Dance Studio Marketing – Find Your Target Market

In order to develop an effective dance studio marketing strategy, you must first identify the right families or dancers to target. A solid understanding of your target market will save you money, increase your response rate, and generate a higher return on investment from your marketing efforts and is just plain smart dance studio business management.target-market

Potential paying parents or dancers experience a range of business and personal pains and have different motivations for looking at your dance studio over the others in your area. Your messaging should speak to those pains and motivations; a one-size-fits-all approach will not be effective in driving new students to your studio.

There are two primary strategies that you can employ to reach your target market: PUSH or PULL.

A push strategy consists of:

Singling out specific members of your target market by purchasing lists from list brokers or publications for you local community.
Pushing your message to the target market through print advertising, banner ads, e-mail marketing, telemarketing, and direct mail campaigns.
Seeking a direct response from these prospects to visit your studio, not visit your studio, or sign up on your site to receive direct response marketing.
A pull strategy consists of:

Targeting a broad audience and allowing prospective paying students or parents to “self-qualify” themselves for your dance studio.
Generating “buzz” about your dance studio through PR, community events, online content syndication (blogs, forums, facebook, twitter), word of mouth, and referral programs.
Developing a highly visible brand to pull students in and encourage them to learn more about your exciting dance studio.
Both methods can drive excellent response rates, especially when used in tandem, but in a down economy, pull tactics are particularly effective for dance studio marketing. Why? Because right now, parents are carefully managing their budgets and don’t want to be “sold” to. Instead, they want access to valuable information that will help them make the right choice about where to have their students dance. So the best way to leverage the current market to your advantage is to make your website an oasis of knowledge that will pull prospects to you then encouraging them to sign up for that info and use Dance Studio Marketing Systems to do the rest. It will pay off!