week

10 x $799 = $7999.00 - $1000.00 Expenses = $6999.00 profit

Promotion from 2019 Campaign 

47 x $799 = $37553.00 - $4700.00 Expenses = $32,853.00 profit
Plus, additional classes signed up for $17,980 + $32,853.00 = $50,833.00 Profit

So now you can see why I am so excited about this kind of advertising. If you are looking to increase studio profits I highly recommend that you implement this at your school as soon as possible.

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Author

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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