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Your Marketing Plan For 2020 and Beyond!


Studio Owner Article


Success with Marketing and Sales

In today's increasingly complex and fragmented media universe, customers engage with marketing messages in far more places than ever before. This includes online display ads, search engines, postcards, newspapers, magazines, radio, mobile, social media and dozens more. And because of this complexity, having a plan is more important to avoid an ineffective scattershot approach.

Much like having a detailed business plan is crucial to launching and growing a business, preparing a marketing plan is critical to reaching customers and selling successfully.

But how can you create a marketing plan quickly and simply? First know that marketing is not a single action but a combination of steps your business takes to identify, attract and retain profitable customers.

Marketing is a foundational part of almost any business, so it's important to have a plan of attack. For example, can you clearly identify your mission and what sets you apart from competitors? It's tough to market without knowing this.

Marketing plans are flexible but generally include your goals, product or service descriptions, target markets, competitive analysis, pricing, distribution methods, media mix (print, digital, mobile, etc.) and action plan.

These 8 steps can help you prepare your plan:

1. Vision statement

Write a short paragraph that defines what compelling advantage or value you offer, including how it solves a problem and makes the customer's life easier. Be specific. Pinpoint the customer "pain" that your product or service will relieve. Before you can effectively market yourself you must decide what type of problem your business solves.

2. Market research

This is how you identify customer needs and wants. Build a detailed, trait-by-trait profile of your ideal prospects. Again, be as specific as possible. Later, when you create your actual marketing messages, aim those messages at these prospects. Research needn't be complex or costly. Online research, 1-on-1 interviews with customers, informal focus groups and email or web-based surveys are all inexpensive and relatively easy to do.

3. Define your studio specialty

Carefully identify every service you offer, individually. Some products or services can be broken into separate pieces, and priced separately. List as many benefits as possible that you can offer. You'll want to incorporate these in your marketing message.

4. Check the competition

Identify your key competitors - both direct and indirect - including their strengths and weaknesses, and how your business compares. Write down your analysis and make it part of your plan.

5. Build a budget and promotion mix

Don't think of marketing as a cost, but rather as your ace-in-the-hole. This is what gives you the edge when competitors slip in their own marketing efforts, and it keeps employees motivated when your name is always in the public eye.

6. Marketing metrics

Build testing and metrics into your plan: Marketing should not be risky or single-focus. One advantage of advertising online, for example, is the ability to track results effortlessly.

7. Prepare a marketing message that resonates

Craft a rally cry - a small, repeatable phrase that becomes the slogan for promoting your product, idea or business. Fine tune all messages. Coordinate key phrases with the same language in all your marketing materials. Here is ours "Fostering success in the arts, at school and in life!"

8. Include an action plan

Simplify everything; eliminate potential interruptions in the sales process and make decision-making as painless as possible for your customers. Make sure your own employees grasp your objectives and strategy and plan to market continuously. Your effort must be ongoing or people will quickly forget.


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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